The secret’s out!

The secret project that I’ve been working on for the last couple of years is finally out! As I can now talk openly about it, here I share my story about creating and launching the new product and fashion focussed social network

sqoshi homepage


When the company I worked for closed down back in April 2009 and made everyone redundant, I and two other colleagues decided it was the perfect opportunity to pursue a project of our own. I’ve hinted at this project in the past and now i’m finally going to let the cat out of the bag! Hold on tight!


Our first concept idea involved creating a place on the internet where you could do everything socially. It would have enabled you to have one presence online but to show different parts to different groups. It was a massive undertaking and to be honest it was difficult even for us to explain. So, not surprisingly, when we ran the idea past users they struggled to grasp the concept and even when they understood it, they weren’t enthralled by it.

Canning the concept and creating a new one

So we did the right thing. We canned it immediately at the concept stage and went back to the drawing board. At the meeting there were numerous ideas but the one that everyone thought had the most potential was the one I brought to the table. Now this may well have been because I researched this like crazy so they couldn’t really not agree it had potential 😉 The idea was a site focussed around ‘what’s in your bag?’ There wasn’t anywhere online where you could do this but people were doing it everywhere! Bloggers, Flickr, newspapers, magazines… They always attracted lots of comments and interest. I could also understand the psychology behind why this would really interest people and how it could in the future link into brands.

sqoshi is born

We worked on this initial concept idea together as a team and broadened it to be a site all about the products that real people own and use. what’s in your bag would have been too limiting (people don’t change what’s in their bag very often) so instead, it’s just one of the things you now do on the site. that site being

Thorough research

We conducted lots of market research, user research and usability testing right from the concept stage. Starting off with discussing ideas with users, then testing using paper prototypes, moving onto interactive simulations then eventually testing the built software. We even went so far as to test the brand name and logo design.  We commissioned a graphic designer to design 5 logos and we had already created one so at the last minute decided to include it in the user research. This turned out to be quite awkward as every single user preferred the one we had created! Here it is:

sqoshi logo

We believe the amount of research we carried out with real people is why sqoshi is now receiving such a positive response. You can read more about the design process we followed. And you can read more about what sqoshi is here.

Video of user testing sqoshi

We’ve received lots of brilliant feedback from our target audience (young people aged 16-29). This is the latest one I received about 5 minutes ago:

I think its a really cool idea that hasn’t been done before. I care a lot about my style and what it says to others about me and I know a lot of people who are the same. People bond over shared interests and I think Sqoshi is great way to do that.

I love how our target audience describe sqoshi. Words like ‘sick’ ‘dope’ and ‘rad’ are just some of the words they use. Makes you feel old doesn’t it? :p

The future

There is so much we want to do it’s often overwhelming to think of everything. Sqoshi as it stands is the most limited version we could create to launch it within the shortest timeframe. There are still bugs to fix, features to add, things to tweak and of course a mobile app to build. These will all help to grow our user base and encourage participation and engagement, which are our primary goals.


There is so much I could talk about but the length of this post would be unbelievable…you could fill a whole book! So instead, feel free to comment on this post or use the contact page to contact me directly.

As well as Sqoshi, we work with clients directly through keepitusable so if you like what we do, get in touch with us at

Presenting at Manchester Met Uni (MMU)

presenting sqoshi to MMU students

I seem to be doing a lot of presenting to students recently. I’ve been conducting some really interesting focus groups with school kids and teenagers for one of our clients, and today I had the opportunity to give a talk to Postgrad marketing students at Manchester Met University (MMU). I spoke to them about which is my own project that i’ve been working on for the last couple of years along with two partners. I conducted A LOT of research (both primary and secondary) for sqoshi from pre-concept to the present day and of course it’s something we’ll continue to do as listening to our users is of the utmost importance. It is this research process that I presented to the students and hope they found it useful to see how much research you need to do to create a new business.

Before sqoshi, we had intended to pursue a different project idea that would have taken a very long time to develop and would have failed. Because we spoke to real people at the concept stage (and importantly listened to the feedback) we realised quickly that the idea didn’t have legs and we canned it asap. Best decision ever!

Some businesses do research but make the mistake of letting their pride get in the way so they fail to listen to the user feedback if it disagrees with what they want to hear. This is worse than doing no research! It’s so important to take onboard all feedback with an open mind and decide how to utilise the findings in a productive manner because at the end of the day even if there is a lot of negative feedback you can at least work with that to improve your product. It’s better to accept this sooner when changes are cheaper and easier to make and more of your users will then experience your redesigned, fantastic version rather than the old version that left a worse impression.