Story and Strategy Creation for ITSM Built to Increase Workplace Happiness, Efficiency, and Productivity
Case StudyGE MyTech
GE is known worldwide for their innovation and captivating digital experiences. To keep a global giant running that strong for decades producing at the iconic level they do, it takes constant internal innovation. One of the largest, if not the largest, internal products that GE has developed that most people don’t know about yet, is MyTech. MyTech came to us with stacks of sales decks, product overviews, and program walkthroughs trying to explain what the seemingly complex IT Service Management tool was. They asked us to help them tell their story so they can clearly speak about the necessity of MyTech to prospective investors, partners, and clients.
THE FINAL SOLUTION
We identified, created, and delivered several items for GE to use for their foundational MyTech branding and sales initiatives. We tapped heavily into our Content Strategy, Branding, and Storytelling expertise to deliver a succinct and clear message, both verbally and visually. We designed their first logo and set of custom illustrations to support our 'Tale of Two Users\’ concept, which told the story of MyTech from each side of the familiar IT vs. Employee relationship perspective. We created a MyTech presentation deck, Adoption & Communication Strategy, Internal Communication Plan, and Glossary of Brand Terms. Each of these deliverables played a critical role in allowing MyTech to successfully and confidently tell their brand story to gain the internal and external support needed to take their product to the next level.
SPECIALIZATIONS WE USED
Collaborative Vision & Planning
Digital Platform Strategy
Brand Tone and Voice Copy
We started with an intense discovery phase, gathering as many documents, details, and opinions as possible. We conducted multiple in-person and virtual stakeholder interviews with executives, partners, and team members. We combed the competitive landscape and attended product walk-throughs. We did everything we could to paint the clearest picture of what MyTech was and why companies needed it.
We conducted several meetings with GE MyTech stakeholders in order to get everyone in alignment on who the audience should be for the initial communication. We identified 5 potential consumers of the MyTech story - investors, vendors, IT leaders, internal GE executives, and GE employees.
After the audience was identified and all research was gathered, discussed, and synthesized we began developing the concept. We started our concept phase with low fidelity sketches that conveyed the problem in a purely visual way.
By sketching out the story without using words, it forced us to strip the product down to its core and discover our key differentiators.
What was it? What problems did it solve? Who was it built for? Why do businesses need it? How is it different from all other IT Service Management providers in the market? These were just a few questions we focused on finding the answer to.
After countless brainstorming sessions and collaboration documents with GE, we finally aligned on the tagline, “Your bridge to IT empowerment”. We created a logo, illustration style, and color scheme that was based off of inspirational insight provided by two original developers of the platform. In order to explain MyTech in a way that connected to its audience, we developed a narrative based on something that every person in an organization knows well: the relationship between IT professionals and employees. The concept “A Tale of Two Users” was born.
By humanizing the platform and explaining its benefits through the eyes of its two main users, we were able to build a connection to the audience and create a lovable brand image.
To ensure the platform was adopted within the organization, we developed intensive supporting documents including a 9 page communication strategy for GE leadership, a brief introduction to MyTech for Employees & IT, and a MyTech Glossary of Terms.
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