Cover with an illustration of an angry man, a with a person patting a frustrated red ball and the text "Learning from our angry user", Anna Dahlgren and Thays Santos. Sustainable Growth and Streaming Experience.
Project Overview and Context
Project in collaboration between UX Researchers from Sustainable Growth and Streaming Experience areas at Viaplay.
Interview a vocal and angry user on our Social Media to understand their motivation and pain. The goal is to use their insights as a starting point for other explorations in the Streaming area. 
My Role
Along with the other UX Researcher, I was responsible for the script, interview and data analysis. With these insights, I worked with the Streaming teams to present users' thoughts and build empathy maps throughout several workshops.
This is not a success story; it is an opportunity story
A very angry one contacted Viaplay because wanted to share their thoughts about the product.

An interview was scheduled, and it was possible to understand the frustration of a user paying the highest package but unhappy with the quality received. The user was so angry that they were complaining on social media and their friends were giving them nicknames. The user was very normal just passionate about sports.
An illustration of a confused man, a text saying "Listening to a user comes with responsibility" and an illustration of an angry person holding lower rating stars
After talking to the user, the Researcher invited the technical manager to speak to the person so they could express the origin of their frustrations and the manager could understand what needed improvement. The user invited the team to visit and verify the setup and stay for fika. Unfortunately, almost a year passed, and life happened, many errands for all people involved, so the user didn't get the visit... until now, or any time soon :)

When I joined the team, the Researcher mentioned this user. Since the team was curious about having UXer with them for the first time and I was exploring the current state of our product, I thought it could be fascinating for them to listen to an interview with the user, so we invited them to an open interview. 
An illustration with a man using a mobile phone, another man with sitting in the sofa with popcorn on his hands and another illustration of a man using an laptop.
After the interview, I had learnings from both the user and team sides.
1) The user had the chance to vent their frustration, and in the interview, we collected points to improve in the Streaming area and other product areas.
2) The team had a mix of feeling guilty and some more reluctant to accept the user's opinion.

I'm listing below the learnings from the user side.
Learnings from the user
• What is the meaning of high image quality for a user
• User’s context
• Technical setup
• Possible issues
• Opportunities for new features
I used the hype created by the interview to shorten the distance between our team and our user by involving the team in a sequence of workshops building empathy mapping with everyone: developers front and backend, PMs, EMs, QA, and Technical operations. Also, I invited more technical members to visit the user.
Image with a low resolution figure of the there empathy mapping sessions.
Learnings from/during the empathy map sessions
• Most of the developers were not used to listening to users
• Some of the issues were known but needed better prioritisation
• The discussion raised questions related to Customer Service and how the team should prioritise inputs from users
• Raised awareness of the impact of the team's work on user experience
• Made the team understand that we are building experiences in people's lives ♥
During the project, we utilized several tools to assist with our work. We made use of Microsoft Word to develop the interview script, UserZoom for conducting the interviews, and Figjam to gather notes and analyze data. Moreover, we utilized Miro for workshops with the team, which included both in-person and online sessions using Microsoft Teams.
Back to Top