Startup as Diploma: Conducting Audience Research to identify Unmet Customer Needs, Evaluating Project Performance, and Analyzing Risks to Conceptualize a Digital Product Designed to Help Customers Discover Fragrances

The product of this research is the "Aromatica" fragrance selection application. The first chapter of this work was a brief overview of the conducted research. Each team member contributed significantly to the project, delving into specific stages of the research. This chapter briefly describes the entire process from conducting customer research and identifying user needs to product development and product economics analysis for the "Aromatica" fragrance selection. During the individual part of the thesis writing, customer research was conducted, uncovered unmet user needs, and all stages of design thinking were described. Thanks to the conducted research by the team, customer needs were identified, a focal point of view was determined, and an idea for product development was generated. Furthermore, this work included project effectiveness evaluation and risk analysis. After the risk analysis, actions aimed at overcoming them were identified. Based on the conducted research, the project can be considered promising, and the conclusions drawn during the preparation of the work serve as the foundation for the launch of the fragrance selection product "Aromatica".