Client Questions:

1. Do you have brand guidelines?

• Do you have any other materials (marketing) that you have already created with the brand and tone of voice that you would like to you for the LB site?
• Is your book “Giving Without Taking” a good source material that represents the core values of LB?

1. Would you be open to brainstorming or going your company's core values, company positioning, unique value prop and key messaging for the content team? [Optional: we can survey or We can workshop this with you. ]This will help us craft language, voice and tone that reinforces your message and create a perception of your company that reflects those values and positions you best among competitors.

• What would an elevator pitch sounds like for LB?

1. Audience: Main demographic/ household account = parent of child

   1. How much is Impact involved with recruiting 3rd party brands. Does the website need to have content that targets 3rd party brands on the website?
   • example: CTA: “Become a partner brand”

   c. If nonprofit orgs are considered a secondary audience, can you give us some names of orgs that peak your interest that you would market too? Why do you feel your organization is the best answer to their problem of fundraising?

   • There is another layer involved because these businesses will need to be verified as non-profits - this can involve legal/security concerns and requirements

2. [Following up on previous discussion about terms of service, etc.] Have you spoken with a corporate or contract attorney about writing the web or product terms of service, privacy policy and data collection statements for you? Do you want us to provide research or resources on this?

3. Are you working with any tax or corporate professional on the 529 tax implications for your audience? If so, may we interview or ask them a few questions so we can get a better understanding of the 529 ecosystem and how your product fits into the various actors in this system?

4. As we go into this next phase, do you have any questions for the design or content team?

• Design/Content question: When registration on the website/app is completed, and your affiliate code is generated, what screens need to be designed for when a person you share the code with scans the code? Where does that bring them? How will they use the QR code when they’re shopping on the affiliated brands? Would a numberical/alphabetical code make more sense overall? Where will the input be for the code on the brands’ websites…in Promo/coupon section on their checkout page?
• Primary user group has 2 segments: Consumers - Parents [with existing 529s] who want to save college money for their kids. The other segment (as Thomas emphasized) is 501(c)(3)s. But it looks like UXR will be leaning towards interviewing the primary user group (parents). This indicates there is definitely more (continuous) discovery (and possibly user testing) that needs to be done and incorporated in this phase.
• A secondary target market are businesses (brands). One brand, Under Armor is close in proximity to where Thomas/company is located so they may do outreach to that company.
• Customer Journey: Thomas talked about a typical scenario. A student or parent may hear about Life Beautified from a PTA meeting or from a school. Even if a student gets information, only the "Household main account" parent/guardian will be the one authorized to set up an account and signed on. Each household needs to have a 529 already set up . The household account will be given a primary unique identifier (UID) (primary back-end) when signing on and then from there, they need to be able to connect the 529 account and add their kids (each kid has their own 529 account). As far as making purchases, Life Beautified will use "impact" (3rd party) to help with brands management. The Household account will receive a coupon code to make purchases earning a "commission" from that purchase towards saving for college.
• Client expectation by end of Phase II: Proof of Concept on the application (Note: I didn't hear anything about the website)
• Thomas (Client) is open to meeting with teams and prefers face-to face remote meetings.

Feel free to add any insights or missing notes to this!