All case studies

YourStory

Streaming Service

Growth

App

Role:

Research & Product Design

Date:

Oct 2020

Platform:

App

C O N T E X T

Increase user engagement
of a streaming app

YourStory is the largest media platform in India, dedicated to startups and entrepreneurs for exchanging ideas and visions. Despite a large user base and high website traffic, the mobile application has not achieved the anticipated level of usage. This project aims to enhance user engagement with the app.

B U S I N E S S G O A L S

01

Increase the stickiness

of their app users, ideally to make the app reading a habit-forming activity

02

Video first:

during the pandemic, there has been an increase in video consumption, so the client wants to promote their video content further.

S E C O N D A R Y R E S E A R C H

Consolidating users' feedback from online review

To better discover the reasons for having a low user stickiness, I started with secondary research. Here are a few user reviews from the Google Play App Store. Majority of the users on both platform complained about the navigation and lack of personalization in the app.

What we can learn from the
web data

Web page views are from organic search, which are often contributed by non-logged-in users. Despite the large number of page views contributed by non-logged-in users, logged-in users seem to be more committed to the website content.

Consolidating users' feedback from online review

What we can learn from the
web data

What we can learn from the web data

P R I M A R Y R E S E A R C H

User Interview

Following the synthesis of secondary interview research findings, we started the primary research which is in-depth interview with YourStory's web and application users. The goal was to understand their reluctance to frequently utilize the application, and the reason behind the decreased number of logged-in users.

I collated the findings and categorised them into six distinct groups. In essence, the app fails to provide incentives compelling users to consistently use it.

D E S I G N S T R A T E G Y H I G H L I G HTS

D E S I G N S T R A T E G Y

H I G H L I G HTS

01. Enhance navigation

01.
Enhance navigation

In the past, the video section of YourStory TV lacked straightforward navigation. The only method for a user to locate a specific program was to manually scroll down to each category.

I enhanced the site navigation by bringing hidden video menu to a more visible level.
Added video hashtags which also act as a navigation for the users
Added filters to search, in this case filters also help the users to navigate through the site

02. Provide Personalisation

02.
Provide Personalisation

There has been no recommended content in the app, therefore I added

A particular "for you" section that is for personalised content recommendation
Having a "related" video section below the video that is playing would also increase the stickiness of the product
Allow users to follow brands/programs that they like
Added personalised notification because users have been complained about too many notifications