Enhancing existing propositions
Our client, operating in logistics, wanted to improve the process utilised by their internal bid team to create compelling documents. The team use bid documents to inform stakeholders about the advantages of choosing their service over another by conveying detailed solutions that are bespoke to the needs of their customers.
They often found that their documents worked well when presented. However, they wanted to generate more momentum and get readers more excited once the documents were shared as a file.
We identified some behavioural barriers that were preventing this from happening with the two main areas being:
We re-designed the bid documents using principles of behavioural science which we believed would enhance readability, and improve comprehension of the material.
Moreover, we knew that choosing a partner is an emotional decision, as much as a transactional one, so we used behavioural science to make the document convey benefits and other more emotional arguments, rather than purely transactional ones.
Two of the many principles we used are outlined below:
Cognitive Easing – We highlighted key messages and outcomes, and pulled out the most relevant material onto a separate section. This reduced cognitive overload and enabled key stakeholders to flick through the document with more ease.
Saliency –imagery and icons were used to aid processing of the document. Where important information was laid out, we used salient colours and icons to draw attention to that section of the document.