Creative Word :: Freelance Writing Services of Cynthia Edwards

Case Study | Motorola 

Case Studies

Motorola
Targetbase

"The Experience" web site

Problem 

Motorola’s wireless telecom group was seeking innovative ways to demonstrate their commitment to and progress in inventing cutting-edge technologies designed to enrich the lives of consumers in countless ways. 

Audiences

Among the primary audiences for the message were consumers, the end users of the technology; and developers who would be creating software and hardware that would help bring the technologies to market. Important secondary targets were telecommunications service providers, who would eventually host and market the new devices and services; and financial and media interests who kept watch on Motorola’s business and stocks. 

Solution

A highly interactive and animated web site was envisioned and designed that would invite users to help invent the world of the future. They were able to experience and explore ways the (then) futuristic broadband-enabled wireless applications could be applied within their own worlds of travel, work, community and home. They could view witty animated mini-movies depicting a variety of global personae utilizing these technologies. They could participate in instant polls regarding their favorite uses for future technologies. And they could interact with the site to build highly personalized, imaginative wireless handsets by combining a wide choice of features and design components offered on the web site. As a fourth and final layer of information, white papers and technical overviews of the underlying technologies were offered for the professional audiences interested in that level of detail. 

I worked with the client company, their engineers and their web developer to write all the text and animated scenarios, edit the technical papers, and create an in-depth learning and entertainment experience for users. In order to do this successfully I used my writing skills in several ways, including technical writing, script writing, and web content development. I drew on my knowledge of wireless technology and my imagination in envisioning how technologies that were only theories at the time could become folded in to the lives of people around the world, a few years down the road. 

Results

From studying the feedback of users as well as the way users interacted with features on the site, Motorola gained insights that assisted them in planning and marketing future business directions. 

Client Testimonial 

As for my work on this, the client had the following words: “Cynthia’s work on ‘The Motorola Experience’ was visionary, inventive, and well researched. We needed a smart wordsmith with the ability to turn technical content into creative, interactive Internet scenarios. Cynthia delivered it all in record time.” (Director of Product Development, Internet Software and Content Group, Motorola.) 
 

Click to see screen shots from the site