16×9

Client
SOMA

Industry
telecom

Services
USER RESEARCH
PRODUCT STRATEGY
INDUSTRIAL DESIGN
DESIGN ENGINEERING
DIGITAL SERVICE
BRAND IDENTITY

Pligg

Unlimited lowcost landline - made simple.

Pligg is on a mission to bring low-cost landline to the mass emerging market with the help of the internet, but VOIP telephony is something only “techie” people know about or care to use - until now.

We worked with the startup founder and team to take this new business to market, crafting a compelling value proposition to consumers, making the product desirable and easy for anyone to use. Together we worked on customer segmentation, refined the value proposition and created the complete product and brand experience.

We went to design the physical product and digital service, brand identity, packaging and e-commerce site - and won two design excellence awards in the process.

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A market and user-centred research programme informed key strategic decisions – across business, communication, product and service pain-points. We also uncovered knowledge gaps and hundreds of insights to improve adoption.

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The product strategy led to an intriguing and quirky device, hinting audio and portability. The design successfully evokes curiosity – inviting users to learn more.

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The design language avoids telephony or internet archetype associations, opting for a friendly circular geometry with clean minimal lines with sound cues.

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Agency: Gad Lippincott
ROLE: Research, STRATEGY & DESIGN direction
LINK: Company

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