Colleen Hiegel (Creative Brand Manager)
Christin Johnson (Strategist)
Steph Langan (Art Director)
Dennis Chen (Copywriter)
Kevin David (Copywriter)
Yanci Wu (Experience Designer)
Continuum is a feature introduced in Windows 10 where the user interface can adapt automatically depending on the situation. It knows which device you’re using and switches the user interface to make it suitable for PCs, 2-in-1 devices, tablets, or even turns your phone into a PC. According to Microsoft, the usage of this feature was very low worldwide especially in developed countries. We were tasked to do whatever we could to improve its market performance.
Our team decided to focus on the U.S. market. From consumer interviews, we found out that most Americans have their mind set on iPhones or high-end Android phones such as the Galaxy and the Pixel. It was almost impossible to convince them to switch to a Windows phone. However, in the smartphone market, most players are competing in a consumer facing social space; no one has claimed the business smart mobile space yet. So we saw an opportunity for Microsoft to position Continuum-enabled Windows phones as a second phone – a smart work phone.
We wanted to make Continuum the driving force to Windows mobile platforms, like Siri on the iPhone, Gear VR for the Galaxy 7, and Google Photo on the Pixel. Continuum is a powerful technology, but not many people understand it. So we decided to brand this technology, making it more human and edgy.
Each Window mobile generation has its own color. Although Continuum is currently based on Windows 10, we wanted to give it its own color – a darker shade of blue, so that it can remain visible in future Windows platforms.
The current Continuum icon is a phone beside a computer, which is descriptive but easily blends in with other app icons in the phone. We decided that Continuum should not feel like another app; it should be the whole reason someone wants to use this Windows work phone. So we designed a more abstract logo. The loop-like shape stands for the letter “C”, continuity, and an uninterrupted experience. It is made of many smaller pieces with one piece sticking out, which symbolize the world (or different monitors) powered by one phone.
After repositioning and branding, our next step was to identify Continuum’s killer scenarios, and communicate them in an easy-to-understand way. We distilled its functionalities into one sentence: it gives you an uncompromised desktop experience wherever you go, and our communication concept is: The world is your desktop.
We made a new onboarding experience. The flat illustration style was intended to make the experience more approachable and delightful. The first screen states what Continuum does in a magical way – turning your phone into a PC! The following three screens showcase Continuum-enabled killer scenarios: 1. Skyping on a large TV in a hotel room 2. Working on a flight (without the hassle of using a laptop) 3. Using your phone to present in a conference
A Business Traveler’s Journey
In order to break into the work phone market, we created a use case for business travelers in the style of animation. It demonstrates how Continuum can enhance a business traveler’s overall experience by transforming different screens into a personal computer.
OUT OF HOME
We wrapped Virgin airplanes for the debut of Continuum enabled flights, made an addition to Virgin boarding passes and created branded cocktail napkins that would be distributed on flights with snacks.