Dual Platform Sessions
User research for newly launched dual platform multimedia music experience
User research for newly launched dual platform multimedia music experience
The Coda Collection is a multimedia startup offering a unique dual-platform experience.
It leverages its digital platform to provide a rich context for the curated video titles available on its Amazon Prime Video channel.
Customers pay a monthly fee to have access to the Channel with never before seen music content such as concerts, documentaries etc.
"...it is history but not in a boring way...it's a library but for everything about an artist that could dive into and more. also because its a library they will add new volumes to it...kind of behind the scenes of music, but this was just kind of made me want to learn a little bit more about it..."
- User interview participant
Newly launched website needed baseline research conducted to measure future improvements both quantitative and qualitative.
My role was to lead the user research, collaborating closely with leadership and product to provide post-launch insights for our newly launched website/channel.
Collaborated with the product design team and leadership to understand post-launch expectations and roadmap timeline.
I planned and conducted 12 moderated user interviews using PlaybookUX for recruiting and Zoom for the sessions.
Using user research tool, Dovetail, I synthesized and coded user sessions transcriptions to gather common insights and positive outcomes.
Triangulated the qualitative user research with our weekly quantitative metrics. Identified and prioritized the critical features priorities for the product roadmap.
Utilizing current quantitive metrics we had, we worked to come up with clear post-launch objectives and methods to use to gather insights for product roadmap.
To get an understanding how our users would land on our content, we decided on 3 entry points to test. Each entry point was a different way a user could discover The Coda Collection: our website, our editorial content and our Amazon Prime channel.
Sample Task & Questions
Sample Task & Questions
Sample Task & Questions
I conducted remote interviews using a guide that consist of warm up questions, a fork in the road scenario and participants identifying a piece of content they were interested in.
I composed the warm up questions to build more rapport with the users beyond what they provided in the screener and to gather how they discover new music/content.
Depending on the entry point, I provided users the option to chose their own scenario to gain understanding on the natural flow they would take.
I utilized screener information such as what type of genres of music they listened to and what types of music related content they enjoy to personalize the guide.
I synthesized and coded user sessions transcriptions to gather insights. I presented the insights to the team and leadership with a focus on the following: our homepage, editorial content, search, and navigation.
When identifying a piece of content they liked, they pointed out liking the clear expectations:
"...really like the opening of the logo, this is very inviting. It makes me feel of retro, not that I'm old but is makes me feel like alive, in the sixties when music was forming...it's kind of vibe, I like the diversity and color and then it's also like the Coda Collection logo with the split..."
"...I'm really glad it said bummer, looks like we don't have it rather than some error message. They're basically saying what we don't we don't have anything on Madonna and we acknowledge it and maybe sometime in the future we will..."
After presenting the insights, we identified and prioritized opportunities to influence the fiscal year product roadmap which achieved our end of the year KPIs.
Tech limitations involving the user research while beneficial, does not gather the level of authentically of what customer were to experience in out in the real world.