Food Photographer

discovering

a new product 

JM Studios/ Artisan Co. LLC 

Story Title

tHE CHALLENGE

Conduct and project manage a pre-MVP user research with the goal of validating user need, market fit and scoping user requirements for an MVP  to create a new platform for Food Content Creators.

Methodologies

User Survey

User Interviews

Market Research

Ethnography

Empathy Map

User Persona 

Customer Journey

Value Proposition

THE PROCESS

         For this project, I was the Project Manager and Lead UX Researcher. A completely new, blue sky type project, the objective was to find if there was a need in the market for a new platform/product for Food Content Creators, what the platform/product would solve and what type of platform/product it would be. I discussed with my team what methodologies would be best to use, time frame and tools. Once decided, I presented the scope of works to the stakeholder and we started our work. 

         We prepared the user survey- to gather quantitative data and chose the users we would interview who met our participant screener criteria. Once selected, we reached out to the users through email and their social media accounts, to schedule a time that best fit them. I was particularly excited for this part, I love being able to have a more personal touch and connect with users. In the meantime, we researched platforms and products that would potentially be our competitors. Learning their policies, what they offered and what were their limitations. The food content creators interviewed ranged from BBQ dads that call themselves Sauce King to the likes of Martha Stewart (we were not successful in getting an interview, but hey, why not try?). I was able to reach multiple Creators from all over the world- the Scottish Islands, Norway, India, and a couple nationwide. I used Zoom to connect and record our interviews. Due to pandemic restrictions, we used online ethnography- joining facebook groups for content creators and recording our findings. 

        

THE result 

 With our quantitative and qualitative research concluded, we dissected our findings using an empathy map, user persona and customer journey map in order to see recurring problems and pain points. With this information we were able to create our MVP and the value proposition. We were able to break down our users to three main categories: The Professional Food Blogger, The Hobbyist and The Professional Food Video Content Creator. The expectation was to create a video platform for food content creators exclusively, the results was we found that what they really need is a platform with all the necessary resources to get started, maintain and plan for their future. 

elizabeth user persona.png
elizabeth.png
Ahsan user persona.png
ahsan.png
markt user persona.png
markt customer journey.png

Overall, the project was important in understanding what really is a market fit and what is needed/missing in the market. I thoroughly enjoyed the process and getting the end results.