Product Usage and Value Proposition Review
Year: 2021
Duration: 10.5 weeks
Segment: Telecommunications
Methodologies: Design Thinking (problem quadrant), Heuristic Analysis
Team | Role: 4 people + guest futurist | Project leader and senior innovation consultant
PROCESS AND RESULTS
The project scope included the stages of planning, immersion, analysis, and ideation, with an additional stage of heuristic analysis.
Planning
Scheduling activities
CSD matrix
Formulation of screening form (product use)
Definition of sample profiles (general public)
Preparation of interview scripts (general public)
Recruitment of interviewees (general public)
Immersion
Desk research on competitors and analogous markets
Market data on live streams and digitalization in Brazil
6 interviews with internal stakeholders
Product Usage
Screening for recruitment of live commerce customers for qualitative interviews
27 qualitative interviews
9 concept/usability tests
General Public Needs
18 qualitative interviews
Analysis
Consolidation of behaviors regarding the usage and purchasing experience among interviewees regarding content, format, duration, interactivity, purchasing methods, among other topics in the company's live commerce.
5 personas based on a famous American cartoon, containing attribute sheets, empathy maps, and value proposition canvases.
Consumption journeys of the live commerce for each persona.
Proposals for readjusting the live commerce's value proposition based on segmentation for each persona.
Heuristic Analysis: usability diagnosis of the company's live commerce with 26 scenarios mapped in the purchasing flow, with 8 affected heuristics.
Ideation
3 workshops aimed at identifying improvement opportunities, defining action plans, and roadmaps with deadlines and tasks.
CHALLENGES AND LESSONS LEARNED
One of the major challenges was in the quantitative recruitment phase because it involved a very new format of media and purchasing, with few data available about the audience.
There was significant complexity in conducting concept and usability tests remotely, as the sample included profiles with low digital maturity.
Although creative, using well-known characters to represent personas sparked debates about copyright issues. However, due to the non-commercial and purely illustrative nature of use, there was flexibility in their use, which facilitated immediate identification and association by the client, given the similarity of the characters' characteristics with those of the personas.
*To preserve the names of companies and confidential data, further information can be provided upon scheduling a meeting.
CONTEXT AND OBJECTIVES
During the pandemic, one of the major telecommunications operators hastily created a live commerce channel within its cable TV for its customers. However, the company was unsure how the implemented solution added value to the customer and what needs and problems it could solve. The objective was to conduct a discovery with customers, map the user experience journey with the solution, as well as collect opportunities for improvement and revision of the current live commerce solution's value proposition.