HOW DO YOU RE-BRAND AN APP TO ATTRACT NEW USERS, WHILE ALSO KEEPING EXISTING USERS CONNECTED? BUILD ON ITS EXISTING BRAND EQUITY.
When Taptalk approached me, they were in a moment of transition. As another moment-sharing app, they lived in the shadow of Snapchat, and were looking to tell a new story. So, from a new name, to an entirely new user experience, I helped set them apart from all of the other apps living in the space between messaging and social media.
Company name + nomenclature
Brand voice across all consumer touch points - marketing communications, UX copy, website, press release, press kit, pitch
Consulting on product design + user experience
Collaborating with design partner to develop visual identity
Collaborating with video partner to produce promotional clip
One of the core functionalities of Taptalk was the fact that photos or videos that people sent to you would disappear after being viewed. Though this was a main feature of the product, I challenged the leadership team to rethink this decision. With a primary market made up of an older demographic - families, not tweens - I argued that these populations would want to keep the moments that their loved ones shared with them, to reflect on later. I also underscored that by giving users the chance to archive these spontaneous messages, the brand would differentiate itself from apps like Snapchat, which were geared towards a younger audience, sharing less sentimental moments. Ultimately, they came into agreement, and restructured the app’s entire user experience to allow people to archive photos and videos they exchanged with loved ones.
NAMING + NOMENCLATURE
The company's name, Taptalk, was too close to a competitor's name, so the team needed to come up with a new moniker. With a radical update in UX, mentioned above, the name also needed to point to the fact that you could now save the photos and videos that you shared with family and friends into collections.
In wanting to preserve the brand equity and intuitive nature of the word 'Tap', but also point towards the new product's push away from the ephemerality of services like Snapchat, I came up with the name TAPSTACK. Riffing off of this new name, we then had to redevelop the nomenclature within the product.
When I started working with Taptalk, they called every photo sent a 'Taptalk' and very video sent a 'Video Taptalk.' So, once we renamed the product Tapstack, I advocated for three changes:
When someone sent a photo to another person, we would refer to it, simply, as a 'Tap'.
If it was a video, we'd call it a 'Video Tap.'
We'd also call the collections of sent and received Taps 'Stacks', pointing back to the brand name itself. Tapstack; where you could save Stacks of collected Taps.
I worked with one of my talented video partners to produce this one minute promotional clip for Tapstack to be used on their website, Playstore listing, alongside their press release, and in various other locations. Our goal wasn't to create a tutorial, but rather to show all of the different kinds of moments worth sharing, and how easy the product was to enable this kind of moment sharing.
Unlike Snapchat which allowed users to apply filters or do retakes, Tapstack was all about delivering up a real slice of life, fully unfiltered. To this end, I worked with one of my talented design partners to piece together the new visual identity for Tapstack, and we recommended going with handwritten headlines, wabi-sabi shapes, off-center letters, and imperfect grids, to reflect the authenticity and beautiful imperfection found in the spontaneous nature of a person's real life. Not all of our recommendations were used, but the following are some of the ideas we delivered.
TAP ANIMATION STYLE OPTIONS
IMPERFECT UI ELEMENTS
FINAL APP ICON
Click here or on the image below to review the Tapstack website.
Click here or on either of the below images to review Tapstack's Appstore listing.
Rebranding was featured news on TechCrunch.
Excellent user feedback:
"Perfect for a quick hello. A quicker and more fun version of Snapchat. Love it.
"Excellent app! This app makes it easy to share moments and your location at once. Ideal for spontaneous things."
"Awesome way of communicating. It's direct and personal. So much quicker than other messaging tools out there. Love it!"
"Awesome photo/video sharing app! I use this app on a daily basis. You can put your friends in groups and share the same content with everyone at the same time. You will enjoy Tapstack!"