Product success

Introduction to proposed feature & GTM strategy

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FilmSlate’s new sign-up and onboarding feature aims to enhance user engagement by offering a personalised experience. This feature includes automatic taste profile creation and a recommendation system, exemplified by the interest selection and “top-taste” section on the main page, and contributes to the whole product experience around other proposed features. The purpose of this GTM strategy is to provide more context and guidance leading the preparation around the launch of this feature by mid-Q3.

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This GTM strategy supports the company's goal of increasing its user conversion rate from 32% to 40% post-trial period. This feature directly addresses the personalisation pain point that users face and contributes to the whole product offering with other identified features. Through precise targeting and positioning of this proposed feature, the product team identified the communication channels and messaging to best reach the targeted segments. Ultimately, this GTM strategy is to ensure and maximise the features’ effect driving user’s “adoption” behaviour on PLG flywheel through improved user experience and value recognition, which in the end lead to easier conversion decisions. 

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Riskiest Assumption and Hypothesis Statement

After reviewing all feature assumptions (Appendix 1), the riskiest assumption identified (with biggest impact*uncertainty coefficient) is that “users will go through the selection without skipping” because this feature fundamentally assumes user’s basic momentum in the non-core task before main content, and the fact that users’ experience and product value impression can be highly affected by their initial interaction with the product (Kims, 2019). Given the discovery that our targeted segment, Cinephile, is eager to express their cinematic interest and receive recognition, the usability effect will eventually depend on the relatability of the selection options to FilmSlate’s users. The accompanying hypothesis therefore is stated as: 
 

We believe that adding a survey-type film-preference selection section with instant results during the onboarding process for FilmSlate users will result in users feeling instant gratification with a personalised experience that leads to higher product engagement.
 

KPIs, Metrics & alignment with NSM

To measure the success of this new feature, the primary KPI identified is the average weekly watching hours. This reflects the general engagement and satisfaction of users with the personalised content they receive. Furthermore, two critical metrics are selected to monitor the feature's success, which translates to conversion rate increases:  the new user’s time to key action and the churn rate in the first three days. The former indicates the usability and initial task adoption. Whilst the latter exemplifies the feature’s ability to foster habit that retains initial value to the users. By reducing the time it takes for new users to engage with key features and decreasing early churn rates, FilmSlate can ensure more users move from trial to paid subscriptions, thereby achieving its goal of increasing the post-trial subscription rate. These metrics are aligned with FilmSlate’s goal and NSM by focusing on new user adoption and engagement, directly contributing to the company's subscription growth and revenue targets.

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