Who is willing to pay? Spotlight on my scope among K-pop fans

Hi, here is the design idea for my third assignment, if you want to know more about my design idea and the market background information, please clicking here.

Many K-POP fans are unable to attend concerts and other events to see their idol as a result of Covid-19, and their interest in albums and their peripherals (including photo cards, posters, and so on) has increased. At the same time, I am also a K- POP enthusiast and the amount of scattered information in my purchasing experience has exhausted me. There is no platform that can provide a one-stop service for album information in a Chinese market with such a high demand for more than one million sales per year. I wanted to take advantage of this opportunity by creating a website for my target fans that would include idols, album prices, pre-sale gift types, logistics tracking, and review exchanges.

I divided the target group into four major categories based on their love of K-pop culture to narrow down the scope and find out the target audience for the product willing to pay.
1. Student K-Pop fans who like the album but have a limited budget
2. The new fan who bought the K-POP album for the first time
3. Ordinary K-POP fan who occasionally buys favourite albums
4. Enthusiastic K-POP fan who loves to collect albums

Despite the fact that all four groups were potential users, my goal was to find the persona type who was most likely to use it. As a result, I invited five K-pop fans with varying levels of interest to conduct interviews, and then studied and analyzed the results. According to the findings, two of the five interviewees with the highest level of interest in K-pop expressed strong interest in the product and expressed a willingness to pay for the service if the user experience was good.

“For people like me who are too lazy to keep records, I really forget where I’ve bought all my albums later on, and it’s better to have a platform that consolidates them all. “, said interviewee 1.

“If you’re not a frequent album buyer, it’s more trouble to collect information. Even for people who buy bricks regularly, sometimes the information is fragmented, and you have to check Weibo or other platforms often. If there is such a platform for comparing and consolidating information, both new and old fans will find it quite convenient and will be willing to take a look. “, said interviewee 3.

Therefore, I believe that enthusiastic K-pop fans who collect albums will be the primary source of paying users for this product, so I will design the service for this type of user while also providing information and platforms for other types of users. The majority of these ardent K-pop fans are young people with full-time jobs, and the majority of them are female. They are overworked and do not have much free time to check and collect album information, but they have a steady source of income and plenty of disposable funds, and they are willing to contribute to album sales and collect albums for their idols. They look for a simple and efficient platform, displaying the album information, logistics, and review information they require in a clear and concise manner for convenience and time savings. As a result, this group is the most likely to pay for the product.

I conducted a follow-up analysis of the customer journey map and story map for this type of target group, designed the features and content in a targeted manner, and crawled the data required. Please feel free to contact me if you are interested in my ideas.