Bada TV

Despite its popularity, Bada.tv faced consistent criticism: recurring technical issues, a complex posting flow, and difficulty saving content. The platform also wanted to expand into community features to encourage collaboration.

The obstacle was that nobody knew why people actually came. User needs and pain points were based on assumption rather than data. Google Analytics was integrated but returned only basic information, nothing about demographics, occupations, age groups or motivation.

The initial framing came from stakeholders, who identified the technical issues, the posting UX and content saving as the key pain points, and wanted community features to attract new users, despite limited clarity about what current users valued.

That produced the question the research plan was built to answer: how can we gain a deeper understanding of the current experience while improving satisfaction for existing users and attracting new audiences?

A ten-day Hotjar survey returned 1,419 responses. The audience it described was older than anyone had assumed: 84% were 35 or over, and only 18% were under 35. Most were in North and Central America, and most were in full or part-time work.

The decisive number was why they came. Of 1,268 respondents, 83% used the platform to view content and 9% to upload and share it. Stakeholders had put the posting flow at the top of the list.

Two pain points also arrived that nobody had raised: political comments and disrespectful interactions, alongside the technical issues already known. Competitor expectations were set by YouTube, Facebook and Reddit.