Corporate identity and culture in a platform perspective for Nowr
Aligning team and service offered to (re)define value proposition and strategic positioning
Sector
Event management and promotion software
Summary
- Analysis of the ecosystem and value exchanges
- Analysis of internal and external stakeholders and their journeys
- Definition of the values of own organizational culture
- Team alignment for a platform approach to the business
The need
NOWR is an application created to find, share and organizw local events. On the occasion of the second application release and with the aim of drawing up the new brand book designed by Caratti e Poletto, the NOWR team felt the need to be guided through a value proposition innovation path, according to the renewed platform model.
The insight
Value Proposition Design is a phase of Business Design dedicated to delineating the value proposition of a business. Explaining a value proposition means focusing on the main stakeholders, their personas, outlining their job-to-be-done, gains and pains and framing them in a holistic service experience framework. Thus, the business idea finds its uniqueness and reason for focusing on its fundamental values and customers needs.
The solution
We worked on this project from a service perspective, our aim was to accompany the customer in a participatory process, reflecting on the business idea’s values and reasons in order to explain its contents with coherence and consistency. The result of this strategic facilitation work was then concretized by the creative team of Caratti e Poletto in the 63 pages of the NOWR brand book.
We ideated a work path using canvases specifically designed for the business model of the platform and its implications of complexity and interaction, visual tools that would translate the process and its analysis facilitating connections, comparisons and reflections.
In this case, we mixed our Innovation by Design approach, with the frameworks developed by the Platform Innovation Kit by M. Walter, N. Dumas, S. Frost e A. Friede.
Our intervention
4 phases, three co-creation sessions with the client and a fourth phase of synthesis and return of the work done.
Phase 1
Who, what and where
<p style="text-align: left;">The first day of the workshop was dedicated to focusing on "Whi, What and Where" with the aim of aligning the team on the context and the idea, starting a discussion on the contents, clarifying the values and concepts at stake.</p>
Phase 2
How and why
The second day of the workshop was dedicated to
"How and Why"
with the aim of showing the actors involved, their sought-after advantages and the problems they want to solve, and define their path thanks to the service offered by NOWR.
Phase 3
Values
The third day of the workshop was dedicated to "Values" to summarize the work carried out in the previous moments in a coherent vision where values, vision and mission of NOWR and all the useful elements to define its values and contents are expressed in a shared way.
Phase 4
Restitution
The last phase was dedicated to the synthesis and strategic return of the work carried out with a particular focus on the guidelines and contents required for the creation of the company profile and the brand book (what is Nowr, reason why, what we do, how we do it, our values, our identity, our target) concretized by the creative team of Caratti and Poletto.
Strategic Analysis sessions with the Nowr team
This Journey let the complete NOWR team focusing on explicit, consistent and shared values, expressing their business idea with one voice. The augmented awareness of the experience users do moving through NOWR business model, let the team to approach the re-branding process and the re-launch activities with a consistent and informed purpose.
Cliente
Nowr
Sector
Event management and promotion software
Tipology
Modality
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