Introducing Ping by TradeMe.
As a digital business, TradeMe are renowned for investing in user experience. They have a range of core products on the trading platform and they seek to ensure everything they do contributes to their service, and customer experience is the best it can be.
When it came to payments on the TradeMe platform, a number of existing card and other payment options have traditionally been offered. TradeMe have just launched their own instant payment system in the form of Ping, and in doing so are seeking to set a new benchmark in both payments and user experience on their sites.
When we first engaged with the TradeMe team, their requirement from us for the project was to:
> Provide expertise and guidance on the distillation of a compelling value proposition for the product
> Provide a naming process and to make recommendations for the payments product that enabled protection/trademarking. Ensure a customer-led solution, taking in to consideration the needs of partners, users and consumers. Enable a low-risk approach by delivering options/prototypes early in the process so the considerable volume of content can be migrated efficiently.
Our naming and brand development approach – both of which are collaborative, iterative and involve generating a series of ‘rapid prototypes’ that we validate with users and stakeholders.
We ran a kick-off session with the project team at TradeMe to align on the project goals, priorities and constraints, technical requirements and specifications.
We used this session to tease out all existing business, customer and competitor considerations to ensure we had the relevant context and information to approach the task.
This project was a highly a collaborative effort, which allowed us to gain a high-level understanding of the audiences, attributes and differentiators of offer quickly, and then enabled us to jointly focus on competitive clear- space as we started naming and value proposition development in unison.
From learning captured in the context session, the first steps were to affirm the value proposition territory that will ensure an effective platform. Alongside this, we developed a long-list of naming options for consideration. We shortlist and refine names with stakeholders and validate these decisions in parallel with a closed user testing group.
At a point where we have an agreed working list, we then do a range of research to eliminate the less desirable or un-usable options. We then share these as a working list and then collectively reduce these options down using a project specific evaluation criteria.
A list of two halves.
This project – as with most naming challenges, resulted in a polarising set of lists. The list of names you like, which is often distinct from the list of names you can use.
For Ping, the IP requirements were substantial, so the criteria we used was rigorous, and our sprint based/collaborative approach enabled iteration, visibility, informed decision making for a more efficient process for TradeMe.
The name says it all.
Alongside competing products this stands out, its a strong fit with the TradeMe brand and attitude, was able to be protected and sounds like what the product does – Ping, it's fast and simple.
The last word.
Check the DNA naming approach for more on our approach to what is often mission critical for brands and products, but often mired by lack of clarity, conflicting objectives, clashes in opinion, and an absence of objectivity.