Creating an app to connect and engage a community with Annual 2021 winner xeroproject | #BehindTheIdea

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When a certain Angry Therapist was in need of a mobile app to better connect with its established and growing community, the talented team at xeroproject was prompt to jump on board, crafting an app which granted them a win in this year's Annual 2021.

Jamie may not feel comfortable about blowing his own trumpet, but we think the xeroproject team deserves more than a simple praise. The Tat Lab mobile app was able to unmistakably impress the Creativepool community, which awarded Jamie and his company a People's Choice in the Application category this year.

Today we are getting Behind the Idea with Jamie Kashetta, Owner & Creative Director at xeroproject, to learn more about the rather intriguing project below.


What do you think impressed the community about this project?

I’m not sure, but if I had to take a stab, it would be the amount and ease of use of the features in the app. From singing up to live classes to creating your own personal playlist of courses.

What was the brief?

John Kim aka the Angry Therapist became a pioneer in the field of self help; humanizing the therapist by showing himself, practicing transparency, and cutting through the bullshit. He wanted to create a digital community where he could easily communicate and share his message with his current following as well as give new members an easy way to access podcasts and group sessions at the click of a button.


Tell us more about the concept. How did it come to life, and why was it the right choice?

We basically wanted to make it as possible for his followers to access the many audio sessions by John and his team of coaches as well as allow them to sign up for group sessions with only one click. We worked hard to make sure that all the important content was really only one click away at all times as well as providing feeds for users based on what they have listened to int he past, whats popular and whats new (there were several revisions to flows and happy paths).  Also when it came to the Audio lessons we again wanted to make it easy to access and add to their personal playlist, but also allow people to listen on the go or continue to use the app. We create a simple playlist view that can be tucked away allowing the user to listen to their content while still in the app or just on their phone in general. 

How did Covid restrictions influence your winning projects and how did you approach these new challenges?

Honestly being that this was a digital product COVID didn’t really affect it when it came to the actual concept and build of the app. But it did make it a more important feature for John and his business since Video meetings and classes became much more important than in person sessions. And the app allowed his community to signup much easier. 

What’s the main message of the project and why does it matter?

For me I think the way that John humanizes therapy and cuts the bullshit is really important. He makes it more accessible for people who might be afraid to talk to someone and makes it much more relatable. I’m glad we have a small part in helping peoples wellbeing and giving them a resource to help themselves on their journey to being ok. Specially since this was launched during the pandemic. 


How long did it take from inception to delivery?

The project took 3 months from flow chart of the app and site to sending it to review on the Apple and Google Play store.

What advice would you share with other agencies and individuals looking to grab an award?

Do work for companies you love or believe in. I find we do our best work when we do work for companies we love or they have a mission we can really believe in. We recently started working with Octopus energy and we have had a lot of fun projects with good results, because we believe what they are doing with clean energy and they have a great brand to run with when coming up with concepts.

What is your most exciting project in the next year?

I guess we will find out in 2022 :)

Will you enter again in 2022? If so, what are your hopes?

I plan on entering again in 2022 if we feel we have work worthy of an award. We are really our own harshest critics. 

How do you plan to display your award?

It will go next to last year's on the bookshelf with all its other award friends. 

Credit list for the project?

Jamie Kashetta - Design / Creative Direction
Jake Patrick - App Development. 


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