International Women’s Day is a day not only to celebrate the amazing achievements of women but also reminds us how far we’ve come and how much left there is to do.

I think back with incredulity about some of the things I have experienced because of my gender. From the much older man who harassed me as a teenager on work experience, to the everyday sexism most women have experienced. These experiences have sometimes knocked my sense of self but equally they have pushed me to prove my worth and to try and change things for the better.

With that in mind, I am proud of being able to have navigated my way to where I am today. A mother, a designer and a leader. I also recognise that I am…

During my time as a designer and Creative Director, one of the questions I have often been asked is why I believe the visual aesthetic of a digital experience is as important as the other components of that experience such as the underlying UX (driven of course by user needs) or the technology used. For me these things each play equal roles and it’s their combination that creates the magic.

Visual design aesthetics in the context of digital experience design are composed of many smaller parts that include:

  • Colour
  • Typography
  • Imagery
  • Layout
  • Lines and shapes
  • Space
  • Depth
  • Movement
  • Accessibility considerations

International Women’s day yesterday was a fitting day for us to launch 50+50 Women in Digital here in the UK.

We kicked things off with a session where everyone was invited to post topics, suggestions or stories related to women’s issues on a Women’s Wall. These ranged from examples of sexism to topics such encouraging more women working in technology to join us. It was fantastic to see both men and women engaging with this and discussing the issues posted. …

When I started out, digital design was relatively new. I studied graphic design and in 2000 got my first job, which just happened to be at a digital agency. In those days screen design was actually very much like print design and so my transition over to digital was pretty easy. Over the years I have worked in various communication and marketing agencies, all with strong creative histories and who use Waterfall style processes.

Like the name suggests, Waterfall is a linear process. As a designer you would start with a brief and some insights from which you create amazing…

Good marketers understand that targeting your product or service to customers, based on their likely life stage can help to drive the success of their campaigns.

This thinking is different to the traditional marketing thinking around the Customer Life Cycle, usually something like Reach, Aquire, Develop, Retain and Inspire.

Instead here we look to focus on a customer’s age and the types of things they are most likely experiencing and needing at their particular time of life.

Life stages can be loosely broken down into something like:

· teenagers and students
· single adults
· childless couples
· childless couple — first home

Lydia Livingston

Creative Director @Valtech

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