- Creating a Brand Platform to Facilitate Youth’s Communication
Keteke: Telefónica's Multidevice Social Network - YEAR: 2006-2010
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. 
The Challenge
Connect youth (12-24 years old) to Telefónica brand, products and services in better and more meaningful ways.
Finding The Market Opportunity
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.
ResearchSpain’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.
Visualizing The Insights: The User Journey
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.- Defining a Multiplatform Social Network: Communicate, Share, and Play
- Wireframing The User ExperienceThe 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).
- Mobile & Web Interface Beta 0.1
User experience was a crucial part of the entire process, from product ideation towards development, launch, and constant evolution (re-invention). - Multiplatform Integration Interface
The user experience it is centered in the mobile platform extending into computer and Telefonica’s propietary PVR set-top-boxes as part of Imagenio service. The value os to provide the user with a seamless experience independent of the access device. - Multiplayer Game
Keteke City is a downloadable multiplayer PC game that it is integrated with keteke as part of its multiplatform social network experience.A city where users play challenges. Challenges are offered by non-playale characters and can be individual or in groups. Users collect items that can be exchanged with other users in order to build new objects to surpass challenges or missions.
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. - Leading a Team of 200+ Professionals
Involving 16 internal Telefonica departments + 13 vendors + 30 people multimedia & marketing team, as well as vendors-Partners: Telefónica R&D, BetyByte, Genetsis, Accenture, OpenWave, Ericsson, DNX, Grey, Arena, The Cocktail, Revistronic, Asomo, Pixel & Dixel, and Tilenus.
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