RUNA

RUNA

REINVENTING THE CLASSIC MOOD RING

A modern twist on the classic mood ring. Part physical product, part private social network, RUNA utilizes a wearable tech ring to allow teenage girls to broadcast their current mood to their five closest friends. A corresponding iPhone app allows girls to easily browse their RUNA Circle’s moods and update their own.

 

RUNA is an Icelandic word that translates to mean “secret lore.” This celebrates the inherently closed or “secret” nature of the target’s feelings and mood; our target needs a place to feel safe about who they are- RUNA provides this place.

THE CHALLENGE

Bring a product or brand back from the dead. After its cult popularity in the 70s, the mood ring fell from grace, moving from jewelry stores to gumball machines.

POSITIONING

RUNA provides a safe space for girls to be honest and vulnerable with the people they trust the most, focusing on internal reflection rather than outward appearance.

.process

THE CREATION OF RUNA
O
1
STRATEGY

Research + Insight

2
DESIGN

Designing the experience

3
PROTOTYPE

Bringing the vision to life

4
BRANDING

RUNA the brand

STRATEGY

WHO ARE WE TALKING TO?

The Queen Bee and her friends. Age 12-18, lives in a family with a HHI of $100k+, and consumes 7.5 hours media/day. . She’s popular and knows it, but she’s also trying to figure her life out. Why am I this way? What do I really believe about the world? Who am I?

KEY INSIGHT

The pressures of social media contribute to teenage girls’ increased anxiety and low self-esteem.

SOLUTION:

Create a platform where teenage girls are free to be intimate and vulnerable. Runa provides a safe place for you and your friends to be who you are.

 

DESIGN

Transforming insights into product

1. Changes are happening.
These girls are going through a very transitional period of their life where they are trying to find their identity, forming their own attitudes and opinions.


Flexibility is key.
Users need to be able to change and update quickly and easily. It’s not about being set in stone, but rather the evolution.

2. These girls are terrified of not fitting in.
Through their personal fashion, these girls hope to display an outward appearance of confidence, but they are actually very insecure with who they are.

Staying connected 
Our users highly rely on reassurance provided by their friends. Every action must be passed through the group, and therefore needs constant connectivity.

3. Fashion isn’t just about self expression.
Fashion goes beyond just being a form of self expression, it is also a defense mechanism.


Status Symbol
RUNA isn’t just a fashion statement, it’s a status symbol that you are part of an elite group.

4. They need an intimate platform to be who they really are.
Despite their outward show of confidence, they need a platform to be honest with their friends.


Closed social network
Our users are already part of larger social networks where they feel pressured to be perceived in a certain way. Everyone they know is part of this public social network. By creating a closed social network of carefully selected friends, users are free to be honest and candid, without the pressures of appearance.

THE RING

Runa is made up of two parts, the band and the jewel crystal. The inside rotating band  is notched so it is able to click into 7 grooves. Each of these grooves represents a different mood.

As the user turns the ring and locks it into place, the ring stone will change color. Once a color has been set for more than 10 seconds, a message is transmitted to the mobile application via bluetooth.

The jewel of the ring has a LED light which emits a subtle glow which represents mood. When the crystal is pushed down, a RUNA alert is sent to the connected rings through a haptic (vibration) notification as well as a mobile notification.

APP DESIGN

The mobile app is a social network between the user and her friends. The app has a maximum of 6 people that can be connected. The main functions of the app are setting moods, seeing friend’s moods, chat, and notifications. The mobile app was carefully crafted with motion, gestures, and depth for ease of comfort and usability.

STARTING WITH PEN & PAPER

Sketching with pen and paper allows us to quickly on ideas, visualize functionality, and express thinking.

WIREFRAMES

Moving to digital wireframes, we are able to begin the first steps of interface. By designing in wireframes, we can concentrate on functionality design without the distractions of visual design.

USER INTERFACE DESIGN

Adding visual design to create a true user interface.

HOMESCREEN

View the moods of RUNA circle friends at a glance.

BROWSE FRIENDS’ MOODS

Swipe through friend’s moods, check out their status and photo updates.

RUNA SECRETS

Chat with your RUNA circle or have secret chats with individuals.

MY MOOD

Change your mood with your ring or in app. Add a status or photo update.

PROTOTYPE

breathe life into interface with interaction design

EASY BROWSING

On the home screen, you can easily see your entire RUNA circle’s moods at a glance. Dive deeper by tapping on a friend’s image and view their status update and photo update. Like or directly chat from this screen. Or choose to swipe through the rest of the circle’s moods.

MOOD SWINGS

Switch moods at the blink of an eye. Select which color you are feeling in app or on your ring. Selected mood color will overlay your photo, allowing for quick toggling between moods. Add a photo status and a status update to complete your mood.

CONSTANT COMMUNICATION

Communication is key to RUNA girls. Quickly switch from conversation to conversation. Tell the group or keep it a secret with individual friends. Select friends images to chat, or select multiple friends to chat in a group.

RUNA ALERT

Send out a RUNA alert in case of emergency. Friend’s rings will receive a haptic notification along with a mobile notification. To let user’s know this is an “emergency only” button, rings resonate from the button.

BRANDING

CONCEPT & TAGLINE

UNTANGLE LIFE TOGETHER

The creative focuses on communicating to girls that everything will be okay and that with their friends, they will figure out high school. The strategy gave birth to the tagline: “untangle life together“. The tag acknowledges the insecurity, fear and confusion that come with being a teenage girl while ensuring them that things will work out in a way that doesn’t feel preachy or condescending.

FIVE UNIQUE PERSONAS

No teenage girl is the same, so we wouldn’t dare try to offer a one-style-fits all product to them. Each ring is modeled after a specific persona with whom our target readily identifies: Alice the Class President, Hannah the Dreamer, Blythe the Socialite, Jae the Rebel, and Macon the Creative.

Each persona is brought to life through her customized ring, packaging, typeface, pattern, and color scheme.

PACKAGING

Each device comes in its own unique packaging, reflecting the design style of the selected persona. The packages are designed to fit together, similar to the way each girl in your friend group come together.

TOOLBOX

PHOTOSHOP

Graphics and asset creation

SKETCH

UX/UI mobile design

KEYNOTE

Mobile animations

FINAL CUT PRO

Cutting video & video editing

MEET THE TEAM

ART DIRECTOR

Tori McGoogan

COPYWRITER

Scott Dobin

BRAND MANAGER

Kate Stewart