Goal
Develop an aspirational future-state digital user experience vision that offers strategic guidance to product and design teams while inspiring executive leadership.
Role
Project initiator, author, and lead
Timeline
The project took eight weeks from conception to the final video presentation to the COO and e-commerce leadership team.
Approach
I collaborated with key partners to identify critical components of an aspirational future-state experience that aligned with the customer promise and company purpose. I then created a compelling storyline and worked with brand marketing and internal visual communications to produce a proof of concept.
After two days of on-location shooting and a week of post-production, I presented the final cut to the COO and e-commerce leadership team. The high production value impressed executives and inspired the product design team while defining the visual vocabulary for future productions. An iteration of the work was shown at Kohl’s leadership all-hands offsite and to analysts.
Deliverables
We created a visually stunning and narratively captivating video that successfully communicated key concepts of an aspirational future-state experience.
ANDREAS WOELK 