Skip to content
Under utilisation of views surfacing from search -Key discovery challenge - While feed in feed widgets are available for use, manual intervention to setup for all relevant PSTs is an operational overhead which limits overall coverage potential, Reference -
Under utilisation of views surfacing from PDP - Key discovery challenge - Non availability of a dedicated PDP widgetRef - PDP widget is scrolled by 40% high intent traffic landing onto PDPs. CLP entry limited to a single widget touch point on home pageRelatively lower CTR for Gold HP widget compared to other HP widgetsLow CTR for HP widget leading to limited view share accumulated via CLP / collectionsCTR for Gold stands at 4%. For reference, TrendZ CTR stands at 8%
Low awareness / recall and comprehension for the program’s value proposition - LoDs WIP
Differentiating and contextually making users aware of the program at every step of the core shopping flow helps in building a clear identity for the programStrong onboarding or first time user experiences at key touch-points across the app creates an effective first impression and encourages users to explore the program's offerings
Short / Med term solve(s) - Increasing view share of Gold catalogs from current baseline of 0.7 pp to 1.3 pp through short - med term measures (Some existing capabilities and others requiring dev)Long term solve - Identifying long term solutions to bridge the program recall / awareness gaps through structural discovery fix for Gold by -Concluding on program’s identity - Co-existence of multiple programs leading to any user recall issuesIdentifying challenges with awareness / comprehension and perceived recall for the programIdentifying / prioritising solves specific pertaining to above in from short / med / long term window.
Adding touch points on HP for enhanced discoveryAdding touch points on HP for enhanced discovery
Redirection to Gold CLP through in app notificationsRedirection to Gold CLP through in app notifications
Scaling HP widget coverage across 1+OD users for higher visibilityScaling HP widget coverage across 1+OD users for higher visibilityShowcasing relevant Gold catalogs across relevant feedsShowcasing relevant Gold catalogs across relevant feedsShowcasing relevant Gold catalogs across relevant feedsShowcasing relevant Gold catalogs across relevant feeds
Showcasing relevant Gold catalogs across relevant feedsAdding touch points on PDP to channelise relevant intent towards better quality Gold listingsAdding touch points on PDP to channelise relevant intent towards better quality Gold listings
Concluding on program’s identity - Co-existence of multiple programs leading to any user recall issuesIdentifying challenges with awareness / comprehension and perceived recall for the programIdentifying solves specific pertaining to above in from short / med / long term window.Concluding on program’s identity - Co-existence of multiple programs leading to any user recall issuesIdentifying challenges with awareness / comprehension and perceived recall for the programIdentifying solves specific pertaining to above in from short / med / long term window.
Pushing exploit catalogs in under utilised explore feeds with low selection depthNon gold transactors - Off panel nudges over Whatsapp / PNCollaborating with creator / live commerce team specifically for Gold products for visibility pushPost order pamphlet - MarketingQR scan to land to Gold homepage for non gold ordersDifferentiated Packaging / Branding
Understanding user problems around low awareness, comprehension and recall for the construct through -In depth LODs to - Conclude on program identity decision by validating co-existence of multiple programs and any downsides on net user recallIdentifying challenges with program’s comprehension / awareness across shopping journeyAligning on key metrics and levers for program awareness (Utilise learnings from Mall WS)Build comprehensive outside-in understanding
Improving Meesho’s perception as a low cost / low quality platform through discovery push, as an output improving NMVDifferentiated discovery push based on user’s affinity / stickiness for specific initiatives to minimise platform conversion downsideLeverage cross learnings from other programs to drive awareness / comprehension i.e. Malls
Meesho Gold
Objective -
Improving Meesho's standing as a value-driven platform by strategically showcasing premium GOLD listings through entire shopping journey while mitigating any negative impact on platform conversion.
View opportunity teardown -
Gold VC stands at 0.71% with primary program discovery through dedicated CLP which contributes to ~85% of the Gold’s view share.
Key issues leading to low visibility -
Diving deeper into view penetration and CTR for Gold HP widget exposes -
Learnings from outside in
Looking at different apps and user journeys, two key approaches are seen in improving visibility, awareness and comprehension for programs through on-app flows:
Largely our on-app strategy would be focused on these two approaches.
Roadmap phasing -
We would need 5pp VC coming in from Gold to achieve our NMV goals. Keeping same in mind, the roadmap for Gold has been bifurcated into the following parallel streams -
Prioritised discovery product solves / status -
Workstream
Real estate
Key objective (Basis user insights and intent)
Workstream
Real estate
Key objective (Basis user insights and intent)
Experiments
References
Visibility impact
Effort
Priority
Status
Expected impact - VC lift (abs)
Comments
Experiment launch ETA
Feature scale up ETA
Short term - Increasing VC
6
Home page
4
Increasing program’s visibility -
1
Short term - Increasing VC
Home page
Increasing program’s visibility -
Stores / Feature nav on HP
Large
Large
P0
In progress
Experimental - TBS
Design solutioning to be closed by end of this week.
Tech solutioning to start Feb 5th
Mar 1st week
3 weeks from launch
GTM / Program noticeability -
1
Short term - Increasing VC
Home page
GTM / Program noticeability -
Picture in picture modal
Small
Small
P0
In progress
~0.1 pp
Dev done, testing to be closed by 7th Feb
Capability to used for Gold sale day
NA
Increasing widget coverage -
1
Short term - Increasing VC
Home page
Increasing widget coverage -
Expanding HP widget coverage for all 1 OD+ users through HP personalisation
Medium
Small
P0
In progress
TBS
Gold visible for 62% DAU, Net 1OD+ DAU opportunity stands at ~80%
8th Feb 2024
Same as launch
Improving program discovery through Gold sale day
1
Short term - Increasing VC
Home page
Improving program discovery through Gold sale day
BIZ - Sale day cadence setup
Medium
Medium
P0
Not started
TBU
TBU
TBU
Mixed feed (relevant PLPs / collections / search PSTs)
1
Intent channelisation -
1
Short term - Increasing VC
Mixed feed (relevant PLPs / collections / search PSTs)
Intent channelisation -
Feed in feed widgets - Manual ops launch
Small
Large
P0
Delayed
~0.05pp
Delayed by couple of weeks due to manual tagging overhead.
~3rd Feb
3 weeks from launch
Social media marketing / FB ads
1
Evangelising program offerings through perf marketing
1
Short term - Increasing VC
Social media marketing / FB ads
Evangelising program offerings through perf marketing
Gold SM campaign
Small
Small
P0
Not started
TBS
TBU
TBU
Med term - Increasing VC
4
Mixed feed (relevant PLPs / collections / search PSTs)
2
Intent channelisation -
2
Med term - Increasing VC
Mixed feed (relevant PLPs / collections / search PSTs)
Intent channelisation -
Feed in feed widget scale up through bulk ingestion mechanism
Medium
Large
P0
In progress
~0.15pp
PRD handover to be done by 8th Feb
Timelines awaited
Med term - Increasing VC
Mixed feed (relevant PLPs / collections / search PSTs)
Intent channelisation -
Updated FIF widget with awareness levers
Small
Medium
P1
Not started
TBS
TBP
TBP
PDP
1
Improving program awareness -
1
Med term - Increasing VC
PDP
Improving program awareness -
PDP widgetisation
Large
Large
P0
In progress
~0.5-0.8 pp
FE solutioning closed
BE solutioning to be closed between tech and DS by ~3rd Feb
~First week of March
3 weeks from launch
Mixed feed - With explore coverage
1
Increasing view contribution for organic feed(s) to surface Gold listings via Explore
1
Med term - Increasing VC
Mixed feed - With explore coverage
Increasing view contribution for organic feed(s) to surface Gold listings via Explore
Explore - Grading framework revision for Gold
Medium
Medium
P0
Not started
TBU
To be discussed and aligned with Explore team
TBU
TBU
Long term roadmap
1
Across real estates
1
1
Long term roadmap
Across real estates
NA
Large
Large
P0
Delayed
To be sized
Delayed by ~2 weeks due to primary product bandwidth utilised for TrendZ campaign launch and execution for short term VC solves for Gold.
Expected TAT - ~4th week of Feb
Delivery TAT - Last week of Feb
Other non linear business ideas (Sizing / Prioritisation WIP)
Next steps for med / long term roadmap -
Status - Product solutioning picked up, closure - ~4th week of Feb
Org strategy / Guiding principle -
Want to print your doc?
This is not the way.
This is not the way.
Try clicking the ··· in the right corner or using a keyboard shortcut (
CtrlP
) instead.