Zoé Ganch

Content vs. Context By now we all know the importance of content. We've heard it for years...content, content, content. I know you have your content calendars and social media posting schedules, you're probably even starting to use ChatGPT to pump out even more regularly scheduled "content". However in all this I fear we are losing too much of the context. Here's what I mean by that. Let's say you went to that restaurant everyone's been talking about. You know the food is going to be good - that's "the content," that's expected. But what made it memorable? Who you went with, where you were seated, how the server treated you, the overall vibe. That's why you're now recommending it and already planning your next visit. That's the reality of content versus context. Content is what you came for. Context is what you remember. Take Nike. The content is clear: shoes with great cushioning, breathable mesh, precise fit. But the context? It's a community, a lifestyle of performance, positivity, and encouragement to push for more. "Just Do It" - that comes from 60 years of context. Nailing your product is just a step, arguably not even the first step. It's just part of the bigger picture. If you want your brand to succeed, don't just create content that calls out your obvious features. Create context that guides your customers to becoming lifelong ambassadors. Go out of your way to make them connect with your story on a deeper level. Now this doesn't mean stop making content, just slow down and stop doing it because a social media manager said you should be posting 3-5 times per week. To see this in action, check out this Ritz-Carlton Late Checkout campaign - it's a masterclass in modern storytelling. This is a legacy brand that took the time to launch a new product perfectly. Watch this for inspiration, then take a step back and reevaluate your content strategy. https://lnkd.in/dGYfa_Eq

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Sprucing up my portfolio for the first time in quite a while. I've added a bunch of new things, including some work I did at Petco and a The Beachbody Company logo and app concept that I created when I was leading UX and Product Design for them. If curious, this is how the logo concept was born: The heart is the hardest working muscle in the body. Fun fact: if you rotate a heart 90 degrees clockwise, it magically turns into the letter "B." Outline this "B" and, voila, a second "B" appears in the negative space, giving you "BB" for Beachbody. Finally, adding a circle around this design creates a sense of community and belonging. Bonus: it looks sweet as a mobile app icon. 👍 More here > https://cottonblend.com Did I mention I’m currently open to consulting and would also consider full-time opportunities as well? Let’s talk! #design #productdesign #ux #branding #creative #iOS

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Incredibly excited to be giving a new talk—"Design is 'Connection' Made Manifest"—on Seattle Design Festival 's main stage this August 18th. The themes in this presentation have been congealing for me over the past few years, evolving through my other conference talks, written works, and even business / career decisions. Across "why" we're creating, "how" we're creating, and "where" we're creating, our value is infinitely greater than the sum of our choice of digital tools. I'll (currently) be giving this talk only twice this year, with the second event to be announced soon. The 'formal' talk description: "What is design, if not ‘connection’ made manifest? Given the state of the world over the past few years, with designers navigating the global pandemic, mass layoffs, hybrid / remote work, and a struggling economy, connection is at is apex of relevance. The connection of us to one another, us to our work, and our work to those who engage with it. Be it a concert venue poster, a website, or an app icon, design is solving the problem of engaging people—agnostic of their circumstances—to connect and convey an experience. When we’re in touch with our values, focus on craft evolution over tool loyalty, and create in an environment of support and inclusion: ‘connection’ is the result. Via the power of storytelling with actionable methods, Justin Dauer will show us how to get there." And on the Seattle Design Festival itself, via their website: "The Seattle Design Festival is a platform for bold design conversations. We believe that design is for everyone and that inclusive co-design practices are essential to shaping an equitable Seattle. We are multidisciplinary, socially engaged and civic minded. The Seattle Design Festival was founded in 2011 as a strategic initiative of AIA Seattle to promote public dialogue and community engagement about the role and impact of design in urban life." Seattle Design Festival is a FREE event for the public. My presentation's page: https://lnkd.in/gaQNA5GD The full list of festival programming: https://seadesignfest.org/ #ux #productdesign #uxdesign #creativity #design #culture #seattle #seattledesignfestival

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Excited about supercharging your design team? 🌟 Don't miss our April Gather & Grow webinar! Learn how DesignOps can transform your design crew into your brand’s MVP and drive sustainable ROI. 🚀 Join Aletheia Delivre from Zapier, Jasmine Price from Airbnb, and Kim Marchant from JPMorgan Chase & Co as they dive into strategies for keeping that creative spark alive, seamlessly integrating brand and product, and why embracing progress over perfection matters. Plus, get insights on leveraging AI for feedback and shifting from centralized to distributed teams effectively. Ready to elevate your design game? Sign up now and let's make magic happen together! ✨ #DesignOps #Webinar #CreativeMomentum

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Value that Design can bring in daily lives is significant and multifaceted, encompassing both tangible and intangible benefits. ➡ Thoughtful design can enhance accessibility, safety, comfort, and aesthetics, making cities more livable and enjoyable places to inhabit. ➡ Design can promote social inclusion and equity by ensuring that urban spaces are accessible and welcoming to people of all ages, abilities, and backgrounds. ➡ Vibrant and well-designed urban environments can stimulate economic activity by creating attractive destinations for shopping, dining, entertainment, and cultural experiences. e.g. Dubai, Singapore ➡ Designing cities with sustainability in mind can help reduce environmental impact, mitigate climate change, and improve resilience to natural disasters. ➡ Designing walkable neighborhoods, providing green spaces, and prioritizing active transportation modes can encourage healthier lifestyles and reduce the prevalence of chronic diseases. ➡ Design can help preserve and celebrate a city's cultural heritage and identity by integrating historic landmarks, cultural institutions, public art, and traditional architectural styles into the urban fabric ➡ Design thinking approaches, co-design processes, and participatory design methods engage communities in shaping the future of their cities and generating innovative solutions to complex urban challenges. ➡ Well-designed public spaces serve as gathering places for social interaction, cultural exchange, and civic participation, strengthening the social fabric of cities. ➡ Design-driven placemaking initiatives and urban regeneration projects enhance the attractiveness and competitiveness of cities on a global scale, driving economic prosperity and prosperity. #designlife https://lnkd.in/g65yb6jP

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Exciting news! 🙌 More Ours is ready to take on new projects this fall! I spent the past year growing with my friends at Giant Shoulders and, most excitingly, becoming a new mom. Now, after honing our offerings so we can create even more value for our incredible clients, More Ours is back in action. Here’s how we can help you grow: - Brand Strategy - Visual & Verbal Identity - Websites - Marketing Assets - And more! If you’re a purpose-driven and community-focused small business owner or entrepreneur, we’d love to be your creative partner. Whether you’re looking to attract new customers, make a change in your business, or need streamlined marketing tools, we’re here to help build a brand experience that’s uniquely you. By combining your passion with our expertise, we’ll craft a brand experience that inspires, empowers, converts, and delights. If you have a new project coming up or want to chat about what’s possible, reach out today. Let’s make some magic! ✨

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We surveyed every winery website in Sonoma and we found some surprising things. We found that e-commerce standards are 10 years behind the curve, Sonoma likes dogs more than children, and the number three wine isn't what you might think. Swipe through below for a mini-report, or click here [https://lnkd.in/gTz_feJg] to download the full report and gain access to the database with raw info on every Sonoma winery! #SonomaWineries #WineIndustry #EcommerceTrends #WineSurvey #SonomaCounty #DigitalTransformation #WineryInsights #MarketResearch #WineLovers #DogFriendly #WineEcommerce #IndustryAnalysis #SonomaWine #CustomerExperience #WineData #BusinessIntelligence

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Honored to speak to the Federal Reserve UX community today! My talk: Walking the AI Tightrope: How Designers Can Enable Human-Machine Teams via Skepticism & Trust.

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"In my category, brand isn't really a differentiating investment." I rarely hear these words. But I often feel the sentiment. It's wrong. "Our category is mature. Buyers just want an affordable little plastic rectangle that works." → Enter Yeti. An indestructible position. Works a little better. 4x the price. Cult following with an icy moat. "Our category is commoditized. Buyers just want some bubbles in their water with maybe a lil flavor." → Enter Liquid Death. A wild, masochistic position. Tastes good enough. Slaughtering the competition. "Our category is fact-based. Our buyers just want to know the powdered veggies they're buying are healthy." → Enter AG1. An elevated + aspirational position. Comparable product. Healthy growth for years. But but but...these are consumer categories, this doesn’t apply to my business. Our category has a 3 year sales cycle. Our category sells through procurement. Our category is all about relationships and referrals. Our category is all about data-based digital marketing optimization. Add yours to the list. And you won’t be wrong, just partially right. Look, positioning on the material problem you solve and the facts about your solution are required. Baseline requirement. But category winners, upstart disruptors, and legacy leaders go further. Because they know...if you’re selling something differentiated to humans, brand matters in every category. People are not robots. Our algorithms are flawed. We make decisions everyday with incomplete information. Stories tip the scales. So move beyond the plastic rectangle, water with bubbles, powdery veggies. Move to an idea. It’s what they’re buying. Out.

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I’ve been working on building a new tool to help brand leaders better identify and prioritize areas of focus on Shopify, and I need your input. The tool provides a quick snapshot that they can work through themselves or engage me (or anyone else) to help them improve. It takes 1–2 minutes and is based around 12 foundational principles—core drivers that need to constantly be optimized to impact success: content, design, engagement, experience, leadership, marketing, operations, people, products, profitability, purpose, and technology. I’ve been wrestling with whether data should be one of them, but I feel like it’s a thread that weaves through all 12 of these and isn’t a principle itself. Curious to hear what you think. Am I simply resisting it because it would make 13? Any others I’m missing? Or any you feel I could take away? I also need testers to give me more real-world data and feedback. Let me know if you’d like to try it out.

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#AIThoughts Designer and Creatives. We should be happy about the rise of AI. It will likely spawn two key changes in our world. Certainly it will revolutionize production through scale while relieving many industries of mundane execution tasks & activities. More importantly though, it will (perhaps unintentionally) elevate the affinity and value of one-of-a kind, beautifully flawed, thoughtful, nurtured, organic creative work–made by humans. 😉 Thoughts? #creative #creativity #design #AI

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🌟 A powerful move by Both& Apparel and Finnegan! 🌟 Last week, Both& Apparel made the bold decision to open source all their designs. ❗️This isn't just a generous act; it's a call to action for the entire industry. Over the years, Both& has empowered countless genderqueer individuals worldwide, and now they're passing the torch to creators and brands alike. At Studio Lutalica, we were fortunate to work with them for a little while a few years back. As a fellow founder, I deeply resonate with this mission. It's not just about creating products; it's about serving our community with authenticity and respect. Simply put, flashy marketing or a 'unisex' collection isn't enough. True service requires genuine innovation and understanding. This initiative is a challenge to brands everywhere to step up and truly support trans and nonbinary people. Let's amplify this message. Comment below with brands you think should take notice. Together, we can drive real change in the industry. Thank you, Finnegan, for leading the way. Let's make some noise and ensure the industry takes note! 🚀 And since you're here, go and take a look at their closing sale. It's 🔥 https://lnkd.in/e_GtfN64 #LGBTQ #Business #Startups #OpenSource #Design

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Did we really need that free delivery in under 15 minutes? Did we fully explore all the potential side-effects of one-click purchasing? Sure, some millennial pet parents may have been able to afford to put their little fella in a luxury dog spa, but was that really the best use of that precious real estate? Over the past 15 years, it feels like user-centric thinking (in its most myopic form) has become increasingly co-opted as a way to ruthlessly target a subset of the population at the cost of others, prioritizing the needs of a brand’s ‘most valuable segment’ with little regard for the secondary and tertiary effects on wider society. Now, a new generation of organizations and business leaders are calling this into question. And, as a broad set of strategists and creatives, we have the opportunity to do the same. As part of the NYCxDESIGN festival, DesignStudio is opening its doors to discuss ways in which government, organizations, agencies, and brands are starting to ditch pure user-centric thinking in favor of more community-minded approaches and what it means for the design industry as a whole. On Wednesday May 22, we’ll be hosting an evening of conversations and ideas with experts from civic, commercial, non-profit and academic institutions, along with music, and light refreshments from local LIC businesses. If you’re interested in attending, snag yourself a ticket: https://lnkd.in/es4at7JS #enduser #communitycentricdesign #nycxdesign

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When building the creative team at Hard Rock Bet, my vision extended beyond the traditional roles of designers and copywriters. I wanted to create an environment where our team could regularly explore fresh, unique ideas, enriching both their personal growth and our collective goals. By dedicating time during the workday for creative exploration, we help our team feel truly inspired—benefiting not only the individual but also the company as a whole. I believe in a workplace culture that celebrates not only our professional achievements but our creative potential as a whole. Encouraging the team to experiment and embrace new ideas helps build a stronger community, fostering an environment where out-of-the-box thinking thrives. And it’s not limited to artists or designers—everyone should be encouraged to engage with their creative side. Creativity is essential to solving complex business challenges, and when we support it, we empower the entire team to bring innovative solutions to the table. Inktober represents this initiative in a fantastic way.

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🔈 🔈CALLING ALL CPG DESIGERS!!!🔈🔈🔈 What are the best online industry websites for #productdesign? When you go to get the best industry news for product design and development (#CPG, etc.), where do you go? #design #3ddesign

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Great article discussing how professional growth requires you to take initiative and seek out opportunities. This mindset shift allows us to voice our opinions and ideas even when fear and doubt may try to hold us back. By adopting an owner's mentality and focusing on understanding rather than proving ourselves, we can grow both professionally and personally while creating more impactful work. It's a challenge I always try to bring to my team, to go beyond simply executing tasks and instead take a proactive lead with an owner's mentality of our design processes. https://lnkd.in/eznj_XBN

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UPDATE: For those of you asking about what's next with Designing Tomorrow, I've got a quick update for ya. Season 2 is well under way and new episodes will be dropping shortly. There's going to be some exciting changes in our next season (You may notice a second mic in this photo...hint hint...formal announcement coming soon). But we're staying true to the premise of the show, by exploring the question: Why do some social impact brands thrive, while so many others fail to get traction, build support for their cause, and make meaningful progress towards their mission? Really excited to get new episodes out into the world. P.S. — If you haven't listened to Season 1 yet, what are you waiting for. Check it out wherever you find you favorite podcasts and/or Youtube.

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NeoCon and Fulton Market Design Days 2024 Recap: A Joyful Fusion of Colors, Shapes, and Textures! Earlier this week, Tracy Ho and I enjoyed a few thrilling days filled with discovery, knowledge-sharing, networking, and a vibrant celebration of creativity and innovation at THE MART and in #FultonMarket. Our key takeaways: > Sustainability Focus: Manufacturers are emphasizing their commitment to sustainability through storytelling, highlighting the full lifecycle of their products and improvements at every step. > Attracting Employees: Employers continue to seek effective ways to bring people back to the office. > Evolving Amenities: There’s a shift from large group-focused spaces to private, individual spaces. > Semi-Enclosed Furniture: These designs foster intimate and comfortable conversations, enhancing workplace connections. > Neuroaesthetics: Top of mind for manufacturers, with products designed to ease over-stimulation and recognize the impact of light, color, and texture on our brains. > Concierge Services: Becoming an expected standard in the workplace. > Focus Areas: Prioritizing 'psycho-physical' and 'sensory comfort,' using sound-absorbing surfaces, textiles, curtains, and flooring to create tranquil meeting areas. > Sensory Design: When designing commercial interiors, engage all five senses! Exciting shifts are happening in our industry, and we’re eager to see where things go from here! #SDIdesign #SDIretail #SDIhospitality #Sustainability #OfficeDesign #Collaboration #Design #Innovation #InteriorDesign #ExperienceDesign #RetailDesign #HospitalityDesign #CommercialInteriors #CommercialDesign #WorkplaceDesign #WorkplaceInnovation #FutureOfWork #Chicago #TheMART #DesignDays #NeoCon2024

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🍭 Top 3 Takeaways from this week's Sweets & Snacks Expo: 1️⃣ Occasions are the NEW Seasonal While traditional seasonal products aren't going anywhere (pumpkin spice: you *ARE* safe), consumer demands are evolving FAST. Whether it's aligning an LTO with a Taylor Swift album drop or deciding what snack to buy for a Vanderpump Rules Reunion watch party with friends, brands and retailers that solve for occasions in culture will outpace their peers by a mile. A standout example was Jack Link's Protein Snacks Bloody Mary Mixes: "people were already putting beef sticks in their Bloody Marys, so it made sense that we show up at brunch!" 2️⃣ The Better-for-You vs. Indulgence Battle Continues NCA Sweet Insights reports that only 53% of consumers believe BFY confections exist, and just 1 in 10 purchase them frequently (predominantly Gen-Z). Experts confidently state: "Indulgence is not going anywhere," even as consumers cut back on snack purchases citing health concerns. The takeaway? Consumers will never give up indulgence—it will just look different in the future. There's a MASSIVE, untapped opportunity in this space. Standout brands already threading the needle beautifully include BEHAVE and NICKS, both of which highlight indulgence with drool-worthy flavor and texture, and an "oh-by-the-way this is actually better for you" twist. FFUPs also caught my eye with their unabashed "NOT HEALTHY" claims, embracing the pure joy and emotional benefits of snacking without any B.S. 3️⃣ Foodie Influence International flavors aren't new, but what stood out was the expressive brand storytelling in snacking. There were so many founders on the expo floor sharing the flavors of their culture with infectious joy. El Nacho was particularly memorable—their tortilla chips were not only delicious, but their packaging was a vehicle for storytelling with cheerfully rebellious characters. I am an immediate fan (especially of Ms. Mango). Nomad Snacks also drew me in with their journey of international flavors like chimichurri and ramen. Lastly...our team has a few more takeaways in our pocket too spicy to publish here 👀 DM if you want to hear more! #SweetsAndSnacks #ConsumerTrends #foodandbev LPK Emily Dominick Kyle

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