Making of a Super App: Mobile Product Development at GZH - Masterclass INMA 2020
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Making of a Super
App: Mobile Product
Development at GZH
Masterclass INMA 2020
CONTEXT
CONTEXT – WHO WE ARE
IMPACTS
11MM The largest media group in southern Brazil, the RBS
Group has newspapers, TV and radio stations, with a
presence on all platforms that are market leaders in
PEOPLE MONTHLY Rio Grande do Sul. Among them are:
A benchmark in news and sports radio in the
Zero Hora, also known as ZH, is the biggest newspaper
state, Rádio Gaúcha is the audience leader in
in Rio Grande do Sul and the 5th largest in the country,
Greater Porto Alegre, with more than 1.2 million
distributed from Monday to Saturday.
listeners in the region.
CONTEXT – BEFORE 2017
1. Gaúcha and Zero Hora had similar digital products for the same audience, with opposing business models.
Zero Hora worked with a subscription strategy (B2C), while Rádio Gaúcha focused solely on
commercialization (B2B).
2. Both brands had many competing products, losing competitiveness to other players and confusing the user
3. Unintegrated newsrooms; teams reporting on the same stories
NEW PRODUCT
SEPTEMBER/2017
A simple and intuitive consumption experience with the very best journalistic, sports and opinion-piece content in the state
of Rio Grande do Sul, helping state residents to create bridges between what they need to know and the facts surrounding
them, thereby contributing to the transformation of our state and society.
BUSINESS
DIGITAL REVENUE
24%
43% 42% 48% 56% 59% 61% 62%
B2C
B2B
76%
57% 58% 52% 44% 41% 39% 38%
2015 2016 2017 2018 2019 2020 2021 2022
NUMBER OF SUBSCRIBERS
172,3
136,9 94,5 98,3
84,1 Print
113,4 72,1
97,9
57,4 Digital
39,2 82,7
21,8 62,4
14,4 47,6
38,1
2015 2016 2017 2018 2019 2020 2021 2022
*Only organic subscriptions
AGILE TEAMS AND NEWSROOM
IN THE CENTER OF STRATEGY 2019
VISION
Business Business
Owner Owner
Corportate
Communication
Content Tribe Subscribe Tribe
Squad
STRATEGIC
Growth Growth
Squad Squad Squad Squad Squad Squad
Product and News/B2b Sports ID Paid Atend
Distribution Content
Engagemnt
HR Legal e
Newsroom
IT
Finance
TACTICAL
Squad
Newsroom DEVS Engagement
Development teams teams
DEVS
teams
Customer Service
COMMUNITIES
DATA SUBSCRIPTI NEW
UX
ANALYTICS ON BUSINESS
CLUB
GZH SUPER APP 2019/2020
INVESTIGATING USER
EXPERIENCE AND
BEHAVIOR
User experience We interviewed 1,577 users
mapping
• 24 focus groups
• Internal work groups
• Metrics, sales and review analysis
• Scenario invasion
• Mapping of the consumption journey
• Workshop with users
• Competitor analysis
• 25 usability tests
• Accessibility test
FRICTION MAP
ON USER JOURNEY EXPERIENCE MAP OF CONFLICTS PERTAINING TO THE GAÚCHAZH EXPERIENCE
Version 1.1
This is a consolidated overview of the points of friction in a
user’s journey when using the platforms from the GaúchaZH
ecosystem.
This map cross references conflicts and their interference in
each stage of the journey, highlighting the points with the
biggest issues in the user’s overall experience.BEHAVIOR AXES
Insights to review products and service bundle
Curatorship is the foundation Enhancement of GZH will be compared not
Tendency to contract
of what we do. Offering the the curatorship only to other newspapers,
digital services
possibility of personalizing performed by but to any digital services
curatorship by users adds GaúchaZH (Netflix, Uber). We need to
value to the product. have the best possible user
experience
We need to offer multiple
We must have diversity of content formats to expand
information source and the user experience on our
News literacy Digital fluency
opinions and engage application and to be usable
audience by interaction for different levels of digital
between users and fluency (audio, videos, online
newsroom. newspaper)CONSUMER DRIVERS
Insights for content production and choice of formats
KNOW NOW KNOW TODAY KNOW MORE
Users necessity to read about Users necessity to know the Users necessity to know deeply
what it’s happening on the “talk of the town” and the most about a subject
current moment important news of the dayDEVELOPING PRODUCT
DIGITAL ECOSYSTEM - BEFORE
GZH APP
News application
Tricolor and Colorado APPS
News application for our
ZH DIGITAL AND soccer teams fans
CLUBE DO ASSINANTE
(Subscriber Club)DIGITAL ECOSYSTEM - NOW
GZH APP
News and sports
Soccer fans personalization
1-Click access to Zero Hora daily print edition
Easy access to Radio Gaucha streaming
ENHANCED SERVICES
+ Family logins
+ Exclusive events
+ Online meetings with newsroom
+ Subscribers Club App (partner network discounts)REFORMULATED APP
DEVELOPING PHASES
2019 / 2020
PHASE 1 / Oct,2019
Improve login system
Solve technology problems
Reorganize contents
PHASE 2 / Sep,2020
Integration daily print editions
PHASE 3 / Oct,2020
Integration soccer experienceSUPERAPP ADDRESSED 90% OF THE POINTS RAISED BY USERS 1. Multiple applications and experiences; 2. Technology problems; 3. Login issues; 4. Provide the ability to free up space on the device to read new editions (newspaper); 5. Bad findability in Apps stores; 6. Overlap of pushes between RBS apps; 7. Advertisers are unaware of the product's value proposition; 8. Delay in updating the game scoreboard; 9. Rival push notification with cheering language; 10. Colorado and Tricolor apps not available in peak accesses; 11. Few possibilities for personalizing the digital experience; ....
IMPROVEMENTS
Continuous user evaluation proccess to identify experience gaps and improve products and services
To identify subscription
To read an article To recover To update registration
price
To navigate with no user/password data
To have security with
failures To keep logged in To change password
personal data
To load pages quickly To create To have chat and
To know for what I’m
user/password whatsapp support
paying
CONSUMPTION IDENTIFICATION SUBSCRIPTION SUPPORT
4
We ask them: Satisfaction gap
1) How important is this action/information for you? 3
2) How satisfied are you with this in GZH?
1
Importance Satisfaction gap Opportunity score
4 + 3 = 7RESULTS
CONSISTENT GROWTH OF DIGITAL SUBSCRIPTIONS
NUMBER OF ONLY DIGITAL SUBSCRIBERS* 84,1
72,1
57,4
13%
of digital sales
came from the
39,2 application
21,8
14,4
2015 2016 2017 2018 2019 2020
*Includes only organic subscriptionsTHE USER OF APPS IS ON AVERAGE 5x MORE ENGAGED
THAN THE USER OF THE WEBSITE
APP NEWS DESKTOP SITE MOBILE SITE
Engagement
(monthly screenviews) 148 29 20
+ Engaged - Engaged
Resulting in
Churn rate 1,4% 3,0% 3,6%
> USAGE = < CHURN
> USER EXPERIENCE = < CHURN
Source: KissmetricsTAKE AWAYS
WHAT WE’VE LEARNED
1 Easy and intuitive experience: news products are compared to other digital services
experiences.
2 Solve the basic and vital experience problems first. Launch new innovative features after.
3 Generate habit is the main goal for a based subscription app. Merging products is a good way
to do it.
4 Don't manage projects, manage products. Be sure that you have a continuous process to listen
to your users and improve the product.
5 Offer services, not only products, in your subscription bundle to add value and differentiationYou can also read
