Our project focused on the concept of discovering meaningful experiences that users seek from their product or service, which are then delivered through the neccesary tactics. There are 6 basic experiences that users expect from their content streaming services: FREEDOM , WONDER, COMMUNITY, CREATION, ENLIGHTENMENT, & JUSTICE.
We identified 2 priority video viewer segments where there is an opportunity to convert to paid subscribers:
•THE CURATOR•
Pro-active users, curates music for every occasion. Expects mainstream listener experiences, and additionally seeks enlightenment & creation.
•THE MUSICOLOGIST•
Music is part of identify. Expects mainstream listener experiences, and additionally seeks enlightenment & justice.
Vevo’s current core experiences are: wonder, beauty, & creation. Based on user research and opportunity segments, Vevo can gain:
•Experiential parity with competitors by emphasising elements of freedom, wonder, & community.
• Experiential differentiation through elements of enlightenment, justice, & creation.
•TACTICS•
Justice (Signature Experience)
•Delivered through: Artist advocacy/ increase share of revenue directed at artists
Creation and Enlightenment:
Delivered Through:
•Long-form content: This content will aim to provide enlightenment, justice, wonder & freedom through curated biopics, documentaries & etc.
•Event access: invite only small scale/ intimate concerts. Events will be exclusive for subscribers.
