talktala:_ – Case study: “Oh man I am lost. Who are we?”
on July 1, 2014
“Oh man I am lost. Who are we?”
Talktala’s founders didn’t really know who they were and who were their customers. They had a beautiful idea and a well made product (therapy online) but not a well defined user typology.
They had the feeling that their users were mostly women and they wanted to feel emotions on their branding.
Their challenge was to get a logo that gives their users the urge to share their story on their platform.
BAM! They know who they are and who their customers are. Huge step.
During my 15-year tenure with McCann Erickson, I held various executive creative direction jobs and worked with a multitude of talented designers. However, only Sophie Masure’s skills and art sense stood above and beyond all other designers. In addition, Sophie’s exceptional talent was coupled with a great attitude. When I founded talktala:_, an online group therapy site, I needed the very best graphic designer to accomplish the impossible—create a new name, a new brand and a new product, one that would convince both investors and consumers to work with us. Sophie Masure, who had forged her reputation internationally as one of the best in her field, was my obvious first choice. Personally, I am absolutely delighted with Sophie’s work. Her designs for talktala:_ were outstanding and played a critical role for securing corporate investment during both our first and second funding rounds. Sophie also provided talktala.com with an aesthetic, usability and interactivity that contributed to attracting new clients and to increase customer loyalty.”
CEO and Co-Founder, talktala:_
After a few tries that did not completely fit their goals, we finally went back to their basic challenge: get people to talk.
During the branding work, they realized that their branding didn’t have to get emotions in it: the emotion comes from their users and the stories they have to share on the platform. After the logo, the strategy followed and they pushed on their website more and more big open areas where the users can directly share their feelings.
They never stopped getting new users to reach recently 10 000 users and they opened new products more user-centric.
We then launched the iPhone app for 1-on-1 chat where we focused on getting the user to share his story right away, even before he creates an account.
In collaboration with Farid Chaouki, Creative Director at 18N, and Daniel Benor, UX Designer at Maven UX.