Inflight

Rebranding and Redesigning of Mentor Day Platform

Product Strategy, Naming, Branding, UX/UI Design, Development

Challenge.

A mentoring business needed a brand transformation to gain scalability and improve user experience within their platform

Mentor Day was a monthly event with the goal of matching mentors and entrepreneurs in face-to-face meetings. The platform allowed founders the possibility of posting an issue and being contacted by a mentor to coordinate a meeting. This action was mainly achieved in a manual way.

In late 2017, the challenge became to scale Mentor Day so that mentors and founders could be matched online across the world, without physical or scheduling barriers. The platform was reborn under a new brand, a new model and an evolved mission. InFlight is now a global toolbox of resources for entrepreneurs in every stage, increasing their chances of success and enhancing their journey as founders.

User Experience.

User interviews allowed us to reduce friction in key features

Our strategy to improve overall usability for the platform was to create a prototype based on the old version, to point out some key aspects that needed work. We tested the prototype with our target users and obtained user feedback on certain hypotheses we had, such as friction in the login screen, online meetings, ratings and perk exchanges. Besides testing with the mentor and founder profiles, we went further and interviewed accelerators, which would be able to use the product for their in-house mentorships.

User interviews provided us with key insights such as the motivations mentors had to offer a mentorship based on a founder’s published question. The same happened with founders and their struggles when publishing a question. Other issues were tackled via testing such as sign-up, invite processes and calls. We worked hard on reducing steps, simplifying and providing relevant information.

Understanding the pain points of users.

Another great insight we found out was that there were different founders and mentors for each stage of a business. Some mentors don’t necessarily need 20 years of experience to provide advice on idea validations. To ensure a better match, a founder would now need to clarify the stage they were in when signing up their Startup, such as Idea, MVP, Seed, A Plus or Enterprise. Also, the Admin Panel incorporated stats, allowing frequent questions for each category to stand out, and giving the Admin data enough to post FAQs for a beginners guide.

Branding

Mentor Day spoke of a specific day and wasn't scalable

Mentor Day was no longer communicating the growth of the product. The value proposition had evolved and the naming didn’t give us the flexibility for the product to scale.

The brand needed to reflect the growth the product had gone through, as well as allow it to keep evolving, given that it was now about much more than mentorships. The key was to develop a concept behind the brand and visual resources of the web app able to tell a certain story, specifically founder stories.

The use of metaphor to build the identity of the product.

A founder is someone who takes flight into new worlds. Someone who creates their first prototype with their own wings to take off and travel with their idea, wherever it may take them. And their journey goes on as their startup grows with different resources that improve their plane day by day and with it, the chances of sustaining flight. It came almost naturally to name the new version InFlight at stayinflight.com.

A new isologo and logo where born this search.

Illustration.

Expressiveness and warmth were key drivers for storytelling.

Mentor Day was a monthly event with the goal of matching mentors and entrepreneurs in face-to-face meetings. The platform allowed founders the possibility of posting an issue and being contacted by a mentor to coordinate a meeting. This action was mainly achieved in a manual way.

In late 2017, the challenge became to scale Mentor Day so that mentors and founders could be matched online across the world, without physical or scheduling barriers. The platform was reborn under a new brand, a new model and an evolved mission. InFlight is now a global toolbox of resources for entrepreneurs in every stage, increasing their chances of success and enhancing their journey as founders.

Style Guide.

A desaturated plus accents palette and serif titles conveyed innovative but formal.

Inconsistencies were corrected and a style was created according to the concept and goal of the product. A diverse palette was chosen to reflect different statuses (like “error” or “hover”) and accents (like “color accents”) while communicating an expansion into an online platform with a more diverse community. Serif was the chosen typography for titles and subtitles to achieve a formal editorial look and feel while maintaining a sans serif typography for texts, ensuring legibility.

A New Visual Interface.

To complement UX changes, we needed a new UI able to transmit the new brand identity.

The resources used in the previous platform were disorganized, inconsistent and had problems when showing system feedback and errors. With the new guide, we achieved a brand evolution as well as solved usability issues. We improved visual hierarchies and paired system feedback with branded illustrations and animations.

New Homepage.

The best way to communicate change and new value proposition.

The homepage for Mentor Day wasn’t able to communicate the service value proposition, product functionalities and wasn’t converting. We strived to create a proper welcome for founders in search of advice that explained the product’s features with clarity as well as talk about the project, its beginnings and evolution.

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