Onboarding project | Newslaundry App

Newslaundry ICP

ICP	ICP 1	ICP 2	ICP 3
ICP Name	Abhinav	Navneet	Nivedita
Age	28	54	23
Gender	Male	Male	Female
Location	Tier 1 city (Hyderabad)	Tier 1 city (Gurgaon)	Tier 1 city (Mumbai)
Profession	Data science engineer	Management consultant	Research associate
Marital status	Single	Married with a kid and pet	Single
Political stance/ alignment	Centrist	Centrist (slight leaning towards the right)	Leftist
Income levels	50 lpa	80 lpa	8 lpa
Apps they spend their time on? (Social media + content)	Reddit, YouTube, Netflix, Hotstar, Prime Video, SonyLiv, WhatsApp, Signal	Facebook, Twitter, Netflix, Hotstar, SonyLiv, PrimeVideo, WhatsApp, YouTube, TV, LinkedIn	Instagram, Snapchat, YouTube, Netflix, Hotstar, PrimeVideo, WhatsApp, LinkedIn
Work schedule/ routine	Work from office - 9-5 routine	Work from home with weekly meetings outside	On-ground research and analysis with mentor
Sources of news other NL (other news orgs.)	The News Minute, Reuters, TOI, Reddit, Faye D'Souza	TV News channels (NDTV, TimesNow, CNBC, Money Control, Al Jazeera, BBC), Newspaper - TOI, Dainik Jagran	Faye D'Source, Caravan, The News Minute, Al Jazeera, BBC, Reuters, Wall Street
What do they like about NL?	Ad-free Detailed reports Shows what's not shown on TV - grass-root level reporting	Ad-free Interesting opinion videos Unbiased reporting	Stance against ad revenue Tone of voice - upfront and bold Invite interesting panel speakers Rural reporting
Frequency of usage	Daily	2-3 times a week	3-4 times a week
What made them subscribe to NL?	Opportunity to pay for unbiased news. Great video series.	To watch NL Hafta and NL Tippani	Against TV news so this is a great alternative
What do they usually consume on NL?	Daily news podcast, NL Hafta, Interviews	NL Hafta, Tippani, reports	Reports, TV Newsance and exclusive interviews.
Willingness to pay	High Believe in self-set principles so willing to pay for its sake	Moderate Seek value for money	High To justify their political stance - willing to spend money on it.
Problem statement	Unable to figure who's telling the truth - who can be absolutely trusted	Everybody is taking a stance including them	None as such

ICP Prioritisation

Basis the above analysis, I choose to prioritise the given ICPs for the following reasons -

All have a good appetite to pay (for personal reasons as well as monetary capacity)
ICPs have problem statement that is favour of the product (Abhinav's curiosity to find a reliable sources of news can make him retained to NL, Navneet's intentions to access both sides of a story and while Nivedita is already not having any concerns at all).
All ICPs have high or healthy frequency of usage.
Distribution potential is good since all of them access social media like Instagram and YouTube as well as WhatsApp which serve as avenues to lead one to NewsLaundry.

Newslaundry JTBD

Why are the users hiring this product?

Basis my research and user education, I have been able to identify the following reasons for hiring this product -

It allows them to be well-informed about the happenings with its great reporting style
Allows them to form a wholesome opinion on a news topic (with video discussions and interviews)
Makes them confident that what they hiring the product for is definitely not solving a corporate or government's agendas (no ad policy).

User Goals

Goal Priority	Tags	Abhinav	Navneet	Nivedita
Primary	Personal	To help me stay informed about matters that may not be reported in mainstream media	Allows me to get a wholesome perspective on news	To reject openly biased news
Secondary	Social	N/A	To share in my social circle that I am not having one-sided opinions	To declare on social media that I stand by my principles and am against big conglomerates and govt propaganda

On-boarding Breakdown

GX 20 Assignment - NEWSLAUNDRY ONBOARDING BREAKDOWN - Aayushi Sukhija.pdf

Activation Metrics

Metric #1 - 10 minutes time spent in a day

Reasoning - Average read time for an opinion led piece on Newslaundry is anywhere between 3-5 minutes. Other than articles, there are a bunch of video IPs, podcasts, daily reports and special reports that one can browse. In order to get a fair understanding of whether one is being EXPOSED or is EXPLORING the different offerings on the platform, 10 minutes seems like a good enough bracket to gauge and experiment what all or how much is a user exploring.

Metric #2 - At least 10% users using accessibility features in a month

The brand has invested a good amount of time and effort on including accessibility features like voice search, read-aloud, contrast themes, screen-reader compatibility, and many more over the recent past. It makes sense to experiment and find out which of these features are proving to be beneficial to the users and more importantly, how many users are using these features so as to make further decisions of improving the app, making refined modifications and enhancing the overall user experience.

Metric #3 - A user watching a subscriber-only video IP at least once in a week

NL Hafta is one of the flagship IPs of Newslaundry. Whereas TV Newsance is free to watch on the app, web and their YouTube channel. In order to gauge the premium-ness of an IP - whether it's acting as a pull-factor for subscriptions should be tested. What is the avg. time the user is spending on subscriber-only video IP vs. a free-to-watch video IP can be compared to understand whether the subscription programming and promotion is effective or whether more marketing efforts or content modification efforts need to be made.

Metric #4 - A user 'Gifting'a subscription at least once in 6 months

Given that this platform relies on public subscriptions and ZERO ad-revenue, it is almost integral to evaluate whether this supposed referral-model is working or not. It seems reasonable for the platform to explore other revenue avenues such as discounts through referral, time-bound discounts (e.g. New Year offer), etc. To test whether the gifting model is working or not, six months for a user seems like a reasonable window for a customer to have gotten well acquainted and habituated to the platform so as to consider gifting a subscription to a friend or family member.

Other metrics to be tracked -

DAU - daily visitors vs. daily subscribers to understand the ratio and get a better sense of active subscribers and gain a general sense of traffic.
MAU - monthly visitors vs. monthly subscribers to understand the ratio and get a better sense of active subscribers - how many are retained and making use of their subscription.
Subscription rate vs. retention - are users exploring the benefits of the subscription well enough or getting bored and not actively using the platform anymore?
Highest viewing vs. lowest viewed content IPs - To work on content programming more effectively.
3rd party tracking for user cohorts - understanding demographics of the user base.
Product reviews, comments on social media - to get a better sense of what's working and not working for the platform in terms of tone of voice and content both. Product reviews on on-ground event can prove very effective for getting first-hand data.
Screen maps, scroll data - to understand what sections of home page and its tabs are gaining and losing traction.
Acquisition source - whether one has been gifted a subscription, acquired through YouTube/ Instagram/ Facebook or has been impressed with WOM or WhatsApp shares received.