Acerca de

Partnered with data science and product growth to host a 2-hour workshop with project XFN to understand the problem space, what is already known about this user group, what is assumed, and what is unknown, then draft an initial human-centered problem statement and potential hypothesis to be tested. 

Conducted rapid heuristic evaluation of all interaction mechanics offered on Stories and defined who active and passive consumers of Stories were and what their current usage was like to anticipate the impact of this study as this work would influence future product strategy for the flywheel. 

To understand passive consumption, we explored the direction of identifying top barriers and drivers of active consumption experiences among the key user group. We also wanted to understand what other platforms they are currently engaging in to accomplish active consumption jobs to target competitor advantages. 

 Then, 12 teen and young adult participants who self-identified as passive consumers on a survey were recruited for a 60-minute in-depth interview on Dscout. Participants were also selected to represent a mix of primary/preferred social media platforms.

Identified 4 main themes of barriers and 4 key product area recommendations based on the qualitative data. We also shifted focus to content-driven consumers and relationship-driven interactors (to the creator). 

Created an interpretive framework around meaningful interaction mapping out all interaction types (terminal and non-terminal) on a spectrum of interaction with key factors like interaction weight (heavyweight to lightweight), risk (high-low), effort (high-low), meaningfulness (Deep-surface), etc. 

Hosted an interactive share-out of key findings and product improvements focused on clear actionable insights for 2 specific interaction mechanisms and product areas for both consumption and interaction teams.