Logitech
The future of audio in content creation
Narrative helps Logitech uncover 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.
During this project, the team conducted design research with makers: content creators who use digital tools to produce material for an online audience.
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
The Narrative team visited content creators and observed their engagement with microphones during the creative workflow (audio creation process) in order to uncover key pain points, wants, needs and desires.
Gain empathy & understanding
In addition to observing their engagement with the mic, the team worked to understand the participant's emotions regarding creative content development at home and on the go.
Capture behavioral intent
The researchers crafted questions and activities to uncover why creators do the things they do; this identified their unique wants and needs.
Identify opportunity areas
After research was completed, the team described the opportunity areas that could be pursued, and then created design criteria for potential future products and services.
Examine engagement by learning from makers
The team's research plan focused on how creators currently record their podcasts and music, and how they engage in other forms of content creation.
15
Participants
8
Creator Types
2
Locations
Lily is an aspiring streamer living in Los Angeles.
“There are jobs that didn’t exist 5-10 years ago. Literal celebrities, because they create their own stuff. In our earlier days we thought we could be YouTubers, but there was a learning curve to make something good enough to post. Learning how to do all of it myself was a learning curve.”
Freddy is a YouTuber who reviews everything from pizza to vehicles.
“You get to a point where it’s like you could put endless hours in it. Is it going to make or break the song? And is it worth it? Those are the questions, like, is this going be the thing that makes or breaks this track? Sometimes I spend 5 hours and I'm like, damn, 50 likes. And then sometimes, I have a 3-minute video that took an hour, and it has 100 views.”
Andrew is a photographer working to break into the music industry.
“I really just love music. I love writing songs. I want a number one song. That's just, like, an ultimate goal. My dad set up a meeting with me with a famous producer; the producer told me, you gotta write a song every day for the next two years. That was such a heart-breaking reality. I have so much work to do. 250 was the number he gave me. I probably am close to 70 songs written.”
Finding meaning in research data
Once the team gathered data, they externalized it in the studio in order to identify patterns, themes, and latent needs.
Capturing behavioral intent
Content creators struggle to refine their craft because they must simultaneously learn the tools of creation, the medium of expression, and the right path to achieve their desired outcome.
Blue’s Yeti X is probably the best USB mic on the market.
Laying the foundation for success with clear goals and a strategic approach
Milestone 1
Create workflow-specific hardware packages to help creators minimize the confusion and cost associated with buying hardware.
Milestone 2
Start with the microphone; help content creators capture high-quality audio by minimizing ambient noises.
Milestone 3
Build on the hardware experience with a supporting application that visualizes types of audio interference and provides instruction on how to minimize them.
Milestone 4
Support the hardware discovery of content creators by allowing them to digitally test out microphone hardware that is better suited to their context. Provide digital and physical paths to purchase.
Milestone 5
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.
In exploring the future of content creation, Narrative mapped a path forward with concrete milestones in order to help creators of any experience level feel like experts.
This progressive roadmap will provide constant, incremental value to customers, so they can become the rockstars they aspire to be!
