So when we added the ability to create Facebook Ads through Mailchimp, we wanted to include a similar “ready to launch” animation to celebrate successfully submitting an ad that people would love as much as they love the Freddie high five. No pressure!
On the Mailchimp Design team, the first guideline when kicking off any new project is: Step away from the computer.
The computer is a pretty lousy brainstorming tool. If you start a project pushing pixels, you’ll likely find yourself in an inescapable loop constrained by your knowledge of software. Instead, we grab pens and big sheets of paper and start writing words down. For this project, words like “mouse trap,” “Rube Goldberg machine,” “pneumatic mail tube” and “slingshot” appeared. After the word vomit phase, we chose 5 or 10 words we felt good about. Then began the ugly sketching.
The exact opposite of starting with a computer, ugly sketching lets you dump a bunch of ideas onto a page without judgment or precision. The hardest part of this step is getting past the fact they’re, well, ugly. But once you realize that people care more about the content of the idea than the straightness of your lines, you can let loose and generate a mountain of ideas in a short timeframe. In the spirit of some of that non-judgmental sharing, here’s a smattering of sketches we put together during brainstorming.