User journey map

Here we have Milla and Kalle. Since our company is a radio and TV broadcaster, we decided to combine Join and Use because it did not make sense to have them separately. Above you can see how these persons become aware and use the service. Notice that in some cases the phases overlap.

If this is too confusing for you, do not hesitate to ask! :)

Mathilda, Victor, Joni, Maria

Applying the tools for Digita: User shadowing

User shadowing

Jarmo Korhonen is a 35 year old man who lives in Espoo with his wife and 2 young kids. He commutes to Helsinki every day for his job as an office worker. At 7:30 am he drives his kids to kindergarden before going to work. During this journey he starts listening to the news because as he is very busy he has not had time to read the newspaper or watch the news on TV.  This channel goes on for 10 minutes until his daughter gets tired of it and asks for it to be changed to some music. The dad cannot refuse to this and they listen to Radio Ylex for the rest of the way (another 10 minutes).

He arrives at the cafe for breakfast where they are playing Radio Nova, but as he needs to be quick he does not seem to pay attention to it.

He goes for lunch at the office cafe with his colleagues where they are playing Radio Nova but he is busy chatting with his mates so they do not pay attention to it.

After work he decides to go grocery shopping as his wife had previously asked him to. During this he does not pay attention to it until he suddenly realizes they are playing a song he likes. He stops for a while to listen to it and then he carries on with his shopping.

After this he drives back home and as he is alone now he is able to listen to the news properly. When he finishes he channel surfs until he finds some music he likes.

In the evening they all watch CSI together on TV after dinner. He then checks his facebook account and searches for some cars on German websites whilst he has the internet Radio Classic FM on.

 

Personas

Name:    Tomi

Age:         25

Occupation:    Economy student

Address:    Turku

Family:     Parents and brother

Interests:   Sports, reading, clubbing, travelling, sustainable development.

Needs:  News, disco music.

Lifestyle:  Lives alone in a shared apartment with other students. He is busy with his studies so he likes to spend his free time hanging out with friends. As he does not have a TV, he during his study breaks likes to relax listening to online radio.

Future: he hopes to able to make a difference in the way we live so we do not waste so much  resources and have a better environmental quality

 

Name:        Mathias

Age:   54

Occupation:    Pre-retired (due to health problems)

Address:  Vaasa

Family:  Two daughters and 3 grandchildren.

Interests:  Likes writing, Travelling, Health

Needs:    Classical music, Retro  music

Lifestyle: He lives alone in a cottage by the sea where he likes to have long walks to get his inspiration for writing. As he has had a heart attack he now is very keen on having a healthy and relaxed lifestyle. He often visits his daughters in Pori. While driving he listens to Groove FM, Radio Vega and Classic FM.

Name: Johanna Soikkanen

Age: 16

Address: Rauma.

Occupation: high school student, first year.

Interests: Dancing and ice skating.

Family: two younger brothers and a 5-year old dog.

Needs: Latest hits

Lifestyle: Outgoing, active teen girl. In the mornings she listens to radio NRJ, which plays commercial music. On her way to school she listens to Spotify on her Iphone. After school she spends time with friends and goes to her dancing classes and ice skate rehearsals. After her ice skate rehearsal she usually has a hot cocoa by the ice skate rink with her friends and the cafeteria plays Radio Voice.

 

Name: Ulla Jokinen  

Age: 68

Address: Oulu

Occupation: Retired

Interests: Knitting, baking

Family: Two daughters with kids

Needs: News, classic music, religious discussions

Lifestyle: Calm, widowed cat lady. Ulla Jokinen is retired and spends a lot of time by herself home alone. Her daughters visit now and then, but they live in another city in Finland far away from Oulu. During day time she listens to Radio Dei, their religious talks shows and music. She listens to the news on Radio Yle twice a day, and listens to Classic Fm when she is knitting.  In the evenings she watches sitcoms and news.

 

Mathilda, Victor, Joni, Maria

Brainstorming!

Brainstorming;
Group discussion about radio… Always, everywhere.

We were discussing when and where most people listen to radio. The most common places are while driving, in the grocery store, at cafes, at work, at the gym, barbershop and in big malls. Usually people might listen to it without knowing, and realizing it when their favorite song is playing. We realized that there is no diversity with radio channels in Finland. We do not have many of them, and the ones we have play the same music all the time. We have different channels for rock, classic, commercial and groovy music, but they keep on playing the same songs every day. They also have a lot of advertisement which is really annoying to most of the people. This is why most people prefer to stream and buy music from Spotify or iTunes instead.

We were thinking that there should be more good radio channels and a lot more genres. Instead of only playing Rock music, one channel could play 80’s rock, one the latest rock songs, and same thing with other genres. For example one channel for dance music, one for techno, one for funk and one for rap. This way people would have more channels to choose from and would not get bored with the same songs and could find new artist as well. We were also thinking about having a radio channel for children, playing their favorite music from movies and TV-shows, storytelling hours and different games.

Mathilda, Victor, Joni, Maria

Mathilda's presentation and answers to the 5 questions

Hi,

my name is Mathilda and I am doing my Masters degree in International Marketing at Åbo Akademi University. I am originally from Helsinki, and moved to Turku in September. I like it here, but still spend most of my time in Helsinki, because of work or other activities. I attended this course because I like to work in groups with other people, especially from different countries and cultures. The company Digita is totally unfamiliar to me but I think this will be a very interesting project!

What do you know about the theme of your project?

Our company is called Digita. Digita broadcasts radio and TV programs to all of Finland. The title is “radio always – everywhere” so I assume that we will plan how they could get more customers and listeners for the radio stations.

What do you know about your company?

I had never heard about Digita before, but after I have written the company overview I know a lot more. Digita is responsible for national transmission and broadcasting networks as well as for the radio and television stations. The broadcasting network covering the whole country comprises 36 major stations, 101 sub-stations and dozens of transmission link stations.

What do you know about the company's customers?

The company’s customers are radio channels and different TV-networks, such as Radio Nova, MTV 3 network with all its channels and so on.  

What do you know about the industry of the company?

I do not know a lot about this industry, the industry is very technical. Digita is responsible for national transmission and broadcasting networks as well as for the radio and television stations 24 hours a day. They handle the technical part and also their marketing and customer service with only 250 employees.

What do you know about the competitors of the company?

Digita is the biggest company in this field in Finland, and I read about them having monopoly in Finland. Yle buys services for 30 million euros and MTV3 for 21 million euros every year. Companies such as DNA and Anvia have also provided same services as Digita for television stations. Another interesting competitor is Spotify, which is a Swedish commercial music streaming service. 

Company Overview; Digita

Digita broadcasts radio and TV programs reliably to all of Finland, every day of the year.

Digita’s terrestrial TV networks reach 99.98% of the Finnish population. Digita is responsible for national transmission and broadcasting networks as well as for the radio and television stations. The broadcasting network covering the whole country comprises 36 major stations, 101 sub-stations and dozens of transmission link stations. Digita takes care of the transfer and broadcasting of the customer’s radio programs to the preferred target area. Many companies and organizations in electronic communication use Digita’s services. They have clients as media houses and mobile/broadband operators. Digita also develops and supplies versatile Internet TV and radio services. Their modern streaming and webcasting solutions are suited for hassle-free and reliable publication and online distribution of audio and video content. They also offer network services such as network design, measuring and maintenance, consulting, training and project management.

Digita’s networks in Finland;

·       Network A (The Finnish National Broadcasting Company YLE, all Yle channels, FOX and AVA)

·       Network B (MTV Oy, Sanoma Television Oy, URHOtv and AdultTV)

·       Network C (free and paid channels, ie. TV5, Nelonen Pro 1 & 2 and C More-channels)

·       Network E (other smaller tv-cannels, mostly paid channels)

Digita’s services are available everywhere in Finland. The personnel of three service areas are responsible for transmitting radio and television programs to every home of their area. Digita employs approximately 250 professionals.

Mathilda