Reading is the gateway to imagination, problem solving, independence, and a host of other habits of mind. Designed to promote early childhood literacy and language learning, Speakaboos is an award-winning mobile education platform developed with Dr. Alice Wilder, Speakaboos’ Chief Content Officer and the co-producer of Blue’s Clues and SuperWHY! Geared toward kids ages 2 to 7, Speakaboos interactive applications use vibrant illustrations, animated characters, and narrative games to introduce children to reading comprehension. With a product beloved by kids and a convenient access-over-ownership subscription model for parents and teachers, Speakaboos was well-positioned to increase market share among parents and teachers.
In order to increase customer awareness and engagement, Speakaboos worked with Openbox to deepen its understanding of customer needs and the customer experience had by those parents, teachers, and caregivers purchasing the product. Through qualitative research with customers and prospects, Openbox identified a spectrum of needs and aspirations that began to point towards a more interactive, community-centric service model. In addition to a quality product, parents and teachers sought a more customized experience across platforms that would enable them to discover and access relevant content, connect with other parents and teachers, track children’s relative performance, and understand the science behind how Speakaboos works. These findings pointed to the need for Speakaboos to foster greater dialogue with a growing community of early-literacy stakeholders—and to take ownership of the broader social impact of closing the reading gap.
To guide the evolution of the Speakaboos customer experience, Openbox created a research tool that outlined insights and opportunities for servicing parents, teachers, and distributors. Rooted in a framework of Learn, Empower, and Cultivate, the tool is designed to inspire collaboration across Speakaboos business divisions to better capture and activate customer data, demonstrate the value of Speakaboos learning, and mobilize early-literacy communities. Equipped with this tool, Speakaboos has since focused its brand activation efforts as a means of empowering parents and teachers to access and integrate Speakaboos as part of their children’s learning mix.