This is a breakdown from a very lengthy project of a complete revamp of the whole brand. The project brief was simply to build an app that can scale worldwide adoption. As vague as it sounded so do the details. The clarity for the project only became clear after the completion of the Brand Strategy round completed by our team where we narrowed down the brand to its core elements.
I led the whole project from getting the client on board to designing the whole system. My team consisted of app & web developers, content writers, and research support from clients. The project took 9 months to complete which included a complete redesign & launch of the Brand, Website & App.
As the research began from the historical data from Google Analytics & Customer reviews we discovered 6 core groups that were ideal customers. Amongst those six, we manage to create 3 customer segments that will define the journey moving forward - health-focused, telecallers, & hearing disabilities.
As novel as the technology was at that time being the first to enter the market, the level of skepticism was high. Moving past that barrier was keen to get the product off the self. These gave us the direction to focus on building internal relationships with the customers.
The key insight we got from our discovery was that customers would love to improve their listening habits based on the scoring mechanism we created. This boosted the morale of the user resulting in better ear health.
This is a patented algorithm built by the tech team as they wanted a solution to complement the hardware. The function of PHI was to score the user's ear health with a tangible number.
Despite the novelty of the technology, the onboarding was similar to any other bluetooth headphones app. So the onboarding screens don’t seem unfamiliar for the user and they predict their way forward easily.
As we went through the production stages some of the code had to be adopted & refined. The final launch came at a later stage when my company prepared a full blown marketing campaign during its reveal. The case study for that is linked here.
Being a full out project which required everything that needed to be rethought, we manage to complete the client's vision and achieve the results that they hoped for this product. In the app itself, there were still a few functionalities that needed to be added at a later stage as the development cycles moves forward but we have made the app scalable to progress the product iteratively ahead.
