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Executive Summary (MIP)
- 1. Executive Summary ON MANGING APPLICATIONLIFECYCLE USING DEMING METHODOLOGY BY HARSH R. THAKER Roll Number: K038 SAP Number: 71122110025
- 3. ABSTRACT: I had donemy internship at a startup, which had launched a mobile application known as superdoc app. This application was built in order to provide a platform for doctors and patient to interact and enable patient to ask medical question to doctors. This service is free on the applicaton. During my internship I Understood and witnessed the product life cycle in a healthcare IT industry. I was asked to improve the application utility and increase downloads and application rating on the play store by understanding customer need and developing, suggesting and implementing new strategies to increase no. of users of the application. I had used the Deming Methodology to achieve the objective given to me. I tried breaking down my task into 3 objective i.e. Improve application utility, increase application awareness and implementing deming methodology to increase rate of no. of downloads and maintain application rating at 4/5 on play store. I was asked to increase the no. of downloads by 7% each week using different social media platform and interacting with campus ambassador pan India. At the end of the internship we got 4328 download within 2 months of application launch on play store, which much more than the 7% increase per week.
- 4. INTRODUCTION: Introduction of company: Ihave done my internship at a healthcare IT startup known as Trouble Maker technology. They have made a mobile application known as SUPERDOCAPP. Superdoc was founded by Abhishek Mane & Chaitanya Mehta. Both founders have a Master’s Degreefromtop tier US University and haveseveral years of diverseexperience in startups & multinationals in the US & India. The team founded Dawa.in in 2012. Introduction of Mobile Application (Superdoc App) : Superdoc app is a mobile application, this application helps to build up a platform wherecommon people can directly ask medical question to the doctors and can also sharetheir medical report. NEED: The application was made by keeping in mind the current intense need for doctors in India. As per the WHO report in 2013 it was found that there is only 1 doctor for 1700 patients in India. Doctors givethe best care possibleto patient at the clinic. But there is no medium available through which doctors can promote wellness beyond the clinic. Superdoc was built with the belief that great doctors not only curedisease but promote wellness outside the clinic. The shared belief that doctor driven patient education can lead to a transformationalchangein patient care led the founders to startSuperdoc. FEATURES: This application is available in both the platformof Android and IOS. In this application you can ask question to doctors for yourself or for someone, person has to justgive a brief about his or her medical condition and can consulta doctor. In this app, users also get regular new health tips in the formof articles related to the common health issues and tips to deal with it
- 5. Scope of Project:Superdoc application is supposed to follow the 4 stages of application lifecycle. The initial phaseis launch/introduction of application in this phasethe application is launched in play store. The second and third phaseof the application life cycle is Growth and Maturity. Last Phaseof the application is decline phase. There is two major parameters which is constantly monitored and controlled throughoutdifferent phases, thoseparameters are (1) No. of Downloads of Application and (2) Application Rating on App store. There is a matrix of this two criteria which is used as a baseline for the success of the application.
- 6. Introduction Phase: Inthis Phasethe application is justlaunched to the app store and hence it has very low downloads and has high ratings as downloads initially done are by some of the team’s friends and relatives. This phaselasts for 2-3 weeks and in this phasewe try to do many surveys by asking peoplewho downloaded our app through email. In this survey weask them to give some suggestion about Application user interface and any other features they would like to have on this app. Growth Phase: In this PhaseApplication has sensed the impact of marketing and its download start increasing. As many people startusing it, many bugs are found and reported which may be trivial or major. Our courseof action in this phaseis to take immediate action and solveit. Hence it is expected that the rating of the application may reduce compareto last phaseand the no. of downloads increases. This phase last for 4-5 months Mature and Decline Phase: In this phase the application is said to be almost errorless technically and the rate of download decreases frommature to decline phase. In this time there are many other application comes on the play store and act as a strong competitor. In order to sustain the maturity phase, customer loyalty and satisfaction plays a major role in it.
- 7. Problem Definition: During myinternship I have witnessed introduction and growth phaseof the application. Our major objective was to have high Application rating and high no. of downloads as shown in the ideal casein application life cycle Matrix. During my internship our aim wasto maintain and increase the application rating from 4 or more outof 5 and increase no. of downloadsby 7% each week. In order to achieve this aim I haveconcentrated on 3 major objective. 1. Improveutility of application 2. Increaseawareness of the application 3. Implement Deming methodology to increase rate of downloads.
- 8. IMPROVEAPPLICATIONUTILITY: This is oneof the objective which had help us to increase the application rating and downloads. In order to achieve this objective 4 major activities were done by me which had different outputs and inputs. Following are the activities done by me under this objective 1. Content Curation 2. Review analysis 3. Medical Question analysis 4. Brainstorming session IncreaseApplication Awareness: This is one of the objective which had help us to increase the application rating and downloads. In order to achieve this objective 5 major activities were done by me and my team which had different outputs and inputs. Following are the activities done by me under this objective 1. Select and Manage Campus Ambassador 2. Seminars at medical college. 3. Facebook Page 4. Twitter Page 5. Quora
- 9. Implementing Deming Methodology: Itried implementing Deming PDCA cycle in the day to day work we useto do at office. Our major objective in doing PDCA cycle was to increase the no. of downloads by 7% each week and maintain or increase application rating of 4/5 on play store. I had implemented 5 PDCA cycle in my 4 months of internship. Each PDCA cycle had a Plan and parameters to monitor and control the activities done. FirstPDCA cycle was done at the time we launched the app on the play store. Secound PDCA cycle was done after 2 weeks, third PDCA cycle was done after a week, fourth PDCA cycle was done after 2 weeks of 3rd PDCA cycle and fifth PDCA cycle was done after 2weeks of 4th PDCA cycle. In order to check or monitor the action implemented I had defined few parameters. 1. No. of downloads in that PDCA week 2. Follower on Facebook in that PDCA week 3. Followers on Twitter in that PDCA week 4. Downloads to Click ratio (no. of download to no. of click on the particular link which was posted) 5. Percentage increase in no. of downloads compareto previous week 6. Quora question analysis
- 10. PDCA 1 PDCA2 PDCA 3 PDCA 4 PDCA 5 0 20 40 60 80 100 120 140 160 180 30/6/15 7/2/2015 7/4/2015 7/6/2015 7/8/2015 7/10/2015 7/12/2015 7/14/2015 7/16/2015 7/18/2015 7/20/2015 7/22/2015 7/24/2015 7/26/2015 7/28/2015 7/30/2015 8/1/2015 8/3/2015 8/5/2015 8/7/2015 8/9/2015 8/11/2015 8/13/2015 8/15/2015 8/17/2015 8/19/2015 8/21/2015 8/23/2015 8/25/2015 8/27/2015 8/29/2015 8/31/2015 No. of downloads
- 11. -100 -50 0 50 100 150 W1 W2 W3W4 W5 W6 W7 W8 W9 WEEK V/S % INCREASEINNO. OF DOWNLOADS COMPARETO LASTWEEK WEEK ACTUAL % INCREASEIN DOWNLOADS COMPARE TO PREVIOUS WEEK PDCA W1 0 PDCA 1 W2 6.7 W3 34.26 PDCA 2 W4 118.22 PDCA 3 W5 78.28 W6 10.17 PDCA 4 W7 6.31 W8 -7.77 PDCA 5 W9 -76.95
- 12. PDCA RESULTS: PDCA 1 PARAMETERSRESULT No. of downloads in that PDCA week 277 Follower on Facebook in that PDCA week 30 Followers on Twitter in that PDCA week 50 Percentage increase in no. of downloads compareto previous week 6.70% Downloads to Click ratio (no. of download to no. of click on the particular link which was posted) NIL Quora question analysis NIL PDCA 2 PARAMETERS RESULT No. of downloads in that PDCA week 192 Follower on Facebook in that PDCA week 40 Followers on Twitter in that PDCA week 65 Percentage increase in no. of downloads compareto previous week 34.26% Downloads to Click ratio (no. of download to no. of click on the particular link which was posted) NIL Quora question analysis Depresion/ health issues
- 13. PDCA 3 PARAMETERS RESULT No. ofdownloads in that PDCA week 1166 Follower on Facebook in that PDCA week 215 Followers on Twitter in that PDCA week 366 Percentage increase in no. of downloads compareto previous week W4-118%, W5- 78% Downloads to Click ratio (no. of download to no. of click on the particular link which was posted) 1166/2006=0.58 Quora question analysis Depresion/ health issues/android app/ India/Productivity PDCA 4 PARAMETERS RESULT No. of downloads in that PDCA week 1698 Follower on Facebook in that PDCA week 406 Followers on Twitter in that PDCA week 552 Percentage increase in no. of downloads compareto previous week W6-10.17%, W7- 6.31% Downloads to Click ratio (no. of download to no. of click on the particular link which was posted) 1698/2401=0.70 Quora question analysis FAQOF Depresion/health issues/android app/ India/Productivity/Technology
- 14. PDCA 5 PARAMETERS RESULT No. ofdownloads in that PDCA week 993 Follower on Facebook in that PDCA week 480 Followers on Twitter in that PDCA week 642 Percentage increase in no. of downloads compareto previous week W8-(-7.77%), W7- (-76.95%) Downloads to Click ratio (no. of download to no. of click on the particular link which was posted) 993/1402=0.708 Quora question analysis FAQOF Depresion/health issues/android app/ India/Productivity/Technology
- 15. CONCLUSION: As mentioned earlierour primary goal was to maintain application rating as 4/5 or more and increasethe no. of downloads by 7% each week, which we had achieved it through Deming methodology and in fact the percentage increasein first7 week was always found morethan 7%. In the last two week we had faced problem due technical bugs and less no. of doctors available at superdoc. Wehad then realized that we had to work on efficiently and timely solving the question posted on the app. Due to Deming methodology we had a great insight about the things which can impact the efficiency of the process at the same time it helped us to achieve our goal for first 7 weeks. There were very high scopeof increasing the application utility by changing the user interface of the app, which werealized by reading the reviews and close observation on competitors product. We concluded following things in order to increasethe application utility by changing user interface: Chat based interface on the application can be more appealing to the user and increasethe chance of user asking question on the application Giving an option of selecting the kind of feeds they wanton their application. This will help us to understand what kind of article weneed to find on the internet which user is highly interested in reading it. Quora is a very good platform to talk about the new technology and the startup ideas, people are very active on quora and are willing to try new things and give genuine reviews to the app. Application should be firstmade in android as the no. of users of android is more compareto ios.