DEFINING STRATEGY AND SERVICES for TURKISHWIN WOMEN’S ASSOCIATION

DEFINING STRATEGY AND SERVICES for TURKISHWIN WOMEN’S ASSOCIATION

TurkishWIN is a global community of women with cultural, professional or family ties to Turkey. As a social business, their income comes from membership revenue corporate and individual members. The organization is a global network that aims to connect women to the homeland for support and collective action. The company is growing, already having bases in Istanbul, Ankara, Germany, Holland, London, New York, Washington DC and California.
Turkishwin’s main challenge was to define personas, to create better services to support their members in the best way possible.
The association asked us to define the profiles of joined members and create profiles for those who wish to join the community.

We based our approach on defining their member personas, building their journeys, and creating new ideas around them. The work was done by TurkishWin team with our guidance.
Collected data from the workshops and interviews were put in four different personas. That led to new service ideas that were defined by the teams.
Personas were placed according to the age groups (20-35, 35-50, and 50+) and characteristics such as fears, motivation, values, aim, achievements, and desires. We used an affinity map as a tool to help organize information for the personas.

There were three main approaches found to improve the company wellbeing and their members: barter economy, creating awareness on ecological consumption, and increasing diversity in the community.
One of the themes that stand out was the self-celebration movement: Women take on different roles in their families and business throughout their lives. While trying to balance it all without required support, many women face making difficult decisions along the way, sacrificing their desires and health. These circumstances contribute to the decrees in female self-confidence and create personal and social problems in her life. The movement can be mobilized through hashtags on social media, where women share and celebrate their success by declaring their values to themselves and boosting their self-belief.