Brand Strategy: Share
Business & Brand Strategy: Share
PROJECT: Master’s thesis in Strategic Design and Management from Parsons School of Design/ The New School University, 2017
GOAL: Build a new business in the travel and leisure market that solves a real consumer need.
STAGE 1 METHODOLOGY: Design Thinking, Analogous Research, Organizational Research, One-on-One Interviews, Small Group Moderation, Survey Development, Journey Mapping, Insights Development
STAGE 2 METHODOLOGY: Jobs to be Done, Cultural Audit, Competitive Audit, SWOT Analysis, TOWS Analysis, Rapid Prototyping, Card Sorting, Business Model Development, Strategy Development, Operational Planning, UX Design, Storytelling
FINAL DELIVERABLE: A Hybrid Digital and Tangible Product-Based Business Called Share
Stage 1: The business innovation process starts with a period of consumer research as well as industry research. Once I chose the consumer problem I wanted to solve, brainstorming began.
Stage 2: involves numerous iterations of a solution that go through refinement and prototype testing. At the same time I investigated the cultural territory and competition space. The final component is developing a brand strategy, consumer strategy, and operational strategy.
Stage 1
I initially began the project examining areas of opportunities in the family hospitality segment. My initial research focused on answered the question: How might the travel industry help families connect and unwind?
Stage 2
After extensive research, prototyping, and testing, I widened my focus to examine the question: How might people strengthen their bonds through travel & keep that connection alive?
I focused on the emotional journey of the consumer allowed me to create a solution that serves a true need. Share focuses on enhancing the memories made during every experience. No other company has automated the ordering and sending of tangible photos, especially not as individual cards. And no platform has combined that with an app that guides users to photo-worthy spots in their area.
