THE COMPANY WANTED TO....
Understand why Peruvians are not utilizing the free trial benefit
THE PROCESS
Hypothesis
We were a team of 2 persons, as leader of the project the first thing I did, after gathering information from the client (Spotify), was elaborate our research plan, defining the people we needed to talk to, and also the search techniques we were going to use.
In this case we decided to do interviews and also usability tests. Why we decided this? ...because we had a couple of hypothesis we wanted to verify, one was related with the usability of the web, because we thought users didn't understand how to acquire the free trial service in the website.
And we needed also to do interviews no t only with Spotify users that didn't use the free trial, also with the ones that never use Spotify before, so we were gather information about the perception they had about the service and also this people could give us better input related with the experience and information in the Spotify website.
Recruiting & Testing
We were a team of two individuals, with me leading the project. The first task I undertook, after collecting information from the client (Spotify), was to develop our research plan. This involved defining the individuals we needed to interview and outlining the search techniques we would employ.
In this case, we opted for interviews and usability tests. Why did we choose this approach? One reason was related to our hypotheses; we aimed to verify whether users struggled with the website's usability, specifically in understanding how to access the free trial service.
Additionally, we needed to conduct interviews not only with Spotify users who hadn't used the free trial but also with those who had never used Spotify before. This allowed us to gather information about their perception of the service and obtain valuable insights related to their experience and interactions with the Spotify website.
.What I learned in this project
The significance of providing context was crucial in this scenario, as our counterpart was from Europe. Many of the insights we provided were closely tied to the Peruvian context and reality. Therefore, it was essential to effectively communicate this information to them to generate genuine value for their product and decision-making
