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Validation of Hypothesis at Early Stage of Idea Creation to Pave Way For Future Innovations

The client sought to validate their hypothesis regarding users' interest in consuming localized content and fostering connections with nearby creators.  Furthermore, they aimed to gain insights into users' motivations for building connections with content creators in their proximity which would serve as the foundation for tailoring the content feed accordingly.

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Approach

We employed a comprehensive approach to gather insights, including remote in-depth interviews with a diverse user group, which involved showing them a visual representation of the probable location for the nearby feed to gauge their reactions and feedback. We also analyzed their app usage to understand interaction patterns and behavior, providing insights into their current app behavior, content consumption, connection-building, and motivations.

Impact

Our research offered valuable insights into the potential utilities of the nearby feature and localized content for various user groups. Understanding users' perceptions and possible receptiveness of the feature and the visual presentation helped the client devise strategies for launching it in alignment with user feedback. This information served as the foundation for tailoring the new feed feature and optimizing content in a way that resonated with users, enhancing their overall experience and driving engagement with the platform.

Client: Moj

Location:

Tier 1 & 2 cities of India

Duration:

8 Weeks

Type Of Organization:

Start-up - Unicorn

Study Participants: 21

Research Tools & Methods:

In-Depth Interviews

Languages: 

Hindi, Tamil

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Devise Effective Strategies for Driving User Engagement by Unveiling User Motivations in Content Consumption

The client aimed to gain insights into the motivations and expectations of distinct user personas when engaging with the different feeds on their app. Additionally, they sought feedback on a proposed concept to enhance the existing feed deliverable. This understanding would enable the client to tailor the app's feed experience to cater to the specific needs and preferences of each user persona, enhancing overall user satisfaction and engagement.

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Approach

We conducted mini-focus group discussions and in-depth interviews to uncover the reasons behind users' engagement or lack thereof with the feeds on the app. We conducted a comprehensive mapping of their app usage to explore their mental models and preferences when it comes to content consumption..

Impact

An in-depth analysis of users' app usage behavior allowed us to uncover critical insights into the perceived value of different app pages and the motivations driving user engagement. By gathering feedback on the proposed concept, we gained a deeper understanding of users' expectations and preferences. These findings helped the client to devise effective strategies for enhancing their app experience. It also allowed them to make improvements aligned with the unique needs of diverse user personas, resulting in a more compelling and user-centric app experience and an overall increase in user satisfaction and engagement

Client: Moj

Location:

Tier 1, 2 & 3 cities of India

Duration: 9 Weeks

Type Of Organization:

Unicorn

Study Participants: 32

Research Tools & Methods:

Mini Focus Group Discussions In-Depth Interviews

Languages:

Hindi

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