When researching web-based and desktop project tracking tools and analyzing current e-communication trends (Market Study), we identified 9 key goals for the design based on their ability to keep users engaged in the process. We already knew that we did not want a full-fledged project management application like MS Project because we did not need to tie our activities and projects to business measurements (yet).

We wanted a tool that could support our real lives and the way projects really unfold. We did not want to lock ourselves into standards and benchmarks. We wanted to be able to innovate, and to track our progress as we developed our concepts and the materials to support them. We also wanted a solution that would track all of our projects in one interface so we could quickly prioritize our agendas. And, most of all, we wanted something we would use everyday; something simple enough and contagious enough to inspire our entire team to embrace it. (Audience Survey)