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.
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.
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.
Examine engagement by learning from makers
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
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).
Microphone guidance concept
Start with the microphone; helping content creators capture high-quality audio by minimizing ambient noises.
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.
