Research and requirements
Theophilus scoped the work with stakeholders and designed and synthesized research on buyer-seller behavior, trust barriers and feature priorities.
Case Studies
Social-venture work through Ije Africa
ZubaMart
Using buyer and seller research to develop a marketplace’s identity and requirements.
Theophilus Femi Alawonde · Chief Brand Strategist, Ije Africa
The situation
TPLP Initiative planned a marketplace connecting African LGBTQI+ vendors and service providers with buyers. Identity safety mattered alongside practical questions of discovery, trust, payments and mobile usability.
How the work connected
- What informed it
- Stakeholder discovery and research with 63 prospective users.
- The direction
- Consider buyer and seller roles, safety and ordinary trading needs together.
- What was developed
- Marketplace priorities, positioning, verbal identity and visual direction.
The work
Brand foundations
He developed the name story, positioning, value proposition, mission, vision and message architecture.
Expression and experience
He directed the visual identity and guidelines, connecting the research to mobile-first experience and marketplace requirements.
Outcome and evidence
Research with 63 prospective users informed marketplace priorities and the brand and product direction developed with TPLP Initiative, including positioning, messaging, visual identity and mobile-first requirements.
Relevance to Missionwright
Brand meaning and the actual experience of an offer need to reinforce one another. This case connects those decisions without treating identity, research and product requirements as unrelated tasks.
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