The smallest pieces add to the big picture
Improving DAU by 13% in 2 weeks
The smallest pieces add to the big picture
Improving DAU by 13% in 2 weeks
Following the JIX project's success, conversions surged by approximately 4%. Educational content emerged as the most consumed. Intriguingly, the short-form content section, designed to engage, entertain, and educate, boasted the highest click-through rate (CTR) across the entire app.
Following the JIX project's success, conversions surged by approximately 4%. Educational content emerged as the most consumed. Intriguingly, the short-form content section, designed to engage, entertain, and educate, boasted the highest click-through rate (CTR) across the entire app.
Unlocking hidden potential
Unlocking hidden potential
Slow-moving inventory can be a challenge, even for high-margin products from reputable brands. These items aren't necessarily low-demand products but might be new products that are popular in specific regions. One solution is to offer sales or deals to customers.
However, if the product homepage is cluttered, these deals can be easily missed. Redesigning the homepage could solve this issue, but it involves a lengthy three to four-month engineering effort, which isn't feasible given current design backlogs. Using banners was also quickly dismissed due to banner blindness and low click-through rates.
Inspired by the success of our customer behavior-focused product, JIX, we decided to apply a similar customer-centric approach. We noticed a clear pattern in our kirana customers' routines. They start their day early, set up their shops by 6 AM, and experience peak customer influx between 8 AM to 12 PM and 4 PM to 8 PM. During the other hours, they often spend time on social media.
This presented a unique opportunity: a specific timeframe where we could capture our customers' undivided attention and present them with irresistible deals on our slow-moving inventory.
Slow-moving inventory can be a challenge, even for high-margin products from reputable brands. These items aren't necessarily low-demand products but might be new products that are popular in specific regions. One solution is to offer sales or deals to customers.
However, if the product homepage is cluttered, these deals can be easily missed. Redesigning the homepage could solve this issue, but it involves a lengthy three to four-month engineering effort, which isn't feasible given current design backlogs. Using banners was also quickly dismissed due to banner blindness and low click-through rates.
Inspired by the success of our customer behavior-focused product, JIX, we decided to apply a similar customer-centric approach. We noticed a clear pattern in our kirana customers' routines. They start their day early, set up their shops by 6 AM, and experience peak customer influx between 8 AM to 12 PM and 4 PM to 8 PM. During the other hours, they often spend time on social media.
This presented a unique opportunity: a specific timeframe where we could capture our customers' undivided attention and present them with irresistible deals on our slow-moving inventory.
Gamifying customer interaction
Gamifying customer interaction
While JIX focused on short-form video content, relying solely on this solution posed challenges. Videos could become repetitive and primarily served an educational purpose for customers. Therefore, we needed to create something new, engaging, and refreshing.
Considering cognitive biases like the spark effect (users are more likely to act when effort is minimal) and investment loops (users return when they've invested time), we saw in-app casual games as a promising opportunity.
This approach leverages the principle that people value what they invest time in, benefiting both the customer and the company. Additionally, casual game back-ends are readily available, requiring minimal engineering effort.
We decided to start with puzzles as our first game. The key was integrating these puzzles with our app and business strategy. We aimed to use the puzzles to reflect our brand's essence, maintain the high educational value seen with JIX, keep customers informed about new product launches, and establish a reward system. This system would offer brand-specific offers (that couldn't be found anywhere else on the app) and exclusive Jumbocoins, enhancing the overall customer experience and engagement, and build traction on the slow moving inventory.
While JIX focused on short-form video content, relying solely on this solution posed challenges. Videos could become repetitive and primarily served an educational purpose for customers. Therefore, we needed to create something new, engaging, and refreshing.
Considering cognitive biases like the spark effect (users are more likely to act when effort is minimal) and investment loops (users return when they've invested time), we saw in-app casual games as a promising opportunity.
This approach leverages the principle that people value what they invest time in, benefiting both the customer and the company. Additionally, casual game back-ends are readily available, requiring minimal engineering effort.
We decided to start with puzzles as our first game. The key was integrating these puzzles with our app and business strategy. We aimed to use the puzzles to reflect our brand's essence, maintain the high educational value seen with JIX, keep customers informed about new product launches, and establish a reward system. This system would offer brand-specific offers (that couldn't be found anywhere else on the app) and exclusive Jumbocoins, enhancing the overall customer experience and engagement, and build traction on the slow moving inventory.
