strategy | human centered design | innovation
Engaging entertainment on a mobile platform
Designing a new product and feature set for a digital talent engagement startup
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Kellogg PM Challenge Category Winner: Most Innovative
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...
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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 needs-based 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:
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Desirability: provides fans' deeper engagement with Talent. Type of engagement customized by Talent's preferences.
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Feasibility: one-to-few virtual engagements combines in-person engagement level with digital scalability.
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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
Stakeholders won over!
The concept immediately became under consideration for piloting and adding to the roadmap.
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The Team (left to right): Hardik Tiwari, Akanksha Agarwal, Ben Gitles, Margaret Selid, me
LESSONS LEARNED
Key takeaways
While our team had no shortage of good ideas for the product and additional features, prioritizing them based on Talent, user, and business viability considerations proved to be essential to selecting the most optimal idea.
UPDATE: PRODUCT LAUNCHED!
Product idea launched Jun 2020
Our team's research, insights and the spirit of our proposed idea were reflected in recent launch that enables 10min Zoom calls with >103 Talent
Read the story here!