Create a service for FullZoom, a Portuguese video production company's, business clients by identifying opportunities to increase their audience reach through digital marketing and advertising.
A fully-featured video analytics dashboard that collects a 360-view from data and commentary posted on all social media outlets that each video is posted to. The dashboard allows FullZoom to aggregate and analyze the response to each video they produce for their client and provide valuable insight around marketing strategy, distribution, and optimizing reach. Additionally, the web platform digests the material into client-ready PDFs and can send text notifications when shared goals are met.
From the beginning, we understood that our client was interested in monitoring all the video results from one place and using that information to produce stronger, more relevant videos in the future. In order to meet his needs and look into areas for additional service innovation, we had to understand where FullZoom's media production business stood in relation to it's other growth areas (e.g. web streaming), it's parent company's other businesses, and it's competitors on the island. We also had to get a good grasp of it's current and potential client base in order to understand their needs and opportunities.
Our research plan was largely generative in nature - through the various people we spoke with, we kept our eye on identifying successes, which we could build on, and opportunities for improvement (e.g. communication breakdown), which we could correct. We sought to understand FullZoom's staff, resources, capabilities, and touchpoints through interviews; project cycle through service blueprints; current clients experiences with FZ through a customer journey map and their performance metrics through a card-sorting exercise; brand perception through an anonymous brand audit; and competitive gap by doing research on competitors. As we were generating new ideas, it was also important for us to develop a vision for FullZoom's dashboard, which involved a feature-based competitive analysis of existing web analytics platforms for social media, content publishing (another original request), and customer engagement.
What we found was that FullZoom's work product was highly regarded among it's customers, but brand recognition outside it's circle of regulars was low. Nearly all of FullZoom's business came through personal connections and introductions on the island, and little was done for outside promotion. Clients however wanted to take every opportunity to promote their brands and showed interest in better insights that would help them inform their strategy.
My teammates and I mapped out several opportunity areas based on existing capabilities to improve it's relationships with current customers, increase FullZoom's brand presence to local businesses as well as international (aligned with a web streaming service they were also pursuing), and attract new clients in untapped markets (e.g. conferences). We defined three different personas and conveyed three scenarios of services that would would appeal to them, thinking through the initial engagement, each touchpoint and transaction, and the hook or reminder to start a next engagement.
Incorporating client feedback, we evolved our ideas in connection to the dashboard and notification service and sold the insights as a core offering that could help differentiate FullZoom's business, since no one else on the island was aggregating and analyzing data in one place, making them more attractive to new and existing clients. By marketing it through a guerilla advertising campaign, FullZoom can invest in it's brand and be known as young, evolving, and relevant. Through an attractive, client-facing report, FullZoom can start conversations about how to to best stage, position, and storyboard it's next video, deepening the relationship and encouraging repeat engagements. With better data, they can optimize the timing and posting of their content, understand which channels are more effective, and consider their distribution strategy more effectively. Text-based notifications indicate when goals have been reached, inviting clients to pay closer attention to their reach in this increasingly visual age.
MediaLuso, the parent company, can consider how this service would offer something new to the industry, help acquire and retain new clients, manage it's FullZoom's steady growth by presenting an overview of all it's clients and using smart scheduling, help FullZoom better understand it's reach and customer base, and prepare for the future by being mobile friendly.
See the service in action in the video below and click through the dashboard in more detail.
FullZoom Media Productions to take the proposal into careful consideration before moving forward with talks with it's parent company.
For Service Design 2015 with my teammates, Leticia Patricio and Nalena Santiago.