Dingle

Project Scope: Digital Strategy, Communications Design

Challenge: How might we allow parents to connect and stay involved with their young children while they are busy at work?

Role(s): Front-End Prototyping, Brand Development, Primary Research

Through the research and ideation we came up with the application for Dingle. The existing options currently on the market have a very sterile look and feel and offer health statistics and updates to the parents in a clinical way. Our goal was to provide parents with the ability to monitor health, but differentiate ourselves by taking a humoristic, irreverent tone that would appeal to millennials.

Parents want to connect with their newborns while they are at work or away from home. Dingle provides that connection while bringing fun and humor back into the parenting sphere. Target millennial parents that have short maternity/paternity leave, travel often, work long hours, and use viral marketing and word-of-mouth tactics to grow market share.

Key Learning Moments:

• Specifying Marketing Channels, Engagement Strategy
• Creating a Value Proposition based on Unique Market Positioning
• Front-End Development: In-Depth Wire Framing and App Prototyping

Competitive Analysis

A look at the strengths & weaknesses, threats & opportunities of the Dingle app, as well how it fairs against the competitive landscape.

Forecast and Growth Forecast

Looking at the profits and losses forecast in the first five years in our conservative model means that Dingle will break even by year 3, in 2016. Additionally, the growth strategy outlines a specific and unique method that Dingle will use to acquire and retain customers through the early adopters, guerilla and viral marketing, and the use of “broadcasting” via social media.

App Wireframing