Research Background
When I started at Red Bull, there was no existing documentation on the Red Bull TV user.
Research Purpose
I wanted to empower my team to make decisions based on user wants, needs, and behaviors instead of relying exclusively on business objectives or the loudest voice in the room.
I began an ongoing research initiative to collect insights about our users. Red Bull TV does not have reliable analytics tracking app usage, or analysts to help translate that data, so I crafted an approach that would provide both qualitative and quantitative feedback through interviews, survey-style user tests, and extensive app review analysis.
Areas of Investigation
I created a set of multiple choice & open response questions that I include whenever I have research requests that require a Red Bull TV user recruit.
Since I began this initiative, I’ve collected 120 responses to these questions, helping define our users’ preferences and behaviors. I continue to update our User Guide to reflect actionable insights learned from these responses.
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What motivates them to watch Red Bull TV?
Why do they open the app in the first place?
What goals are they trying to fulfill or accomplish?
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What’s the context surrounding their RBTV usage?
Do they watch alone or with others?
Do they access across devices - mobile, web, TV?
Does their usage change based omn the context/device?
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How do they approach finding content?
Do they prioritize the category first (Bike, Motor, Surf, etc.) or the content type (film, TV series, etc.) - or do they not think about it this way at all?
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Where do they spend the most time in the app?
Where do they typically go to find content - do they mostly stick to the Home page, or do they utilize Category-specific pages, Events, Search?
Do they engage with features like “favorites”, “reminders”, or “follow interests”?
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How do they evaluate Red Bull TV’s UX?
Do they have ideas for new features or improvements?
Do they have any particular pain points?
Recruit Overview
Research Findings
Takeaways
