Khabri Audio Platform
Application, Branding and Product Redesign for Khabri App
Lead the product and improve the KPIs by launching innovative features and improving user experience
As the product lead Consultant at Khabri, Akshay planned the product roadmap to improve the retentions numbers and engagement time.
As the product designer, Rajan created new user experience and user interface for the vernacular audiences of India.
Inconsistency in design and lack of discoverability of the content.
Discoverability & data driven decision making
60% of the users were following a hidden navigation to play the content leading to a poor user experience.
Poor User flow
Users had to navigate through three steps to listen to their favourite audio files while this should have been a step away.
Data driven approach
After observing data and user paths, it was observed that almost 80% of the users are first going to the channel and then listening to the content.
Lack of feedback & visual cues
In the entire experience, a basic feedback loop was missing and there were no visual cues wherever necessary leading to a drop off.
Our first approach was to make a product roadmap for the first 3 months with the founders. This allowed all parties to express their desires and have clarity for the next steps.
Strategy Plans
- The roadmap kicked off with quick fixes that impacted the overall KPIs immediately with minimal tech effort. We came up with a step by step plan.
- Who will look after it? How to create value for the end users?
- Growth – improving the funnels leading to the overall growth.
- Redesigning the new interface, launching new features and enhancing the user experience.
- Implementing consistency in the colours for the branding.
- Launching features after observing key insights from the existing creator-user behaviour.
Reintroducing the product with consistent branding, delightful interface, and improved usability.
Improving User Onboarding experience
As we all know, the first impression is the one that counts. We observed a drop in the onboarding funnel from the app installed to the landing on the home page.
Reasons identified:
1. Complicated positioning
2. Poor appeal
Result – with the launch of new onboarding experience we saw a 10% increase in the conversation of the app installed to landing on the home page and a 3% increase in the Day 1 retention rate.
Consistency & Placements
Placement becomes extremely important when it comes to user experience.
For every page we asked questions such as;
1. What do you want your user to do?
2. Which action should the user perform first?
Using filled buttons for primary actions and non-filled for the secondary helped the users decide which actions to take.
Data driven Decision Making
From the data received it was observed that a lot of consumption occurs on the player screen, as well as users who follow the channel are likely to retain more.
Hence, with a new design we placed the social validation with a distinct follow button which further helped the long-term retention.
Another opportunity observed was the recommended audios.
Iteration - We improved the recommendation logic which resulted in 20% hike in the content consumption.
User feedback & Insights
With tier 2/3/4 cities, the insight consisted of:
1. Bright colours were more appealing
2. Graphical depictions > Textual depictions
Hence, with this new category page, we started getting more relevant selections compared to the previous ones.
Zero to one features
One interesting hack to trigger users to start commenting was using emojis.
INSIGHT: The tone of communication on your platform is decided by the triggered actions you are showing to the users.
For e.g., positive emojis triggered a lot of positive communication between users and creators leading to long-term engagement.
Our strategy to ease actions was through introducing stickers and emojis to help users interact with their creator just using a tap button.
The feed revamp
An interesting point that was observed was that users were going to a channel first to consume the content and not the content that was shown on the feed.
With an A/B testing of content vs channel first feed, we saw a higher retention for the users who were shown channels first.
With highly appealing asthetics, the CTRs across different sections improved resulting in overall high sound completion rates
Result - Retention jump by 7%
Stickiness - Increase by 40%
How did we get here? What was the design and development process?
1. Analyse the current product
First step was to analyse the current product and execute Zero to one features - One of which was discoverability of content.
We started making wireframes after doing a lot of user research and user testing.
2. Observe the competitive landscape
We researched fellow competitors like KukuFM, PocketFM, Headspace and did SWOT analysis to understand where can we stand out and create defensibility.
3. Relying on power user behaviour
We studied the behaviour of our power users on the app and tried replicating the experience for other dormant users, those whose activities were observed as low.
We achieved that by introducing the right nudges at the right location, for e.g. using a red dot to help users navigate the path we wanted the user to follow.
4. User calls & Surveys
We conducted a lot of user interviews, tried to understand their daily routine and where does our platform fit in. Accordingly, all user journeys inside the product were planned. One important thing while creating user journeys was to complete the loops.
We often forget to complete the loop by not cross promoting or creating different user paths. The best way to implement this is to create a journey map for each and every feature on xmind tool or draw.io
We are proud to announce that Khabri is now the leading giant among all podcast platforms in India, it has the best industry engagement time and retention number.
We achieved 40% increase in retention in 6 months