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Purposeful design

Purposeful design is about giving equal thought to intent and execution. We’ve provided this “cheat sheet” so you can follow our standard method for design communications that are effective.

# Cheat sheet: Designing effective communications

Be sure you know the answers to questions before you start any new project:

What does success look like?

Knowing what success means is key. Are there metrics that are associated with this work?

What has been tried before?

Understand what worked or didn't in the past will help you shape more effective communications now.

What's the deliverable?

This one is really simple! Make sure you know what files you need to produce.

Who is the audience?

We predominately communicate with 4 audiences:

  • Classroom teachers
  • School Leaders
  • Students (junior 5-10 and senior 11-18)
  • Parents

Of course, we operate across multiple markets, so always take the time to understand who specifically you'll be communicating with!

What are the needs of the audience?

What's the mindset of the audience? For example:

  • Classroom teachers are busy and want more time to teach.
  • Less tech-savvy teachers are intimidated by technology and want to be reassured that Firefly is easy to use.
  • Tech-savvy students use a multitude of apps and are used to having all kinds of information at their fingertips, they want Firefly to be as good as the experience they have with other services.

What's our personality and tone?

This is shaped by who we're talking to, but you should always follow our Tone of Voice guidelines.

What's the selling idea?

What's the most compelling argument we can make to get the audience to do what we want them to?

Some helpful ways to think about this are:

  • What are the ways of using our product that helps our audience achieve their goals?
  • What are disadvantages of not using our product?
  • How do we satisfy the needs of the audience?
  • What does choosing our brand say about the audience?
  • How important is our heritage (our story) to the audience?

What do we want our audience to do?

  • What emotion do you want the audience to have?
  • What action(s) do you want the audience to take?