Project overview
The project consists in understand some performance problems with our Content Feed MVP, to increase its results and generate monetization to the company.
My contribuition
Aplying users feedback in our MVP, we brought R$ 65k in revenue for the company in the first month of it's lounch.
Activation
We have a large user base on our platform. Through analysis, we discovered that the product was only performing at 3.5% of its potential. Our users weren’t clicking on articles.
• 633 users clicked on an article.
• 3.5% of the potential reach.
Why aren’t they clicking?
We have a large user base on our platform. Through analysis, we discovered that the product was only performing at 3.5% of its potential. Our users weren’t clicking on articles.
• 633 users clicked on an article.
• 3.5% of the potential reach.
Why aren’t they clicking?
Retention
Another issue we uncovered in this analysis was related to retention. Users who clicked on the content didn’t engage with it in the following months.
Another issue we uncovered in this analysis was related to retention. Users who clicked on the content didn’t engage with it in the following months.
• 18.8% returned in the same month
• 1.9% returned in the first month
• 0.2% in the second month
• 1.9% returned in the first month
• 0.2% in the second month
Why aren’t they returning?
User research
In this image, I illustrate how I documented and analyzed the user interviews I conducted using a tool called Dovetail.
After analyzing this data, I performed additional research with users on our platform to understand their feelings and perspectives regarding the product. I used CrazyEgg as a tool to assist me in this process, and here are some findings from this research:
After analyzing this data, I performed additional research with users on our platform to understand their feelings and perspectives regarding the product. I used CrazyEgg as a tool to assist me in this process, and here are some findings from this research:
• 26% of users were unaware that we had the product.
• 46% used Google to consume content, as they could search for topics related to their specialties.
• In other user interviews, there were complaints about the content partner, as a premium subscription was required on the platform, and the content was in English.
• 46% used Google to consume content, as they could search for topics related to their specialties.
• In other user interviews, there were complaints about the content partner, as a premium subscription was required on the platform, and the content was in English.
Applying the findings
We added a ‘Content’ item to the header to increase visibility for the product, which led to a 27.4% rise in content adoption.
We also incorporated a search bar with filters to bring the Google search experience to our platform, providing users with more flexibility to navigate between content and explore medical specialties and other topics.
In the last release, we planned a complete redesign of the entire page, introducing several new paid products for the company, including:
• Highlighted sponsored content
• Content sessions
• Industry-to-doctor event sessions
• Company health programs
Learnings
With this project, it was very rewarding to experience how listening to users truly generates positive impacts on the product. By allowing ourselves to get to know and learn from the audience that uses our product, we built a scope for two additional product launch phases.
