Continuous Discovery in Understanding the Streaming Platform User Experience

The way we watch TV has become unrecognisable in recent years as we transition from terrestrial and cable TV to streaming platforms. The rapid emergence of various streaming platforms has meant that viewers have lots of choice when it comes to providers, but it also means that viewers are not confined to watching TV in their homes. Mobile devices now mean that you can catch up with your favourite show or even watch your treasured sports team live, anywhere, any time

Challenge: Understanding the On-the-Go User Viewing Experience

One of the major challenges our client faced was a lack of comprehensive knowledge about the on-the-go user viewing experience. While they had optimized their offering for in-home users, they lacked insight into where, when, and how users engaged with their streaming service outside of their homes. To bridge this gap, they needed real-time insights into user habits, motivations, and needs when it came to on-the-go streaming.

Goals

The client set the following goals to guide their Continuous Discovery initiative:

Understand the user experience of live TV streamers using both their own streaming app and their competitors' apps.
Gain insights into the motivations, habits, and needs of live TV streamers both in-home and on-the-go.
Gather in-the-moment, in-context feedback from users as they watched live TV on their mobile devices.
Implement agile changes and improvements to their streaming service based on user insights.

Solution: Leveraging Continuous Discovery for Real-Time User Insights

To accomplish their goals, our client partnered with Indeemo, a to help them design and implement the best format for Continuous Discovery. With our strategists, we enabled our client to accompany each respondent as they documented and recorded their TV moments over a period of three weeks initially. Through a combination of video, photos, and text uploads, respondents provided real-time insights into their on-the-go viewing experiences.

Indeemo's features and researcher dashboard allowed the client to segment respondents into target groups, recruiting established users, new users, and test users. This segmentation enabled the client to tailor their tasks and gather specific insights relevant to each group's stage in the customer journey. The Indeemo App reminder functionality also facilitated real-time probing of respondents' uploads, allowing for deeper exploration of their experiences.

With Indeemo's mobile screen-recording capabilities, respondents demonstrated how they used both the client's streaming app and competitors' apps to watch TV on the go. They navigated the apps, searched for channels and shows, and provided voiceover commentary to explain their decisions and experiences. This provided valuable in-the-moment feedback on images, videos, ads, and app UI concepts.

Results and Impact

By implementing and leveraging Continuous Discovery through Indeemo, our client gained valuable insights into the on-the-go user viewing experience. They were able to understand the context in which users engaged with their streaming service, identify pain points, and uncover opportunities for improvement.

The real-time user insights obtained through Indeemo empowered the client to make data-driven decisions and implement agile changes and enhancements to their streaming service. They could quickly address user needs, iterate rapidly, and roll out updates that directly addressed user expectations. This iterative approach helped them stay ahead in a competitive market, enhancing user satisfaction and loyalty.

Conclusion

Through the adoption of Continuous Discovery and the utilisation of Indeemo's capabilities, our client successfully gained a deep understanding of the on-the-go user viewing experience. By continuously learning from user insights, they were able to make informed decisions and drive rapid improvements to their streaming service.

Contact us

Indeemo is a powerful platform that enables organisations to conduct continuous discovery and gather valuable user research insights. With features such as in-the-moment feedback through video uploads, photo, text, and screen recording, Indeemo empowers businesses to understand user behaviours, preferences, and needs, driving data-driven decision-making and enabling rapid improvements to products and services. If you’d like to learn more about how Indeemo can help a streaming platform continuously discover user insights and drive rapid improvements, please get in touch.