Solution

The business solution

Sling sought out a team equipped to help them pinpoint what makes their user-base tick. Given TribalScale’s involvement with streaming services, we worked with the Sling team to identify significant business metrics, accounting for where they are now, and where they want to be. By recruiting various cohorts of Sling users who love sports, we were able to provide Sling with a vision of what those users did and did not value.

RECRUITMENT

We worked with Sling to understand in what ways their current product was under-serving. Organizing our criteria under three different cohorts, we defined them as: current sports enthusiast Sling users, sports enthusiast Sling users who have unsubscribed, and sports enthusiasts on other platforms. By recruiting the relevant cohorts, this would allow us to disassociate the user from the product – allowing us to be problem-centric versus solution-centric.

RESEARCH

After interviewing our users by cohort, we synthesized our findings via affinity-mapping, clustering themes that were noticeable based on: behaviours, motivations and pain points. The next stage of filtration consisted of a journeymap. This journeymap put into perspective the touchpoints, feelings, thoughts and pain points of a sports enthusiast after their favourite game series was wrapping up.

Outcome

How the business benefited

While our work with Sling is ongoing, the engagement allows us to put into practice our tried and true methodologies when it comes to user-research. How might we work to understand what makes sports enthusiasts tick these days? Sports venues are still adjusting to post-COVID-19 conditions and many sports enthusiasts have taken to streaming applications to watch their favourite teams – often cutting the cord on cable.

We continue to work with the Sling team to provide relevant solutions to their business needs. Fascination during this engagement stems from the unknown – letting users’ voices be heard helps tailor future features to their needs.