The approach for the CX Trends 2022 makes the interactive report the hero engagement – one single destination that matched the longform content of a traditional PDF download, and that could be updated through the year with new chapters and additional content.
The design and UX leans heavily into modularity, paying as much attention to the experience on the back end for content editors, as visitors engaging on the live site. We developed a system of 12 different content blocks, with which we’d be able to create every section and different type of content within the interactive experience.
Art direction flexes through the report, with different shapes coming together in different compositions in the hero, and a different colour set for each chapter. And with readers via gated form on the campaign landing page, we were able to personalise data visualisation, charts and other content to visitors’ region, business size and industry.
For visitors who want to keep a PDF for future reference, they are able to personalise their download with different one-pagers across region, business size and industry, packaged into a single file.
You can check out the CX Trends campaign and interactive experience here: zendesk.com/cx-trends
Illustration: Kimberly Mar, Margarida Chincho
Brand Design: Kimberly Mar, Margarida Chincho, Cristina Mendoza Magari, Adam Menton, Paige Carrington
Copy: Corey Gedrose
Production: Philip Kanaris
And our wonderful agency partners at One Darnley Road on the site build.