mhealth israel_brand attributes and ux- telling the story of the product_workshop by red id

BRAND ATTRIBUTES & UXTelling the story of the product

www.red-id.com

The Facilitators

11YEARS

350PROJECTS

+$100mRAISED

3DOGS

16CHILDREN

17PEOPLE

1EXIT

Strategy & ProductWe help you develop a product strategy that is in line with your business goals and customer needs, and create prototypes to test your ideas early.

UX & DesignWe work with a user-centered process to create beautiful and functional designs that delight users and help your business grow.

Software DevelopmentWe build world-class web, mobile, and desktop applications using the latest methodologies and technologies to achieve software greatness.

Eyal Katz Brand & Animation

+20 Years exp., award-winning animator, instructor at Bezalel

Ram AlmogBusiness & Technology

Studied film, and led award winning products for the

international market.Ram speaks and run workshops

all over the world.

Orit ZetouniUX

+15 Years exp., Instructor at Shenkar and HIT, mentor at

Microsoft Accelerator.Orit speaks and run workshops

all over the world.

METHODS CHANGED

https://www.flickr.com/photos/3oheme/5141328136

https://www.flickr.com/photos/allyeska/3389070286

Traditional UXDesign, Usability

What are we making?

Agile UXCollaboration, DeliveryHow do we make it?

Lean UXMeasuring, validating

product/market fit.Are we making the

right thing?


TECHNOLOGY CHANGED

BUT, ONE OF THE THINGS THAT STAYED

THE SAME IS...

STORIES

https://www.flickr.com/photos/pedrosimoes7/27521648905

“We interpret the world through stories... everybody makes in their

own way sense of things, but if you

have stories it helps.”Paula Rego

https://www.flickr.com/photos/pedrosimoes7/26957473823


STORIES ACTUALLY DRIVE THE ENTIRE UX PROCESS


User Needs

BusinessGoals

Design and Technology

UX


WHAT ABOUT THE PRODUCT’S STORY?

“If you can’t tell it, you can’t sell it”Peter Guber

https://www.flickr.com/photos/briansolis/11502266124


“If you can’t tell it, you can’t create it.”lulu (orit), RED-INTERACTIVE

THE PRODUCT STORY DOES THREE THINGS

http://soft9000.com/blog9000/index.php?m=01&y=16&d=08&entry=entry160108-043712&category=4

COMMUNICATES THE PRODUCT ACROSS THE

CONTINUUM OF CREATION

https://commons.wikimedia.org/wiki/File:Two_young_people_demonstrating_a_lively_conversation.jpg

PROVIDES AN ANCHOR FOR THE PRODUCT CREATORS IN THE COMPLEX SEA OF PRODUCT

CREATION

https://goo.gl/nvNHXz

ACTS AS THE SPIRITUAL GUIDE FOR

THE PRODUCT

https://www.flickr.com/photos/11268292@N02/3087368102

“Every story I create, creates me. I write to create myself.”

Octavia E. Butler

HOW DO WE GET TO TELL THE STORY


Collect Words Group Words Tell a Story

BRAND ATTRIBUTES

WHEN SHOULD WE TELL IT?


WHEN WE HAVE AN IDEA ABOUT WHAT

WE’RE GOING TO DO, BUT DON’T KNOW HOW WE’RE GOING TO DO IT.


DEFINE YOUR BRAND ATTRIBUTES


Step 1:

SWOT

Experience, good SEO (UK,US), Known in UK, Leading player, High Customization, Specific products …

StrengthUnknown in US, Infrastructure, Locality, Response time (US), B2B, Business Intelligence, Conversion …

Weakness

World domination, business developments, jobs, mobile, market is not saturated, no leading monster …

OpportunitiesPossible fragmented market, exposure as Israeli, Multiple markets, out of focus, foreign feel, regulation…

Threats


Step 2:

SET CHARACTERISTICS

modern

visionary

emotional

serious

crises expert

…

…

…

…

…

traditional

pragmatic

intellectual

humorous

spotless

…

…

…

…

…


Step 3:

DEFINE VALUES

Knowledge

Security

Innovation

…

…

…

…

…

…


Step 4:

CREATE A WORD CLOUD WITH POST ITS

Experience

good SEO (UK,US) Known in UK

Leading player

High Customization

Specific products

More focused

Tailored, Niche

Biggest Product Range

High level personnel

Can handle complexity

faster time to market

Flexibility

Know how

knowledge

attention to clients Methodologies

Research

Service

Drive

Quality content

IntegrationUnknown in US

Infrastructure

Locality

Response time (US),

B2B

Business Intelligence

Conversion FlowsDifferentiate between paid and prepaid clients

business development

security

back-end

production efficiency

ability to analyze personas

monitoringadministration

mobile experience

we do not fully understand the US marketWorld domination

business developments

jobs

mobilemarket is not saturated

no leading monsterjobs search market

school and gifted market

school admission market

Fragmented market

Possible fragmented market

Multiple markets

out of focusforeign feel

regulation

pragmatic

intellectual

Rough-and-ready

uniform

open

durable

Self-contained

serious

premium

spotless

conservative

serious

informal

dynamic

discursive

constant

rational

flexible

secure

known

customer orientated

assertive

dialogable

fast

security

knowledge

experience

results


Step 5:

GROUP WORDS ANDGIVE TITLES

good SEO (UK,US)

Known in UK

Leading player

High Customization

Specific products

Tailored, Niche



complexity


Flexibility

Know how

knowledge

Attentionto clients

Methodologies

Research

Service

Drive

Quality content

Integration

Unknown in US

Infrastructure

Locality

B2B


Conversion Flows Differentiate between paid and prepaid clients


back-end



monitoring

administration

mobile experience

we do not fully understand the US market

World domination

jobs

mobile

market is not saturated

no leading monster

jobs search market



Fragmented market

exposure as Israeli

Multiple markets

focus

foreign feelregulation

pragmaticintellectual

Rough-and-ready uniform

open

durable

Self-contained

serious

premium

spotless

Market oriented

scientific

analytic

Quality oriented

personalconservative

serious

informal

dynamic discursive

constant

rational

known

customer orientated

assertive

dialogable

fast

securityempathy

experience

communicative

results

Right

Now

Prepared

Service

Premium


STEP 7:

TELL THE STORY

good SEO (UK,US)

Known in UK

Leading player

High Customization

Specific products

Tailored, Niche



complexity


Flexibility

Know how

knowledge

Attentionto clients

Methodologies

Research

Service

Drive

Quality content

Integration

Unknown in US

Infrastructure

Locality

B2B


Conversion Flows Differentiate between paid and prepaid clients


back-end



monitoring

administration

mobile experience

we do not fully understand the US market

World domination

jobs

mobile

market is not saturated

no leading monster

jobs search market



Fragmented market

exposure as Israeli

Multiple markets

focus

foreign feelregulation

pragmaticintellectual

Rough-and-ready uniform

open

durable

Self-contained

serious

premium

spotless

Market oriented

scientific

analytic

Quality oriented

personalconservative

serious

informal

dynamic discursive

constant

rational

known

customer orientated

assertive

dialogable

fast

securityempathy

experience

communicative

results

Right

Now

Prepared

Service

Premium

a

That get’s you

testFor the

Brand Story


STEP 8:

MISSION, POSITIONING, VISION

PositioningHow the platform is conceived

_________________________________________________________

MissionWhat the platform does

_________________________________________________________

VisionThe future of the platform

_________________________________________________________


STEP 9:

WRITE A USER SCENARIO

THANK YOU!

www.red-id.com