To design for a user, you must first think and feel like one. At Skidmore, that means digging deep and “walking in the shoes” of our client’s target audience. When designing the website for The Sam Bernstein Law Firm, we not only interviewed members of the firm, we also met and spoke with past and current clients to understand the struggles they face and the information they need most when visiting the site.
After seeing things from their perspective, we were able to create user stories that informed the structure of the site, and mood boards that captured the essence of the brand. Combined with key messages, these components informed a strategy that would fulfill the needs of both the Sam Bernstein Law Firm and their clients.
While Mark Bernstein, President of The Sam Bernstein Law Firm, initially wanted to skip ahead to the design portion of the project, he soon saw the value in our Design Thinking process, saying, “I was skeptical at first about needing to do the work of Discovery and Strategy. But I get it now— the website not only positions the firm well, it creates an emotional connection with our clients.”
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