A five-week research study to understand typical motivations, pain points, and activities of people who watch gaming content on mobile devices. Personas and user journies were presented to the Head of Product and Business Development.
I assisted a lead researcher in creating the research plan, facilitating interviews, and synthesizing insights. I lead design of the final deliverables.
The product team at Athenascope was looking to capitalize on the success of their automatic, AI-powered video-editing platform by building a mobile watching platform.
EchoUser was engaged to conduct generative research to explore the major themes and variety across goals, motivations, habits, pain points, delights and journeys of mobile gaming watchers.
Though I also facilitated interviews, synthesized research, and lent a hand in the creation of the final insights deck, my role in the project mostly concerned the creation of final deliverables – personas and user journeys.
As we wanted to explore users’ behaviors and motivations, a research plan was designed around remote contextual inquiry in which participants were interviewed for 90 minutes while also screen sharing from another mobile device.
As participants browsed content on their favorite streaming platform, they were interviewed about content they consumed, how they discovered new content, their engagement with the gaming community, and typical context for watching.
While the general findings from the study are protected under NDA, the process of synthesizing helped us to see that among the participants interviewed, three distinct types of watchers emerged, who watched videos for three distinct purposes. These became the personas and user journey final deliverables.
Three personas within the game watching community were identified: the Game Loyalist, the Entertainment Pursuer, and the Practical Learner. As these artifacts were explicitly to be used broadly by the product team, intention was made to make them as “sticky” as possible. This included giving them demonstrative names, removing demographic information, and giving each a basic icon that could be used for identification in future research and design efforts.
The three user journeys were developed in conjunction with the personas, as they both reference each other. Similar to the personas, the user journeys were designed to be as sticky as possible. This meant big, bold gestures, high contrast color scheme, and a similar icon identification system.