Priority one was to determine what elements of the application were working and what areas needed a revamp to ensure utilization.
Considering the unique needs of each user persona, Stirling evaluated all features and functionality. This included persona development for administrators, management, family members, clinicians, and program staff.
Following a deep understanding of each user persona’s goals, the entire codebase was reviewed to identify gaps, bugs, and enhancements necessary for scalability. We determined the application needed to be rebuilt and re-platformed to ensure success in the market.

UX Audit And Code Review To Identify Gaps.

Selling licenses of the application to organizations that had to adhere to HIPAA-compliance standards for technology was no small feat. After an extensive discovery phase to evaluate compliant tools, Stirling recommended an enterprise-level tech stack primed for mass market adoption of the product.
With the foundation set, the app’s interface was updated to meet user expectations for a social media platform and provide immediate credibility. An in-app support integration was also provisioned to ensure user feedback was collected and addressed. After extensive QA, a sleek and secure version of Navigating Life was relaunched in the App Store and Google Play Store.

Relaunching A Mobile Application

For an application that serves every stakeholder connected to a Human Services organization, Waypoint required a better way to communicate the app’s benefits.
Using the personas devised to audit the technology, a branded character universe for Navigating Life was born. Stirling scripted, storyboarded, and produced explainer videos for each persona to showcase how the technology improved outcomes for the disability community.
The branded universe of characters provided an ongoing vehicle to peddle the “Why Navigating Life” narrative while ensuring consistency of marketing assets.

Establishing A Brand. Building A Universe.

Using the latest digital marketing tactics, we executed a campaign to serve product ads to visitors of the target organization’s physical buildings. Stirling identified the key customers, developed the campaign creative, set the retargeting goals by persona, and reported on performance.
Following the success of the initial marketing campaigns, we launched a social media campaign to increase app downloads and grow the user base. Stirling then presented an ongoing content strategy to ensure consistent messaging across all channels.

Leveraging Digital Marketing And Retargeting

Connecting prospective customers to real user stories was the next step in ensuring Navigating Life reached its potential. A lifestyle video series was developed based on animated explainer videos and digital persona targeting to achieve this.
Stirling scripted, storyboarded, and produced the series showcasing a range of user testimonials, including families, staff, and supported clients in the disability community. The series launched with a conversion-optimized landing page and subsequent social media campaign.

Deploying A Lifestyle Video Series

Bringing the technology to market required the development of a pilot program. Stirling worked closely with Waypoint to determine the pricing model and implementation plan ensured successful product adoption with the first customers to join the platform.
Findings from the initial pilot provided critical data leveraged to adjust the technology’s mechanics and the marketing plan.
Finally, we built a sales-focused product website to house the suite of explainer videos, showcase the robust features, and encourage organizations to adopt the technology.

Getting To Market And Proving Value

Fewer Calls from Concerned Families

Award Winner

Waypoint Interactive initially approached Stirling with a minimum viable product (MVP) of the Navigating Life mobile technology. The application was in an incomplete state, and Waypoint faced scalability issues.
Following a user experience (UX) audit and code review, we recommended a continuous development cycle starting with an overhaul of the existing technology and brand.
Once the application met the criteria for mass adoption, we established the right sales strategy required to bring it to market.

Our Approach

For Human Services organizations, managing communication between caregivers, administrators, and families proved to be yet another challenge the industry faced. Technology offers new opportunities to build trust and transparency, though a custom tool for programs that support the disability community didn’t exist. The industry deserved the technology needed to execute its critical services.
The solution was Navigating Life, a fully compliant mobile application developed in partnership between Stirling Brandworks and Waypoint Interactive.

Developing a New Way To Provide Care

Stirling is an incredible operational partner for Waypoint and we greatly enjoy working with the team. Beyond the strong technology support, they have been critical in assisting with a complex go-to-market and sales rollout. We could not do it without them.

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