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How might we get the Beam to feel ‘branded’ and profitable in a new market?

Industry

Micromobility

Client

Beam

Timeline

2.5 Month

Services

Branding, User research

Background & Challenge

How might we get the Beam app to be feel ‘branded’ to be more profitable in a new market?

Opportunity

The current Beam app does not reflect a ‘space-themed’ branding style.

How might we get the Beam app to feel ‘branded’ to be more profitable in a new market?

Approach

Research on the current landscape and in new markets.
Understanding Korea visual and product design culture.
Propose a new look and feel based on insights.

Outcome

Increased awareness of language and cultural nuances

With this new-found knowledge when entering a new market, we can better understand how we launch with the ‘Beam experience’ in mind.

Better Brand association & Consistent Online and Offline User experience

When we launch in cities like Korea and Taiwan, users know that we are the only purple brand in their micromobility space. This upgrade allows other verticals to align with our brand better, such as illustration, copyrighting, and content creation.

Increased awareness of language and cultural nuances

With this new-found knowledge when entering a new market, we can better understand how we launch with the ‘Beam experience’ in mind.

Better Brand association & Consistent Online and Offline User experience

When we launch in cities like Korea and Taiwan, users know that we are the only purple brand in their micromobility space. This upgrade allows other verticals to align with our brand better, such as illustration, copyrighting, and content creation.

Key Learning

Bridging marketing and product was tough, but worth it.

Working with our stakeholders who have different points of view is never easy, but it is rewarding when we find a balance between what we should prioritize.

From re-framing how we communicate in words to how users get from point A to B to meeting the city's safety requirements, making sure everyone knows the impact and effect of certain decisions

Bridging marketing and product was tough, but worth it.

Working with our stakeholders who have different points of view is never easy, but it is rewarding when we find a balance between what we should prioritize.

From re-framing how we communicate in words to how users get from point A to B to meeting the city's safety requirements, making sure everyone knows the impact and effect of certain decisions

How might we get the Beam to feel ‘branded’ and profitable in a new market?

Micromobility

Micromobility

Beam

Beam

2.5 Month

2.5 Month

Branding, User research

Branding, User research

Background & Challenge

Background & Challenge

Background & Challenge

Opportunity

Opportunity

Opportunity

Approach

Approach

Approach

Outcome

Outcome

Outcome

Increased awareness of language and cultural nuances

Better Brand association & Consistent Online and Offline User experience

Increased awareness of language and cultural nuances

Better Brand association & Consistent Online and Offline User experience

Key Learning

Key Learning

Key Learning

Bridging marketing and product was tough, but worth it.

Bridging marketing and product was tough, but worth it.

How might we get the Beam to feel ‘branded’ and profitable in a new market?