Experience Evidence
Approved before/after screens, responsive improvements, navigation changes or documented workflow improvements.
CASE STUDY METHOD
Show the challenge, decisions and evidence — not just the final screen.
This page defines the structure SMA can use for real case studies. It deliberately avoids invented client results and makes room for verified evidence when a project is approved for publication.
CASE STUDY BLUEPRINT
A professional story needs a clear evidence chain.
Each published case study can follow the framework below so readers understand the requirement, the reasoning and what can actually be verified.
Business & audience
Introduce the business category, target audience, existing digital setup and the reason the project was started. Only disclose client details that are approved for publication.
What needed to change?
Describe the practical problem: unclear positioning, outdated experience, weak enquiry path, fragmented campaign journey, technical limitation or another documented requirement.
What decisions shaped the solution?
Explain the priorities, user journey, content hierarchy, channel plan or technical direction and why those choices matched the brief.
What was delivered?
- Approved design and experience work
- Development, integrations or configuration
- Creative, campaign or search work included in scope
- Responsive QA and launch preparation
What can be measured or demonstrated?
Use verified analytics, documented before/after changes, approved screenshots or operational improvements. State the measurement period and avoid presenting assumptions as outcomes.
What comes after launch?
Document remaining opportunities, planned iterations or the next workstream without implying guaranteed future performance.
Case-study results should only be published when the underlying information is verified and permission to disclose relevant client/project details has been confirmed.
EVIDENCE TYPES
Use proof that matches the claim.
Performance Evidence
Verified analytics or platform data with a defined period, context and relevant limitations.
Delivery Evidence
Documented functionality, integrations, pages, campaign assets or systems that were actually delivered.
FROM BRIEF TO CASE STUDY
Capture the story while the project is being delivered.
Good case studies are easier when objectives, scope, baseline information and measurement requirements are documented before launch.
BeforeBASELINE
BuildDECISIONS
AfterVERIFIED EVIDENCE
Keep the source material.
Briefs, approved designs, launch notes and measurement exports make later case-study writing more reliable.
Separate fact from interpretation.
Clearly distinguish measured outcomes from strategic reasoning or qualitative observations.
BUILD SOMETHING WORTH DOCUMENTING
Start a Project ↗Start with a clear project brief.
Define the requirement, scope and measurement foundation from day one.