Why? Creative expression is an aspirational need (for adults and not just for kids!)
What? – Curated Platform for pre-recorded tutorials. Curated library of 20+ crafts and 120+ projects. Projects classified at different levels (beginner, intermediate and advanced). Community of experts and creative learners
User Research
User research conducted with young adults, highlighted that adults find it difficult to engage on creative projects on an ongoing basis whether individually or as part of a community. Top barriers to staying engaged included:
- Motivation through the learning journey – Adults turn to creative hobbies for releasing stress, but the pace of improvement is demotivating, many also reported boredom as a challenge in sticking with one creative skill.
- Time needed to improve a creative skill – People find it time consuming to spend time on their hobbies
- Limited community support for beginners. In addition there is a need to express and share their creative projects.
User research also showed the 3 different personas that are actively looking for a creative outlet
Hobbyists
- Working professional or self-employed in the ages 25+
- Motivated by high-quality visual and aspirational projects
- Goal – Self Care and Nurture interest
- Looking for variety and convenience (access to materials, guidance)
- More aware and would have tried other online learning platforms like Skillshare / Domestika
Young Parents
- Exploring interests including creativity for self or for their kids
- Active on Instagram looking for guidance whether through tutorials or workshops
- Goal – Explore and Learn on a budget
- Looking for value for money and free trials before purchase
Newbie Artists
- Younger & aspirational driven (16-25 years)
- Pursuing art or craft as a side online passion, more likely to be self taught
- Goal – Create and Grow skill and audience
- Specific skill focused and also need photo and video creation skills for building an Instagram / social media audience (average – 250-300 followers)
Problem Statement
How might we motivate, nudge, and support adults to stay engaged on their creative projects and interests?
Design and Testing
Based on the learning journey, the prototype included features which help users discover, practice, create, share and grow the creative skills.
- Discover : Users select from beginner, intermediate, or advanced projects. Multi-craft curated library at one click (quality and variety).
- Practice: Mini and bite sized exercises for users to do on a regular basis. Regular nudges and prompts to keep users motivated.
- Create: Pre-recorded masterclasses created by experts. Users can complete projects at their own time with easy access to experts.
- Share: Users share and receive feedback. Share resources and tips from experts on an ongoing basis.
- Grow: Personal dashboard for users to set and track progress. Recommended crafts or projects basis user likes and preferences.
User testing of features and prioritization
Initial User testing of hypothesis and prototype completed in Jul 2021. Early validation included:
- Platform: 3rd party SAAS platform for online communities ~ Sep 2021
- Content: 120+ video tutorials live on the platform for 20 different top crafts. Partnership with 15 professional artists.
- Community: Events and workshops including art competitions saw participation from 300+ adults. Online content and community on Instagram, Youtube, Linkedin, Medium
- Testing subscription craft boxes for those looking for easy access to materials and resources.
Post the initial validation, minimum viable product (MVP) included React Native based mobile app and web app. The customer engagement and product design was reviewed periodically, with below key metrics:
- ~1,000 users reached (delayed launch of mobile app impacted onboarding with >95% accessing platform via mobile)
- 20% onboarded, with ~35% being engaged (average engagement period of 4 months)
- 5% paid users (metric below target of 15%-20% subscribed users, highlighted need for alternative pricing model)
Some images below from the mobile app, marketing campaigns and website:
Outcome and Learnings
Based on the user testing and MVP, designed the business roadmap over the medium term – Aim to reach 10,000 users in 12 months with at least 15% paid users
Product and Technology
- Automate onboarding campaigns, segmented campaigns and nudges (improv engagement + retention)
- Improve production quality (videographers + post-production editing)
- Tools to enhance in-app user engagement (gamification, journeys, challenges/contests)
- Pricing and revenue model alternatives
- Scale craft subscription boxes
- Marketplace (art supplies, branded products)
- Test launch courses and certifications
- Expand audience to target kids
- Expand art and craft to other creative skills (e.g. design tools, newbie artist skills)
Marketing and Partnerships
- Increase Influencer base from 5 to 20 (minimum 25k follower base)
- Enhance offline campaigns and events (4-5 cities)
- Test and build partnerships
Team building
- User experience and design expert
- Product marketing and partnerships
- Strengthen technology team
Review on product next steps
The business roadmap was also discussed with potential investors for pre-seed investment during Oct-Nov 2022. However, given team and market challenges, including:
- Niche and limited paid market for creative learning – The market for art supplies and craft products is larger than the creative learning market. Added pressure from free alternatives (like You tube) often preferred by casual hobbyists. In addition, communities require much more time to build and nurture.
- Challenges in the founding team – both the co-founders had alternative time commitments.
These challenges required re-thinking the work plan and also a pause on fundraising discussions. In the meantime, I continue to evaluate and review different problems and ideas for future building!
Acknowledgements
The journey to building Sprout Creativity would not have been possible without the support of the participating artist and founding team. They brought not just skills but a passion for making creative expression for adults a reality. I will always be grateful for their time, patience and partnership!
You can find more about Sprout Creativity on the below handles (please note these are not actively updated anymore).
For any discussions, you can reach out to sproutcreativity@gmail.com.
Medium – https://medium.com/@sproutcreativity
Linkedin – Sprout on Linkedin
Instagram – https://www.instagram.com/sproutcreativity/
Clarity Connect 