Clarifying issues from early on
Mr. Masaru Yagi from Experience Marketing Department 5 is a planner who switched to Adobe XD for some of his proposals. He primarily oversees strategy development for the early stages of projects.
“In the past, we would just talk through concepts and confirm the direction of a project, but there were many times where customers would see the screens our designers had created and would comment that it was quite different from what they had imagined,” says Mr. Yagi. “Using Adobe XD, our concepts can easily be presented by creating realistic screens. Visualizing the content of the proposal provides us with a clear course of action to refine the design and reduce the need for revisions.”
Furthermore, Mr. Yagi says that when the concept can be seen on a screen, customers are able to come up with unexpected information and can better clarify any issues.
“Customers get a real sense of the design when they can try it out on a smartphone or a computer, making meetings very lively, which leads to more productive conversations,” says Mr. Yagi. “We can draw out more information about their needs and issues with a design, and get a better sense of how they really feel about the proposal. We could even come to the next meeting with a completely different idea, so we strongly feel that this leads to better proposals.”
Promoting the switch to user-centric design
According to Mr. Yagi, not only does Adobe XD improve the quality of conversations with the client, but it has also helped evolve the workflow for wireframe creation.
“Adobe XD allows us to produce very practical designs,” says Mr. Yagi. “From the very early stages of content design, we can incorporate a sense of visual design. This reduces discrepancies between the wireframe plan and the design, and allows us to improve the accuracy of our output.”
“With more people using Adobe XD, we are getting to the point where even our wireframes will be expected to clearly communicate ideas, so the people working on layouts will also be expected to have some skill in design,” adds Mr. Yagi.
Using the prototype feature in Adobe XD allows Dentsu Isobar to experience what it is like for users who visit a website from a lower-level page. According to Mr. Yagi, the sense of realism is quite different because people can see the prototype on an actual screen.
“Working with prototypes in Adobe XD, we realized that we used to design sites from the point of view of a designer who understood how the entire site looked,” says Mr. Yagi. “We now know that many users will not be coming directly to the home page, and unawareness of the design and site structure could make it difficult for them to figure out what action to take next. We are grateful to Adobe XD for helping us realize that there is still much we can do to create user-centric designs.”