For The American Press Institute, I conducted research that explored how millennials consume news.
Keeping in mind API’s end goal of producing a set of best practices for media companies to follow in order to serve and connect with this demographic, I designed a survey that could be sent to the far corners of the country. I also wrote a script and conducted in-person and telephone interviews with millennials to dig deeper into their habits and motivations.
I paid close attention to preferences and expectations for receiving any kind of information, the use of and response to notifications, non-traditional platforms where news was often found, and motivations for checking (or not checking) dedicated news sites.
Research for Laundré
Laundré, launching in 2016 , is looking to reinvent the way San Franciscans do laundry. They wanted to develop the best experience for their potential customers and assure that their product will be in demand.
First, I met with the founder and her team to discover what they hoped to learn and the features they were considering. I then determined how to focus the research. Since laundry is not a habit, but a chore that must be done, it made sense to focus closely on the frustrations and failures that could be eased and identify innovations that might improve the experience.
I wrote a script for in-person interviews that would reveal pain points in the laundry process as well as uncover extreme habits and common behaviors. Additionally, I identified ideas for new features and process improvements.
I visited various laundromats in the city to closely observe individuals as they laundered their clothes. I carefully noted nonverbal signs of frustration, in addition to any tricks or adaptations they seemed to employ. I was then able (most of the time) to interview the same individuals after they finished. By hearing them speak about the process after observing them, I learned more about what elements would make the task more enjoyable.
My analysis of the research informed decisions about the layout of the space, services provided, staffing concept, and equipment purchases. Using these insights, I also developed proto-personas of potential customers and provided recommendations on marketing strategy.
Five customer personas developed for a nut milk start-up that is almost ready to start branding their product. They hope to sell to both consumers and wholesale accounts.