DANCRS
REDESIGN EXPERIENCE AND BRAND
PROBLEM
The gig economy relies on technology to connect service providers with customers. In the dance community, the lines between student, professional and teacher is blurred. How then can a platform support this fluid community? An initial app had already been designed with no impact. The remit was to redesign and relaunch the product.
APPROACH
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Commit stakeholders to a Proof of Concept
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Interviews with dance community
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Branding redesign
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Process flow design and iteration
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Wireframing
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Prototype design and user testing
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Google analytics reviews
OUTCOME
A teaser campaign was launched to promote the redesigned Dancrs app and advanced web interface. Initial qualitative research pointed to a positive reception, with dance enthusiasts showing most interest. Dancrs had significant downloads but little retention of customers save for targeted campaigns and corresponding spikes in traffic. This pointed to Dancrs' business model needing some refinement.
CLIENT RESPONSE
"A brand refresh and intensive research produced a quality product for our users."
