The Public Diagnosis - Adam Walton

Reimagining the creative direction

To ensure the site was engaging yet respectful, I proposed shifting the original visual concept from a shadowy figure to a dynamic “particle” effect. The idea was to have particles swirl around the room and form the shape of a person sitting in a chair. This approach maintained a sense of presence without feeling eerie. To help visualise this, I used Midjourney to generate a 3D particle-based figure, which became a key reference for our 3D artist.

01

Storyboarding the experience

Instead of designing a traditional one-page layout, I developed the homepage as a storyboard, illustrating key moments in the user journey. This approach allowed me to communicate the core experience before final 3D assets were ready, ensuring alignment between design, development, and client expectations.

02

Refining the storytelling

The project began with a conventional one-page layout—hero image, quotes, CTAs, and an About section—but we soon shifted to a scrollytelling format, where animations and content unfold as the user scrolls. Midway through, we hit a usability snag: the original “locked” scroll effect made it unclear when to continue scrolling. I resolved this by switching to a free-scrolling model, where text and visuals moved naturally with user input, creating a more intuitive and fluid experience.

03

Enhancing video engagement

Since the campaign’s primary goal was to encourage video views and social sharing, I made a critical design change mid-project: adding an always-visible “Play Video” button. This button featured a micro-interaction that expanded into a marquee, drawing attention without being intrusive. This small addition significantly improved video engagement.

04

Prioritising accessibility

From the start, I focused on accessibility, ensuring that interactive elements were usable for all audiences. I worked closely with our developer to help optimise the site’s performance to accommodate users with slower devices or internet connections.

05

Iterating based on feedback

Throughout the project, I adapted the storyboard and UX flow based on technical constraints and client feedback, such as adding or removing sections and re-jigging how the animation played out. The final result was a refined, immersive experience that balanced visual storytelling with usability.

06

Reimagining the creative direction

To ensure the site was engaging yet respectful, I proposed shifting the original visual concept from a shadowy figure to a dynamic “particle” effect. The idea was to have particles swirl around the room and form the shape of a person sitting in a chair. This approach maintained a sense of presence without feeling eerie. To help visualise this, I used Midjourney to generate a 3D particle-based figure, which became a key reference for our 3D artist.

01

Storyboarding the experience

Instead of designing a traditional one-page layout, I developed the homepage as a storyboard, illustrating key moments in the user journey. This approach allowed me to communicate the core experience before final 3D assets were ready, ensuring alignment between design, development, and client expectations.

02

Refining the storytelling

The project began with a conventional one-page layout—hero image, quotes, CTAs, and an About section—but we soon shifted to a scrollytelling format, where animations and content unfold as the user scrolls. Midway through, we hit a usability snag: the original “locked” scroll effect made it unclear when to continue scrolling. I resolved this by switching to a free-scrolling model, where text and visuals moved naturally with user input, creating a more intuitive and fluid experience.

03

Enhancing video engagement

Since the campaign’s primary goal was to encourage video views and social sharing, I made a critical design change mid-project: adding an always-visible “Play Video” button. This button featured a micro-interaction that expanded into a marquee, drawing attention without being intrusive. This small addition significantly improved video engagement.

04

Prioritising accessibility

From the start, I focused on accessibility, ensuring that interactive elements were usable for all audiences. I worked closely with our developer to help optimise the site’s performance to accommodate users with slower devices or internet connections.

05

Iterating based on feedback

Throughout the project, I adapted the storyboard and UX flow based on technical constraints and client feedback, such as adding or removing sections and re-jigging how the animation played out. The final result was a refined, immersive experience that balanced visual storytelling with usability.

06

Reimagining the creative direction

To ensure the site was engaging yet respectful, I proposed shifting the original visual concept from a shadowy figure to a dynamic “particle” effect. The idea was to have particles swirl around the room and form the shape of a person sitting in a chair. This approach maintained a sense of presence without feeling eerie. To help visualise this, I used Midjourney to generate a 3D particle-based figure, which became a key reference for our 3D artist.

01

Storyboarding the experience

Instead of designing a traditional one-page layout, I developed the homepage as a storyboard, illustrating key moments in the user journey. This approach allowed me to communicate the core experience before final 3D assets were ready, ensuring alignment between design, development, and client expectations.

02

Refining the storytelling

The project began with a conventional one-page layout—hero image, quotes, CTAs, and an About section—but we soon shifted to a scrollytelling format, where animations and content unfold as the user scrolls. Midway through, we hit a usability snag: the original “locked” scroll effect made it unclear when to continue scrolling. I resolved this by switching to a free-scrolling model, where text and visuals moved naturally with user input, creating a more intuitive and fluid experience.

03

Enhancing video engagement

Since the campaign’s primary goal was to encourage video views and social sharing, I made a critical design change mid-project: adding an always-visible “Play Video” button. This button featured a micro-interaction that expanded into a marquee, drawing attention without being intrusive. This small addition significantly improved video engagement.

04

Prioritising accessibility

From the start, I focused on accessibility, ensuring that interactive elements were usable for all audiences. I worked closely with our developer to help optimise the site’s performance to accommodate users with slower devices or internet connections.

05

Iterating based on feedback

Throughout the project, I adapted the storyboard and UX flow based on technical constraints and client feedback, such as adding or removing sections and re-jigging how the animation played out. The final result was a refined, immersive experience that balanced visual storytelling with usability.

06