1. Introduction

Overview

The idea of Tribe was born in an innovation workshop at Stanford in late 2016, the project kicked off in 2019, and by 2020 it was a backed venture. – The company would later define itself as is a video-first communication service focused on bringing presence and closeness within remote teams to recover the spontaneity and serendipity lost since WFM became the norm.

Problem Statement

By Q3-2020, Tribe was looking to strengthen its statement and create clear differentiators from similar solutions – We chose Presence as the core proposition. Then, we faced two options: to continue with the current design statement or create an entirely new approach; we went the latter.

Main Goals

Create a unique experience that can help Tribe stand out.
Give users the feeling of being present.
Allow users to quickly see what their team is up to.
Show as much info in a minimal space.
Find a way for users to keep the app open at all times.

Users and Audience

Tribe's research identified two personas; Bosses and Employees.

Audience

Remote teams (3-30 people).
Early adopters.

Users

User Usually, an employee.
Power User Usually, a manager or a boss.

Global Pain Points

Tribe looks similar to others out there.
Contacts names are hard to read; text is too small.