Wizmo

Unleash educators’ power to advance students’ learning with AI technology.
Year
2020
Category
Brand Design
Client
Snapask. inc
Industry
EdTech
Role
Brand & visual design, user research
Collaborators
Design lead - Jason Wang, researcher - Sonia Chen, UX writer - Irina Wang, product designer  - Alice Wu.

In 2020, Snapask secured its Series B funding and began expanding its team. This expansion enabled  create different squads focused on developing a wider range of digital products. One such product is Wizmo, an AI platform designed to enhance student learning outcomes. Wizmo provides educators with data-driven performance analysis reports and customized learning materials for each student. By leveraging Wizmo, educators can significantly reduce daily clerical tasks and boost students' learning efficiency. Through AI technology, Snapask aims to offer smarter tools for educators, effectively improving student learning outcomes.

Problems

Challenge

Engaging educators for AI tool development

Through our interactions with school teachers while promoting Snapask, we understood the challenges educators face and the benefits of AI tools.  However, we faced immediate challenges in the high school teaching environments of Taiwan and Hong Kong. Obtaining first-hand data of student learning journey  from teachers was crucial for product development but schools are sensitive to business involvement, and we could not directly engage with educators until the product was officially developed.

Strategy

Engaging educators for AI tool development

Considering the high time and monetary costs of developing AI learning tools, we decided to change our strategy and collaborate with specific teachers from private schools. By promoting the main Snapask product, we gained access to schools and engaged with educators. We invited teachers to participate in a "Pilot Product" program, providing first-hand student learning data to accelerate development and validate the product's commercial value. Under this approach, brand design played a crucial role in establishing credibility and presenting the product's potential to school educators.

Research

Interview

Build a user persona

After finalizing our strategy, I collaborated with researchers and recruited 12 school educators for user interviews. These participants included eight teachers from public and private high schools and four from tutoring centers. The interviews focused on understanding the pain points, needs, and general teaching scenarios educators face in their work. After synthesizing the insights, we created a user persona to guide the subsequent design process.

Workshop

Define brand attributes and the product name

Then, I conducted a three-hour workshop with two marketers. We brainstormed various keywords to define essential brand attributes for attracting potential users. Finally, we selected 'innovative' and 'professional',  which echoed the characteristics of target educators: they are dissatisfied with current work tools and are eager to find effective and reliable alternatives. Based on these emotional keywords, marketers proposed various product packaging concepts, leading to the selection of 'Wizmo' as the brand name, which phonetically sounds like 'why' in Chinese. Additionally, we selected 'Unleash the power of educators' as the brand slogan.

Conclusion

Creative direction

To ensure successful communication with the potential target audience, before formally delving into brand design, I wrote a creative statement. Besides serving as a constant reminder to stay focused on design objectives, it aimed to list out all relevant visual keywords, proving instrumental in determining future visual approaches and developing associated brand elements.

Brand Design

Logo design

In the logo design, based on the brand's name and slogan, I incorporated a capital "W" in a highly visual manner to depict the moment of casting a magic spell, echoing our mission - Wizmo is like a miracle wand; all educators can unleash their power through Wizmo's assistance.

Typography

After designing the logo, to help the brand convey a more consistent visual feel and support a variety of usage scenarios, I established the typography guidelines. For titles, I chose "Quiche Sans" for its stylistic similarity to the logo font, and "Gibson" as the functional body text font to ensure legibility.

Color scheme

To echo the brand attributes of "innovative" and "professional," I used fluorescent green as the primary color, paired with neutral colors as the main color scheme. This choice strongly aligns with the "magic" theme set in the brand concept. Additionally, the use of color ratios ensures that illustrations, images, and other visual elements remain consistent within the same system.

Illustration

In addition to the logo, typography, and colors, I designed a series of illustrations as visual assets to give users an impression distinct from typical educational software. Interestingly, these illustrations echo the metaphors used in the brand story, extending the magical theme with three characters: "Pilot," "Alchemist," and "Genie," representing the product's three main features. This creative approach, though bold and innovative for the relatively conservative educational product market, however, it showcases a unique aspect of our brand to educators.

Data analysis

Alchemist

We provide automated learning analysis for educators. By importing data, it analyzes each student's progress and identifies areas needing improvement. This feature enables educators to easily track each student's learning journey.

Exam practice

Pilot

We assist educators in guiding student learning by providing personalized practice quizzes tailored to each student's weaknesses, ensuring consistent practice in unfamiliar concepts.

Exam practice

Pilot

We assist educators in guiding student learning by providing personalized practice quizzes tailored to each student's weaknesses, ensuring consistent practice in unfamiliar concepts.

Instant support

Genie

We offer qualified online tutors to assist your students. They can ask questions instantly during homework or exam preparation. These tutors, from top universities, help students overcome challenges without any constraints on time or location.

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