KHABRI CREATOR AUDIO PLATFORM

Application, Branding and Product Redesign for Khabri Creator App

Peronal Project

63% of people in the US are suffering from insomnia. This problem
Is going to increase over time with increasing use of technology.

March '20
- Present

Objective

Revamp the current Creator app with the objective of creating a higher interaction between creators and users leading to an increase in content creation.

As the product lead Consultant at Khabri, Akshay planned the product roadmap to improve the retentions numbers and engagement time.
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As the product designer, Rajan created new user experience and user interface for the vernacular audiences of India.

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As a Product lead Consultant at Khabri, Akshay was responsible for planning the product roadmap to Improve the retention numbers and engagement time.

As a product designer, Rajan was responsible for crafting new user experience and user interface for the vernacular audiences of India.

Challenges & Insights

Creators are artists, they are emotionally involved with their creation and their passion can be felt. Creator communities have close ties with each other, boosting creator tools help in achieving our objective.

Poor onboarding

The onboarding didn’t show what the app was used for. It lacked emotions, positioning and the right narrative to encourage users to sign up.

Data driven approach

The landing to the creation funnel was observed and various loopholes were identified. It helped us understand why there was a drop in those who initiate creation vs those who post.

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Lack of interaction tools

Most of our creators used platforms like YouTube and Facebook, for content creation.

The tool didn’t match their expectations as they were comparing it to what they were used to.

This was observed from various user interviews.

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The Strategy

First step was to meet the founders to make a roadmap for the first 3 months, this allowed all of us to express our opinion and have a clear vision.

1. Revamp the design with the launch of new utility tools for creators to awe using them

2. Implementing consistency in branding colours.

3. Host on-going interactive sessions with the creators and identify what would help increase the engagement with their subscribers.

The Solution

Better aesthetics and bold design, resulted in a completely new look to the app.

Clear CTAs were introduced like:

1. Going live

2. Creation of content

3. Managing the existing content

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A Content Management System on the app

A creator can make the content Private or Public. We created a user experience where a creator can easily:

Check the status of the post
Comment on posts with a single click
Observe the progress of the uploads and have the option to retry

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Insight #1

There is a significant number of users who love posting content but aren’t sure what to post.

To trigger those users, we launched a feature where you can preselect the content from the templates provided and voice-over it.
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This led to an overall 30% increase in the content creations per day with a higher quality than before.

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Insight #2

Offline behaviour, that we studied after interacting with almost 100 creators was - Most of the creators first used to write content on their notebooks and then voice it out on the platform.

We digitised the entire experience. With the new designs, the creator could now write the content there itself and record reading the content simultaneously.

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Data Driven Insight

One important observation was a lot of users were coming to the app because they were able to interact with their favourite creators through comments. One key insights from here - If we are able to give creator more tools for them to engage with the users, our KPIs will have a huge impact.

Hence, we introduced polls and quizzes and created a loop where creators announce the results of the poll / quiz the next day. This helped in bringing back the users on a daily basis as they are super interested

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The Rating Experience

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Rating experience leading to an overall 40% increase in the average ratings we got daily.

A basic thing that’s often missing in most platforms while users are asked for rating is:

Use of Emojis to interact with users, it creates nostalgia and attachment.
If the rates given by the user is 1, 2 or 3 stars, don’t take them to the Play Store and instead ask for their feedback.
For the feedback give options which are likely to be the issues users face on the app, e.g. Didn’t like the content and app is buggy. Let users select options for feedback rather than asking them to type an entire text (typing results in a higher drop off rate).
Take users to Play Store when they select 4 or 5 stars for rating.

Research

How'd we got here? What was the design and development process?

The Impact

We saw a significant improvement in the quality of the content produced.

A 60% increase in the UGC.