The document outlines marketing and app improvement initiatives for Partplay, a niche app in the western classical music industry, which aims to increase engagement among younger users. Key strategies included targeted outbound marketing, user-specific features, and improvements based on user feedback, resulting in increased subscriptions and app installs. Additionally, the document analyzes a recent revenue decline, exploring potential causes such as user experience issues and lack of new features, while suggesting enhancements to improve functionality and user satisfaction.

1. Epiphany Labs
By
ACHIN GUPTA
Assignment for the role of
Product Manager

2. SECTION 1
Project initiatives that created measurable
impact in the app’s growth.
Initiative 1: Outbound marketing for a specific demographic
Initiative 2: Developing user specific features
Building brands
with purpose and
passion.
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3. Epiphany Labs
Application Details
PartPlay is an app for the western classical music industry. This
industry is very niche and caters to a diverse set of audience
with an age group from 4 to 80.
PARTPLAY
It is immensely difficult to engage this diverse audience through
one marketing initiative. Our app was doing good with people
above the age group of 30 and needed more sign-ups from the
much younger community.
PROBLEM STATEMENT
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November

4. Epiphany Labs
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November
Research done for
Marketing Campaign
User and Audience User Interviews and
Observations
Usage Frequency Heuristic Review &
Competitive Analysis

5. Results of Research
PartPlay has premium
content for users to
make the most of
THINGS TO NOTE
PartPlay has in-app
features for the users
to make the most of
The users who were unable to benefit from the premium content denied
themselves from the learning opportunities of the premium features of the
app.
The repository of our premium material does not synchronise
well with the said younger audience since most of them have
skills that need more development to make the most of what we
offer.
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6. The Solution
Found a creative way to embark more knowledge
into the minds of these people/ audience.
● Story Book
● Audio Book
● Video Animations
1st
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Created Categories within app to promote
a specific set of pieces.
2nd

7. The Results
And with these classifications, we got over 400 annual subscribers in a
month, 2 B2B contracts and over 80K reach.
42%
App Store views
increase
1246
Number of
installs
72 percent
Retention rate
increase
App data for the past 30 days
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8. Section 2
StickMe Notes
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Fall in revenue
Analysis and Possible Causes

9. Analysing the fall in
revenue
● Identifying the change in customer buying patterns
● Comparing the Competitors
○ Pricing
○ Features
○ Freemium model
○ Number (Demand vs Supply)
● Changing design trends or lazy user experience
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● Lack of interest for the product
● Lesser need of product
● Market Downfall, are the customers still making
new investments
● Does the problem we solve still exist or is being
solved in a better way

10. A few questions
that cropped up in
my mind.
● Need to know if the yearly or the other membership sales haves gone up
○ If so, our decline in monthly membership would be overshadowed by the same since installs and number or trails
are same
● Need to identify the roadblocks on why a person which might have subscribed earlier is not subscribing today
● Need to check what kind of data is available with us and in what amount apart from the Analytics provided by Apple
○ User Journey
○ User exit points
○ User demographics
■ Is any specific set of users not getting converted?
● Did we launch a feature that might be affecting the conversion?
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11. A few questions
that cropped up in
my mind.
● Find your most profitable product/ subscription model
○ Cost of customer acquisition
○ Cost to retain a customer
● Checking and conducting past sales analysis
○ Predicting the likelihood of feature or event that might have happened in the past and has resurfaced
● Is our marketing of the monthly subscription still intact?
● Are the users informed about the product?
● Are we investing the right amount of time in promoting single month subscription as compared to the other ones?
● Sometimes, the numbers just won’t give you a meaningful answer, in which case, go straight to the source, did we ask our
users for direct feedback?
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12. Reasons for the fall in
revenue
● Any enhancement last mentioned were in the
December build of 2019. After that only bugs have been
resolved, no new features, no new UI.
● The user is being asked to take a few steps before they
are actually being able to start using any features of the
app
● The navigation is counter intuitive, tabs would have
been much better here as compared to the hamburger
menu approach
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● Going from one part of the app to another involves
a lot of actions. No easy path to reach the most
used/ commonly used features.
● App does have a considerable amount of 1 star
rating.
● Icons are much preferred over plain text because
visual clues are easier to comprehend than reading.
The app currently has no icons.

13. Reasons why I love this
application
A simple payment app to replace cash.
Section 2
The iOS app, that I feel should be
improved
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The rewards program that involved the scratch cards, became a
conversation starter.
They tried new technologies like the Audio QR code
(AQR), which uses audio frequencies to communicate
with nearby devices to enable payments, but later
moved on to using traditional QR code.
Always tried to make the app simpler and simpler

14. What I felt was
missing
The product team has made a few compromises on usability. For example, a product that has 67 million
monthly active users does not have a search bar on its home screen!
They missed adding some very basic features that could have enhanced the user experience by several-fold,
Google being a SEARCH based company.
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15. Too much Negative
space
My concerns
with the application
No favorites
Barely any analytics
Primary CTA Payment
Button is floating
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3 CTAs on the main
screen that nudges you
to invite or refer your
friends to Google Pay

16. Search bar and
shortcuts
Favorites In app analytics Ability to set
transactional limits
A Layman’s Solution
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17. Search bar and shortcuts
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18. FAVORITES
If you wish to add a contact to your Favorites section, you can
choose the 'Add to Favorites' option when you're sending money
to a contact.
Another way is to have a star icon next to each contact (like how
we bookmark webpages) would also do the job.
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19. IN APP ANALYTICS
1. A time format based report on your
○ Spending Patterns
○ Earning Patterns
○ Rewards
2. Quick access to your bank balance
3. Setting up limits on your spending patterns
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20. Defined as the number of
interactions per session or how far
along the user path someone
journeys before closing a session or
the app.
Session Depth
Tracking behavioral metrics allows
you to create a collection of user
profiles and therefore develop app
features and marketing plans that
tap into and take advantage of these
behaviors.
Behavioral Metrics
The more positive reviews, the
better, and if a few users
complement about the new features,
that shows that the new feature
works well.
Reviews
KPIs to track for
measuring the
impact of these
new additions
Understanding the purpose of mobile app metrics and how they apply to your business
should be the first step you take when you develop a strategy for your app.
Regular reporting and analysis of mobile app KPIs and how the app is progressing will help
us improve upon its performance and therefore generate more revenue.
This helps place a valuation on the app and therefore attract the attention and resources of
buyers, investors, and shareholders.
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21. Achin Gupta