Created a formal user research program, from scripting and facilitating interviews, handling all the A/V recording setup, and generating executive reports on iBooks

Impact

• Resurrected and led user research for Team Stream v2.0
  • Introducing social to the app
  • Hypothesis: sports fans want to engage with other fans in a small chatroom setting
• Confirmed hypothesis after rigorous testing; v2.0 launch cemented as one of the top 5 sports apps (vaulting over Yahoo! Sports)

Methodology

• In-person moderated interviews

  • Recruited from our newsletter subscriber base

• Facilitated with self-developed script going from profile-building to perceptions and behaviors around sharing sports content with friends and family

  • Handled all recording equipment setup, as well as editing and reporting

  

  

• Put up posters of our user research participants throughout the office to remind the company:

  • Who they are (demographics)
  • How they interact with our products (app vs newsletter only)
  • How they share and discuss sports with friends/family

  

Findings

• Fear of spamming friends when posting sports news on social media ("don't wanna be 'that guy'")
• Article's comments section usually invites unwanted backlash and trolling
• Need for IM-like experience: instant, small group, expressive

Flow diagrams and UI