July 2, 2019

Travltalk Product Development Series: Product marketing

Travltalk Brand Development and Testing Travlyfe to Travltalk

Initial brand work had been in 2015 for Travlyfe and also Travltalk. The graphic designer, Lulu was remote and based in Bali. Rhiannon and Lulu had worked well together and Lulu was also familiar with the product evolution.

The Travltalk product was intended to help Millennials connect in authentic manners, with different cultures and go their own way. Therefore, it felt like our app needed an identity that went beyond pure functionality, and represented the culture it supported.

In addition, the Ionic version of the app did not enhance the unique selling points of Travtalk – the ability to not only meet people, but split the cost of things and sell items you no longer need on the road.

Selling the Value Proposition

Initially the three key selling points of Travtalk were Mates, Share, Work. Through user testing, we decided ‘Mates’ was very colloquial and ‘Meet’ was a more universally accepted term that would convey the main drive of the app. ‘Share’ was also indicated as being associated with ‘free’, whereas ‘Split’ was more in line with ‘splitting the bill’. As a result the terms ‘Mates’ and ‘Share’ were changed to ‘Meet’ and ‘Split’.

Further consultation with a friend, Ed Hewitt who had previously launched a Travel Startup, helped us to pivot slightly from ‘Work’ to ‘Sell’.

It was previously identified that the ‘Work’ element of Travltalk would be difficult to launch in the early days, when awareness of our brand and product were low. For ‘Work’ to function we would need to engage with local businesses in all locations we sought to launch Travltalk and ensure that people were listing casual work opportunities. Further, there would be tax and visa implications for Travtalk if we planned to advocate this feature globally.

Ed suggested that travellers often look to sell items as they go and that perhaps this would be an ideal replacement to ‘Work’, while also driving more value for our users in the spirit of what Travltalk was about. The pivot itself was very simple, being only a copy change, as it did not alter the functionality and app design.

In addition, the ‘Sell’ aspect allowed us to compete with apps such as Shpock, Fat Llama and therefore opened Travltalk to a wider audience in terms of our value proposition.

Product Marketing

Working with Lulu, we introduced a recognisable iconography to the Travltalk brand, which gave it a playful nature and distinguished it from other location based dating apps.

Originally we chose a submarine icon for ‘Split’ as it seemed to convey that you could ‘Split’ anything. However, further user testing with different nationalities (French and Spanish) proved that the submarine, and therefore the Split aspect was getting lost in translation. Based on this user feedback we moved to using a Combi van for the ‘Split’ icon.

Colour Evolution

Logo and Slogan Evolution 2015

2015 Brand Direction

https://drive.google.com/open?id=1GPFwuFGgmG8hRlI-G5irWdPMQd7g59OL

2017 Brand Direction

https://drive.google.com/open?id=1E1cqyEI8YX6lIDv2n7_5-UZNV4KHppDK

2018 Final Brand

https://drive.google.com/open?id=1fs0D45J_hpzJPlAgh_DYPdQ_WMNpI72I

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