Defining market differentiators for PeopleTok's launch
PeopleTok is a new social media platform designed to foster meaningful connections and engagement. Unlike existing platforms that focus on broad networking, PeopleTok emphasizes authentic interactions, community building, and unique user-driven features. As the platform prepared for its launch, it was crucial to identify what would set it apart in a highly competitive social media landscape.
Project Background
As the Lead UX Researcher at PeopleTok, I took the initiative to kick off a research project aimed at identifying key features that would differentiate our social media platform at launch. The goal was to understand user needs and expectations, ensuring our product would stand out in a competitive market. This research played a crucial role in shaping new features and reinforcing the importance of UX within the organization.
Process
Project Scope & Planning
Defined research goals and objectives
Created a research to-do list and roadmap
Aligned with stakeholders to ensure research goals matched business objectives
Research Execution
Developed an interview script tailored to uncovering user pain points and feature preferences
Recruited a diverse pool of participants for both moderated and unmoderated research
Designed and distributed structured forms for unmoderated interviews to maximize participation
Conducted in-depth moderated interviews to gather qualitative insights
Utilized survey tools to gather additional quantitative data
Analysis & Synthesis
Watched and analyzed all recorded interview sessions, identifying patterns and recurring themes
Used affinity mapping techniques to organize and categorize user feedback
Identified actionable insights that directly influenced feature prioritization
Collaborated with an additional researcher to compile findings into a structured report
Presentation & Impact
Created a detailed, visually engaging presentation of research findings
Presented insights to the larger team and stakeholders, ensuring alignment across departments
Showcased the importance of UX research in shaping product direction, influencing development timelines
Provided recommendations that led to concrete feature additions, differentiating PeopleTok in the market
Key Insights & Outcomes
Understanding what users truly want from a social media platform was critical in shaping PeopleTok’s unique value proposition. Our research provided essential insights that influenced product development and solidified our competitive advantage. By uncovering the most sought-after features and market differentiators, we helped define a roadmap that ensures PeopleTok’s success at launch.
Identified user expectations for a social media experience that differentiates from competitors
Discovered features users wanted most, helping define the product roadmap
Provided data-driven recommendations that directly influenced feature development
Earned stakeholder buy-in by demonstrating research impact
Enhanced cross-functional collaboration by integrating research findings into product development
Determined the market differentiators that would set PeopleTok apart at launch, including innovative content-sharing features, deeper engagement tools, and AI-powered community building
Validated that users sought an alternative to traditional social media, preferring features that emphasize meaningful connections over algorithm-driven content
Conclusion
This research not only set the foundation for PeopleTok’s market differentiation but also demonstrated the value of UX research in product strategy. The insights gathered helped define unique features, ensuring a strong launch in Spring. By identifying user desires and competitive gaps, we positioned PeopleTok as an innovative and engaging platform. Through this initiative, we reinforced the importance of user-centered design and solidified PeopleTok’s competitive advantage in the social media landscape.