We propose a Landing Page/Email MVP to gauge user interest in the improved filter discovery experience before implementing changes within the app itself. This approach allows for faster development, testing, and data collection.
MVP Functionality:
Landing Page/Email: The MVP will consist of a visually appealing landing page or email showcasing the revamped filter experience on the home screen.
Clear Value Proposition: The landing page/email will highlight the ease of use and engaging nature of the new filter discovery features.
Call to Action: A prominent call to action will encourage users to download the app and explore the improved filter options.
Success Criteria: (Measuring Success)
Objective: Gauge user interest in the improved filter discovery experience on the Aperture home screen before implementing changes within the app.
Success will be measured through a combination of quantitative and qualitative data:
KR1 - Click-Through Rate (CTR): Achieve a CTR of at least 5% of MAU on the call to action button in the landing page/email within 4 weeks. This indicates user interest in exploring the new filter discovery features.
KR2 - App Download Rate: Generate a minimum of 100,000 app downloads directly from the landing page/email campaign within 4 weeks from release.
KR3 - User Feedback: Achieve a survey completion rate of at least 10,000 from users who interact with the landing page/email to understand their perceptions of the new filter discovery features within 4 weeks from release.
Assumptions & Risks
Balancing Product & Business Goals:
This solution prioritizes both product delivery and business goals. By focusing on filter discoverability, we aim to enhance user experience and content creation, ultimately leading to increased engagement and retention. Increased app usage translates to higher potential for ad impressions and revenue growth, aligning with business objectives.
MVP Launch Risks:
Landing page/email design might not resonate with the target audience, leading to a low CTR and download rate.
Users might not find the improved filter discovery enticing enough to download the app.
Risk Mitigation Strategies:
A/B testing different landing page/email designs can help us optimize user engagement.
User feedback gathered through the MVP campaign can provide valuable insights for further refinement of the filter discovery experience within the app.
Run targeted video MVP ads on social media and websites to reach a new audience and generate broader interest.
Team/Stakeholders
The MVP can be produced in-house with collaboration between:
Product Management: Responsible for defining the MVP concept, managing user research, and analyzing campaign data.
Marketing Team: Responsible for crafting the email copy and promoting the landing page through targeted email marketing campaigns and for creating a visually appealing and user-friendly landing page/email.
Development Team: Responsible for the coding and technical needs in this initiative.
Budget
We will utilize internal human resources for this MVP.
The budget for this campaign would likely focus on the following aspects, even though the development team is internal:
Marketing & Advertising Costs: Advertising costs for promoting the Landing Page/Email (e.g., social media ads, email marketing to existing users),
Landing Page Development: Web hosting fees, design tools subscriptions for building and maintaining the landing page.
Content Creation: Costs for creating visuals, videos, or animations.
