ProDigi 3.
0
Team ProdMasters
MDI Gurgaon
Aakash Batra Divyang Vashi Vishan Khadke
About Jio Cinema
Problem Statement Competitors
Suggest improvements in the current Android app and come up
with features/solutions to help improve the user retention
About Jio Cinema
Jio Cinema's content library includes films, television shows, web series, Metrics
music videos, documentaries and sports.
After merger with Viacom 18, Voot shifted all its content to Jio Cinema
making it digital sporting destination of the network. It is available for 2.34 Million 4:02 minutes
Android & iOS platforms as well as website.
#users in Mar’21 Avg. Visit Duration Rating
Existing Features
Has 10,000+ movies, 700+ shows & web series, 70k+ music videos
Entertainment across 11 languages & all screen sizes 41.6 Million 35.4% 74% users
Total visits in Nov’22 Bounce Rate Age – 18 – 34 years
Single tab for all sports including FIFA World cup 2022 for FREE
Download & watch content anytime, anywhere online & offline
Introduction User Personas Improvements User Personas Prioritization Feature Details Metrics
User Personas for improvements in Android app
The Occasional Watcher The Binge Watcher
Name: Stuti Tudu Age: 35 Occupation: Homemaker Name: Shushindran Age: 20 Occupation: Student
Stuti is a parent who comes to the OTT platform occasionally and wants to watch either a Shushindran regularly watches a movie or a TV series on an OTT platform after coming
movie or any TV series in her free time. She loves to get the recommendations on what to back to home from college. He doesn’t like to waste time watching the entire movie to
watch from her acquaintances & the platform itself. judge if it was good.
Needs Needs
1. Comes to the OTT with a movie in mind to watch on the basis of the 1. Wants to watch the trailer/ famous scenes before watching the movie or TV series
recommendations of her friends 2. Has to go to other apps to watch the trailer, might even go to other OTT to watch
2. Dependent on the recommendations and top rated TV series/movies/ratings the movie once he leaves our app
provided by the OTT app
The Professional The Common Man
Name: Jagan Reddy Age: 30 Occupation: Working Professional Name: Sandeep Age: 45 Occupation: Working
Jagan is a bilingual person and wants to watch the movie in different languages and also Sandeep is a parent who wants to play cartoons and kid related entertainment show for
wants to watch movie which have subtitles. Currently, he wants an app which shows his kids. He lacks knowledge of kids shows & wants information on the same.
trending movies by language & genre.
Needs
Needs 1. Wants good kid content to be present on the platform
1. Wants to watch trending movies by different languages and of different genres 2. Kid section/filter will help him surf through the content and identify the
2. Wants a Top 10 movie/ TV series recommendation section to avoid wasting time shows/movies quickly without any hassle
Introduction User Personas Improvements User Personas Prioritization Feature Details Metrics
Improvements in current Android app (1/2)
Adding Trending/Top 10 movies/show by language & genre on
homepage
On the home page, as of now the user is not able to see
• Trending shows/movies
• Top 10 movies/shows
The current homepage doesn’t offer what many watchers
are looking for and they switch to other OTT platforms to This would appear
fulfil their needs. towards the
beginning of the
The improvement would help reduce the bounce rate of homepage so that
the app and also, have maximum impact on the platform. user doesn’t waste a
lot of time on the app
How will it create maximum impact? browsing for best
shows/movies.
80% of the users surveyed are likely to watch the
recommendations (Top 10/Trending) of shows that pop
up on their screen which may be trending on the internet.
Users do so because:
• Saves time for the users
• Helps them watch top notch/ most engaging
content
Introduction User Personas Improvements User Personas Prioritization Feature Details Metrics
Improvements in current Android app (2/2)
Watch Trailer & Extras option on the movie/show screen
As of now, if the user wants to understand what the
movie is all about, he/she doesn’t have an option
• To watch trailer
• Watch famous movie dialogues/scenes/ songs.
The current app doesn’t have the above mentioned
option which makes the user leave the app to watch the This would appear on
trailer either on YouTube or some other OTT app. And the movie/show
there are high chances the user might end up watching screen and the user
the movie as well on that app. would have a choice
of watching it or not.
This improvement would make the user stay on the app &
eliminate breaks in user journey.
How will it create maximum impact?
• 58% of the users surveyed said they watch trailers/
extra scenes before starting the movie/show
• This helps in making the user stay on the platform &
thereby increasing the avg. screen time &
engagement on the platform
Introduction User Personas Improvements User Personas Prioritization Feature Details Metrics
User Personas for new features
The Sports Enthusiast The Aspiring Woman
Name: Sahil Rathore Age: 20 Occupation: Student Name: Shreya Age: 26 Occupation: Private employee
Sahil is a student who is a sports enthusiast and comes to the OTT platform for watching Shreya is a working professional and is a regular user of our OTT platform, likes to watch
the live stream of sports. He wants to buy the team merchandise and other merchandise Movies and TV series on the platform. She also listens to songs on Jio Saavn. She also
worn by the players in the game like shoes, team jersey and other clothing products. likes to watch a quick laugh short videos to just pass some time when taking short break
in between the job.
Needs
1. Hassle free streaming option of the sports that he like Needs
2. Easy way to buy the merchandise without having to go through multiple websites to 1. She likes song that was being played in the movie & would want to listen to it later
buy them 2. Short videos for a quick laugh when taking a short break in between the work
The Binge Watcher The Old School Uncle
Name: Rahul Kumar Age: 18 Occupation: Student Name: Ashok Ravte Age: 45 Occupation: Employee
Rahul is a college student who is a movie buff and sports enthusiast. He also likes to read Ashok is a father of 2 who plays cartoons on Jio Cinema for his kids. He would like to
trivia about the characters/players from the movie/sports. He watches live sports and save the rhymes in a playlist to play it later for the kids. He would also like to know
even binge watches movies and is interested in the personal lives of the where can he buy the toys of the cartoon character being watched.
characters/players.
Needs
Needs 1. A way to add the rhymes played in the cartoon in a music app
1. He wants to know the trivia/funny incident about scene/character of the movie 2. Easy way to buy the toys for the kids of their favorite cartoon characters
2. He also wants to know the details of the sportsperson playing the game and want to
check their previous records
Introduction User Personas Improvements User Personas Prioritization Feature Details Metrics
Features Prioritization
Definition of User Retention
Retention is increasing repeat usage of the Android app by providing them great content to watch and also, out of the box services and features
which aren’t available on any other OTT platform.
Reach (% Effort
Impact Confidence
Features/Solutions per 100 (Person- RICE Score
(Scale 1-5) (in %)
users) Month)
Tap to Know – This feature would allow users to get the details
(Bio, role, apparel AJIO link which actor/player is wearing, 90 85 5100
playlist of the movie/TV series on Jio Saavn, etc.) using AI &ML
User Profiles & their viewing history – Users can make profiles
in the app which would have details such as Name, Bio, 80 60 3600
Shows/Movies watched and their collections
Tez – It would allow users to watch short/famous scenes from
95 95 9025
movies/songs, key events during the matches/tournaments.
Analysis & Live Commentary – This feature would provide live
90 80 2880
commentary & analysis of the match.
* RICE Score = Reach*Impact*Confidence/Effort
Introduction User Personas Improvements User Personas Prioritization Feature Details Metrics
Features (1/2)
Tez
• Tez will give a quick look at funny/quirky/sneak peek
into the movies/TV series in form of short videos of
10 seconds to 1 minute in length
• It will also serve as a library for short
videos/moments from any sporting events streamed
on the platform
• It will help us retain people even if they don't want to
spend long time on the app by coming to the app to
watch Tez
• The users would be able to engage by reacting to the
shorts, commenting on them as well as watching the
full movie/match if they want to
• The users can browse through specific categories
such as sports, movies, TV series
Watch this
movie
How will it improve retention? Title
Short Description Watch more
•
Tez like this
There are users who want to take short breaks and
watch short videos, Tez would serve as a go-to Tez Tez
platform for them
Introduction User Personas Improvements User Personas Features Feature Details Metrics
Features (2/2)
Tap to Know
Tap and Hold the screen for 3 seconds to get options such
as merchandise link/details, details & trivia about the
actor/movie/player, playlist of the movie/TV series on Jio
Saavn.
• Details: The user will get details of the actors such as Like the song? Add this song to your playlist now
Name, Bio, Movies acted in etc. on the screen after
tapping on the face.
• AJIO Apparels: The user can also order
apparels/merchandise worn by the characters by
clicking on the link which would be shown along with
Bio to increase cross-selling.
• Jio Saavn: The user also gets an option to set the
music/song in the movie/series as JioTune or add it to
the playlist.
How will it improve retention?
• It serves as a unique proposition (cross selling
services of Jio ecosystem) where users get access to
value added services
• Tap to Know is a unique offering which when
combined with AR/VR (Hype feature) would offer
immersive experience
Introduction User Personas Improvements User Personas Features Feature Details Metrics
Metrics
Overall Metrics Feature Specific Metrics
Tap to Know
% increase in DAU to MAU ratio in a
% increase in users using the feature out of total Increase in revenue due to purchases via Jio Cinema
month over previous month active users each month
Success
Metrics
This metric would tell us about the success of the This would help in understanding if the users are
This metric would tell us about the feature. The more the number of users the more interested in buying the merchandise etc. they see on
increase in stickiness or retention as successful the product is. the app thus leading to increase in cross-selling.
compared to previous month. It
% increase in dropouts per user using the feature vs
should increase ideally, which would
Negatively
Impacted
those not using it
mean the users find the features This feature redirects the users to different platforms
relevant. within Jio ecosystem for cross-selling and thereby it
would lead to increased dropouts.
Tez
% increase in repeat sessions per
user per month % increase in avg. watch time per user per month on % of users watching the movie/ TV series after
Tez watching the shorts on Tez
Success
Metrics
This metric conveys the features are This shows that the user is interested in watching Tez This would tell us how many people are watching
thereby leading to increased & repeat usage of the movies after watching the shorts thereby increasing
resulting in the repeat sessions for
app. retention on the app.
the user which shows the users are
liking the features. % drop in users watching movies/ TV Series in a
Negatively
Impacted
month
There would be a drop in the users watching movies/
TV series due to Tez. It can be monitored by checking
the % drop in users in a month over previous month.
Introduction User Personas Improvements User Personas Features Feature Details Metrics
Thank You!
Team ProdMasters
MDI Gurgaon
Aakash Batra Divyang Vashi Vishan Khadke
Appendix – Primary Research
Introduction User Personas Improvements User Personas Features Feature Details Metrics
