From there, the process of user-feedback-driven iterative development took us on a journey which saw our value proposition evolve into one addressing the highly topical problem of personal protection for surfers from the threat of shark attack.
We took the challenge to see just how quickly we could get a potential customer to say 'yes' to our offering - hoping that we may in fact discover a repeatable model for achieving this kind agile path to market again in the future.
As inherent in our methodology, we of course also wanted to be led by user testing and feedback, ready to pivot to meet the market and achieve product-market fit.
driPod ® - Action Sports Targets.
Enter our strong-suite of creating high-production-value, arresting imagery which tells a story and addresses the users' key purchase motivators.
Our ability to communicate the key benefits of the offering with such strong visual clarity allowed the users in the testing phase to give us super-focused feedback, based upon a general enthusiasm on their part for the potential of the product.
driPod 3D Visualization Render.
Leaning heavily upon iconography, 3D visualization and animation, we committed to a low-reading approach of show-don't-tell, in consideration of our dominant young-male target demographic.
Further validating this approach and no small influence over-all on our model, was the cocky punk vibe of the GoPro brand - exploding into the global stratosphere at the time.
With the above in mind then, our concepting process saw us arrive at a key messaging tag line which we felt complimented this tone perfectly, whilst also being a compelling and arresting truth to tell. Thus "You Know Where You Can Stick It ™" was born.
driPod - Symbol Set.
Leveraging dramatic in-the-wild media reporting footage to build a sense of urgency around our solution, the design aesthetic was also dark and foreboding by deisgn - touching upon a visual language commonly associated with threatening scenarios such as internet cyber attacks / hacking.
A female model was also chosen, given the higher propensity shown in our research for females to feel a sense of urgency around our solution - particularly mothers of young adult surfers.
With this visualisation piece, we were able to set a dramatic scene and utilize existing media topicality around our subject matter - informing our potential users while lifting the burden of self educational reading around the topic.
After a number of iterations, we arrived at the current flow - which felt like a strong balance of allowing the user to feel as though they were presented with enough detail to 'self-educate', without drowning them in detail - which otherwise may arrest their momentum toward a purchase.
Utilizing phantom purchasing on the site, we were able to determine that a desirable percentage of site visitors would complete the funnel and make a decision to purchase.