WeVideo (B2C) delivers intuitive and accessible online video editing for businesses, schools, and individuals.
With plans to build a new education edition of their product, the team put me in charge of conducting research on the new target demographic.
No prior research had been done to understand younger users
The current product had only been designed with older users in mind
I determined the different stages of cognitive development in childhood. From this initial research, I found four distinct periods of mental growth:
• K - 1st grade
• 2nd - 4th grade
• 5th - 8th grade
• 9th - 12th grade
I researched each stage to determine its key characteristics, including the level of guidance required and the strongest motivators for that group.
After sharing these profiles with the rest of the product team, we held brainstorming sessions to divide the information into four quadrants:
• Needs
• Goals
• Assumptions
• Constraints
We used these quadrants to come up with features and aspects of the user experience to be implemented in the new product.
The product team was able to better empathize with the target demographic for the new product
The designers were able to make more informed decisions when building the education edition
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