Hackaball is a programmable computer you can throw. When I first became involved, the product was in beta with a functioning prototype and app. Designer Alex Harding and I were tasked with preparing Hackaball for public launch, which meant developing the brand and refining the product experience. This involved three key stages: conducting market research to determine Hackaball's target audience and brand positioning; strengthening the brand to offer maximum appeal to the target audience; and refining both the product and app experiences to help realize the product's full potential.