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95% of new products fail in the market*
VOICEOVER.AI is an early-stage startup trying to enter the market with an AI-powered dubbing software for creators publishing content in Hindi. VOICEOVER.AI is struggling to create a product because they don't fully understand the market and who their target users are. This makes it hard to figure out what features would really matter to prospective users.
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Solution
How
Who
Gather research insights to inform design decisions
User Interviews
Competitive Analysis
Independently
78%
of competitors target a broad audience
10%
of competitors offer only one service
This 2x2 grid helped me communicate business opportunities. VOICEOVER.AI could occupy void (1) with a highly specific service offering targeted to a highly specific audience, or void (2) with a diverse range of offerings targeting the same specific audience.
Our assumption that VOICEOVER.AI’s audience would include solely creators who already have an established Hindi-speaking audience was wrong.
Understanding context of operation
I conducted a competitive analysis to evaluate existing solutions available on the market and help VOICEOVER.AI filter out feature ideas for their offering.
At this stage of development VOICEOVER.AI can’t occupy the market void in the top right quadrant, as it would require an expansion of both audience and service.
Understanding people
To delve into diverse content creation habits, I conducted 45-minute interviews with six users who create various content types, reaching audiences across different demographics. Participants were recruited online and through my personal network to ensure a broad spectrum of perspectives.
Main questions I asked
- What is the behavior you intend to elicit with your content?
- What kind of engagement does your content generate?
- What percentage of your content is in video format?
- Have you ever used any localization services? If yes, which ones?
- What is your experience with generative AI tools (such as ChatGPT)?
Preparation
In preparation for these interviews, I reviewed my background research and the outcomes of the competitive analysis. Additionally, I had in a more in-depth conversation with the CEO to better understand their intended target audience, specifically focusing on Hindi-speaking YouTubers and content creators.
Content creation is about community. Creators want to support other creators so they will be supported in return
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Creators prefer creating produced and polished content if there’s something they want generate engagement and sales for.
Creators use localization services to get cultural feedback from people and understand if they can expand their reach.
Creators are concerned the emotional aspect of a language cannot be conveyed by an AI-powered localization service.
Equipped with a deeper understanding of real user needs and the state of the market, I developed a persona to represent the target customer, which VOICEOVER.AI is using to inform their design decision as they develop an MVP to test with their users.
