Lead the Engagement and Discovery team. In full charge of the success of KKBOX mobile app.
Reduced bounce off rate by 22% in six countries by revamping the overall experience of the app.
Raised week-1 retention by 7% by encouraging users to build assets in the app, such as playlists and followed curators.
Increased weekly music discovery to 73% by providing personalized music recommendation.
Shortened release cycle by 50% after introducing Scrum development to KKBOX.
Designed behavioural log and ran A/B tests to evaluate major product adjustments.
Supported and presented during marketing events such as press conferences and seminars.
10-year legacy issues of the system and user habits made product changes difficult and slow.
Global heavyweights like Spotify and Apple Music have launched their services in Asia which caused great impact on our business plans and strategies.
Music streaming services rely heavily on content providers (record labels), who therefore play a critical role during product planning. Sometimes their opinion can be overweighed which is hard for planners to strike a balance between them and end users.
WHAT MY TEAM & I DID
Increased user loyalty by facilitating the process of building up app assets, e.g. playlists and followed curators.
Collaborated with AI team to create the personalize music recommendation experience. Provided a lazy browse but easy discover feature on the home page.
Enriched interactive content by embedding Youtube videos, enabling playlist video recording for curators and providing live DJ programs.
Improved app navigation by shortening the lead time from login to playing music.
Defined and applied design language to the app. This unified interaction and visual design guideline helped KKBOX paid back accrued design debts for the past one-off solutions.
WHAT I DID
Defined Engagement and Discovery team and product KPI
Tracked metrics with dashboard and report monthly to the stakeholders.
Made quick product adjustments based on the metrics; conducted user research when needed.
Co-worked with data scientist on data instrumentation and implementation. Analyzed complex data to understand user behavioral patterns.
Co-worked with AI team to create the personalized experience in the apps.
Devised product roadmaps and development plan.
Improved development processes from waterfall to semi Agile.
Understood tech debts and generated long-term refactoring plan with engineering leads.
Presented product visions and changes to content providers.
Prepared business documents for press conferences, record label seminars and release announcements.
Supported backstage activities and in app live streaming of KKBOX Music Awards, one of the most important music events in Asia.