By Colloquial; Sonia M, Rosa F-C, Holly M & Suzanne E

[This is a template. Place all the text in the template before you submit.

Add images, change colours and create an inspiring presentation.

Don’t just fill in this template!]

• Who? Foreigners or non-locals • What? Locals are talking and using slang that

the people cannot understand • When? Anytime • Where? Out and about • Why? So that non-locals can understand the

slang used

Background Situation

Travellers, holidaymakers or people having moved to a new area do not understand the slang words or phrases used by locals, and can feel left out or embarrassed.

Problem

How can you understand what the slang that locals are using means?

Question

Our app, Slang It, will make it easy to look up slang words and phrases on the go, using an app rather than searching for the terms using the internet, which can cost a lot of money for people who have come from foreign countries.

Key Insight Statement

Our team, Colloquial, is developing a mobile app, Slang It, to help travellers, holidaymakers or non-locals who do not understand slang that is being used by locals to be able to understand it, with the use of a slang dictionary app, that has both a browse and a search option.

Mini Elevator Pitch

User Profiles

Doing some research into our users gave us useful information. We found out that our users would find the app helpful for when they do not understand slang being used, and this would help prevent embarrassing situations from occurring. They would want Slang It to be a simple app, with no unnecessary features so that it is quick and easy to navigate around and get what you want done.

The other slang dictionary apps on the market do not target Scottish slang specifically, and Scottish slang is the principal focus of our app.

Competitors

The core feature of our app is to help non-locals understand slang words and phrases used by locals.

Core Feature

User Story

‘As a holidaymaker in Scotland I want to know the meaning of slang words used so that I don’t feel left out.’

Splash Screen Home Browse

Edinburgh Slang

Next

Search

Not Found

User Flow

Wireframe (1)

This is the menu shown on the Browse page, accessed by clicking on the Browse button on the bottom left of the screen. It displays the different slanguages available to click through into to look through the pages of slang.

Wireframe (2)

This is an example of what the pages of slang and their translations would look like.

Wireframe (3)

This is the search feature of the app, which you get to by clicking on the Search button in the bottom right hand corner of the screen. You type the word or words you are searching for into the search box at the top of the page and the result pops up below.

Feasibility – Data, Content, Technical

Our app presents no technical challenges, as it does not require internet access and we are putting the content in ourselves.

Business Case

We have chosen the ‘Somebody Else Pays’ business model, and will use advertising to make money. We have chosen this model as we think more people will download this app if it is free.

Our three core marketing activities are: - Banner ads on apps or sites that travellers coming

to Scotland are likely to use, such as Trip Advisor - Social networking – Facebook page, Twitter etc,

and adverts on Facebook - Posters in train stations and airports

Marketing Strategy

App Design Mock-up

Using AppShed we have created a very simple version of our app, and two screenshots of it are shown above. One shows how the search option lets you find words in the app, and the other shows an example of the entry found by the search.

Prototype App