Ionic
Love isn't a job.
Problem
Committed relationships, especially marriages, struggle under the pressures of life priorities (kids, work).
Going beyond the basics to really make someone feel special...
[X] Valentines
[X] Anniversary
[X] Birthday
[X] Birthday
[ ] Everything Else
Downright overwhelming!
Opportunity
Decrease Pressures:
Time & Guilt
Increase Pleasures:
Surprise & Delight
Precedence
Married Couples (2010): 61M
With Children: (24.5M) 40%
U.S. Singles: 54M
Online Daters: 40M
eHarmony & Match.com: 35M
Industry Revenue: $1.05B
Avg Yearly Spend: $239
Online Courtship: 18.5mos
Offline Courtship: 42mos
--
Online dating ends with marriage.
|
The Hero (60%)
John Doe 35yr-old Salesmen in NYC Driven by success, in life & love Busy, Stressed, Professional |
|
The Caretaker (40%) Jane Doe 32yr-old Mother of Two Boys Family well-being comes first. Busy, Stressed, Overwhelmed |
Split Motivation
Happiness
Drives everyone.
Fulfillment
Strong bonds & lasting memories.
Guilt
I know I should, but _____________.
Solution
Change behavior through:
-
Rekindling the spark in less time.
-
Reconnecting in multiple ways.
Benefits:
Using a "Save the Date" event planning tool, initiators can surprise and delight their partner. The "Memory Maker" mobile component provides a more fulfilling post-date feeling.
Common Mental Pivots
BEFORE
- Brand = Wordplay & Character
- Focused on user experience within event creation.
- No strategy for colors, etc.
After
- Driven by an emotional response.
- Refocused on entire experience/core values.
- Think about colors and design with purpose.
Key Takeaway
Brand design is REALLY
freaking hard.
Don't try to design your entire
brand experience in one weekend!
iCAthlon Workshop Demo
By Corey Butler
iCAthlon Workshop Demo
iCAthlon UX Workshop
