Target Market
Korean Immigrants 20yo-60yo
Timeline
December 2023 - Feburary 2024
Platform
Desktop / Mobile Web
The Context
Bada.tv is a Korean content web platform founded in 2011, attracting over 1,000 daily active users who frequently share multimedia content. It is particularly popular among Korean immigrants globally, with a significant portion of its user base located in the United States.
Despite its popularity, Bada.tv has faced consistent criticism regarding technical issues, a complex UX for content posting, and difficulties in saving desired content. The platform also aimed to expand its functionality by introducing new community features to encourage user collaboration. However, the lack of clarity around the primary reasons users visited the platform posed a significant challenge.
Moreover, user needs and pain points were based on assumptions rather than data-driven insights, leaving critical gaps in understanding. Although Google Analytics was integrated into the platform, it offered only basic information and failed to provide meaningful insights into users’ demographics, such as their occupations, age groups, or specific motivations for using the platform. To address these gaps, a user research plan was proposed to gain a deeper understanding of the platform’s audience and their behaviours.
Despite its popularity, Bada.tv has faced consistent criticism regarding technical issues, a complex UX for content posting, and difficulties in saving desired content. The platform also aimed to expand its functionality by introducing new community features to encourage user collaboration. However, the lack of clarity around the primary reasons users visited the platform posed a significant challenge.
Moreover, user needs and pain points were based on assumptions rather than data-driven insights, leaving critical gaps in understanding. Although Google Analytics was integrated into the platform, it offered only basic information and failed to provide meaningful insights into users’ demographics, such as their occupations, age groups, or specific motivations for using the platform. To address these gaps, a user research plan was proposed to gain a deeper understanding of the platform’s audience and their behaviours.
The Problem Framing Process [Research Plan Guidance]
The initial “How might we” question was shaped by assumptions and discussions with stakeholders, who identified recurring technical issues, a complex UX for content posting, and challenges in saving content as key user pain points. Additionally, stakeholders expressed a desire to enhance the platform by introducing community features to attract new users, despite limited clarity about what current users valued most. These assumptions, coupled with a lack of validated user insights, led to the initial question to guide the research plan:
How can we gain a deeper understanding of the current user experience on Bada.tv while enhancing the platform to improve satisfaction for existing users and attract new audiences?
How can we gain a deeper understanding of the current user experience on Bada.tv while enhancing the platform to improve satisfaction for existing users and attract new audiences?
The Insights
The 10-day Hotjar user survey revealed that Bada.tv’s core users, aged 35–44 and based in North and Central America, primarily access the platform to view content. Key pain points included technical issues, political comments, and negative interactions, while competitors like YouTube, Facebook, and Reddit highlighted user expectations. These insights validated initial assumptions and led to the definition of an MVP focused on fixing technical bugs, improving the UX for content viewing and saving, and fostering a healthier community experience to boost user satisfaction and retention.
MVP Definition
The MVP for Bada.tv focuses on improving the core user experience by addressing technical issues, streamlining the content-viewing process, and fostering a healthier community environment. Based on user feedback and pain points, the MVP aims to deliver the following:
1. Fix Technical Issues:
• Resolve recurring bugs that impact platform performance and content saving.
2. Improve Content Viewing UX:
• Simplify navigation and content-saving features to enhance usability for users who primarily access the platform to view content.
3. Enhance Community Experience:
• Introduce moderation tools to manage political and disrespectful comments, ensuring a more positive and engaging user environment.
