Jobs To Be Done Research in a Crowdfunded Business
Measurable outcome: Outcomes from this research influenced Strategic direction, Communication Design, and Product Design, making a meaningful impact within weeks of findings.
The research continues to influence strategic direction. Spring 2024 measurements show a tripling in conversion rates for investment pages. |
Problem
Angel Studios, a crowdfunding and distribution platform for screen-based entertainment, needed to understand the aspirational goals of their crowdfunders. Aligning platform functionalities and messaging with these goals would lead to faster conversions, increased engagement, and improved user retention.
My Role
I was the lead UX Researcher for the project, debriefing and analyzing interviews with the Head of Design and the Research Assistant. I initiated and coordinated user research throughout the project, initiating collaborative documentation and socializing findings.
UX Disciplines: User Research, Information Design, Writing for UX, Facilitation.
Deliverables: Research documentation and information radiators.
UX Tools: Notion, Figjam, Qualtrics, User Interviews, Video conferencing, Transcription tools
I was the lead UX Researcher for the project, debriefing and analyzing interviews with the Head of Design and the Research Assistant. I initiated and coordinated user research throughout the project, initiating collaborative documentation and socializing findings.
UX Disciplines: User Research, Information Design, Writing for UX, Facilitation.
Deliverables: Research documentation and information radiators.
UX Tools: Notion, Figjam, Qualtrics, User Interviews, Video conferencing, Transcription tools
Approach
Leveraging the Jobs to be Done (JTBD) framework, we embarked on a six-week research sprint to uncover the primary jobs and desired outcomes for Angel Studio's crowdfunders.
JTBD in action: This user-centric approach starts by identifying the functional, emotional, and social needs that motivate users to engage with a product or service.
Collaboration for clarity: In cross-departmental meetings, we identified key unknowns:
- Priorities: What matters most to crowdfunders when choosing screen-based entertainment projects?
- Motivations & Aspirations: What drives them to financially support these projects?
- Pain Relievers: What benefits do they expect from contributing to crowdfunded shows?
- Competitive Landscape: Where else do these viewers find quality screen-based content?
- Resource Allocation: Where else do they invest their entertainment dollars?
Research Methods
- Qualitative Interviews: 20 in-depth interviews with crowdfunders were conducted to unearth the most critical and least satisfied customer needs. Interviews were tagged and grouped based on JTBD outcome statements.
- Quantitative Survey: Following interview analysis, a survey confirmed/disproved the qualitative findings regarding crowdfunders' most important and least satisfied needs. (Survey confidence level: 95%, Confidence interval: +/- 5%)
Individual interview findings were grouped (bottom section). Survey findings confirmed interview findings (top section). Figam facilitated collaborative questions, comments, and concerns.
Results
- Crowdfunder Persona: Key findings were synthesized into a user persona that represented the core crowdfunder archetype.
- Actionable Insights: Marketing and Design teams immediately began utilizing the research results.
- Measurable Impacts:
- One show's crowdfunding campaign increased investments by 250%.
- Another show's livestream saw dramatically increasing engagement demonstrated by a 1,200% increase in sales.
- Holistic Improvement
- When the research was integrated into the overall design and marketing strategy, the platform saw a 10% revenue increase.
- The crowdfunding portal was redesigned to enhance information architecture, measurably reducing user confusion contacts to customer support
- Long-Term Influence: Research continues to shape strategic direction, with Spring 2024 data indicating a tripling in conversion rates for investment pages.
Lessons Learned
Lessons Learned
Collaboration is Key: In Angel Studio's fast-paced environment, strong collaboration and clear communication were essential to keep research findings relevant to teams and stakeholders.
Actionable Recommendations: Design recommendations and impactful marketing copy resonated more effectively than heavy research documentation.
This case study demonstrates the power of JTBD research in driving user-centric design and achieving significant business outcomes. By aligning platform functionalities and messaging with the core needs and aspirations of crowdfunders, Angel Studios was able to significantly increase engagement, revenue, and user satisfaction.