Brian J Kinsley
UX designer
Made with

Turning a Touchpoint Into a Conversion Mechanism

Seeing clearly with ShopWindow

It all started with a trip to the local coffee house!

After seeing the Events Board, I had a question: How can you bridge the gap from offline printed media to online digital marketing or, how can we turn a touchpoint into a conversion mechanism?

  • Touchpoints are your brand's points of customer contact, from start to finish:
    • Customers may find your business online or in an ad, see ratings and reviews, visit your website, shop at your retail store, or contact your customer service
  • Conversion is simply getting someone to respond to your call-to-action:
    • Opening an email, clicking on the call-to-action link inside that email, going to the landing page, filling out a form and, of course, buying your product is the ultimate conversion
  • We needed a way to help local small business owners turn their touchpoints into easy to implement conversion mechanisms
The following video production was just the start in a series of webinars I developed to introduce, educate and implement QR Codes into the marketing efforts of local small businesses.


Creating a template for success!

ShopWindow

Script Writing

ShopWindow Takeaway Web Video

Every great film starts with a script and this project was no different. 

  • We wanted to test the process of developing and producing targeted web content. How the process worked, where the weak points were, how we could improve our message was our goal
  • Being a retail manager prior in life, I had first hand knowledge of the needs and goals of our target audience
  • 3 different versions of this script were created, each was specified and niched down to specifically target their needs
  • Taking the time to develop a script for web content helps ensure higher quality, consistency and repeatability

ShopWindow

Storyboarding

ShopWindow Takeaway Web Video

After the script was finalized, I created a storyboard for planning and logistical purposes.

  • The storyboard helped illustrate the visual aspects of the video shoot, pacing, shot selection and actor movements
  • This low-fidelity storyboard was created using Balsamiq

Lights, camera, ACTION!

This is a rough cut, not a final production video, please be kind

I learned a multitude from this experience.

This project incorporated; interviews with business owners, interviews with marketing company owners, writing copy, user experience research, web content development strategy, iteration, collaboration and working with start-ups and their CEOs directly.


  • The goal was to help small business connect with their target audience faster
  • Some of my challenges during this project; being self conscious, unnatural and forgetting pertinent information while the camera was rolling
  • Creating a script to follow, developing the storyboards, researching the technology and listening to feedback from my teammates helped me to have confidence in our message and deliver quality to our clients
  • During this project I also developed an efficient" ready-set-go" process for dealing with an extremely busy CEO, to save time and maximize efficiency

Connecting the offline with the online was our goal and I'm confident we did just that.