To help us achieve this objective, the team conducted six stakeholder interviews, which allowed us to understand and capture the vision and requirements from multiple perspectives. In addition, we performed a competitor analysis from five direct competitors and two non- industry experts. That data helped us to form unbiased insights which represented industry expectations. From this, we could identify pain points and surface them as opportunities for the StreamStyle product.
We ran two empathy interviews during the first week of the engagement to discover the main pain points, needs and context regarding using the current version of the app and their daily behaviour as direct selling consultants—six additional user tests were conducted during the engagement to validate our proposals from data that represented real user insights. In parallel with redesigning the digital experience, we explored what a new brand might look like, reflecting more of a smartphone consumer-creator experience. Creating a softer pastel colour palette with cleaner and more modern fonts and more delicate elements in visual styling was found to be more appealing and less technical for our young and older consultants. Based on data from our five weeks together, this summary highlights the rationale of the direction taken and what PopStream's potential could be.