Onboarding project | The Morning Context

ICP

Attribute	User 1	User 2	User 3
Name	Rajesh Kumar	Darshana Despander	Sameer Mehta
Age	26	35	38
Demographics	Male, Mumbai, Married, Master's degree, Income: ₹12,00,000 annually	Female, Bangalore, Single, Master's degree, Income: ₹18,00,000 annually	Male, Delhi, Married, Bachelor's degree, Income: ₹45,00,000 annually
Occupation	Senior Manager at a Finance Company	Product Manager at a Tech Firm	Founder & CEO of a HealthTech Startup
Need	Reliable, in-depth analysis of business trends	Detailed insights into tech and policy developments	Strategic information on industry trends and market opportunities
Pain Point	Frustrated with the superficial content on free news websites	Finds mainstream news sources lacking in investigative analysis	Overwhelmed by information overload; hard to find valuable insights amidst noise
Solution	High-quality, well-researched articles with deeper context	In-depth articles focused on tech and policy for deeper understanding	Curated, high-value content that helps identify growth opportunities
Behaviour	Reads daily during commute; subscribes to other premium publications	Heavy reader on weekends; active participant in industry forums	Consumes content during morning routine; shares articles with team for insights
Perceived Value of Brand	High – Values thoughtful journalism that aids decision-making	High – Sees TMC as an essential tool for staying informed	High – Views TMC as a source of strategic knowledge for business growth
Marketing Pitch	"Elevate your understanding of India's business landscape with stories that matter."	"Stay informed with comprehensive reporting on the latest in tech, business, and policy."	"Drive your business forward with insights that keep you ahead of industry trends."
Goals	Stay updated with business and finance news	Stay informed about tech trends and policy changes	Identify new business opportunities and keep up with industry developments
Frequency of Use Case	Daily	Bi-weekly	Daily
Average Spend on the Product	₹12,000 annually	₹15,000 annually	₹20,000 annually
Value Accessibility to Product	High – Prefers seamless access via mobile app and website	High – Accesses content across multiple devices (desktop, mobile)	High – Requires quick, easy access to relevant content for decision-making
Value Experience of the Product	High – Expects a clutter-free, user-friendly reading experience	High – Expects a personalized, ad-free reading experience	High – Seeks a premium, informative experience with curated insights
Notes	Prefers reading niche content on business and finance	Prefers well-researched content and uses it to form opinions during professional discussions	Often shares valuable articles with peers and uses content for strategic planning

JTBD

Goal Priority	Goal Type	Rajesh Kumar (ICP 1)	Darshana Despander (ICP 2)	Sameer Mehta (ICP 3)
Primary	Functional	Stay updated with in-depth analysis of business and finance news for professional growth and decision-making	Access detailed insights on tech and policy for strategic planning and staying informed in her field	Gain strategic information to identify business opportunities and stay ahead of the market
Secondary	Personal	Enhance knowledge to become more competitive in his career	Build a robust understanding of tech trends and policies for career advancement	Use curated content to make well-informed strategic business decisions
Tertiary	Social	Share insights and articles with colleagues to build credibility and showcase thought leadership	Engage in industry discussions and share valuable articles within professional networks	Discuss industry insights with peers to strengthen professional relationships and brand image
Least Priority	Financial	NA	NA	Justify the subscription cost as an investment that supports business growth, strategic planning, and long-term revenue gains.

Validation

Goal Priority	Goal Type	JTBD	Validation Approach	Validation
Primary	Functional	Staying updated with in-depth analysis for professional growth	User interviews	"I read during my commute to stay updated on business trends and make better decisions at work."
		Accessing detailed insights on tech and policy to stay informed	User interviews	"I need comprehensive articles on policy changes as they impact my work and project planning."
Secondary	Personal	Enhancing knowledge to stay competitive in career	User interviews	"The content helps me stay competitive and informed, which is essential for my career growth."
		Using curated content to make strategic decisions	User interviews	"I often use the insights I gain here for strategic discussions and decision-making in my startup."

Google Slides Link: https://docs.google.com/presentation/d/1MRDzF18A1fgQWuUJQHQpZDL9F6lYur2RiNubmdcgC80/edit?usp=sharing

Hypothesized Activation Metrics:

1. Hypothesis: Read their first full article within the first 24 hours of sign-up.

Explanation: This metric measures how quickly users find value in the app. If users read a full article within 24 hours, it indicates that the onboarding flow and content discovery process are effective in engaging users. This early action shows that users understand and appreciate the unique content offered, driving further usage. A low engagement rate here could suggest a need for better onboarding guidance or highlighted content.
Reasoning: Reading a full article demonstrates initial user commitment and helps solidify the value perception, which impacts retention and the likelihood of upgrading to premium.

Hypothesis: Enable notifications within the first 48 hours of sign-up.

Explanation: Enabling notifications is a strong indicator of commitment as users opt in for reminders and updates, showing they value staying informed about new content. If users do this early on, it implies a positive first impression and interest in continued interaction.
Reasoning: Notifications play a significant role in user retention and engagement. Users who allow notifications are likelier to return and interact with new content.

Hypothesis: Bookmark or save an article within the first 48 hours of sign-up.

Explanation: This metric gauges user engagement and their intent to interact with content later. Bookmarking shows that users find content compelling enough to revisit, signifying that the content is resonating with them. If users bookmark early, it’s a positive indicator that they see the value in the app’s content.
Reasoning: This behavior demonstrates potential long-term engagement and correlates with higher retention, as users who actively manage their reading are more likely to return.

Metric	What it Measures	Why Track It
D1, D7, and D30 Retention	User return rates on Day 1, 7, and 30	Understand short-term and long-term user retention patterns
DAU/MAU Ratio	Ratio of daily active users to monthly active users	Indicates user engagement and app stickiness
Subscription Rate vs. Retention	Conversion of free users to paid subscribers and their retention	Assess how premium features impact user retention and conversion
Average TAT (Turnaround Time)	Time spent on reading articles and exploring features	Gauge content stickiness and overall user engagement
User Cohorts	Retention and engagement of users based on acquisition date	Analyze the behavior of different user groups for targeted improvements
Acquisition Source	Source of user acquisition (e.g., ads, referrals)	Identify which channels bring the most engaged users
Product Reviews	User feedback through the app store and online reviews	Collect qualitative insights for onboarding and feature improvements
Feature Adoption Rate	Usage of key features like “Bookmark” and “Share”	Understand what features resonate with users and encourage continued use
CTA Engagement	Interaction with calls to action (e.g., “Upgrade to Premium”)	Evaluate the effectiveness of CTAs in driving user actions and conversions