This week has once again been intense but at the same time, positive. We had a client check in otherwise known as a ‘Tissue Meeting’. This is where midway through the creative process, the client drops in, just to see your ideas/prototypes and to give you some feedback, we found out that the feedback from our client came from rational thinkers. This was a new experience for us as creatives, as we think in a different way to them.
Before the meeting which happened on the Tuesday, We set ourselves a fake mini deadline. This was to make sure we had everything printed of such as our three mock up spreads and the Visual Concepts/Promotion Plan info sheet. There were a few last minute tweaks which needed to be done but that was a good few days before, this was why the fake deadline we set was very effective because we had extra time if need be.
So Shelter dropped in for a long session on Tuesday. Each group in our class presented their ideas to Shelters marketing team one by one. This was a lengthy process as you can imagine seeing as there is roughly Ten groups in my class, each with 2-3 ideas. It finally came round to our turn to show them what we had developed and come up with. The overall feedback was valuable to a certain extent. The immediately commented and said how clear/professional and to the point our layouts where. They liked how we had played out our prototypes with there being only two screens, a paragraph on each, set in the ideas tone of voice and the app icon. They liked this overall style as previous groups in our class forgot this day was about visuals and overloaded their sheets with Text, making it messy and not to the point. The whole point of presenting your ideas through visuals is to allow your work to speak for itself not linked to a long bit of text. They also were really impressed with how clear our promotion plan and budgeting was at this stage of the project, it showed that we went the extra mile to stand out. Linked to the promotion plan, they loved our unique way of promoting Doodle Run with the use of stickers, they even compared this approach to promotion to the Cadburys Gorilla!
Moving onto their comments related to the ideas. To summarise, they straight away pointed at Doodle Run and loved it, said it was fun, engaging and had the potential to go far. But the only negative they pulled from this idea was they wanted to know how the technology would work.. And if within the app the ‘Doodle Shop’ would monetise it to much.
With the other two ideas, they really really liked how Beat the rush looked and they said it ties in well with their existing rush series. But the only worry they had was whether there would be a safety issue with this, people running around as fast as possible.. Then finally Own It they did not like, this was due to the actual name of the concept sounding to aggressive and attitude like. Being a charity about housing problems and homelessness, Own it goes against what they are all about which is fair enough.
We then took this feedback into account the following day and gathered as a team to develop Doodle run further. Prior to the client check in, a lot of teams as we looked around jumped straight into doing more mock ups and designing, but we felt this wasn’t worth doing immediately. We decided to focus on adding more depth to our app, as at this stage it was just an app where you draw your run, This not being enough to take forward. We spent a fair amount of time scratching our heads trying to give it some further meaning. We cracked it eventually splitting the app up into three elements.
The first element was to give the user a personalised option, where by you could enter the app, customise your own goals/mileage/days/fundraising goals and finally you could choose which drawings you could run around within your challenge. The second element was to offer pre made challenges, where users would pick packs with already set goals/mileage/days and fundraising goals within as well as already picked sets of drawings to run around. The final element we thought of was to introduce a new form of fundraising. This was to include every month having virtual event days. Where the user could enter by paying a set fee to compete one day a month running round certain drawings. This we felt would slot in nicely with their existing rush series, But virtually. To add competition and an alternative way to fundraise as well as the first two options. To cater for all levels of running/fitness, we added four tiers or levels into these virtual competition days, AMATEUR/INTERMEDIATE/ADVANCED/PROFESSIONAL. The reasons behind us adding this in was from the feedback from one of the shelter clients. They asked us how this idea will appeal to the target who of course will have a varied level or running.
So this brings me onto the next stage for us as a group, what next? Well now we have dug deep and given Doodle Run the added depth to it, we feel a lot more comfortable taking this idea forward, having solid pats within. Where as before we just had a cool idea with no meaning or structure behind it, i like to say that this stage is where we have given doodle run some meat to the idea! The next steps for us will be to begin sketching out and designing the whole user journey. As well as doing some added research into specific promotion methods, such as sticker prices/designs/tube banner locations outside of central London. We have put together a list of specific locations near popular running parks in the capital i.e Victoria Park/ Wandsworth common/ Richmond Park. This list we can then take and find prices of how much banner space will cost in relation to our budget.