Dokio: the backstory
Like the best innovations, Dokio was born out of necessity. Liquorice's managing director, Scott Bonanno, recognised a need for a product to help clients create, distribute and manage their branded communications, so he decided to build one himself. As Scott himself explains,
“Ten years ago, I started a branding and digital agency called Liquorice. We have always thrived at the intersection of brand design and technology, so it’s no surprise that Dokio grew out of that space. Dokio’s design automation software gives clients a safe and secure platform from which all their branded communications can be created, distributed and managed. Our aim is to retire the endless back-and-forth with agencies, briefs and approvals, and allow businesses to concentrate on their next big idea.”
The next wave
Every iteration is an opportunity for improvement. Looking back to the first Dokio brand sprint, we were able to identify key learnings which became our springboard for the second. The research components were better informed, the audiences more well-defined, and, from that, a comprehensive brand, content and marketing strategy was developed.
Our digital team tested their growing UX knowledge with user testing sessions and, when feedback wasn't what they had hoped for, made changes and tested again and again until results showed that users understood the product and its benefits.
For example, one key lesson from the first iteration was that the product benefits and functionality were not clear to audiences without relevant examples. They simply couldn't picture it because they'd never seen it before. So, instead of relying on people's imagination, we decided to create some artwork mockups, using a fictional brand, and then tested it again.
What we learned this time around was that users became fixed on this one particular brand and had difficulty seeing beyond the examples. Again, it was all about context. When you've only got one point of reference, it's difficult to imagine alternatives even when you know that they exist. The next step was to expand on this fictional brand, turning one into three and strategically positioning them to cover the types of industries and businesses that we knew would strike the perfect balance between showing how broad the applications can be and how beneficial it can be to specific roles and industries.
So, what's next? In addition to more user testing on the product itself, we'll be conducting interviews with clients and internal staff to test how effectively the new site is meeting their needs, developing new sales tools, and creating walk-through videos to help onboard new and potential clients.