WINNING THE VML DESIGN CHALLENGE at SIC

Background

On October 2017, I participated in the Seattle Interactive Conference (SIC) design challenge with VML agency. SIC is the biggest tech & business conference held annually in Seattle.In teams of 5 designers, we Collaborate with  VML agency professionals over the  two days to provide a strategic solution to a challenge unveiled the day of the event. Our design was unanimously praised by all the judges, and won the first place in the design challenge.

 
 

PROBLEM

People think that VML is not only open to and excited by Diversity and Inclusion initiative, but that we are fully committed to it. Taking this step will help VML become more relevant, more progressive and open new doors. 

DESIGN CHALLENGE (Design Question)

"How to incorporate DIVERSITY into VML recruitment process and into the company in general?”

SOLUTION

Created two campaign ideas (external and internal) that focus on a VML band that is looking to authentically connect with 1-2 specific diverse communities. The two campaigns are: 

  1. Stories to Coffee - An internal campaign within VML employee to create conversion.
  2. "Friendly" First impression- A friend sees you for “who you are”

Target Audience

  • VML employees -“Inclusive culture”
  • Hiring managers- “Bias in the hiring process”

Process

Research: We looked at many different hiring process to gain an understanding of how others had designed the concept of time.

what we learned from the VML employees ?

1) International  

  • Offices in 33 locations across six continents
    • Different culture
    • Different Authenticity
    • Different Background

2) Space

  • Unpredictable  space across offices

    • Some offices are Big and some small
“We put people first, not egos” -VML

Conceptualization

We started working on visualizing the solution through sketches. 

Campaign 1

Stories to Coffee (Who doesn’t like stories?)

A physical "storyboard" encouraging employees to share their personal stories. This campaign targeted the company internal culture and encouraged employees to learn about each other without identifying each other with their different background. To do this, we imagined a physical storyboard hanging on the office wall, pairing with a simple semi-anonymous system.

  • Connect everyone (especially senior management) with a human aspect story in office public space
  • Encourage “tough conversations” that would have otherwise not happened with already shared common ground
  • Reward free coffee/afternoon tea for conversations that end up happening
Screen Shot 2017-11-06 at 11.46.20 PM.png

STORYBOARD

 
 

Campaign 2

“Friendly” First impression

Include prospective employees' friends in the interview process - a personal touch. This second campaign targeted the hiring process.

A friend sees you for “who you are” :

  • Loves that crazy talent you have!
  • See’s your strengths as an individual
  • Values your cultural background
  • Cares about your success

STORYBOARDS

RESULTS

In this design challenge, 6 teams participated in the challenge and only one team won the design challenge. Our team secured first place and we were so glad to work with professionals in the field.