Kevin O'Farrell Brown

IRIS logo

Language Services Associates (LSA)

  • Product Branding
  • UI/UX development
  • Product Launch
  • Social Media Asset Development
  • Collateral Marketing Development
His is ability to take nascent ideas and bring them to life both visually and in text was invaluable to the marketing teams efforts.
Starla Keith
Executive Vice President
Oct 2012 - Jan 2020
Of particular value were Kevin’s efforts during the UI design process. He worked closely with the developers to align the artwork with the technology and vice versa. Kevin provided practical guidance as we worked to finalize the Windows, iPhone, and Android versions of our software.
I would recommend Kevin for similar comprehensive new product development projects.
John Knapp
Strategic Sales Manager
Jul 2016 - Aug 2021

Building a Brand

The product was LSA’s first foray into remote, video-based, translation services. The basic backend functionality of the SaS product had been mapped out but, they found themselves stalled as the deadline for launch approached.

In true utility player fashion, I was able to step in and get a quick understanding of the situation and help them to start moving the project forward.

Step 1: What’s in a Name?

They were looking for an acronym which explained the product attributes and sounded approachable. After offering several options the name “Iris” (Instant Remote Interpretation Service) was chosen. It was easy to spell, remember, and pronounce. It was suggestive of the visual aspect of the product.

Bonus, it was a ready-made name if in the future they wished to get a spokesperson.

Step 2: Customer First Experience Design

The product’s primary function is to allow users to quickly, in real-time, choose between a video and audio interpreter services in a healthcare services environment. Simplicity and intuitiveness were paramount concerns. The solution use toggle switch interface which proved to be the most effective option.

Bonus, the interface worked well as a responsive design solution and offered the flexibility to add or subtract language offerings without major modifications to the overall design.

Step 3: Building the Product

The ability to understand the backend aspects of product development allowed me to work closely with the developers to align the visual and technology procedures.

Bonus: streamlining the process of getting the product to market.

Step 4: Launching the Product

Even before the product was complete, I was asked to stay on as a consultant to LSA’s marketing team. As a consultant I was instrumental producing the support documentation for the product and developing the collateral materials used to advertise the IRIS product.

Results

In the end the product was well received by LSA’s existing client base who saw the value in migrating to the new service. The product also helped LSA remain competitive in their market space.

I continued working as a marketing consultant with the marketing and sales team until there was a change in management. In that time, I was tasked with generating numerous creative projects for both LSA at large and the IRIS brand, ranging from copywriting to video production.