Enabling user identity to TV
Lead Product Designer
Charter: Loyalty
Problem
- Zee established its brand over decades as TV channel, but has no data on who its watchers are in front of the screen. Without any idenrtification or data learning if conversion from TV to OTT is taking place is a blind bet.
- The data we would recieve for TV channels was also limited to BARC data and TRP rating which were hugely genralised and lacked specificity to be able to take strategic decisions.
Impact
- Over 15,000 active viewers engaging with the platform and allowing permissions to engage via whatsapp from a single show on 1 channel.
Process
The primary problem I focused on was of creating identification. I started with a whatsapp login experience to leverage the familiarity our user base had with whatsapp. When kicking off the initative our porject owner wanted to focus on creating a selfserve model which channels could engage with and create their campaigns. I proposed a simulation to scan a qr code on an aston banner on the TV and trigger a whatsapp conversation to eliminate the key risk in the user flow as without this part working none of the campaigns could function. We built the simulation while a set of developers researched on the capabilities whatsapp ofered, A successful demo bought us more confidence form the senior leadership helping us buy time to build our portal.
Once our whatsapp portal was active. We linked it to secound screen game already running on one of our TV channels to optimise the data and identification of users.
Following the response to this game we got a demand to expand it to other channels, one of the first instances was that of Kalki premier, a major movie premier on indian TV. The channel wanted a tool to reduce churn as the movie aired.
The PM wanted to create a game where watchers can check off movie sets/ backgorunds as the movie progressed. I was of the opinion that an aspect of difficulty would make the play feel rewarding. I built a version where users could collect hidden easter eggs during the movie.
A key problem was that we didnt have much time to develop a new game, therefor I adapted the existing game play to the new concept taking it from idea to frution within a few hours, enabiling us to not miss the opportunity of the movie launch.
As engagement grew we got requests from more channels for enabling games. I built more games, based on show plots and characters to bring releavance and ensure interest from these users.
Login restructuring
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Leading Discovery
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