The inspiration behind Tattle was to create a platform for local merchants to engage directly with consumers by providing a fun way to solicit customer feedback in the form of simple mobile-friendly surveys. This digital tool is not unlike the ubiquitous printed comment cards that are found in restaurants today. [ZDI] was commissioned not only to create the application that would enable this survey functionality, but also to establish a brand for the new company that would appeal to both merchants and consumers.
The client had some general ideas on how he wanted the application to operate, but our development team realized that the potential was there to create a far more robust and powerful marketing tool that would provide merchants with even greater insight into their business and a clearer picture of what their customers really thought.
As in Web design, wireframing is an important step in application design, because it allows for quick prototyping, which greatly facilitates and accelerates the identification of potential problematic issues during the initial phase of development. The Tattle wireframes allowed us to present a complete skeleton of the project to the client, preventing the need for more design revisions later, while also reducing project costs. The wireframing allowed the client to visualize both usability and functionality.
If you want someone to use your app after a meal or making a purchase, your application had better be fun and easy to use. The Tattle interface needed to communicate a fun and simple experience for the user, and motivate them to use it. For the merchant who has a hundred things to take care of on any given day, the interface needed to be intuitive and expedient.
Beneath the surface, or the “skin”, the application is a powerful tool used to gauge customer satisfaction; yet, every merchant has its own unique metrics for judging its customer base. By setting up accounts, merchants are allowed to customize how they gather information from their users, sort relevant data, and present it in ways that best suits their own workflows.
To complement the downloadable app, the Tattle website is set up to engage both merchants and their clientele. The website serves to answer any questions about Tattle, how it works and why they should use it. As the first point of contact with Tattle, it promotes use of the app by making it easy to download as well emphasizes the opportunity to take advantage of the deals offered.
For merchants, the Web site serves as the main portal to all analytics interfacing as well as to account information, and is designed to be accessible anytime/anywhere. Merchants are able to track responses to surveys, compare daily and monthly traffic reports, and get a clear picture of how their business is being perceived by the public.
Between customers carrying smartphones and tablets, and business owners using desktops in their office, the Tattle Web site also needed to be responsive on multiple viewing and consuming platforms. As a single site, all content remains the same, while the presentation auto-adjusts to accommodate for various viewing sizes.
The objective of the Tattle brand was to present a logo mark that would appeal to both essential audiences: 1) merchants that would be paying for the Tattle service, and 2) consumers who would be using the service. The brand needed to be fun, inviting and engaging, while projecting a clean, modern and professional image. The only art direction provided by the client in this case was incorporating “broadcast lines” into a word mark, but creative and collaborative development with the client is a core part of all we do.
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