How to consider and guess what users really expect on your beauty MCN service?
MCN(Multi-channel network) business is based on most of internet streaming channel like Youtube, Twitch, Facebook, or so on. I focused on the beauty service in the business, and I was just wondering what factors can be important to make a decision to the purchasers. Let’s take a look at the case.
Recently I am co-working with some friends for creating their own service and business, but they frequently ask me a question if the service or business will succeed or not.
At that time, I have always told them, "Do consider what their purpose on your service or business not on your mind."
They usually think if the service concept or business idea is brand new, it will be successful, but you know unfortunately it is not because your hypothesis may not be correct to users' contexts.
Here were some researches about the users when they purchase some beauty stuff by each generation. Based on this result, you can guess what they really do and how you can plan your service. For example, If I am targeting 10s for my service, I need to consider the service to sell them offline by cheap price, and make a service for friends' reputation. Plus, all of the product should be light stuff like nail polish, lipstick, mascara, or so on. Astutely, some cheap cosmetics brand companies already consider this business and they are using this very well in their business.
However, one of my friends who wanted me to consult his service was thinking about this weird service approach. They are targeting 20s and 30s, but they planned offline service with low price. In addition, they try to say something to their customers by a kind of product advertising video. Moreover, they try to sell some sort of light beauty stuff. Basically, 20s and 30s are not enough time to go to offline shop because they are busy to work. That's why they consider brand more than price. That means they are willing to pay for them and they can afford to do that enough. They also smart enough if the information is true or not. They are not as immature as you think, and you can think if they like to buy something offline, they will buy the product that you planed at that situation.
Unfortunately, another friend also failed to plan the service in work. He caught the right point the place to buy them online, but he still missed something like brand, making decision point, and product type.
After this discussion, I thought what makes this situation, and there might be 2 reasons to occur this.
One of them is what you are not trying to understand what your users really do or want with your service. Never think you are not the users when you plan your service. Get out of your delusion and find some back data to support your opinion. If so, you can find some insight when you plan your service.
The other one is what you just follow some business interests. In this reason, I think UX researcher should also point out this wrong way and appeal this to your decision makers. That's why I think They also understand many other stake holders' situations. Occasionally, our users are both inside and outside. Remember this and always think about what's wrong with your situation exactly.
Let's talk about this topic again in the next posting with another case. That must be an actual case to understand our work.
See you later.
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