This article is only available in Dutch 🇳🇱
Last fall we announced - rather mysteriously - in this post our collaboration with EQOM Group. In the meantime, our team worked very hard on an app that remotely controls smart toys via Bluetooth. Meanwhile, the apps of white labels EasyToys and AMORELIE are live in the Stores and campaigning is in full swing. What's involved in such a major release? We asked Kim van der Wijk, Project Lead Brand Design at EQOM.
What makes these apps unique?
'Besides being super user-friendly, the apps are an added value for modern and future relationships. Nowadays, you see many lat relationships and other forms of relationships where partners do not live together (temporarily) because of study, work or travel abroad. The borders that used to exist are now being pushed much more. Not just national borders, but also the borders of intimacy. This calls for a product that allows you to "connect" remotely. With our apps, you can control your toy yourself, but also transfer control to someone else in a safe way. You can end or pause the session at any time and are therefore always 'in control' yourself. By simply sharing a link, you give others worldwide (!) access to your toy for a session. They don't have to create an account or go through a complicated onboarding process in the heat of the moment. With the app on your phone, you are immediately ready to rumble.'
What is the added value of an app in your customer journeys?Â
'At EQOM, we had long wanted an app that could control toys remotely. We felt it was important to fill a gap in the market with a product that was and is in high demand. In this field, of course, we are one of the biggest and best-known players in the industry, so a lot of people, especially in the Netherlands, are looking our way. We want to be the pioneer and launch innovative products. On Dutch soil, according to European standards and with an international character. Nowadays washing machines, lamps and even ovens can be controlled remotely with apps. It was important for us to participate in this. Not only from a 'functional' point of view for our end users, but also to increase our brand awareness and customer engagement. With the apps we put everything you need from us at your fingertips: from FAQs to cleaning tips, info on lubricant and a link to our webshop.'
What was the biggest challenge in the process?
'We value well-informed use of our products, in a safe and responsible manner. That is why we give our customers tools to ensure that safety, especially in the app. Still, you are dealing with a product that is taboo and sensitive with the crowd. We have to constantly keep that in mind. With the release of the apps, we found this out again painfully. Because of the adult theme, we had to remove all possible redirects to our website(s) in the Play Store and the app was miscategorized several times. We also wanted to show pictures of toys in the apps. This succeeded in the iOS app and was approved by the app store. For the Android app, we had to create new designs. The final versions are drawn, more abstract and much further away from our products. Pretty ironic when you consider that cell phones are precisely such personal devices. I don't understand why this form of patronization is still necessary today.'
How did the partnership with Move come about?
'Our Brand Design Manager and Head of Purchasing researched several potential digital partners. Move emerged as the best agency due to its app design expertise and privacy knowledge and experience. The office near Groningen? That's the icing on the cake.'
How do you look back on the collaboration?
'Transparent communication, clear schedules and expertise within the team characterize you guys. For example, our Brand Design Manager could visit your app designs in Figma to give immediate feedback, that's how short the lines of communication are. Suggestions were immediately taken on board, checked and verified. That works very well for a company like EQOM, where many things come up ad hoc or have to be changed at the last minute. You are flexible and guard the scope at the same time. As a company you need that when developing an app. In your head you want to achieve the highest possible result in the shortest time. Then it is very nice to be included in what makes strategic sense and is realistic. Your people are really invested in the project and give it their full attention. We are really working towards something together.'
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