Digital Marketing │ Mad*Pow Results

Project Team

Amy Cueva Executives
Leadership Team
Experience Design
Visual Design

Dustin DiTommaso Leadership Team
Experience Design

Seth Minard Experience Design

Whether it be updating a cell phone, camera, or laptop, the consumer is usually left with a challenging question; “What do I do with the old version?” By engaging Mad*Pow to brainstorm & concept an iOS app designed to help sell back old and/or damaged electronics, Gazelle has effectively found a way for the Joneses to keep up with the ever-changing pace of technology.

# 24 on the INC 500 List for 2011, Gazelle joins a group of businesses which realized their ideas have a healthy side effect. By recycling electronics and reusing internal components/parts on other items, Gazelle managed to keep over 300 tons of electronic waste out of landfills this year helping the environment and becoming a greener company.

The primary goal of the project was to create press by correlating the release of the app with that of the new iPhone. With a timeline of only 4 weeks, Mad*Pow aimed to deliver a concept which was engaging, easy to navigate and visually appealing. In doing so, the client’s ability to give detailed and comprehensive feedback without being prescriptive was essential to the overall success of the project.

Overall, Mad*Pow delivered two different concepts, each with its own unique experience. One concept would provide the user with a clear direction through the app, simplifying information and interactions so the stepped process would be quick and easy. The other concept would deliver an impactful & meaningful experience which would allow for streamlined navigation and accurate data entry. Overall both concepts succeeded in making the overall consumer experience effortless. The solution we arrived at was a combination of the approaches.

The Gazelle/Mad*Pow collaborative effort produced an application design which boasts an engaging startup page that automatically identifies the iOS your using and gives you monetary offer for it right away, a streamlined device condition selector that focuses on accuracy and speed, and a critical path notification system so the user is always up-to-date with what’s happening with their device and offer.

Insights

Consumer Decisions in a Social World
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels.
The Legend of Miyamoto: How Nintendo Shaped UX
Perhaps the greatest innovation Miyamoto brought to the gaming industry—and by extension, the web—was the popularization of a narrative structure. This may seem pretty silly to think about now—not unlike thinking that the mouse or GUI wasn’t a big deal—but it was pretty revolutionary for its time.
Mad*Pow Boston Harlem Shake