House of ViacomCBS
Since Viacom and CBS came under one roof after their 2019 merger, their combined and diverse workforces had yet to bond in the physical world when the 2020 pandemic hit. With most crew working remotely, digital experience was the only experience they had to address a complete set of new needs.
Cultural uniformity can breed sameness, stifling creativity that is a critical part of how we relate to diverse audiences across the world. The challenge was to create unity, while celebrating all the unique differences in brand and culture. I worked with a cross-disciplinary team to map the journeys we leveraged in this experience to celebrate the value of multi-culture over monoculture.
My Role: UX Lead, Along with: 2 Creative Directors, 2 UI Designers, Lead Copywriter
Opportunity Areas for Exploration
Digital tools must be fine-tuned to meet both the rational and emotional needs of the workforce.
Creating a sense of belonging to a community that reflects various values and beliefs is critical for success across the different brands.
Inspiring unexpected connections, fueling curiosity and engineering serendipity will unlock new value.
Setting Up for Success
Project scope and definition can be as critical as brand guidelines and user needs. Establishing early clarity, and consistent cadence ensures team satisfaction and project delivery.
