Service Journey

Insights from a previous project at Creation Center called Community 3.0

Become Aware and Discover
Success Factors:
Having an engaged community promoting via word of mouth(analog and digital)
Winning opinion leaders/testemonials/blogosphere
Rating/ Positioning in App store/Marketplace
Invitation Schemes
Marketing cooperation with Mobile Operators/Known Brands
Search Engine Optimization


Access and Join
Key challenges:
Make signing up experience simple and fun/playful
I possible avoid signing up at all
'Auto fill in tools' transparency
Share user data with other services
Alternative ID processes via voice recognition/Sim
Provide data care, meeting legal issues

Success Factors:
Placing signing up as late in the process as possible
Profile transfer from other services eg Fb, my space
Profile input: start small, grow later


Try and Explore
Key challenges:
Critical moment:1st sight counts

Success factors:
Try and explore without signing up
Keep start as simple and fun as possible
Direct social link create stickiness, eg your friends welcome you on an application
Free content/teaser/trial budget


Create and Consume
Key challenges:
Experience clear and unique application characteristics

Success factors:
Customizing opportunity
Permanent feedback channel
Local exclusive events/offline activities to strengthen communities - real&virtual interaction/take the application experience to the real world
Environment should encourage honesty for future accountability


Manage and Organise
Key challenges:
People are like messies, at the beginning they gather everything
Limitation of amount of friends/content as management support

Success factors:
Ideally no direct management within applications needed
Sub organisation eg. sticker album(aka aki)
Different structures for different user behavior
User generated structures eg. personal city guides from community members are accssible for all
Profile indication management
One access to various social networks, one source for many


Share and Exchange
Success factors:
Social bookmarking
User rating and recommendation
Community moderation
Aggregation
Hyper targeting/Multiple profiles
Targeted ads
Cross app advertising


Retain and Revive
Success factors:
Involvement of community in future service development
Images are the key, too much text is no fun
Competition/scoring/gaming
Bonus System
Integrate user feedback and take it seriously, handle it sensibly
Create sub groups
Local Newsletters
The more personal content, the better
Entertainment/Fun