Hugo Giralt Echevarria
The world is moved by optimism! :)
Telefónica
YEAR: 2006-Present
GOAL: Connect youth (12-24 years old) to Telefónica brand, products and services in better and more meaningful ways.
SOLUTION: Create the first multi-platform (mobile + PC + TV) social network launched by a telecom to provide a useful, ubiquitous communication tool experience for users.
The platform, Keteke, is massively used from cell phones thanks to the iPhone site iphone.keteke.com, WAP portal, and Java client application, while also being accessed from the website keteke.com and from Imagenio TV set-top-boxes (Telefónica’s premium television service). This social network serves as an umbrella for other Telefónica products and services, which through platform and interface integration, add easier and more engaging communication experiences to users and customers. Keteke follows the “perpetual beta” philosophy with continuous new sets of functionalities and usability improvements.
CONCEPT: Keteke is the social network to have fun and be in contact with your friends wherever you are. The icon to represent its spirit is a green clown nose. The project was launched in November 2008 through guerrilla marketing at schools and universities by distributing 4 million green noses and with a special events strategy spread leveraging social media. The media coverage and awareness built was tremendous.
MY ROLE: Project Director creating and leading the highly talented multi-disciplinary team of designers, developers, content and social media managers.
COLLABORATION: 200+ people involved (16 internal departments + 13 vendors + 30 people multimedia & marketing team). Vendors-Partners: Telefónica R&D, BetyByte, Genetsis, Accenture, OpenWave, Ericsson, DNX, Grey, Arena, The Cocktail, Revistronic, Asomo, Pixel & Dixel, and Tilenus.
RESEARCH
This is the initial competitive analysis for WEB 2.0 Cloud services and key players highlighting Telefónica’s products and services opportunities to generate value for its customers/users. This framework was basic to start defining functionality for Telefonica’s multiplatform social network project.
RESEARCH & IDEATION
Spain’s market required a more focused analysis because of Telefónica’s challenging integration of existing mobile services taking into account roadmaps and systems infrastructure (2D code recognition, MMS, text messages, instant messenger, and WAP portals) that required new integration interfaces to generate a new useful user experience. Multidisciplinary task force teams defined functionality requirements based on existing Telefónica products and services as well as new functionalities that required new development. The multiplatform social network structure focused on the user showing platforms interfaces, key functionalities, and user knowledge tools.
CONCEPTUAL VIDEO
(video length: 4:28 Spanish). This is the first conceptual video prepared to communicate internally the project concept to top management for analysis and resources approval to start creating the team, detail functional definition, infrastructure requirements, procurement process, internal alignment, etc.
A DAY IN THE LIFE
Focusing on identified insights, the team did several user window triads (one person bringing another two friends and we watched how they used social networks from the computer and cell phone). The key uses were reflected in “a day in the life” infographies and video to better understand the insights that drive user’s interaction and communication needs and opportunities throughout the day.
A DAY IN THE LIFE
(video length: 4:13 Spanish). Visual analysis of social network communication tool usage through the day of a teenager.
USER EXPERIENCE FLOWS
(video length: 4:03 Spanish). User experience visual process flows for multiplatform social communication services.
WIREFRAMES
The list of functionality requirements was reviewed and prioritized from user-windows feedback and this first wireframe draft was developed to keep the dialogue with the final user flowing. Wireframes were “a living organism” through the production process to add new ideas and refinements highlighted by users and team members. User experience was a crucial part of the entire process, from product ideation towards development, launch, and constant evolution (re-invention).
WIREFRAMES / iPhone
FINAL INTERFACE mobile
FINAL INTERFACE website
FINAL INTERFACE premium TV service (imagenio)
MMORPG Keteke City
Keteke City is a downloadable multiplayer PC game integrated with keteke as part of its multiplatform social network experience. The user access the city where other users are playing challenges. Challenges are offered by non-playable characters and can be individual or collective. Users collect items that can be exchanged with other users to build new objects that help surpass challenges. Cell phones are also integrated into the game experience. Users can upload pictures from their phones into the game as posters on the city walls. Moreover, this has served as a free advertising method for individuals as well as a creative tool. Points obtained through challenge completion are reflected in a hall of fame wall.
BETA VERSION – USER EXPERIENCE
(video length: 2:40 Spanish). This is the multiplatform (pc-mobile-TV) user experience launched November 2008 in a perpetual beta mode to evolve on user needs and feedback by integrating new Telefónica’s products and services.
CO-CREATION WORKSHOP
(video length: 2:29). Example of innovation co-creation workshops where Telefónica’s interdepartmental and vendor multidisciplinary professionals regularly meet to identify further user experience opportunities for improvement after user windows. New sets of functionalities and design improvements are launched on a monthly basis in order to provide constant value to users.
MEDIA presentation
(video length: 4:20 Spanish). Presentation to media in Telefónica’s headquarters at Distrito-C.
LAUNCH CAMPAIGN
(video length: 7:07 Spanish). Visual presentation of 360º launch campaign: TV endorsements, experiential marketing in schools and universities, Paris Hilton coming to Madrid for the first time to present the project to media, 4 million green clown noses distributed nationwide…etc
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