The CEO and I showed the initial concept to a number of brands to get their feedback. A common theme was the idea of a product that could act as an extension of their own brand. So they could track and incentivize their fan base without losing their branding.
After my interviews, I synthesized all the feedback into an affinity diagram using Trello. I used the split my interview findings into “People” and “Themes” and gave each interviewee a designated color to see all the overlapping sentiments.
Initially, the marketing site was aimed at both fans and brands. After speaking with brands, I decided to position the site marketed towards them with an emphasis on getting a demo of the product as the main value prop.