Designing a Data-Driven Communications Plan to Inform Key Stakeholders

A U.S. Navy program needed to establish stronger communication practices within their complex stakeholder ecosystem. Deemed "the backbone of the Navy," our client required effective communication to ensure combat-ready networks and sailors.

In order to design an effective communication plan, our team conducted months of research and facilitation to ensure we were designing the right plan with the right audience in mind.

︎ U.S. Navy Client

︎ Booz Allen Hamilton

︎ Design Research, Design Strategy, Facilitation

︎ October 2022 - October 2023

Credits:
Team: Kat Schneider, Sydney Golden, Francesca Bonifacio, Sasha Avrutina, Maia Sciupac

Current State Assessment

The team first conducted a Current State Assessment, consisting of stakeholder interviews, literary reviews, and a perception survey. This formed the foundation for our entire project.

︎ 15 Interviews

︎ 103 Survey respondents

︎

︎ 2,654 Data points

︎ 4 Themes

︎ 14 Insights & opportunities

Problem-Framing Sprint

Next we facilitated a week-long virtual Problem Framing Innovation Sprint with subject matter experts and key Navy team members to arrive at three key focus areas and one target audience group (the Fleet).

During this time we also attended a significant conference related to the program and conducted two (2) formal interviews and several intercept interviews with our client’s target audience.

︎ 4 Days

︎ 15 Hours

︎ 13 Activities

︎ 15 Participants

︎

︎ 1 Target Audience

︎ 3 Focus Areas

︎ 1 Long-term goal
︎ 5 Phases of Engagement

Design System Development

From there, the team developed a comprehensive design system rooted in our client's values and program identity, integrating co-creation checkpoints and facilitated workshops to ensure their branding and visuals built a firm foundation for their communications plan.

︎ 2 Internal Brainstorming Sessions

︎ 1 Client Co-creation Session

︎

︎ 4 Logo Configurations

︎ 1 Design System

︎ 5 Program Values

Fleet Activation

To enable collaboration with their key audience, the team designed an in-person interactive experience (an "Activation") to facilitate creative problem-solving between the Navy program’s team and their target audience. The Activation outputs ultimately laid the foundation for our Navy client's overarching strategic communications plan and artifacts.

︎ 2 Days

︎ 8.5 Hours

︎ 10 Activities

︎ 24 Participants

︎

︎ 3 Communication Goals

︎ 5 Design Principles