Chapter (2)
My Case Studies
Case study: Discovery research for an e-learning platform start-up
Background
The start-up is an e-learning platform for architects and other design enthusiasts. Their content is dedicated to controversial futuristic design that is often missing in a universities’ curriculum.Challenge
There was a little understanding on a product strategy, the user groups, target audience and the USP. Impact
- clear identification of company's vision & mission,
- long-term product strategy and roadmap,
- trust in research by CEO and other challening stakeholders,
- increased team collaboration and alignment.
Objectives
- understand needs, pain points, attitudes, motivations of different user groups,
- identify target audience and entry market strategy,
- identify USP,
- prioritisation of user needs and a strategic roadmap development.
Timeline
- December 2022 - March 2022
Methods
- desk research & competitor analysis,
- semi-structured interviews.
Participants
I spoke to 11 users across 3 user groups.Constraints: Due to no budget available, I used availability sampling and identified users that matched the user groups and participant criteria the closest. Two out of three user groups were assumed to be more interested in the product and so they were prioritised as 4 particiapnts per group. The last user group was assumed not to be a main focus, I spoke to 3 users from this group.
Deliverables
- refined user groups,
- job stories,
- psychology-led content strategy,
- ideation workshop,
- prioritised user needs and target audience identification,
- insights repository.
