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TEAM GREEN Russell Dow | Team Leader & Creative Director Katherine Loughlin | Scrum Master & Account Management Leilani Moore | Product & Art Director Chantal Livesay | Content Strategy Director Emmanuel Isanda | Development Director Professor David Meyers IXDS-6113-OL1: Social Media Strategies LC4D @ Lindsey Wilson College


TABLE OF CONTENTS TABLE OF CONTENTS 2 INTRODUCTION 3 EXECUTIVE SUMMARY 4 PROJECT OVERVIEW 5 RESEARCH 6 DEMOGRAPHIC AND BEHAVIORS 7 STAKEHOLDER INTERVIEW 8 PERSONAS 9-11 USER JOURNEY MAP 12 COMPETITIVE ANALYSIS 13-17 EXPLORATION 18 CONCEPT BRIEF 19 TASK ANALYSIS 20 DESIGN SOLUTIONS 21 DESIGN PRINCIPLES 22

BRANDING 23 HI-FI MOCK UPS 24 HI-FI PROTOTYPE & MOCK UPS 25-26 OMNI-CHANNEL MARKETING 27 TRACTION CHANNELS 28 BULLSEYE QUESTIONNAIRE 29-30 SOCIAL MEDIA CHANNEL 31-37 EMAIL MARKETING CHANNEL 38 FINDINGS & ANALYTICS 39-41 USABILITY TESTING 42 USABILITY TESTING FINDINGS 43-45 CONCLUSION 46 USER CENTERED DESIGN PROCESS 47 CONCLUSION 48

TABLE OF CONTENTS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


INTRODUCTION

PROJECT BRIEF


EXECUTIVE SUMMARY Educational traveling encompasses a full spectrum of activities, from day field trips, extensive week long intersessions, collegiate groups studying domestically or abroad, sports travel, to college recruitment purposes. This type of traveling means staying within fixed budgets, tracking revenue brought in by traveling participants, recording expenses and keeping images of receipts. The need of having a spontaneous and convenient way to track revenue and expenses while traveling is becoming a necessity in demanding schedules. Cell phones and tablets are now travel companions and can be utilized as device assistants, promoting effective time management, optimal record keeping, while offering convenience. Travel Ease is an application with the capability of multi-tasking and tracking incoming funds from participating travelers, creating a budget, recording categorical expenses, maintaining running balances, receipt image storage, customized itineraries, and a restaurant locater; conveniences that educational travelers need for successful and memorable experiences while reaching their specific goals.

EXECUTIVE SUMMARY / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


HYPOTHESIS Creating an all encompassing travel application that fulfills the financial planning and tracking of expenses for group trips on limited budgets.

Project OVERVIEW

Traction channels

In the initial stages of development, personas and stakeholders were created, representing main user groups. This is needed to identify major needs and expectations of user groups of the travel expense application.

Traction channels are customer acquisition channels, basically marketing and distribution channels through which a startup can get traction: real users and customers.

Further research which included SWOT analysis, affinity diagramming and usability testing was applied in this first cycle of the iterative process. Based on the findings, evaluation and redesign of the prototype is then applied. This process is repeated until the ultimate goal of usability success is reached. In the second phase of the project we expanded on the research from the first phase and developed a more focused application based on user input. Through these findings we discovered that a focused application on a niche market was more appealing than a general broad approach.

In order to facilitate identification of the desired traction channels, a survey was developed to solicit feedback from the team. The results were entered into a “bullseye framework” to further refine the traction channels the team should pursue. One of the traction channels we are pursuing is email and research was performed to gather email addresses for the target audience as well as other key data that will help to achieve traction. Go to page 27 for the traction channel overview.

This phase also included the goal of developing a “omni-channel” marketing delivery method utilizing traction channels and contagious methods.

PROJECT OVERVIEW / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


RESEARCH

RESEARCH


DEMOGRAPHIC & BEHAVIOR Based on research, people from ages 21 to 60 who are of working age, holding professional careers and/or active in intercollegiate activities which require travel and traveling in groups. They are expected to adhere to a fixed budget and responsible for tracking and recording their expenses and receipts. They are also college age individuals, who travel in groups for educational and pleasure purposes. In both instances, they are on limited funds as their peers, and need careful tracking of monies paid in towards the creation of trip budgets, tracking of expenses, itinerary plans, dividing travel costs, and keeping within a rigid fixed budget. These individuals are general users of applications and frequent users of cell phones and tablets. They are average, non-technical users, frequent group travelers of business or educational purposes, requiring to stay within budget limitations.

SOLUTION / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


STAKEHOLDER INTERVIEW / QUESTIONS & ANSWERS What do you consider the key measures of success with this app? To fulfill the needs of educators and people that use this application and for it to be able to do what it is projected to be able to do.

Do you plan on charging users for downloading the app? Either each individual download or maybe going a different approach. I haven’t really dived into that yet.

Do you want to offer the app in the AppStore or GooglePlay? I think it would be a good to offer it in the Apple Store and the Android (Google Play). Because there are quite a few people who have an android. I think it would be great to have it on both platforms for users to utilize it.

Does the app need to work offline? Without an Internet connection. If it’s possible yes. (Check out square register for offline work, see how it works)

Does the app need to work across mobile devices – phones and tablets? If not, is there a preferred device? Definitely. I think it would be ideal to have it across phone and tablets and even laptops. Basically the phones and tablets for sure. (Chantal-Maybe eventually we can get it to where you can access it on a computer.)

What does the competitive landscape look like? Are there only a few competitors? There’s quite a few traveling expense apps, but a lot of them are tied in with business and other sorts of companies that I’m not familiar with. A lot are tied to

straight up business. As far as TrailWallet is tied towards individuals traveling for enjoyment. What I want to do with this one is basically individualize it so that it fits the needs of educators and coaches who are traveling and having to keep track of students. Hopefully expand it and make it useful for groups of people who share expenses who are traveling, like friends and college students. It can definitely go beyond the border of educators. There really isn’t one out there for educators that fits their needs. I can really tailor this app towards their needs.

Will there be an Online version of the application that can be accessed via web portal? I haven’t thought about that much. I’ve been focusing on the application. Something to consider later one so it can be accessed by a computer. Think it would be nice to be able to transfer this data to some type of website so that you can access it and just look at it later on.

Do you need to be able to let multiple people have access to the same application so that multiple entries can be done for a single trip? I think that would be a good idea. I’ve always traveled with other teachers but I’ve always been in charge of tracking the expenses. Usually that’s how they do it, they have one teacher responsible for it so it doesn’t get all chaotic, but that might be a good idea to be able to have more than just one person log into it. But l definitely would like to be able to share some of the information with some of the administrator and parents like the itinerary. Share via email feature. Think it would be a good idea to be able to email the information to either the

administration or the finance people. I think that would be a good capability for the application to be able to do.

Does the app need to integrate with APIs or third party vendors to be fully functional based upon the known list of requirements? Not really sure. Needs further discussion with group.

Is your business objective to basically make the trips more enjoyable or are there other business objectives? My business objective initially when I embarked on this application was to basically fit the needs of a teacher traveling with a bunch of kids and from the very start, even prior to the travel, tracking their deposits, and installment payments so that eventually it does create the budget and then that’s the money that you have to use for traveling and then just tracking everything. Theres the expenses, the flights, the food, the hotel, everything. Being able to have it right there where something is keeping a running balance, keeping track of everything so that the educator is not having to do this every single night while traveling.

Do you plan on having users register for an account or just download it and start using? I’m thinking just downloading it and start using it, that’s what I’m familiar with. I think for myself that if there’s too much stuff that I have to do then I just put it off and then I don’t come back to it.

Closing remarks: I feel like after the usability testing that I did last week I feel like I can fine tune this application and make it more tailor made for teachers. I hope to be able to offer it to the teachers soon.

STAKEHOLDER INTERVIEW / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Silmary Madera Age: 45 Work: Visual Design Teacher Family: Married, 2 Children Location: Chicago, IL Character: The Creator

"Life is an exhilarating process and I am in 100%"

Personality

Enthusiastic

Introvert

Extrovert

Analytical

Creative

Conservative

Liberal

Passive

Active

Perfectionist

Creative

Goals To successfully keep within school travel budgets Bring ease into planning intersession trips Introducing new mediums/techniques to the art program To become proficient in creative/technical endeavors

Frustrations

Motivations Incentive Fear Achievement Growth Power

Responsible for planning itineraries and budgets for expensive educational trips, domestic and international, in and around a tight teaching schedule.

Social

Is not given any assistance with the budget planning.

Brands

Finds that she needs organization aids to assist in making her professional life easier.

Bio

Silmary is an upper school visual design teacher at a progressive college preparatory school. She is also a photographer and confectionary artist, creating fine art images and exquisite wedding cakes. Always looking for ways to grow and excel in her endeavors, she has very downtime but loves the exhilarating journey.

Preferred Channels Internet Mobile Social Software

DEMOGRAPHIC AND BEHAVIORS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Jose Acosta Age: 30

Ambitious

Work: History Teacher

Hardworking

Adventurous

Goals

Family: Single

Needs quick and tangible aids to get the job done Travels extensively with students abroad and domestic Wants to attain his PhD in five years To establish a family

Location: Santa Cruz, CA Character: The Explorer

"

It will not get done by worrying... just do it

"

Personality

Frustrations

Have tremendous responsibilities but little time

Extrovert

Analytical

Creative

Conservative

Liberal

Passive

Active

Incentive Fear Achievement Growth Power Social

In need of assistance in travel planning with large student groups Needs to better utilize separate times for teaching and planning extra-curricula activities In need of an app or system to keep within fixed budgets

Bio

Introvert

Motivations

Born in southern California, Jose is an avid hiker and explorer of rough terrains. His love for American history, led him to become a teacher and share his passion with his students. Jose's expectations are high, both in his personal and professional life. He loves traveling and unearthing the discoveries that varying places around the world have to offer.

Brands

Technology Internet Mobile Social Software

DEMOGRAPHIC AND BEHAVIORS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Dr. Harold Thomas Analytical

Efficient

Goals

Dependable Committed

Coordinating workshops, retreats, and recruitment efforts in a timely manner. Visiting middle schools, high schools, and colleges while keeping within department budgets and time frames Mentoring students in their life and career decisions. To have more time to spend with his grandchildren.

Frustrations Needs efficient ways of organizing travel and tracking expenses. Gathering data, compiling information, and preparing reports on a hectic traveling schedule.

Motivations Incentive Fear Achievement Growth Power Social

Brands

Communicating effectively with diverse populations.

"Keeping a light heart, work diligently and compassionately"

In need of a travel aid or assistant to help with record keeping, itinerary planning, and tracking travel expenses.

Personality Introvert

Extrovert

Work: Student Recruitment Specialist

Analytical

Creative

Family: Married, 3 children

Conservative

Liberal

Passive

Active

Age: 58

Location: Albuquerque, NM Character: The Traditionalist

Bio

Harold is a Californian native, attaining in Ph.D in Science at the University of California. After teaching many years, he made a career change to work as a college recruiter, opening new avenues and perspectives in his life. He serves as an invaluable mentor to college undergraduates. Blessed with four grandchildren, he would like to pave more downtime in and around his travels.

Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR

DEMOGRAPHIC AND BEHAVIORS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


USER JOURNEY MAP / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


COMPETITIVE ANALYSIS What is needed to keep within fixed budgets for educational, business, and personal trips while simultaneously recording revenue received by the traveling group? An app with the capability of tracking both revenue and expenses for individual trips with the option of listing travelers, attending students, and payments received from each traveler/student, creating a budget, keeping a running balance of the budget during the entirety of the trip, categorizing expenses and categorical sub-balances. In this competitive analysis, varying travel expense apps will be researched and studied, defining their strengths and weaknesses. The goal is to develop an app that is able to multi-task and track incoming revenue, create a budget, record categorical expenses, and keep running travel balances in categories, daily and for the total trip. Traveling groups will be the focus. User testing will include individuals who often engage in educational and business travel, domestic or abroad, on a fixed group budget. Developing a comprehensive and thorough travel revenue/expense/budget app for educational and business excursions is the goal of this project, beginning with analyzing it’s competitors, strengths and weaknesses, and building upon these findings successfully.

COMPETITIVE ANALYSIS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Competitor - 01

Strengths & weaknesses

Name: Trail Wallet Location: Unknown Company Size: Under 10 Product Cost: Free Website: http://voyagetravelapps.com/trail-wallet/ Product Author: Simon Fairborn and Erin McNeaney

Strengths

Competitor 1 is an easy travel expense tracker. Designed to be fast, it is smartly developed and highly intuitive. Organizes expenses by trip or by month, setting a daily budget, and able to add expenses via categories. Interactive pie charts for a visual view of how much is spent by category. Option of home currency or from over 218 local currencies. Social Channels

• Switch between trip budget spent and trip budget remaining by tapping on the circular progress circle • Per-trip history, pie chart, and export options Weaknesses • Lacks the ability to track income/revenue • Lack of tracking both revenue and expenses simultaneously

Premium

Retail

Ecommerce

Local

Global

Products

• Interactive bar chart shows last five days of spending

• Does not have the ability of listing travelers and keeping track of individual payments per traveler

MARKET BREAKDOWN Budget

• Detailed summery screen of budget

Services image source: voyagetravelapps.com/trail-wallet/

COMPETITIVE ANALYSIS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Competitor - 02

Strengths & weaknesses

Name: Trip Boss Location: Chicago, IL Company Size: Unknown Product Cost: $4.99 Website: creativealgorithms.com/tripboss.html Product Author: Creative Algorithms

Strengths

Weaknesses Cont.

• Expense and budget module for setting budgets and tracking expenses in 50+ expense categories, including mileage

• Too many screens

Competitor 2 manages all travel data and heavily focuses on tracking expenses by trip. Ideal for the business traveler, but flexible enough for vacation purposes. The budget feature is perfect for a family vacation, or for a business project. It’s international, with built in real-time currency support.

• Photo receipts for record keeping and capable of printing receipts with air-print printer • Set different budgets for each trip, personal or business and save budget templates • Has a travelers’ list

• Fuel economy that keeps track of the fuel economy as fuel expenses are entered

MARKET BREAKDOWN

• Premium

Retail

Ecommerce

Local

Global

Products

• Easy data and place entry using current location via GPS coordinates

• Real time currency rates that logs each day’s rate in multiple currencies

Social Channels

Budget

• Not updated often, creating lacks in User Experience

Services

Export expense report in six different formats

Weaknesses • Lacks the ability to track income/revenue • Lack of tracking both revenue and expenses simultaneously • Despite having a travelers’ list, it does not have the ability of keeping track of individual payments per traveler image source: creativealgorithms.com/tripboss.html

COMPETITIVE ANALYSIS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Competitor - 03

Strengths & weaknesses

Name: Expenditour Location: Unknown Company Size: 50+ Product Cost: Free Website: http://www.tooploox.com/ Product Author: Tooploox

Strengths

Weaknesses Cont.

• Has all the essential features to record expenses by date using a very simplistic approach and design

• Does not have the ability to show an itinerary

Competitor 3 helps with expense tracking for vacation and business trips. Some features include the ability to customize the category list according to individual or group needs and allow the receipt/ expense be illustrated with a mark on the map and a photo. A summary report of expenses can be exported as a PDF or CSV or even shared on social media.

• Customize category list according to individual or group needs or choose from a predefined list + emoji • Every receipt/expense can be illustrated with mark on the map and a photo • Checks a summary of current expenses at any time • Create summary reporting that can be exported to PDF or CSV, also can be shared via Social Media

MARKET BREAKDOWN Premium

Retail

Ecommerce

Local

Global

Products

• Choose time, category, currency amount and type of payment (cash/credit card)

• App runs offline

Social Channels

Budget

• Glitchy and falls off at different points in the navigation

Services

Weaknesses • Does not include a budget capability for the trip (total budget /spend to date by category/ remaining funds) • Lacks the ability to track different types of funding (deposits) sources • Does not have the ability to list travelers, traveler emergency contacts, traveler medical information and keep track of individual payments per traveler

image source: itunes.apple.com/us/app/expenditour-travel-expense

COMPETITIVE ANALYSIS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


CONCLUSION All three competitors successfully kept track of travel expenses accordingly, with the Trail Wallet App, the most intuitive and well designed out of the three. Trip Boss performed the expense/budge tasks well, but navigation is redundant and cluttered. Expenditour was the weakest of the three, with navigation glitches through out.

COMPETITIVE ANALYSIS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


EXPLORATION

EXPLORATION


Requirement Specifications

CONCEPT BRIEF Development and promotion of an education based travel app. This application has the capability of multi-tasking and tracking incoming funds from each traveler, creating a budget, recording categorical expenses, keep running balances, receipt image storage, a travel itinerary, and a restaurant locater, conveniences that contemporary travelers need for successful and memorable traveling experiences. This is an all encompassing educational travel companion application created by an educator for educators.

TRVL EASE Specifications (Phase 1)

Promotional / Marketing (Phase 2)

• Calculate revenue brought in by travelers to create a fixed budget.

• Simple promotional - marketing website

• Track categorical expenses and maintain a balance in categories/trip. • • List travelers participating in a group trip.

• Keep track of payments received from individual travelers. • Display a visual graph of categorical expenses and the trip budget. • Provide a list of international currencies. • Utilize a currency converter and exchange rates.

• Develop specific targeted plans based on traction channels and contagious methods • Create an Omni-Channel marketing plan • Create and apply a strategy to promote and grow the brand with specific groups Launch (Phase 3 - Post Class) • Make any changes, from the findings in Phase 1, to the existing prototype • Take the prototype through app development with a developer

• Have an itinerary screen. • Calculate tip/split costs.

• Launch promotional website for application

• Store receipt images. • Locate restaurants based on distance and price.

• Apply for approval through apple and others for adding application as an offering to their subscribers

CONCEPT BRIEF / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Task analysis & schedule Phase 01 aug 17-28

Phase 02 aug 29-sept 11

Phase 03 sept 12-25

Phase 04 sept 26-oct 09

Phase 05 oct 10-24

Phase 06 oct 25-30

Phase 07 oct 31-nov 23

Project selection

Task management

Landing page

Usability test 01

User scenario

User journey

Traction channel 01

Project team roles

Personas update

Traction channel initial selection

General web based Survey to team

High fidelity updates

Traction channel Selection and testing

Launch facebook and instagram ads

pre-schedule

Branding - logo

Application update

Database populated

High fidelity updates

Update landing page

Traction channel 02

Kanban / zenbinder

Domain / hosting

Contagious workbook

Update original Competitive analysis

Update to prototype Based on findings

Update from stakeholder interview

Launch facebook and instagram ads

Identify users

Register name on social media sites

Traction channel initial selection

Populate social media Outlets with teasers

Analysis of traction Channels

Update landing page

Analytics from website & email blast traction

Review existing app

Domain / hosting

Application update

Added prototype video to social media outlets

Update research

Pain points with stakeholder

Create page graphics For social media

Research & select programmer for final app

TASK ANALYSIS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


DESIGN SOLUTION

CONCEPT DEVELOPMENT


DESIGN PRINCIPLES During the design solution and execution of the project I applied a number of design principles including: Platform Savvy

Simple

Platform conventions can be manipulated intuitively and with ease. Platform icons, controls, buttons, etc. are consistent, predictable and users know why they exist.

Simple interface avoids unnecessary elements and is clear in communicating it’s objective. Multiple screens for each task is kept at a minimum. Prioritization is applied throughout the usability experience, emphasizing the main goals of each tasks.

Easy to Navigate Categories, sections, and use of hierarchical methods are used throughout the usability experience. Navigation is predictable and maximizes continuity as users flow through the experience. Clear

Focus The application interface is designed around a clear and singular purpose. Tasks and features are communicated with full intent.

Interface is straightforward with the information and functionality it represents. Language has clarity and is succinct with the application’s tasks and features. Additional icons need to be used in the next redesign, which will definitely be incorporated, to promote communicating with visual symbols as well.

DESIGN PRINCIPLES / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Branding elements BRANDING development

Branding Branding development and logo-mark created to showcase the modern, clean and organized essence of what the application is about. The center logo suggest travel with movement of the “swoosh” through TRVL.

LOGO LOCK UP OPTIONS

LOGO LOCK UP OPTIONS - ON BLUE BACKGROUND

In this initial stage we identified full color, reverse and multiple color versions of the logo. All created to be easily read on a full screen or mobile device. Abbreviating Travel to TRVL eliminates the vowels but makes a recognizable mark that the eye can easily fill in to suggest Travel. TRVL has movement and Ease does not which helps to create “the calm”.

ICON OPTIONS- BRANDING / MARKETING

Colors

ICON OPTIONS BLUE BACKGOURND - IN APP

I variety of blues make up the colors for the application. The blues are easily able to be read on mobile devices and helps to create hierarchy with in the app. The support “secondary” colors, which are brighter, help to give highlighted areas importance and give that kick to the blue to make it an active environment. ORIGINAL COLORS:

ADDITIONAL COLORS:

BRANDING / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


HI-FI MOCK-UPS

CONCEPT FINAL DEVELOPMENT WIREFRAMES


Trvlease hi-fi page 01 Following usability testing and the original application development, recommendations were taken into account and applied to the evaluation and redesign of the high fidelity wireframes leading to an updated prototype. The screens have a clean layout with use of legible fonts, modern colors and a variety of ways to enter data leaving the user many options for maneuvering through this app. These screen-shots, on this and the following page, show intent for the final development of the application to be finalized and brought to market sometime in early 2017.

HI-FI SCREENS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Trvlease hi-fi page 02 To see a video of the prototype please go to the facebook page at: https://www.facebook.com/ trvleaseapp/

HI-FI SCREENS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


OMNI CHANNEL MARKETING

CONCLUSION


TRACTION CHANNEL FINDINGS Traction Channel 01 - Social Media

Traction Channels Traction channels are customer acquisition channels, basically marketing and distribution channels through which a startup can get traction: real users and customers. In order to facilitate identification of the desired traction channels, a survey was developed to solicit feedback from the team. The results were entered into a “bullseye framework” to further refine the traction channels the team should pursue. One of the traction channels we are pursuing is email and research was performed to gather email addresses for the target audience as well as other key data that will help to achieve traction.

The first round of Traction Channel 01, Social Media is not a total loss. What we discovered from this push is a few valuable learnings: • First the big one - even if they click and go to the landing page they are not signing up. • The ads that worked the best are the video post on facebook and the page promotion showing the phone. The more abstract ads did not work on Facebook.

• Instagram didn’t produce any evidence of success. We had a few short runs on Instagram but nothing worth exploring. In future interactions on Instagram it is recommended to become an expert, advocate for things indirectly related to create a base and then push advertising through people posting while using the app. Traction Channel 02 - Email Blast • We had what I would think as a pretty good success rate with the email blast.

• There needs an incentive to get them to sign up. (Leilani will offer a limited early release to early users to sign up)

• Email blast was sent to more than 250 focused users from the ISACS educators.

• Competitors are promoting to the same people in their feeds.

• Next step would be to run a series of e-blasts from now until the release date and even after to create a presence that the users can identify with and ultimately leading the product download.

• At the time that we did the first push we didn’t have a product so people either didn’t go further into the site or weren’t engaged. If we can entice them to sign up with the hopes of winning something like a tablet with the app loaded on it that may be the a better way to go.

• Retention from the list was at 98%

• There were a number of different ideas communicated in email by the team to entice enrollment. 33 Creative Ways

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Bullseye questionnaire Initial questionnaire posed to the team - September 2016

Q1: Which Traction channels are you interested in pursuing Viral Marketing

q2: please give your 5 ideas for Methods/Tactics for your first choice

Content Management

Social and Display Ads

3. Example Videos showing app in use

1. Facebook, key words that have to do with school sport trips 2. Industry specific social sites 3. LinkedIN, focus on discussion boards about travel and education 4. LinkedIN ad pushed to educators

Public Relations

5. Pinterest

Search Engine Marketing

Viral marketing

Social and Display Ads Offline Ads Search Engine Optimization Content Marketing Email Marketing (direct to source) Targeting Blogs

1. Blog Posts

2. Expert feedback in dialog or discussion boards 4. Twitter/facebook posts 80/20 rule on related topics

Email Marketing

1. The first email could be an announcement that the app is coming and the features it offers and drive them to provide their details on the landing page. 2. We could tell them it is a special invitation for select users?

1. Start tweeting/FB whatever social channel the seems viable for the audience to describe how the app can address pain points for the target audience. In fact at a conference that the teachers attend, tweeting we have found to be a great communication channel in the Financial Services industry.

3. Have a testimonial --- real experience for a teacher, coach and college recruiter, maybe the emails are targeted to those segments based upon email lists that are purchased? 4. Asking for the user to be part of a beta group and then solicit feedback.

2. Tell a story and how the app can address the pain points. Drive them to the landing page and be sure the landing page addresses their pain points.

Q4: Please give your 5 ideas for Methods/Tactics for your third choice

3. Add links to the platform where they can download the app for the app stores for Apple and Android. I think this is a channel that may be the easiest to implement in the short term.

Trade Shows - Existing Platforms

4. Repeated tweets/FB/LinkedIn posts are easy to implement.

1. Trade shows. Like bridal expos, festivals, and other expos. 2. Industry trade shows 3. Existing Platforms: Utilize an App store, and travel platforms like TripAdvisor, Travelocity, and other Online travel agencies for marketing application..

Affiliate Programs

5. Teacher testimonials telling how the app could help them.

Existing Platforms

Email Marketing

Trade Shows

Q3: Please give your 5 ideas for Methods/Tactics for your second choice

Offline Events

Affiliate Programs

2. Targeted to specific conference group members

Community Building

1. Market through Evansville Day School and their educational affiliates, allowing the school a percentage for their marketing assistance and connections.

1. Targeted to Faculty of high education (utilize stakeholder for lists) 3. Targeted to accounting departments in high edu 4. Email athletic Directors and coaches 5. Targeted to travel industry

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Bullseye questionnaire Q4: Continued

Examples of the data forms used to gain information to base our decision on

Content Management 1. Blog Posts

2. Expert feedback in dialog or discussion boards 3. Example Videos showing app in use 4. Twitter/facebook posts 80/20 rule on related topics

Social and Display Ads

1. Place ads on social channels that we have a presence on and that are viable for the audience. 2. Display ads on travel sites, especially if there is one educators typically use. Booking.com, Tripadvisor.com, Yahoo Travel, Expedia, Priceline.com, Hotels.com, Travelocity.com are the most popular travel sites.

Q5: Please list the traction channels you think we should avoid and why Speaking Engagements

One that we might want to avoid would be speaking engagements. I could be wrong but I don’t think speaking engagements would be a good channel to follow because it might be harder to generate users through speaking engagements.

Offline Ads

Offline ads are not beneficial for what we are doing at this time or until we have an actual product and some initial traction.

Engineering As Marketing

Engineering as marketing- we cant build micro-sites for this in the short amount of time and while the app is in development

Blogs

I am not sure we have enough time for this, it takes time to build a following and that is something we just don’t have.

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


TRVL Ease landing PAGE (sign up) The landing page was set up to capture interested customers. This works basically as a sign up page to be on the mailing list for a future release of the product. From the landing page you can get a reference to what the app is about by the three points mentioned in the body text. In addition we added a variety of links at the bottom of the page that can bring you to other related sites. Ultimately we received approximately 260 entries and only a handful of removal notifications. In the next stage we were shifting to editing the name to TRVL EASE | EDU with a more focused push towards the “created by and educator for educators”.

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


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TRVL Ease facebook PAGE 1

Facebook page utilizes the brand icon mark as the profile picture.

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www.facebook.com/trvleaseapp/ or @trvleaseapp are the Facebook site names for the apps page.

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Utilizing a recurring photography and layout that is similar to the landing page and ads creates an instant association to the brand. This also utilizes the photo area to call out 3 functions of the app.

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The “+ Add a Button� becomes a sign up here link creating another opportunity to send potential users to the landing page to sign up

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


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TRVL Ease twitter PAGE 1

The Twitter page also utilizes the brand icon mark as the profile picture.

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The twitter handle is @trvlease

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Utilizing a recurring photography and layout that is similar to the landing page and ads creates an instant association to the brand. This also utilizes the photo area to call out 3 functions of the app.

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Twitter is an opportunity for TRVL EASE to become an authority on travel, education travel, expenses, savings and more for the traveling educator.

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


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FACEBOOK ADS / BOOSTS / PROMOTE PG.1

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There was a variety of promotions used in Facebook including ads, boosts and promote all which reach users differently. We utilized all and had the most success with the promote and boosts.

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TRVL EASE icon shows up on all ads, pages etc. creating consistent branding.

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Sub-headline for delivering a message.

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The ads varied from generic focused ads to educator and coach focused. Shown here is a mix.

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Headline “Track your EDU expense!� instantly shows that it is education related.

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Important area for like, comment or share which can help any product take off.

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Add content to the image helps to add features and facts about the product.

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Learn More button sends the user to the landing page for more info.

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Sponsored shows up when the image, page, cover photo are promoted.

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


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FACEBOOK ADS / BOOSTS / PROMOTE PG.2

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Out of all the ads, boosts and promotes the video promoting the website was the most successful.

1 This shows who posted the video and that it was a post to start with before it was a promotion. 2 The comment area is a good place to talk about the product and video while linking back to the main website landing page.

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3 The embedded video plays on most feeds automatically. 4 About arrow which will pull you to the website as well. 5 The video is set up to auto-play in feeds and when in the ad column to be static.

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6 A brief introduction to the product. 7 Promote Website is where this will make this live. In this case we did this with the greatest success. 8 Area to show the actual website instead of just a button.

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


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INSTAGRAM / Linkedin ADS / POSTS

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1 TRVL EASE icon shows up on all ads, pages etc. Creating consistent branding. 2 The ads varied from generic focused ads to educator and coach focused. Shown here is a mix.

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3 Learn More links directly to the landing page while “Track and file your education field trips in a flash!” becomes the body in this case. 4 LinkedIN ad horizontal shown in the header

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5 LinkedIN ad as a headline 6 Instagram Generic Post

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7 Instagram information including information about the product, hashtags and links to the website. 8 LinkedIN stacked ad in column feed

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TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Instagram posts & caption ideas Captions on Instagram •

A great trip starts with a great plan—plan it here (with TRVL Ease)

Soar to great heights… tracking your group travel expenses effortlessly

Leave the work at home with TRVL

Stay atop your travel expenses

Staying within budget has never been so easy

Tracking your budget is bliss

What goes around comes around… successful budgeting with TRVL Ease

You can relax, knowing you’re within budget

It’s for schools, it’s for business, it’s for everyone

Begin the journey before you’re on the road

Share your info with everyone in your group

I’d rather be shredding up the waves (Tracking your budget is quick and easy, so you have more time for the beach)

What do you aspire to do? With TRVL Ease, we aspire to make organizing your trip easier so you can follow your passions.

Less stress, more bliss. Simple as that with TRVL Ease

Watch your stress fade away after using TRVL Ease

Take photos of your receipts

Travel Ease makes your trip a success from beginning to end.

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


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email blast (EDUCATOR FOCUS) Email blast was focused directly on one focused group of potential users, the ISACS Educators. By focusing on this group we were able to promote the app as the “Created by an Educator, for Educators” pitch.

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The information included 3 tiers of information: 7 1

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Highlighted feature

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Personal message from the creator of the app, Leilani Moore

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Promotion Other, secondary, visual, information but equally important:

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“Sign up here!” button for instant access to sign up for the app

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Top page tag-line which can be seen in either HTML or Plain Text

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Brand image that has been used in other promotional material to help to visual tell the story Updated logo with EDU at the end

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4 TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


FINDINGS & ANALYTICS Google Analytics

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


FINDINGS & ANALYTICS Facebook Analytics

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


FINDINGS & ANALYTICS Facebook Analytics

TRACTION CHANNELS / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


USABILITY TESTING

CONCLUSION


USABILITY TESTING

Recruiting Criteria

Participants

Initial user testing conducted summer 2016

• Men and Women

Carol G - Foreign Language College Instructor

BACKGROUND / Goals

• Age 21 - 60

Beth H - Homemaker, Traveling Parent with Sport Group Activities

• General users of applications

Lilly H - College Student, Engineering Major

• Non technical

Robert M - College Student, Interactive Design Major

• Cell phone and tablet user

Devon C - Foreign Automobiles Sales Consultant

• Educational/Business/Pleasure group traveler

Antonella R - Gift Shop Retailer, Part Time College Student

The goal of the usability test is to introduce the concept and tasks the application will provide and perform, while uncovering usability issues and technical flaws, identifying strengths and weaknesses in this early developmental stage. The user testing was conducted in two separate sessions, afternoon and evening. Three participants were tested in each session. Each session was conducted in a two hour span which included the preliminary interview, 15 minutes of navigating and testing, followed by answering a questionnaire and participating in an open discussion about the navigating experience of the application. Objective evaluation and redesign of the prototype are based on user-testing feedback identifying usability strengths and weaknesses and recommendations for improvements.

Participant data comps Men Women Age (21-60) Experience with Smart Devices Personal Travel Educational Travel Business Travel

Recruiting criteria consisted of both men and women, ages 21-60; general users of applications and frequent users of cell phones and tablets; average, non technical users; frequent travelers of business or educational purposes, requiring travelers to stay within fixed budget limitations. All six participants fit the recruiting criteria, demonstrating a varied need for the application, broadening the scope of the user target market beyond just educators and business travelers.

Limits With the summer break in session, there was less availability of teachers for participation in the usability test. This is a drawback since the application was originally designed towards school groups traveling for educational purposes. On the upside, it encourages the application design to reach out to more of a broader spectrum of various travel groups besides educational.

USABILITY TESTING / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


USABILITY TESTING Initial user testing conducted summer 2016

Recommendations Participants successfully completed the usability test and provided valuable feedback. The usability experience was positive and intuitive for each participant. Recommendations were given about additional features such as the itinerary and restaurant options. Other ideas were given, like an automatic exchange rate for international travel. All of these were taken into account, and added to the revised prototype. Listed are additional recommendations by the participants. •

Place a back button on the camera screen

Have an introduction or boxes that pop up when the user first opens the application; boxes would explain the purpose and give short instructions how to use the application

Include a currency conversion feature

Simplify data and navigation for novice users

Make interface more visually appealing

and intuitive fashion •

Preferred international currency option

Features are intuitive and simple

Good option of taking photo images of receipts feature

Following the usability testing, recommendations were taken into account and applied to the evaluation and redesign of the high fidelity wireframes. Below is the final prototype of the application.

Participants noted strengths about the information architecture and navigation. •

Organized design and data

Keeps track of individual deposits in an organized

USABILITY TESTING / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


USABILITY TESTING Focused Testing Fall 2016

EDS Faculty and Staff The user evaluation/testing was conducted over a period of three days, meeting with participants individually. Each session consisted of viewing the interactive video of the prototype, while discussing the elements and purpose of each screen and then navigating manually. Seven teachers who have traveled with students on extensive intersession trips were tested, one CAS director, one administrative assistant, one RN nurse, one college counselor, the upper school principal, and the school’s finance director; bringing the total to 13 participants.

User Observations and Recommendations Overall, the user response was extremely positive about each feature of the application. Testers were impressed and excited about the functionality and its purpose. Additional recommendations were enthusiastically given by many of the testers, as they envisioned themselves using this application to assist with their traveling duties and responsibilities.

Listed are these recommendations:

Smart Phone Application (Phase 3.1)

• Add a text alert and messaging capability via the travelers list. • Add a share tab, to enable the data to be emailed to administration and the business office. • Add shared capability to administration/parents in the itinerary feature. • Location tracking of each student via travelers list. • Add a section to click on travelers’ names. Include emergency contact and medical information for each student. • Expand the restaurant locater features. Include address, phone number, hours, and directions. • Perhaps a different color per tab and/or be able to personalize color and add photos of trips.

The usability evaluation/testing helped unveil additional and invaluable functions/features which would propel TRVL Ease to become a custom designed application for educational traveling, created especially for educators/ coaches traveling with students, intricately meeting the needs and purposes of these specified users.

Questions • Was the application each to understand and navigate? • Does the application have an appealing design? • Were the features displayed, intuitive and straightforward? • Does the application serve its purpose and could you see yourself successfully using this to assist in your educational traveling endeavors?

Positive Feedback

• What is the biggest strength of this application? Its weakness?

• Application was attractive and easy to use.

• If you could change anything,what would it be?

• Screens are simple, not a lot of clutter. • All could see themselves successfully using this. • Navigation is easy, intuitive, and smooth. • Design is simple but effective. • The application absolutely serves it purpose as an expense/budget tracker and receipt logger.

USABILITY TESTING / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


CONCLUSION

CONCLUSION


USER CENTERED DESIGN PROCESS User centered design process includes users throughout the design and development iterative process cycles. Design is based upon understanding users, tasks, and their objectives. It is crucial to allow the iterative design process to be driven and refined by user-centered evaluation. Application of the key principles of user centered design during the entirety of this initial developmental phase of the Travel Ease project, was the priority and goal.

CONCLUSION / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


CONCLUSION The concept for the Travel Ease Application was originally conceived for educators traveling with groups of students, domestic and international travel, calculating monies brought in by participating students, creating the trip budget, tracking expenses and keeping within the fixed budget with precision, ease and convenience. After the initial research, the target market group was expanded on and redirected to include varying groups needing assistance in budgeting during travel of any kind. More often, contemporary travel is comprised of multiple participants which allows for more affordable spending. The Travel Ease application needs to be used by many, for varying purposes, but with the main objective in mind of making financial tracking easier and convenient while traveling. This first iterative stage of development has been tremendous and great strides have been accomplished. Research and analysis were used from start to finish and as a result, the developing Travel Ease application has evolved to a successful stage of this iterative cycle. Additional research followed by evaluation and redesign, will continue to develop this application to an optimum level of usability and design interface, bringing Travel Ease to an all encompassing level, offering precise and easy budgeting for all kinds of travel purposes.

CONCLUSION / SOCIAL MEDIA STRATEGIES / LC4D @ LINDSEY WILSON COLLEGE


Ixds5603 TRVL EASE Design Document  
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