Ruppel- Steeped

Steeped

Describe the challenge:

The challenge is to create a unique and easy to use app for tea lovers called Steeped. This app would offer functions such as informational facts about the tea ie; caffeine level, health benefits, where it comes from, etc. The user would be able to pick a mood/time of day/activity/etc, and Steeped would browse it’s database of teas and choose one that directly fits the preferences of the user. Steeped may also browse the members itunes and construct a playlist to accompany that mood/time of day/activity. The user would also be allowed to set up a member profile that allows them to rate their favorites (for other users to see), add a “to steep” list, and find tea locations near them. 

Who is the target audience:

The target audience would be smartphone users who have a passion for tea drinking, or who would like to become more knowledgeable about tea.

What does the audience currently think about the brand or group:

There are very few tea apps available, but this app would allow users to access not only information, but Steeped would form to the users preferences and mood.

What would we like the target to think and feel:

We would like the target to feel that this is a well organized and simple app to help them in their tea questions or choices. Also, it will allow them to achieve a certain mood. 

Which facts, evidence or thoughts will assist in this change of thinking:

The uniqueness of the app and also how it begins to “know” the user and their choices.

What is the brand essence:

Uniqueness. Simplicity. Informational. Connection.

What is the key emotion that will build a relationship with the core audience:

The brand will make the user feel as though they have a personal tea sommelier to answer every question and fit every preference.

What media will best facilitate our goal:

This app will provide users with a social media connection that allows them to access other users and their ratings. It will be promoted by local tea shops, twitter, and facebook.

What are the most critical elements:

The most critical elements are the informational section of the app such as health benefits and how it will effect the tea drinker, and also the personalized member profile that allows the user to put in their own preferences and keep a list of “to steep” for a later time.

What is the  single most important takeaway:

The most important takeaway is the personal tea sommelier feeling the user will receive through their app.

What do we want the audience to do:

Steeped wants it’s users to feel like they too can become a tea expert through it’s many functions. We also want the audience to feel as though they have a connection with their tea, and they can achieve their desired mood they were hoping for.