Napster (yes, it's still here), has been treading water for a long time as a basic music streaming app. We were tasked with delivering a complete redesign and discovery piece on how to position this iconic brand in the fast evolving music streaming space.
With each deep dive, we focused on key learnings & points of differentiation that were relevant to us. Understanding what gives each product its market fit and which demographic they are aiming at gave us a rounded perspective of this space. When each of the deep dives had been completed, we consolidated everything into a single Miro board to give a large overview.
We then ran a workshop to pull out the key insights across the team to take forward. These were incredibly valuable and I was constantly referring to them in the ideation phase.
We then began to narrow down all this research into different themes from which we could form a value proposition. We used a rough "Jobs To Be Done" framework, to focus on user needs and motivations and created a series of value proposition verticals that we could validate. Alongside this we conducted an extensive piece of user research, interviewing 20 people to get qualitative insights around how they consume music. From these, we pulled out key insights which we put through an affinity mapping session to organise these insights into themes.
The final stage of this was a large cross-team workshop involving product, design, marketing and engineering. We reviewed all the inputs, themes and routes so far, and synthesised these into a final set of value propositions for us to validate. This was done via a large survey sent out to different audience segments who rated which route excites them the most. Nailing this and being clear on what our differentiator will be vital to the ongoing success of Napster.