Be Inclusive, Be Change
Recently, I had the opportunity to work with B-Change.org (a.k.a. Be-Inclusive.org) to clarify and focus strategy and positioning for their mobile app. B-Change strives to help marginalized groups, to feel more connected. Their app was intended to be a relaunch of a community web-site that served the Southeast Asian LGBT and HIV-positive youth community by offering them information about service providers who are more sympathetic to their specific needs. The app helped B-Change to deliver a much more socially connected experience with a renewed focus on user genenarated content but they were struggling with user adoption and traction.