Overview: Holiday Channel is a multimedia platform designed to offer users a wealth of content related to holiday traditions, a marketplace for holiday-related products, and a curated selection of entertainment, including holiday special movies. The brand aims to provide a one-stop destination for all things holiday-related, catering to families, culture enthusiasts, and people looking to make the most of their holiday experiences.

My Role: As a Product Manager at Holiday Channel, I was tasked with improving the user experience (UX) of the website and enhancing user engagement. This involved identifying key user personas, mapping out customer journeys, and brainstorming solutions to address their pain points. The ultimate goal was to increase user satisfaction, engagement, and subscriptions to our premium holiday content.

1. Understanding User Personas

Research and Discovery: The first step was to conduct in-depth research to define the user personas for the Holiday Channel platform. We employed methods such as user interviews, surveys, and behavioral data analysis to understand our audience better. After analyzing the data, we identified three core user personas:

• Fun Lovers: These users are looking for light-hearted, enjoyable holiday content to help them escape their routine and inject fun into their day.
• Stay-at-home Moms: Parents focused on creating meaningful, educational holiday experiences for their families and teaching their children about holiday traditions.
• History Majors: Users who seek to understand the cultural and historical significance of holidays, often with a focus on traditions, customs, and the origins of celebrations.

2. Mapping the Customer Journey

Whiteboarding the Journey: Once the personas were defined, I mapped out their customer journeys from initial awareness to eventual subscription. For each persona, we visualized how they would typically interact with the site:

customer journey for all personas

3. Identifying HMV (How Might We)

Brainstorming Solutions: To address these gaps, I used the HMV framework to brainstorm potential solutions:

• HMW make holiday content more accessible to stay-at-home moms teaching traditions?
• HMW notify users about special days so they can access timely content?
• HMW make content more engaging for Fun Lovers looking for light-hearted, fun experiences?

HMW Notify Users About Special Days?