Headshift were engaged by a global media company, which delivers corporate financial news, intelligence and analysis from around the world, to create a new product design strategy for three of its titles by understanding the needs and behaviours of their users and their platform’s technical constraints in order to direct how it could deliver a more modern service and range of products to its subscriber base.
To achieve this we ran a stakeholder workshop with the platform core team to establish and align around an objective for the project, discuss pain points with the current products, customer needs that they wanted to meet and features they wanted to provide. We also conducted qualitative and quantitative research into the behaviour and needs of the products’ subscribers. We interviewed users of each of the products to explore their use of the relevant product and use of competitor products . This was also supplemented by analysis of usage data, survey data and customer data.
We worked with the technical and product development teams through a documentation review and interviews to understand their technical constraints, including their team composition and skills, data model, technical architecture, data sources, APIs provided and integrated with, and target systems. We then created a product design strategy and roadmap for the future development of the three products through:
- A technical report summarising the findings from the discovery process to understand the technical constraints and draw together findings that were particularly relevant to the remainder of the project. This report acted to ground our strategy in practical needs.
- A user experience report that summarised the findings from the stakeholder workshop, user interviews and quantitative analysis and gave a picture of the most salient aspects of user needs and behaviour.
- A strategy and roadmap created in three iterations with feedback from the project team. The strategy section described the objectives, the touchpoints (such as web application, mobile phone or trading application) of the service and their key features, the personas of the service’s target audience and their likely journeys through the service. The roadmap lay out an approach to delivering on this strategy based on the user and technical constraints discovered in the process.