Overview
8 week duration
Audio tech sector
Between 2016 and 2019, Logitech strategically acquired companies like Astro Gaming, Jaybird, Ultimate Ears, and Blue Microphone to expand into the gaming, streaming, and content creation markets. We set out to uncover content creators' latent needs and create a visual representation of future product and service possibilities.
Uncovering opportunities that help content creators focus on the creative work.
When we conduct design research, we go to people’s homes and workspaces. We gain an intimate view of where they work and how they think.
During this project, the team conducted design research with makers: content creators who use digital tools to produce material for an online audience.
Challenge
Integrating recent acquisitions and their products to create a holistic content creation ecosystem
Logitech needed a strategy for integrating their acquisitions into their product portfolio. The opportunity space was vast, as the backdrop of the industry saw a surge in content creators. This research was an opportunity to learn how to best serve a growing consumer base.
Business Value
Supporting content creators from start to finish keeps them in the Logitech ecosystem and builds brand loyalty
Logitech gained a foothold in the content creation space and was poised to become a market leader through the unification of these fractured media companies and products under a single, comprehensive ecosystem.
User Value
Creators can spend more time creating and less time on tedious tasks like editing
From novice to professional, Logitech supports all creator levels with products and features designed to ease the process of producing polished media. Within this new ecosystem, even a novice can create a professional podcast in days, not weeks.
Laying the foundation for success with clear goals and a strategic approach
Examine engagement
We sat with content creators to observe their engagement with microphones during the creative workflow (audio creation process) in order to uncover key pain points, wants, needs and desires.
Gain empathy & understanding
In addition to observing their engagement with the mic, we dug deeper to understand our participant's emotions regarding creative content development at home and on the go.
Capture behavioral intent
We crafted our questions and activities to uncover why they do the things they do which helped us discover their unique wants and needs.
Identify opportunity areas
After our research, we outlined the opportunity areas that could be pursued and we created design criteria for potential future products and services.
Examine engagement by learning from makers
The team's research plan focused on how creators currently record their podcasts and music, and how they engage in other forms of content creation.
15
Participants
8
Creator types
2
Locations
comedian
streamer
Finding meaning in our research
Once we gathered data, we externalized it in the studio and identified patterns, themes, and latent needs.
We sorted through each of these white notes—which contained something participants said or did during our research—and grouped them into emerging themes.
Capturing behavioral intent
Content creators struggle to refine their craft because they must simultaneously learn the tools of creation, the medium of expression, and “the right path” to achieve their desired outcome.
Laying the foundation for success with clear goals and a strategic approach
Hardware packages concept
Creative workflow specific hardware packages to help creators minimize the confusion and cost associated with buying hardware (we can do this today).
Audio cleanup concept
Build on the hardware experience with a supporting application that visualizes types of audio interference and provides instruction on how to minimize them.
Microphone guidance concept
Start with the microphone; helping content creators capture high-quality audio by minimizing ambient noises.
Audio recreation concept
Allow content creators to digitally connect to a community of collaborators. Support the ability to share samples that contain our proprietary audio diagnostic information & steps to reproduce.
Audio presets concept
Allow content creators to digitally connect to a community of collaborators. Support the ability to share samples that contain our proprietary audio diagnostic information & steps to reproduce.
Planning a vision for the future of content creation
We mapped a path forward with milestones that Logitech could progressively implement to help creators of any experience level feel like experts.
We can start today with curated hardware packages that fit the output objective and work up to creating software and a community to aid in the creation and production processes.
