A digital assistant gets a makeover
Connecterra is on a mission to reduce the impact of dairy farming on the planet. The company created Ida, an artificial intelligence that translates complex data into plain-language recommendations delivered in a simple mobile app. These recommendations improved decision-making, which led to healthier, more productive animals and therefore more sustainable farms.
The product had evolved significantly since the 2017 public launch. By 2020, Ida worked in 18 countries, spoke 10 languages and partnered with some of the world’s biggest dairy companies. However, the brand’s appearance no longer represented her customers, capabilities or personality.
Objective
Refresh the Ida brand to better represent the current product but also adapt to future innovation
Strategy
I started by consolidating customer feedback on the product experience and oversaw the marketing assistant’s internal creative and competitive audits. These inputs influenced updates to the overarching value proposition as well as sub-segmented propositions by feature and audience. It also reconfirmed that Ida should be personified and female. I then hired design and communication agencies to create a framework that would define Ida’s new look and her tone of voice.
Results
Ida’s brand was now codified into flexible guidelines, simplifying decision-making for product and marketing without restricting the natural evolution of a tech product. Her personality was clear and unified across all touch points.
