Problem Statement

Solution

Approach

• Validating problem statement
• List of hypotheses around specific audience or persona
• The possible solution around a hypothesis
• Timeline
• Product requirement document
• Potential challenges
• Wireframe work (Prototype)
• Metrics to judge (successful/unsuccessful)
• Post Launch

Problem Statement

We feel that expanding the Wynk App into multiple languages will make it more adaptable and increase engagement. As a PM, you need to determine whether we should do this or not? If yes, how would you go ahead with this?

Solution

Yes, we should expand the Wynk App to multilingual.

In the subsequent section, I will answer why and how?

User Persona

Savita: Folk singer

• Savita Tai is a 58-year-old from Jharia, blessed with a melodious voice!
• She has always been enthusiastic about listening to tunes and singing new folk songs.
• Her family is of a modest background.
• Even though she has a basic android phone she listens to music on an old radio where she has no control over listening to specific songs

Reshma: Homemaker

• Reshma Rajput is 25 years old homemaker from Rajasthan
• She recently got married to a rich textile merchant
• Right before her marriage, she completed her graduation in political science
• On her first birthday after marriage, her husband gifted her an iPhone
• She uses Wynk, but very limited as she is not comfortable with English and technology

Narayana: Worker

• Narayana is 17 years old daily wage worker from Tamil Nadu
• He works at the tea stall from morning 5 am to the evening at 7:30 pm
• After work, he goes back home where he cooks for himself while listening to Tamil music
• He finds it difficult to operate existing music apps as most of them are in English and he only knows Tamil

Where do they go?

• Spotify
• Amazon Music
• Jio Saavn
• Apple Music
• YouTube
• Gaana
• Radio, etc.

Gaps in the market

• Most of the apps are in the English language
• Many Indians don’t know how to read English
• A huge majority of people only know regional language

Our Solution

• Multilingual Application

Hypothesis

Objective: Introduce a multilingual feature to increase stickiness among the active customers and target new users, to become the number one music streaming app in India.

Possible ways to target new users:-

• Focus on enhancing user experience by introducing a multilingual app
• Run awareness campaigns via digital marketing

Is it worth building?

• Impact
• Speed
• Budget

Why multilingual?

• Cater to a larger audience
• Make it user friendly
• Onboard new users
• Reduce bounce rate
• Competitive advantage
• Boost SEO and marketing in multilingual

Positioning could be a challenge, but I don’t think that should be a major issue. Since we don’t have that kind of solid segregation of audience. We can definitely, work on the positioning of the application.

Timeline

PHASE - 1

PHASE - 2

PHASE - 3

PHASE - 4

Top Indian Languages

Why these phases?

Detailed Analysis

How multilingual?

Product requirement document: PRD

• Purpose (who it is for, why you’re building it)
• Feature
• Release criteria (goals for the release: functionality, useability, performance, supportability)
• Timeline (window for the release)