Objective: Mobile App Revamp for Performance & Conversion

Case Study

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Objective

You have assumed the role of a Product Manager for Mobile Apps in Daraz.

To create a roadmap for 2018 by revamping the mobile application giving priority to elements of
personalization. The aim is to ensure more visibility of customized data to the user and to increase
the conversion rate be it in the form of lead or sale. A clear chalked out plan is required to have a
solution in terms of resources (technical and non-technical recruits), any third party tool i.e. Google
Analytics (if need be), marketing cost and timeline.

Situation

You have recently joined Daraz as a Product Manager for Mobile Application and has been asked to
prepare a detailed Roadmap for the year. Given the fact that mobile app will take over desktop in
the near future, the company’s vision is to prioritize mobile and work on better user experience.

With a thorough analysis and upon brainstorming with the team, you have identified that a few
issues need immediate focus. The top most priority is to make the app more engaging. Secondly, to
work on increasing the session duration (the duration of a unique visit/ the duration a user spends
on the app before force closing the app) which is directly linked with revenue generation.
And last but not the least increase the number of users on mobile apps, currently the number of
desktop predominate the apps by a huge percentage. As the prediction is that mobiles are to take
desktop, the app should supersede desktop.

In the past decade or so, the trend for apps has changed drastically. Initially apps displayed what
they wanted to show its users, later, users selected/filtered what they wanted to see, all thanks to
analytics and personalization we are now in the era where apps can identify and display what users
wants to see.

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Personalization is about, right product to be placed at the right place with the right message for that
specific customer. Elements such as product search, suggestions, notifications lead to better app
experience hence better engagement with the user.

As Daraz runs campaigns all year round which is a major source of revenue generation, hence, a
good start can be to suggest changes for Campaign Pages (Figure 2) and Product Display Pages
(Figure 4) with aspect to UI, UX, ROI, User engagement.

Exercise

Daraz which is Pakistan’s largest ecommerce store, has penetrated in the market and has a good
approach to its target audience.
The exercise entails for you to analyze the various possibilities through which you can suggest
changes with its expected impact.
1) Keeping in mind the element of personalization, suggest at least five changes for the mobile
application’s with reasons and expected results (i.e. banners, custom campaign pages, suggested
products, search results, notifications, product display etc)
2) Study the Product Display Pages of other e-commerce giants like Amazon, IKEA, Lazada,
Farfetch etc, compare it with our application’s PDP and suggest elements we can duplicate and the
results you expect to see. You can also suggest changes for different age group, gender or any other
target audience, as the approach for each target audience can be diverse.
3) Analyze a few actionable items to drive sales through mobile app or increase the conversion
rate. The conversation can be in the form of lead (subscription of emails) or an actual purchase.
4) Suggest Marketing Campaigns to brand and market the revised mobile app.
a. Data shows Email has a higher ROI amongst most Marketing Campaigns
b. Social Media Marketing has taken branding on another high level
c. A large audience still follows digital ads (television ads and billboards etc)
d. With smartphones now a necessity, push notification brings a good share of users to the app
5) Studies suggest that a key element in conversion is user generated data, i.e. rating, reviews
etc. Propose changes in the app to increase the user generated content.
Facts & Figures

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Figure 1 - Home Page

Figure 2 - Campaign Page

Figure 3 - Category Page

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Figure 4 - Product Display Page

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Chart I: App Installations Per Month

Installation November '17 December '17 January '18 February '18 March '18

Android 700,000 600,000 550,000 600,000 450,000

iPhone 60,000 45,000 44,000 50,000 35,000

Chart II: App Un-installations Per Month

Un-installations November '17 December '17 January '18 February '18 March '18

Android 490,000 420,000 385,000 420,000 315,000

iPhone 20,000 51,500 31,500 50,000 45,000

Chart III: Revenue Generated Per Month

Revenue Generated November '17 December '17 January '18 February '18 March '18

Android $600,000.00 $500,000.00 $350,000.00 $350,000.00 $300,000.00

iPhone $50,000.00 $30,000.00 $75,000.00 $25,000.00 $75,000.00

Chart IV: Views of PDP (Clubbed together in the form of Category) Per Month During Campaign
Days

Views November '17 December '17 January '18 February '18 March '18

Phone & Tablets 950,000 807,500 665,000 665,000 617,500

Men's Fashion 807,500 686,375 565,250 565,250 524,875

Women's Fashion 985,000 837,250 689,500 689,500 640,250

Beauty & Health 837,250 711,663 586,075 586,075 544,213

Appliances 711,663 604,913 498,164 498,164 462,581

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 Computing & Gaming 604,913 514,176 423,439 423,439 393,194

TV, Audios & Cameras 514,176 437,050 359,923 359,923 334,215

Home & Living 437,050 371,492 305,935 305,935 284,082

Sports & Travel 371,492 315,768 260,045 260,045 241,470

Baby, Toys & Kids 315,768 268,403 221,038 221,038 205,249

Grocer's Shop 268,403 228,143 187,882 187,882 174,462

Other Categories 228,143 193,921 159,700 159,700 148,293

Chart V: Campaign Pages Views

Campaigns November '17 December '17 January '18 February '18 March '18

Deals of the Day 1,200,000 1,080,000 972,000 874,800 985,000

Deals of the Week 1,253,010 1,160,195 1,074,254 994,680 921,000

Voucher Offers 1,920,500 1,829,048 1,741,950 1,659,000 1,580,000

Women's Day 1,725,500 1,253,452 1,329,526 1,023,000 1,125,000

Lawn Spring Fest 939,936 1,105,808 1,300,950 1,239,000 1,180,000

Greet the Heat 850,000 807,500 847,875 890,269 934,782

Note: In the first slide of your presentation, please mention your group names. Please also note that
you will have 15 minutes to present & 15 minutes for Q&A, and each member of the group has to
participate in the presentation. You will also be required to wear your name cards throughout the
presentation.