Discovery & Research
My team and I performed heuristic analysis, user interviews, and competitor analysis to study Pandora's current stance as a live steaming platform. With these methods we were able to define their target audience, and discover their biggest competitors.
Pandora (not so) live
On June 28, 2020, Pandora Live hosted their first virtual concert, featuring Kane Brown. What we learned from attending this event was that attendees could only interact through a chat box, it was only available on a desktop browser, and the event was prerecorded. It was not a live show.
Hello, young music lovers
To improve Pandora Live's current experience, we interviewed people in the gen-z and millennial demographic, who regularly attended live concerts, were music aficionados, or casual listeners that prefer video content. We learned from these interviewees that they missed live concerts and the experience was always better with friends.
We have big competition
A competitor who does live streaming well is YouTube. According to BusinessofApps, YouTube can provide a better live music experience than its audio-focused rivals. For instance, it hosts a livestream of the Californian music festival Coachella. The first weekend garneshed 82 million views in 2019; a 90% increase from 2018.
You're The One That I Want
Gil needs a convenient way to attend live concerts with friends near and far, so that they may share that experience together.
How might we...
Provide Gil with a convenient way to enjoy concerts with friends when nobody can get together to attend in person?
After synthesizing our data we were able to define the persona, Gil, who represents our target audience. This painted a clear picture of our user’s age, demographic, needs, and wants.