OBJECTIVES

Understanding how to approach and engage users effectively, as well as finding levers or opportunities for improvement for the platform and services offered by Hypermedia Lab. Knowing your users will allow us to fine-tune what you offer them and how you offer it to them, so that they find in your services just what they need, which will make the difference between them choosing Hypermedia Lab or looking for another alternative.

METHOLOGY

To tackle the creative process we have used the Double Rhombus design model. This non-linear methodology involves testing different solutions on a small scale and validating them at different stages of the process to find solutions to complex problems that respond to people’s needs. The two diamonds represent a process of exploring an issue in a broader or deeper way (divergent thinking) and then taking focused action (convergent thinking).

Kickoff

Qualitative interviews

A series of qualitative interviews focused on these profiles (Corporate, SMEs, Self-employed…) were then carried out to understand the users’ perspectives in order to: 

• Obtain findings on people’s relationship with the creation of content to sell their products or services: how they generate content, who generates it, how they make it stand out and what programmes they use. 
• To know users’ experience and opinion with interactive content and tools: what they think and what they use or would use it for.
• Extract relevant information about Hypermedia Lab: positive things, things to improve, functionalities and payment methods.
• Discover insights that can be translated into real business opportunities.
• To propose opportunities based on the needs detected.

CONCLUSIONS

The basis of a good project is to identify and understand the needs and opportunities of the project and then apply this knowledge in strategies for action. Before generating ideas and concepts, it is very important for us to know which customer we are targeting. Therefore, an important part is the selection of users. At Thinkers, we do not create archetypes by magic, but we do research. 

At Thinkers, we develop agile, people-centred research that helps us to understand and generate insights through various research techniques and processes, such as interviews, surveys, user panels or field visits. In this way, we can understand users’ unmet needs, expectations and concerns. 

Once we have understood the users, we analyse market trends and explore the competition, to cross-reference these insights with your organisation’s objectives and define the best opportunities in an action roadmap.