User experience Research | Usability testing | Persona | Exploratory Research| Foundational Research | HMW workshops
Scope of the Project
Taking up research responsibilities on the OTT app of ZEE entertainment, ZEE5. It's been 10 months and I've worked on projects related to acquisition, discovery and also engagement in the app. Working on the consumer facing verticals to understand user behaviour and mental models related to different user cohorts of an Indian OTT.
Process Overview
About ZEE5
ZEE5, the OTT of ZEE enterprises offers viewers a completely integrated entertainment offering with both on-demand and live TV. It comes packed with 100,000 hours of on-demand content, including exclusive originals, Indian and international movies and TV shows, music and games across languages.
Role:
A full-time User Researcher
The research studies delve into the dynamic realm, with a multifaceted approach—comprising exploratory, foundational, and evaluative research—to continually refine the digital user experience. Focusing on a nuanced understanding of user behaviors, preferences, and content consumption patterns. It holds a pivotal role in shaping the digital landscape to be data-driven and voicing customer opinions
Process
01.
Research Plan/Proposal
02.
Discussion Guide
03.
Interviews/Usability test/ Focus groups
04.
Analysis + synthesis
05.
HMW Workshops
Research Project o1
Understanding ZEE5's First impression
To capture the first impression of the ZEE5 app, we did a research with non-ZEE5 users to know what's the level of awareness about ZEE5 and the perception as well. The objective was also to understand the recall value of ZEE5, to check whether there's any change of perception after the first interaction. Moreover, to understand how the first impression shapes and the ease of registration along with preferred way.
Duration:
5-6 weeks
This project is under non-disclosure agreement with ZEE5, hence further details are restricted to be published on public domain. But we can still discuss the process and progress one-on-one. So, let's get in touch!
Research Project o2
A comprehensive ZEE5 persona catalogue
This project is aimed at curating user personas from diverse cohorts to build a comprehensive catalogue for ZEE5 .
The personas are templatized in accessible format that highlights the key drives, blocks, and viewing behaviors of users from different cohort by capturing a range of personas across different demographics and preferences. These data-driven personas can help the product to leverage on insights related to OTT behaviour and make design and buinsess decisions, ultimately enhancing the users' experience and driving business growth.
Duration:
4 Weeks
This project is under non-disclosure agreement with ZEE5, hence further details are restricted to be published on public domain. But we can still discuss the process and progress one-on-one. So, let's get in touch!
Research Project o3
Understanding the potential of Referral in OTT
The study was conducted to understand the sentiments of users related to sharing and referring in digital medium, capturing the primary motivators and blockers of sharing and referral. The objective was dive deep and understand the sharing and referral phenomena in an OTT ecosystem. Since It was a foundational study the second phase of the project also includes "How MIght We' workshops with the stakeholders
Duration:
8 Weeks
