Creative Direction for Cisco Systems Motion Video

Motion Graphics video to explain Cisco Systems China Partners Platform and how advantageous is for all the Staff and associates to use it.

Overview

Cisco Systems is one of giants IT companies in the World, with 70,000 workers. (They created the first commercially-successfull router!). Cisco has a long history in China spanning over 20 years, delivering meaningful innovation to the people and partners there.

Problem

In 2014, Cisco Systems in China Headquarters in Beijing had the challenge of creating something different to communicate the new Partner's Platform in a creative and visual way. Further than instructions manual, tutorials or reference websites, the first impact should be something that requires everyone's attention

Figure 1. Cisco China website for partners.

So, as the Creative Director of our own studio, Kuiki, I helped Cisco Systems Headquarters in Beijing, to get a new, simple and effective way to transmit the advantages for workers about using their own marketing and communicationplatforms. We created up to three pieces of Motion Graphics animated videos they could use for that.

Research & Analysis

User research focuses on understanding user behaviors, needs, and motivations through observation techniques, personal interviews and focus groups, to understand why the company used so many resources and nice programs to improve their commercial skills for workers, but most of workers in Beijing didn't know about them.

Wireframing & Prototyping

With the proper planning, we were able to confidently move into creating the storyboard for an audiovisual product. We took the decision to focus more on the easiest way to explain every advantage, cause once people knew the programs, they really loved them indeed, so the challenge was to to show them in a nicer and more effective way, that even could be understood without sound or captions.

Figure 4. MOOOV’s low-fi wireframes.
User testing

User testing is a technique used in user-centered interaction design to evaluate a product by testing it on users. This can be seen as an irreplaceable usability practice, since it gives direct input on how real users use the system. So we decided to use this technique in our app with this tasks:

  1. Newsletter Registrations;
  2. Find MK Material;
  3. Add something to watchlist;
  4. Follow in Weixin;
  5. Use rewards.
Figure 5. User testing results (before & after redesign).

Design

One major change in the video was to focus on visual style. Our aim was to improve user engagement by understanding more about Cisco Systems advantages in China, showing all the benefits using a closer language and the simplist and effective style of Flat Motion Design trends.

Creating a motion graphics video placed all over the building was a very interesting solutions to don't spam workers while calling their attention for the new and different communication about their tools to increase productivity.

Results

In the results we created a piece of video that atracted everyone inside the building because of the different style of the former corporate communication, and we provided users an very easy to understand animated instructions, even with muted audio, showing advantages they had ignored for months by email. We solved the difficulties of the previous ways of communicating, which wasn't focused on offering something simple to understand.

Simplicity is the ultimate sophistication. Leonardo Da Vinci, polymath.

Cisco Systems ordered us two more versions of the video within same year, adding two new services for workers!

Date December, 2014
Type Mobile apps, Prototyping design
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