I approached this design challenge using the lean branding methodology. It allowed us to immediately test the emotional response to our new look and feel among the external stakeholders during the course of three industry events - SXSW, Digitaler Staat and Decentralized Web Summit.
But first, we needed to answer one vital question: just who exactly do we need to target to get the emotional response we are looking for?
However, this might not be an easy question to answer because Jolocom has a very intricate stakeholder relationship map.
Being a B2B2C and B2G2C company we work with private sector business partners, research projects and public sector organizations.
On other hand, open-sourcing the code made Jolocom protocol mass adoption impossible without ongoing contribution and support from the dev community.
Moreover, by providing the mobile app - the Jolocom SmartWallet - we added end users to an already long list of stakeholders. A more detailed overview of this category depends on the service that uses SSI technology (as they are the end customers of this service) and may range from tech-savvy people to non-techies.
A deeper look at the business strategy and the first use-cases roadmap directed us towards two primary audiences:
1. business partners from the private sector and their in-house dev teams as primary audiences for the Jolocom Protocol and
2. the end customers of these business partners as early-adopters of the Jolocom SmartWallet.