SkyTouch

SkyTouch Technology, a leading Software-as-a-Service (SaaS) provider for hotel management professionals, was competing in a landscape of increasing market disruptors and similar product offerings. To effectively gain traction with ideal customers, SkyTouch needed to articulate a unique value proposition and empower its sales team to speak directly to the emotional and functional needs of hotel managers. They sought to move beyond just functional features and truly understand the deeper motivations driving their customers' decision-making processes.

Cast & Hue partnered with SkyTouch Technology to develop a comprehensive messaging strategy rooted in human-centered design principles and the Jobs-to-be-Done framework.

1. Stakeholder Workshop: We began with a traditional stakeholder workshop to understand SkyTouch's internal assumptions about their customers, their product differentiators, and their vision.
   
   
2. Jobs-to-be-Done Interviews: Next, we conducted in-depth interviews with both current SkyTouch customers and their identified ideal customers. Employing the Jobs-to-be-Done approach, we examined the decision-making process for software solutions in hotel management, uncovering key considerations, drivers, and the most critical needs these professionals sought to address through such products. This research challenged existing assumptions, revealing areas where SkyTouch's perceived differentiators were not as strong as competitors', but also uncovering unrecognized strengths in their product.
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3. Messaging & Brand Voice Workshop: The insights gathered from the interviews were synthesized and presented in a collaborative messaging and brand voice workshop as five unique “Jobs-to-be-Done” that customers had. In addition to the insights gleaned from interviews, we conducted a competitive audit of the other major players in the space and how they were discussing their products, providing an appropriate contrast. We defined key audiences and worked with SkyTouch's executive, content, technology, and sales teams to co-create their new messaging strategy and positioning. This strategy clearly defined each audience, articulated an ideal promise for them, and identified their deeper, shared goals. This collaborative effort resulted in four key content themes that addressed the jobs to be done throughout the product experience itself.