Final Assignment

Challenge & Selection

We were trying to enhance our digital entertainment services usage and wanted to understand our  customers' expectations. Although there were strong competitors in the market in terms of music  and video streaming, instant messaging, and cloud services, we wanted to penetrate the market and  win a significant portion of these users. Other applications were spending a considerable amount of  money on both advertisements and employees. However, we had only a few dozens of workers for  all these applications. It will be a challenge to surpass others while dealing with budget and resource  concerns. Yet, we initiated a project to understand digital customers’ needs and wants from these  entertainment applications. We were sure that there had to be something missing and that we may  build our brands on this opportunity. We interviewed more than 40 customers and used a mind  mapping tool to illustrate their thoughts. There were many insights obtained from customers, and a  mind map could help us to see all of them in one big picture.

Application

Our team consists of 5 people, and each of us talked with around 8 customers. Before the interviews,  we prepared 8 themes related to a person’s daily activities and how they use entertaining  applications throughout these phases. After finishing the interviews, we organised a workshop to  share insights that we learned from customers. The progress of the workshop was designed to  understand different personas’ needs and develop various solutions. At the beginning of the  workshop, we wrote every insight on a post-it in a few words and collect them according to their  themes. At the end of 3 hours, we had hundreds of different people’s insights on the wall, and there  was no place to add another paper on the wall.

Insight

There was a huge amount of data to examine the paper, and it was hard to make a connection  between them. Some part of this data consists of unrelated, repetitive, long sentences, which has to  be eliminated, and guidance was needed to understand the true intentions of the people. It was very  nice to organise all these elements according to a flow; seeing the mind map helps us understand  what is missing in their lives and how we can focus on other applications’ weaknesses. The result was  outstanding; although a single person uses a variety of applications, these apps do not know the  user’s preferences and the types of content they like. So, each app suggests different contents  throughout a person’s daily journey. We understood the insight thanks to the single flow of  customers’ daily lives.

Approach

Due to the time limit and lack of resources, we only examined only one persona’s journey and could  not focus on the others. If we had the chance, we would split mind mapping into different persona  groups and understand what could be missing for each segment. Although the result is okay for us,  we spent too much time to organise all the insight. We could work more efficiently if we divide the  whole interview into two groups and make the distribution of work in our team.


Final Assignment Challenge & Selection We were trying to enhance our digital entertainment services usage and wanted to understand our customers ' expectations . Although there were strong competitors in the market in terms of music and video streaming , instant messaging , and cloud services , we wanted to penetrate the market and win a significant portion of these users . Other applications were spending a considerable amount of money on both advertisements and employees . However , we had only a few dozens of workers for all these applications . It will be a challenge to surpass others while dealing with budget and resource concerns . Yet , we initiated a project to understand digital customers ’ needs and wants from these entertainment applications . We were sure that there had to be something missing and that we may build our brands on this opportunity . We interviewed more than 40 customers and used a mind mapping tool to illustrate their thoughts . There were many insights obtained from customers , and a mind map could help us to see all of them in one big picture . Application Our team consists of 5 people , and each of us talked with around 8 customers . Before the interviews , we prepared 8 themes related to a person ’s daily activities and how they use entertaining applications throughout these phases . After finishing the interviews , we organised a workshop to share insights that we learned from customers . The progress of the workshop was designed to understand different personas ’ needs and develop various solutions . At the beginning of the workshop , we wrote every insight on a post - it in a few words and collect them according to their themes . At the end of 3 hours , we had hundreds of different people ’s insights on the wall , and there was no place to add another paper on the wall . Insight There was a huge amount of data to examine the paper , and it was hard to make a connection between them . Some part of this data consists of unrelated , repetitive , long sentences , which has to be eliminated , and guidance was needed to understand the true intentions of the people . It was very nice to organise all these elements according to a flow ; seeing the mind map helps us understand what is missing in their lives and how we can focus on other applications ’ weaknesses . The result was outstanding ; although a single person uses a variety of applications , these apps do not know the user ’s preferences and the types of content they like . So , each app suggests different contents throughout a person ’s daily journey . We understood the insight thanks to the single flow of customers ’ daily lives . Approach Due to the time limit and lack of resources , we only examined only one persona ’s journey and could not focus on the others . If we had the chance , we would split mind mapping into different persona groups and understand what could be missing for each segment . Although the result is okay for us , we spent too much time to organise all the insight . We could work more efficiently if we divide the whole interview into two groups and make the distribution of work in our team .