Yashasvi Modi

my case studies

Here is my take on the problem statements which were of particular interest to me. For ease of scanning, these have been structured as follows:

Metrics

Approach

Recommendations

Artefacts

Improve Netlfix's referral program in India

Metrics

Increase the share rate for the program
Increase the participation rate for the program
Increase the conversion rate for the program

Approach

Understanding Business Objective

A successful referral program can viral Netflix’s growth in India. The business objective for Netflix's referral program is:

To increase the market share in Indian OTT market
To gain more subscribers

Understanding User Objective

Reducing the uncertainties in people's mind by letting them try your product will help Netflix to acquire new customers
Having a friend’s proof is a convenient shortcut that users take to determine how to behave. A recommendation from a friend is more trusted and users will have less resistance to try out the product
Users like to share the product they enjoy with their friends. Having the ability to refer will increase customer loyalty

Recommendations

Increasing the motivation to share the referral link

Personalising the referral link: When users get a personalised link which can be done by including the user name in the referral link makes the user more invested and motivated to share the link with their friends.
Rewards and incentives: Incentives are basically what you can give users within your power that rewards their behavior and entices them to further action. Each time a user shares a referral and the referred customer joins a platform Netflix can share a variable reward in form of a scratch card.

Recommendations

Netflix X Instagram Stories

A feature that allows users to share movies & shows to their Instagram Stories directly from the app.
It will make it easier for users to share a recommendation this way and ask their friend to join Netflix
Increases awareness for Netflix's referral program and helps to target a new users

Recommendations

Drive users to join their friends on Netflix

Asking users to refer their favourite show to friends: Getting a recommendation from a friend, " I am watching Dark. Come on Netflix and join me". This would create a FOMO in the users and would persuade them to join Netlfix
Launching “ Watch Netflix Together”: Enabling users to watch Netflix with your friends and loved ones online. This feature will help more users to get on board as recommendation from a friend + watching with friends will motivate them to try Netflix.

Interested to know more?

Detailed
Document

To increase the number of people making a purchase on Man Matters

Man matters is a platform to provide personalised wellness solutions to men.

Metrics

Increase the conversion rate on wellness assement form
To increase number of users making first purchase

Approach

User Stories

As a user, I would like to get a personalised recommendation on my wellness needs
As a user, I would like to test the sample products before buying the full size
As a user, I would like to have a quick and easy process
As a user, I would like to updates on upcoming sales and orders
As a user, I would like to have my questions answered around the products

Approach

Customer Journey

Using AIDA framwork to understand the customer Journey:

Awareness: Social Media, Ads, Word of Mouth
Interest: Visits the website and fills the wellness assesment form
Desire: Add products in the cart or take a consulation
Action: Customer makes a purchase

Recommendations

Building brand trust and awareness

Creating social media campaigns on Instagram and Facebook. The main focus of the brand campaigns should be to make the brand more relatable as this creates a sense of belonging with the brand.
Collaborating with influencers to increase the brand awareness and build the trust of the users

Personalised Packaging

The aim of our products is to give a customized solution, having an option for users where they can write their name on the products on the skincare, hair care products. Wellbeing is a personalised experience and giving an option to personalise the packaging is going to build customer relationships and add a unique brand name to the company.

Recommendations

Increasing conversion rate on form

Showing progress bar on the form for users to track the percentage completion
Using skeuomorphism to depict hair type, skin type is going to be more relatable for users
A/B testing CTAs to see what converts most of the leads and optimise for the conversion rate
Optimising for space and asking more than one question on one page

Recommendations

Introducing FAQ section

While purchasing a product users have a lot of doubts regarding how to use the product, what are the precautions, the frequency and when the products would show results, etc. Introducing a section for FAQ on the product pages so that users queries are answered on the spot and reduces the time for making a buying decision.

Providing sample products

Removing mental barriers for users by giving them an option to try sample sized products before buying the full size products. Giving them this option is going to reduce the risks as they are investing less money and hence going to increase the probability of them making a purchase

Interested to know more?

Detailed
Document

Take Gmail and make it better!

Gmail has been around more than a decade, and that's no joke. But that doesn't mean that Gmail is done evolving. In this case study we would try to make it better!

Metrics

As Gmail is an estabilshed company, we are going to focus on the engagement and retention metrics.

Approach

Circles Framework

We are going to approach the problem by using CIRCLES framework; identifying the kind of users that use Gmail and pick a particular user segment then identify their user problems. Secondly, we would prioritise these problems and then move to solutions.

Target Customer

The user base of Gmail can be segmented into the given below parameters:

On the basis of purpose: Professional, personal or marketing
Usage (High, Medium, Low): a) How many emails do they send per day?, b) How much time do they spend on Gmail?, c) How many emails do they receive per day?

Targeting users who use Gmail for personal use with High to Medium usage on Gmail.

Recommendations

Keyboard shortcuts recommendation

Using keyboard shortcuts is more efficient than mousing through menus, but many people don’t take the time to learn and memorize them.
Recommending shortcuts to users while they are composing emails so that they start using shortcuts more frequently.
For example, when user is a using the functionality to make the text bold, Gmail can send them a prompt or suggest that “Try Ctrl + B to do it quicker” or “ Have you tried Ctrl + B?, etc.

Recommendations

Dictate messages in Gmail

Giving users an option to write an email using speech.
With the upsurge in users using voice over text and speaking being faster and easier than writing, giving the functionality to compose emails via voice will reduce the effort to compose an email.
Having a plugin with Google Home where users can just speak the message and Gmail would compose an email for them.

Recommendations

Accessible email formatting tools

Having different font colours and images in an email makes them visually appealing.
While writing an email the options to format or add media are available in the bottom this makes these functionalities less handy. Making these functionalities more accessible to users while writing an email can make users use these options more often.

Recommendations

Increasing engagement on emails by making them interactive

Rich Media: Plain text makes the email less interactive and users don’t feel delightful to use email to send an informal message to friends. Giving handy options to use GIFs and stickers in the emails can help users to make emails more friendly and interactive.
Special Templates: Users use emails to send an invitation for some party to friends and to send wishes on special occasions. Providing engaging templates for writing emails will motivate users to use Gmail over other platforms.

Interested to know more?

Detailed
Document

Creating an end to end user flow document for a lending feature on Arzooo app

Arzooo is India's fastest growing B2B Retail Tech platform for Electronics. Buy TV, Fridge, Laptop, Mobile, AC from the nearest electronics store. Arzooo now wants to build a digital lending system, a fully digital and paperless model to avail credit facility.

Metrics

Number of users availing credit facility

Approach

Product Objective

Business Objective: Building a digital lending feature would help to acquire new retailers to the platform. The business objective is to increase the number of orders and Average revenue per user (ARVP).

User Objective: With the credit service, we aim to solve immediate working capital needs for offline retailers, which is difficult to manage during a slump or seasonal spike. Building an instant Disbursal, No Collateral, Paperless process.

Approach

User Pain Points

Don't have cash in hand to provide working capital and run the business smoothly
Lack of awareness about loan process
Loan process is confusing and time consuming
Lack of information about interest rates and loan duration
Forgets to pay back EMI on time
Inflexible repayment options

Recommendations

User flow for getting the loan disbursed

Breaking down the flow chart into the given below steps:

Building entry points and making the feature discoverable
Initiate a request
Upload required documents
Select a suitable plan according to their eligibity
Submit the loan request
Application under review
Loan Disbursed

Mock ups attached in the artefacts

Recommendations

Arzooo credit profile

On Arzooo credit profile retailers see the status of their request, the loan mount they have taken in the past and how much money they have to repay.
Users also see their credit health and eligibility to receive a loan in future.
This page also has tips to maintain a healthy credit score.

Interested to know more?

Detailed
Document

My Product Observations

Decoding Reddit’s successful content moderation strategy

Reddit utilizes a primarily decentralized and hybrid approach to content moderation.
All the content on reddit first goes through their overarching content policies and then another layer of moderation is done by mods.
Mods are empowered by content curation tools. They have significant editorial discretion and can choose to remove content that violates Reddit’s rules or that they deem objectionable or off-topic.
By employing a decentralized approach to content moderation, Reddit is able to save time and resources by relying on its users to aid with content moderation.

How Bumble is winning the online dating market?

Their unique selling point, any conversation after a match has to be initiated by the woman. It gives women 24 hours after a match to message someone before the match “expires.”
Unlike other apps in this space, they still retained the familiarity and ease of the swipe-based user interface which was so successful at Tinder.
Bumble has had no major troubles scaling as their clear message draws female users and network effects have been helping them gather users.
The introduction of their lifestyle magazine Bumble Mag has helped them get more ingrained in their user’s lives and increase stickiness.

Amazon subscribe and save - Building user retention by rewarding power usage

Amazon SnS has allowed customers to receive recurring and scheduled deliveries of the products they love and use most often (like toiletries, foodstuff, and diapers—at a discounted price).

A good opportunity for buyers to save money on things they already plan on purchasing.
It helps sellers to increase customer retention and boost conversion.
Amazon rewards power usage by increaing the discount with the frequency of the order.
Rewarding power usage is a strategy to build user retention. When a behaviour with higher level of commitment is rewarded with better rewards, it motivates power users to stick to the platform in the long run.

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