When it comes to DIY, people don’t just need the right tools, they need the know-how. With 20-somethings always on their phones, and relying on mum or dad to sort their DIY projects out, we decided to bring those parental years of experience to a medium every millennial knows like the back of their hand – their phone.
Creating a conversational UI on Facebook Messenger, we launched the Ronseal Pocket Parent as a complete guide to their DIY woes. Using a carefully considered filtering process and embedding rich media, users could get loads of info on what products to buy and exactly how to use them.
The campaign picked up a Caples Nomination and The Drum Roses Silver for Digital Innovation.
Using InVision Freehand, the team and I were able to rapidly prototype a low-fi visualisation of the user flows and collaborate with the wider project team. We designed, redefined and reviewed to make sure the conversational UI was effective and engaging.
We printed a flow chart and presented it back with sticky notes. This low-fi theory session meant we could look at this holistically from top to bottom without any barriers.
Whilst we were building out the conversational flows, this gave the art director and copywriter time to jump ahead of the brief, cast and build out the campaign look and feel.
Once we got into a comfortable place with the low-fi flow chart, we briefed a dev agency to build out the chatbot and started testing for real with the technology added.
Smart features like weather reporting using GPS were built in, so the chatbot could inform users what the best day was to get their DIY done.
Behind the scenes, the creative team were shooting the collateral from static thumbnail images, 30 and 15s intros and how-to videos, as well as rich media. Supplying these while building the chatbot allowed us to simulate more effective testing.
We worked with the client’s internal development team to build out a campaign landing page, sitting on their existing website platform, and housing the campaign videos with a CTA to try the chatbot out.
Got any questions or a new project in mind? Drop me a line.
