Hop

Project name: HOP
Project duration: 2 weeks
Project Collaborator: Abhigya Bangalore
Agenda: To build an application which helps the local service providers find & hop services/jobs during covid & post-covid world.

Content:
Research
Primary Research & Case Studies
Competitor Analysis
Brand Strategy
Brand Values
Journey Mapping
UI Wireframing
Visual Identity
Communication Strategy

Overview: HOP is a service initiated for the local service providers(dabbawalas, househelps, street food vendors, cobblers and such) who have lost jobs due to Covid. It aims to regain their service in the market through market research and provide solutions to better their service while availing benefits for the stakeholder and the customer.

Motivation behind the project:
I over heard our househelp complaining about wage cuts and giving-up on her services mid-month by the houseowners because they couldn’t afford or may I say didn’t feel like ‘wasting’ their monetary resources on the unavoidable breaks in their service very much because of a world crisis. It took me a few minutes to realise she wasn’t the only one. News headlines talked about migrant workers returning back to their native places due to drastic fall in jobs. On comparing these blue collar services to the white collared ones, and why one faced exponential growth in problems than others, the very first visible reason that came up to me was societal hierarchy. Societal hierarchy leading to oppression & exploitation of the under-previledged. On asking why, I realized these local service providers need a voice of their own, a strong stance and previledge to hop services like every other white collared job. Most of the applications made for this problem area were made with a vision to get the service done, by hook or croak. Nobody was thinking about the service providers, the real assets. Considering them lead stakeholders, came along, HOP.

Research

List of local services affected

  • House helpers
  • Dabba services
  • Pappad service
  • Accommodation
  • Juice Shops
  • Rolls Shop
  • Coconut vendors
  • Cobbler
  • Transport services

Problem Areas of identified service providers

  • Keeping track of service providers following covid protocals/ measures everyday.
  • Compromise in hygiene. (no guarantee of the place in which the food is being made)
  • Latest covid testing information.
  • Alternatives of supplying goods to consumer.
  • Reaching out to people getting complex and difficult.
  • Losses suffered.
    Medical expenses to get cover only if patients are positive tax payments.
  • Increase in competition as everyone must have switched to the similar alternative services.
  • How to make their service unique to get more customers
  • How to keep them engaged constantly to not waver from HOP to other competitive brands?
  • Increase in working hours
  • responsibilities compromised due to inadequate financial support or other factors.

Assumptions made during the situations that may occur in their lives during the pandemic

  • How do they earn enough money to support their family during the pandemic?
  • Do they remove their kids from schools and make them work to support the family?
    Prefer kids educations, their future over survival?
    Will they give importance to their kids future and take the responsibility of earning money by themselves?
  • If any family member tested positive will they be able to clear the medical expenses?
  • If a perishable service provided by them is made known through our app it will increase the competition level in the market.
    What strategy will they use to make their service unique?
Primary Research

Questionnaire prepared for the targeted stakeholders (Local service providers)

  1. Name of the service provider?
  2. What does he/she provide?
  3. What are the problems they faced during lockdown?
  4. How did they manage to go about it?
  5. How did they manage to financially aid themselves?
  6. what kind of service did they provide?
  7. Why did they choose to do their current service? USP? Need Gap?
  8. Did the other members of the family/ friends/ children also help in this service?
  9. What was its output?
  10. If our service was made available to you would you like to be a part of it?
  11. What more can this app provide to make the service convenient for you?

A Case Study 01 B Case Study 02 C Case Study 03

Elaborated Case Study of Lakshmi 12

Competitor Analysis
  • Why can’t our service be part of the existing apps?
  • Studying the problem areas/ loopholes.
  • What these Apps offering?
  • How are our service different from what we offer?
    14th

Mapping the pitch
What IS HOP exactly? What is HOP trying to strive for? Is HOP even necessary? 16th

Brand Strategy

What would HOP do to survive the competition? 18
Initial brand Strategy

20
22
Brand Strategy

Brand Values

What does HOP promise its customers? 35 1

Journey Mapping

How would a user on HOP go about getting a task done? How many steps would they require? What different steps would a consumer in comparison to a stakeholder would have to follow? How would the middleman, addministration department deal with both the sectors? 23 24 25

UI Wireframing

What would HOP’s navigation be like? Would it be easy for the users to follow its direction? Would the process be intutive? 25

Visual Identity

26 MoodBoard 28 1 Tagline alterations 29 Logo alterations 31 1 Final Logo 32 Colour Palette 33 Packaging Tape
To pack/seal any kind of product or service delivered via HOP.
The illustrative style will distinguish the brand from its other competitors.
Micro-Marketing.
34 Stamps
If the service provider tends to provide the same service for a long time they will get customized stickers to seal their product(s)/service(s).
Allows the service provider to create their own identity under HOP’s umbrella.
Allows HOP to have consistent service providers. Helps them be in the good books of both customer and service providers.
Consumers who collect a certain number of similar stamps get bonus discounts and rewards. This allows service providers regular customers. 36 Other Packaging Deliverables
TAPES with quirky oneliners and fun conversations creating micro-interaction with consumers.
DRY BANANA LEAF PACKAGING allowing consumers to have direct plates for food consumption on delivery. Also, sustainable.
37 Tags
These will be hung on products that are already sealed and need no tapping to hold the product/service together.
Could later be used as bookmarks making it sustainable and long-term visibility of the consumer.
Micro-Marketing.

Communication Strategy

Online

  1. Instagram Page (attracting the younger crowd)
    -social media posts
    -story highlights
    -reels related to the making of the perishable items focusing on the hygiene aspect of food
    -reels for the consumer to show them what improvement they could bring to the stakeholders life if they switch to our app.
    -Tags to stay connected to the existing consumers and build new relationships in the future.
  2. Facebook Page (attracting the older crowd)
    -social media posts
    -stories
    -tutorials on how app functions
    -Benefitted stakeholders and consumers.

Offline

  1. Newspaper posters (targeting stakeholders and consumers)
  2. Posters
  3. Word Of Mouth
  4. Radio Announcements (many people listen to radio in India from urban to rural crowd), reaching out to a larger crowd.

38

THIS DELIVERABLE CAN FUNCTION AS
Poster,
Banner,
Posts on Instagram, twitter, facebook and
Whatsapp forwards.

Why this theme and technique?
HOP focuses on all kinds of Blue collar jobs who are well versed with Bollywood, its actors and quotes a lot from their movies. Connecting these movies to out marketing strategy allows us to reach out to them easily.

40 41 42

The following are deliverables for
Bus stand Banner and
Newspaper Advertisement
36 37 38 39 40 41 42

So, Let’s HOP?