How might we bring digital currency to help fund NGOs?
The Nike Foundation wanted to develop digital currency. They approached Wieden+Kennedy to help them figure out how. I joined the agency to help the team think through the service strategy of how digital currency would be used and the approach to the developing it.
Concept diagrams to solidify the concept
What are the agencies involved in utilizing digital currency for the Girl Effect? What purpose would it provide the Ecosystem?
I facilitated the team, a creative technologist and a brand strategist, to discover this process. Documentation of the discovery process helped us to present these concepts to the client.
As a team, we developed several scenarios that helped move the client towards buy-in to produce artifacts in the service system.
As part of the branding strategy for The Girl Effect, Wieden+Kennedy conducted preliminary research 16-22 years old girls. We incorporated the research and developed a narrative to implement products along touchpoints across various channels in the system of girl currency.
Exploring a touchpoint
One of the touchpoints in the service strategy we developed included a mobile app. Incorporating items from the concept diagrams, I designed the mobile app to put these concepts into digital form.
How does a "connected girl" who uses the app keep track of the money she has earned, spent, and is pending?
How does she choose and keep track of the actions she has performed?
How can she connect with other "connected girls"? What does the social component look like? Does she earn more currency if she connects with more girls to complete her actions?
Realizing touchpoint potential
While designing mocks of the sketches that explored the mobile app touchpoint, Nike decided not to pursue digital currency for the Girl Effect. With this project, I introduced Wieden+Kennedy to service design strategy. I realized the importance of incorporating the accounting team early in the discovery process to prepare the client for further developments of the concept.
Fortunately, the agency began work with Weight Watchers and we began service design strategy from the beginning to help reinvent their brand.
Reinventing weight watchers
Service design helped document points of the Weight Watchers customer's journey. The holistic view of the brand allowed us to view Weight Watchers from the customer's perspective and identify opportunities where we could benefit their path.