Swedish music streaming platform
Identifying enablers for retention of digital service in Indonesia
A leading Swedish music streaming platform had observed that their consumers multitask on their phone while streaming music and hence they had launched a new feature in the APAC region. The goal of the research was to understand the localized nuances of the consumer behavior, desirability of the feature for Indonesian users along with mapping its stickiness for the users to continue using it seamlessly while multi-tasking.
Our team was responsible for planning and executing the research in Indonesia, to share findings & recommendations to iterate the feature. We also shared key findings around the use-case for which the feature was designed to build a deeper understanding of the use-case itself to identify more design opportunities for the service.
Approach
We used a mixed method research approach to get a deeper understanding of the consumer behaviors and actions while using the digital platform. The first phase of the project was called ‘Unmoderated study’ which focused on users using the feature and the platform over a period of a week on their own and recording their activities for the researchers to observe their actions and their first reactions to it. The second phase was called ‘Moderated study’ which was essentially moderated interviews with the users to double click on the learning from the phase 1. The two fold research approach helped us in getting nuanced insights into the consumer behaviors, expectations and concerns.
“I mostly play songs from my playlist...it feels like a 'safe zone'. There are too many new artists in the recommendations”
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Android User
Indonesia
Deliverable
The insights from phase 1 led to us in building a hypothesis of the consumer behaviors and concerns while using the feature. The report made at the end of the first phase consisted of - hypothesis of the barriers of consumer retention, areas to probe more around to understand the ‘whys’ in the second phase. And, towards the end of the phase 2, we designed a detailed insight report which elaborated the current consumer behaviors, drivers & barriers to continue the use of the feature in an intended manner and way forward to make the feature more contextual and localized for the Indonesian consumers.
Impact
We supported the client in building their nuanced understanding of Indonesian markets, the drivers and enablers for the consumer retention. The learnings from the research were converted into opportunity areas for the client to innovate and design to make the experience relevant and desirable for the consumers.
Project Team
Project Manager
Research Lead
UX Researcher
