campfire product book

7/30/2019 Campfire Product Book

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CAMPFIRE


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WELCOME TO TRIPLYThe best stories come from great experiences. This is more than a

travel app. Triply is about creating awe-inspiring trips that are

remarkable. This is a new age of traveling. Travel Triply.

T H E N A M E

Triply is a culmination of key insights, resulting in a name that

portrays a travel planning mobile application unlike any other. The

rst part of the name, Trip, is the core of the brand name and the

foundation of the applications function - a travel planning service.

The ly added to the end of Trip is the extension that goes beyond

the regular experience and enhances it. Furthermore, it is no

coincidence that Triply sounds similar to the word triple.

The idea of triple is rooted in the applications functionality, being

capable of 1) planning, 2) discovering, and 3) enhancing ones travel

experience. These three functionalities come together to deliver an

unparalleled vacation experience service on the market, leaving great

memories and a lasting smile.


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T H E L O G O

The logo created for Triply boasts a simplistic design. The font used

for Triply is aesthetically pleasing and readable. It creates a balance

of playfulness while portraying a professional and trustworthy service.

One aspect of the logo is a subtle smiley face located at the end of

the word, using the P and the Y as eyes and a smile respectively.

The reasoning behind the smile is, when Triply is used to plan a

vacation, the experience it gives the user will leave them with

amazing memories and a smile on their face. The eye within the P

relates to the planning experience the app oers. It takes the users

preferences, the users perspective, and lets them see the trip exactly

as they want to see it.

The letter P, which resembles a monocle, is focused on the

enhancing ability of Triply. The monocle enhances the vision of the

user - letting them discover a trip full of experiences they did not

know existed.

Finally, the colors that were chosen are a result of careful

consideration and application of color theory. Triply serves to instill

warm, energizing, and welcoming emotions within its users. This

emotion is achieved best through the use of orange. Orange is a

vibrant and engaging color that represents: energy, cheer,

excitement, adventure, and warmth; all emotions that serve as the

foundation for Triply. Campre paired orange with its

complementary color, blue, and the other two secondary colors,

green and purple to fully connect this dynamic branding scheme.

L O G O

C O L O R S

PANTONE 151 C

CMYK: 2, 51, 96, 0

RGB: 241, 145, 40

P 360

63, 2, 89, 0

104, 185, 86

P 298

65, 22, 1, 0

79, 163, 216

P 2587

58, 81, 0 , 0

128, 80, 160


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T A G L I N E

When writing a tagline, the main focus was to remember the target

market. Campre derived a tagline that drives home the brands

principal message. For Triply, the app focuses on taking the travel

destinations and customizing them for the user.

Trips Revolving Around You.

It is Triplys way of saying you are the priority; you matter the most.

Juxtaposed with a typical vacation structured around a location, Triply

takes the destination and ts it to your wants, needs, and desires.

The idea that the vacation revolves around the user is the very

foundation of what our app serves to do.

F E A T U R E S & B E N E F I T S

Triply is focused on delivering an easy, seamless experience to the

consumer as they plan their trip. As a result, Triply features trip

preference presets that have pre-programed suggestions based upon

the users length of stay and type of trip. The types of trips include

Romantic Getaway, Family, Business, and Friends. If these presets do

not apply, there is always an option to create a custom trip.

When rst opening the app, users are greeted with the option to

connect their social media accounts to their Triply account. Through

this connection, Triply can suggest an itinerary tailored to the

consumers preferences, especially if they link Triply to their

Facebook account. This feature is also a way for users to share their

trips and experiences directly from Triply onto their social proles.

The app will make suggestions for dierent categories such as food

and entertainment; and assist in reserving/booking the attraction or

experience.

Triply uses VS Publishings partnerships to give the consumers

exclusive deals and perks called Goodies. Goodies are added

benets that are only available by booking through Triply. These

benets come in the form of saving money or tangible products, and

focus on giving the consumer a personalized and enhanced vacation.

There are dierent tiers of Goodies, where the bottom tiers include

perks such as discounts or free products (free dessert, take-home

mug, etc.). The top tier of Goodies are experience-based

enhancements such as the opportunity to take photos on the set of

La Nouba, sit in the Kiss Seat at Sea Worlds Shamu show, or an

interactive attraction map. These Goodies would be suggested by

Triply to the partner network and implemented by the partners

themselves. Ideally, every attraction would oer at least one Goodie,

allowing the user to take advantage of the Triply-enhanced trip.


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O T H E R F E A T U R E S

Downloads users Facebook preferences if prole is connected

Has transportation information and reservation services

Built-in GPS and navigation system with walking and driving instructions

Make reservations, book tours and buy tickets straight from the app

Attraction pages with contact information for each attraction

User reviews from popular sites such as TripAdvisor, Yelp, etc.

Option to change party size and add party members preferences

Option to publish your trip or keep it private

Explore page, featuring top rated trips and attractions

Ability to share your trip or an attraction on social networking

sites or by email or multi-media messaging

Related articles and blog posts on each Attraction page

Ability to sync trip itinerary with calendar

Integration with Foursquare check-ins

Nearby button to nd attractions in your area

Sends email with weather information and packing tips one week

prior to trip

Ability to favorite trips and attractions to save for later

A P P I C O N D E S I G N

Campre focused on one key symbol when creating the app icon

- the smile. The ply of the Triply logo tells the Triply story. It hooks

the users visual interest and creates an emotional connection. The

icon is consistent with the look and feel across all Triply assets,

increasing conversion rates. Luckily, Triplys color, orange, is bright,

making the Triply icon stand out.

I C O N

Settings & Spotlight

iPad uses the iPhones 29px/58px sizeicon for spotlight results.

iOS also trims 1px (2px for Retina) fromthe iPad Settings icon - see the maskfor the visible area

App Icon

iPad iPhone


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U I & A P P D E S I G N

Users do not need extensive knowledge of human interface design

principles to know when apps succeed or fail at following overall app

design. Therefore, it was essential that Campre create an interface

that caters to the app users experience.

Design of Triply began with creating a ow-map, followed by wire-

frames. Campre favored user experience over branding, but kept a

consistent branding theme across all media. Throughout the design,

Triply uses standard touch point distance of 44 pixels and accounts

for accidental touches, considering bigger hit area. As Campre

strove for easy navigation through the app, standard commands and

gestures, familiar to users, were used. Additionally, pleasant error

messages are recommended to maintain positive user experience.

Poor performance is unacceptable, particularly when free

alternatives are made available to users. Triply should maintain a

high level of performance by only loading needed data to reduce

waiting time. To ensure undisrupted use, the app utilizes built in

browsers and maps. This prevents the user from having to leave the

app when making decisions such as purchasing tickets for events.

To solidify a positive experience, Campre did its best to minimize

the amount of text input required of the user, providing users with

pre-populated text areas and an auto-complete function. Due to lack

of service in some of the major Orlando attractions, oine-use was

incorporated. Cache-retrieved data opens the app to the last known

state so users can view important trip information, even when the

device is not connected to the internet.

SocialNetworkConnect

Home

ChooseActivities

TripItinerary

ExploreFavorites

New Trip Trip DetailsTrip NameDatesLocation

Add People

Preferences

Add Plans

Load Trip

Attraction

F L O W M A P

Hotel PlansTransportation

Add Facebookfriends or contactstraveling with you

Edit the groupspreferences andinterests


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Carrier 12:00 PM

H O M E P A G E I T I N E R A R Y E D I T P A G E

Carrier 12:00 PM

thursdaywednesdayy friday sa

Discovery Cove

Bull & Bear Steakhouse

La Nouba

DoneMap

Summer in Orlando!

Daytime

Dinner

Nighttime

TRIP IT SKIP IT SAVE FOR LATER



New trip

Load Orlando trip

Explore page

Share tripEdit trip info

Swipe to see trips

Swipe formore options

Swipe tochange date

Save changes

See all attractions

on map

Color = Typeof attraction

Tap to seeAttraction page

Trip settings

Trip it - ScheduleSkip it - Load next optionSave for later - Saves to Favorites


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Carrier 12:00 PM

thursdaywednesdayy friday sa

Discovery Cove

Everglades Restaurant

7:00 PM

9:45 PM

1:00 PM - 5:00 PM

Cirque du Soleil

1:30 PMSea Side Snacking

La Nouba

3:00 PMWind-away River

EditMap

Summer in Orlando!

Carrier 12:00 PM

TRIP IT SKIP IT

A door opens and two worlds collide.Enter the attic of make-believe, wherethe mundane meets the marvellous.Dreams and nightmares intertwine.

SAVE FOR LATER

E N T E R T A I N M E N T

Cirque du Soleil - La Nouba

Pre-show Photo Experience

Prices & Details

A T T R A C T I O N P R E V I E W P A G E I T I N E R A R Y P A G E

Back toItinerary Edit

Type of Attraction

Booked activities

General info

Goodie

ShareAttraction

Edit Itinerary


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Carrier 12:00 PM

3:00 PMWind-away River

Call(888) 800-5447

Discovery Cove is an all-inclusive adventurein which guests enjoy a one-of-a-kind

View Website

A M U S E M E N T P A R K

Discovery Cove

1:30 PMSea-Side Snacking

P L A N N E D A T T R A C T I O N P A G E T R I P S E T T I N G S

Carrier 12:00 PM

Summer in Orlando!

Claire DunphyCaptain

S E T T I N G S

wy

Su

Group

rip Details

harin

Booked activity

Scheduled Goodie

Triply accountholder

Trip publishingsettings

People onTrip

Symbol for Goodie

Back to Itinerary


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Carrier 12:00 PM

Most Popular Trips See All >

Spring Break 13Kanye WestMiami, FL6 days

Exploring Ch...Michelle AzziCharleston, SC4 days

Music SceneJonny Mue nchChicago, IL1 week

ANO3

NearbyCategories

Top Locations See All >

TOP 10 KID-FRIENDLY TRIPS

E X P L O R E P A G E

Types of trips Search nearby

Dynamic Content -Lists created byTriply sta

Swipe to see moreTap to seeTrip Itinerary

Tap to seeTop Trips forlocation

M O N E T I Z A T I O N / B U S I N E S S D E V E L O P M E N TAlthough $2.99 has been dened as a reasonable price point, there is

major revenue potential outside of direct application sales. There are

several reasons that most mobile application companies do not

advertise signicantly and instead rely heavily on word of mouth.

One of the main reasons for this trend is due to the margins between

user acquisition cost and the price of normal applications.

Most applications, that cost money to download, are somewhere

between $.99-$3.99. Also, the average CPC (cost-per-click) for online

advertising lies somewhere between $.60-$3.00. Since mobile

applications must split their revenue with the App Store or Google

Play (30% usually), it is virtually impossible to gain a positive ROI

(return-on-investment) with online advertising.

VS Publishing has a major advantage in two areas. They own several

large publications that promote activities in Orlando and they have

the connections with Orlando attractions that a normal start-up

would not have. VS Publishing can use these advantages to monetize

Triply in addition to the consumer downloads.

First, after proving the core concept to key partners, Triply can begin

to implement a revenue-sharing model. For example, if a user spends

$300, through Triply, on tickets to Universal Studios, Triply can get

x% of the sale or a at rate per visitor. This rate can be set by Triply

as a standard across attractions and activities or can be negotiated

individually with dierent partners.


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Second, after gaining a strong user base, Triply can create an algorithm

that will allow attractions to bid on the ability to be recommended by

Triply. This system could function just as Google AdSense works.

The more that you read, the

more things you will know. The

more that you learn, the more

places youll go.

- Dr. Seuss

The story continues.

Read on in the campaign book.


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