The unfair advantage
uCOACHu app
As every golfer knows, the secret to success is in the swing. But perfecting that technique typically requires the help of a top-end coach. So Alphero partnered with Kiwi startup uCOACHu to devise a world-first coaching app that combines expert knowledge, with AI technology, to democratise world-class golf coaching and make it available to everyone.
Empowering Creativity
As machine learning and AI-driven content generation become more advanced, the importance of provenance for creative practitioners has never been greater.
Copyright Licensing NZ (CLNZ) knew that many artists and authors were struggling to track and prove ownership of their work, making it difficult to enforce their rights. At the same time, there was a lack of accessible, clear information about copyright law and best practices.
We partnered with CLNZ to design and build MyCreativeRights—a digital platform that empowers New Zealand’s creative community.
MyCreativeRights helps artists, writers and other creatives manage their work, understand copyright law, and protect their intellectual property.
Defining the vision
CLNZ came to us knowing there was an opportunity to do right by their people, but needed our help to figure out where to start.
After some initial research, it was apparent that creative practitioners spent very little time managing the 'admin' around their creative works. We found that there was a real risk of creatives being unprepared and uneducated in the event that a copyright dispute should arise.
Together, we conceptually defined a vision for a suite of digital tools that could better support creatives. The first piece of that puzzle would be a trusted digital repository that could help creatives store and manage their work.
Our research suggested that the process could be daunting for our target customer, so we established guiding principles that would drive the next phase of work—usable, accessible, ethical and equitable.
Testing and learning
CLNZ knew that they needed to make sure they were building the right thing for their people, so we tested our concepts with more than 100 participants.
We started by conducting smaller group interviews with authors and artists, before moving on to wide spread task based research using our online focus group.
We learnt lots, and confirmed our suspicion that there was a real need for better digital copyright assistance.
We continued testing well after we had validated the concept. We knew how complex copyright law could be, so we wanted to make sure that we were making the process as simple and intuitive as possible.
This meant testing everything from navigation to process flows, and everything in between (including pricing models...). We were quite literally designing the product alongside its future customers. How cool!
