Understanding the Landscape: Background on our product domain

Who Are We Building For?

New customers

In order to continue to accelerate creator growth, we needed to change how we approached delivering value to the diversity of our user base. We have many different types of creators, creating many different types of events. We need to improve product market fit for creators, specifically able to invite guest directly through the tool.

We divided our creators into different segments (new and existing) and prioritised delivering value that maximized the success of creators in both segments.

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To increase the active user number, we focus on new creator. With this focus we have the highest probability to increase our revenu. We are building for these creators with a renewed focus on quality in our data, research, product, product design, and engineering efforts.

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The Problem Space

Building empathy

In order to deliver value to our target segments, we needed to develop a deep understanding of not only these creators needs, but a more holistic understanding of their goals and motivations that go beyond “Event Creation”, into all aspects of their workflow — including how event creators promote and market their events.

Our product has been built centered around creating events, instead of thus when creators invite a higher number of guest and the page views frequency increases so the product breaks down – ceasing to meet their needs. Furthermore for the event creators inviting guest has manuelle steps involved with potential for mistakes.