Project Overview

I joined Fropcorn in early 2016, focusing on experience design and marketing communication. In this role, my primary responsibility was to enhance service design for our OTT streaming service, which allowed content streaming without internet access. Prioritizing user acquisition, we implemented various touchpoints such as kiosks, posters, brochures, and targeted digital marketing in locations with limited internet connectivity, like buses, malls, railways, and airports.

Solution

When intent-rich moments alter the shape of the traditional marketing funnel.

Fropcorn had a unique business model in which locally installed servers distributed content through high-speed WiFi hotspots, all without requiring an internet connection. Consequently, none of the user journeys were identical; they were highly intent-focused. As a result, we chose to establish an ecosystem that ensures an optimal experience by adopting service design as a core process.

01. Discovery Phase

Being newcomers in the market, the discovery phase was the most challenging for us. We employed the Triggers-Effects method within the RAISD framework to identify users' intent-rich moments and created multiple touchpoints across all channels to reach our target audience.

02. Customer acquisition

Service design made acquisition an easy task for us. We positioned the product correctly and witnessed rapid growth within a few months.

03. Customer Activation

The most challenging part in the funnel for us was dealing with our Freemium model. To improve our metrics in this area, we focused on enhancing the product experience and implementing various growth strategies, such as gamification.

04. Product Experience

To create a top-notch product experience, we conducted extensive user research by onboarding real travelers and users. We defined mental models for each scenario to understand users' intent-rich moments, which helped us generate ideas for features like recommendations, trends, contests, and playlists.

05. Customer Retention

Fropcorn's product life cycle was short, specifically in the context of movies during travel, and this was adversely affecting retention. Therefore, we decided to target daily commuters by launching our services on buses and trains, introducing popular TV shows to address this issue.

06. Gamification for viral growth

Strategic gamification drives viral growth. We applied the concept of the 'Avengers' movie series, encouraging users to form teams, watch movies, and earn points. We incorporated gaming elements such as avatars, scores, levels, and badges to make it engaging and competitive.

Our goal was to leverage the brand value of the 'Avenger' movies to enhance retention, user acquisition, and brand loyalty.