An important part of the process in developing great products which delight users, meets product/market fit and ensures a great user experience is undertaking appropriate and empathetic user research.
This enables us to develop relationships with key figures within the music industry, delved into the underlying music artist needs in relation to the product and capture important user information to enable us to develop key product features
Why we did it
Unfortunately most start-ups that develop products begin the process of development with a list of, what they believe, are all the issues that need solving.
Although well intentioned, the problem with this approach is that they fail to understand the needs of their potential user; what problems and issues that impact the user, how they feel about aspects of the problems you are trying to solve for them
Therefore, what is needed is a human centered or emphatic approach in seeing music industry problems from the eyes of the music artist
Our Process
We began the process by inviting a selection of music artists. This is included a cross section of artists from different genres and different experiences when it came to using technology and software. This enabled us to elicit feedback from a broad spectrum of views, experiences, and motives
Observing
In order to discourage group discussion possibly influencing participants thoughts, ideas and perceptions, we setup individual sessions with music artists to observe them interacting with the platform.
The key point was not directing the users on how to use the product, but to let them ‘run with it’ and observe their behaviour in understanding the product
No judgement
Another key element is to allow the music artists to provide their feedback without passing judgement. Its crucial that the music artists know that they can provide feedback in an open and safe environment, free from judgement
Taking notes
Notes, notes and more notes!. The team took copious amounts of notes so that we had a rich source of information from which to begin draw conclusions on which will shape on we decided to the take the product forward
What we learnt
- We were surprised that some of the product features we thought would resonate with the users, yielded deeper insights into how the user interacted with that particular feature. This provided valuable product intelligence to drive changes to those features in response to that intelligence.
- We conducted one round of user research and feedback with each participant and had decided to conclude the research at that point, Following on from comments from the users, who wished to view how the platform was evolving, we decided to extend the research and invite those users back to drive more research
- The data that was collected from user research formed the beginning of the process; using the data to develop and construct user journey’s allowing the team to map out user motivations and decision making points in understanding how our potentials user decide use the Zimrii product
The Zimrii team is passionate about delivering great products using our Blockchain as the infrastructure to drive innovation to artists, fans and the industry and by using a human centered approach provides us with an informed direction from which to drive delivery of a great product
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