DIGITAL TALENT INTERACTION PRODUCT

GOAL

Increase user repurchase rate from 5% to 9%

Client's qualitative feedback suggested users seek additional ways to connect with Talent via client's mobile platform...

How Might We: delight users by designing a new, engaging, and interactive experience to provide the most authentic fan experience in the world

APPROACH

Understand fans' values, joys, and pain points, as well as client's challenges and overall market context

Our team used a combination of online qualitative and quantitative surveys, in-person interviews, and inputs from the client team to understand user needs and behavior

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Qualitative data helped us identify user personas based on these values, needs, and pain points

SOLUTION

'House Parties' wireframing: 20-min online "parties" for fans & Talent.

Our team ideated & selected most optimal option based on:

Desirability: provides fans' deeper engagement with Talent. Type of engagement customized by Talent's preferences

Feasibility: one-to-few virtual engagements combines in-person engagement level with digital scalability

Viability: low additional costs; provides increased user delight and repurchase rate

LAUNCH & ITERATION

3 phases of test-learn-improve cycle

1) Launch initial House Party capability, pilot with limited Talent, and gather metrics
2) Add more Talent and House Party options
3) Subscription bundles and marketing partnerships

RESULT

Kellogg PM Challenge category winner

Our team's idea selected by client as category winner and under consideration for future offerings..

The Team (left to right): Hardik Tiwari, Akanksha Agarwal, Ben Gitles, Margaret Selid, me