First Introduction to Pandora
Manager, Stakeholder
2018
Product Design Director
Project info
Problem
Signup completion rate was only 60%
The team and I hypothesized: If we can get that other 40% into listening even before registering (concept of try before you buy) we think we can capitalize on a large opportunity.
Lifeless new accounts
15% of users who registered a new account never listen to anything within the first month, and eventually cancel their service
Hectic first-time experience
Isolated experiences, all coming together in a smorgasbord of education and upsells
After partnering with research in doing an audit of the experience end-to-end and hearing from current and prospective listeners, we found the first time experience to be hectic- a collection of coach marks, dialogs, and email notifications that hit you over the head with pieces of education and up-sells which diminished the ability to gracefully teach users the power of Pandora Premium and how to listen to their favorite music.
Goal
• Simplify first-time experience
• Educate users of the value of Premium
• Increase Conversion of Free > Premium
• Positively affect MAU's
Solution
A campaign-driven, personalized user journey that delivers instant gratification and an extended, non-payment-backed trial of Pandora Premium—commonly referred to as a reverse trial—without requiring users to create an account to experience the trial.
Gives first-time listeners the ability to “try before you buy,” effectively educating them about our premium product by quickly showcasing the power of personalization and the breadth of our catalog.
Adequately timing when to "make an offer" available, educating users in context, and unlocking key features in exchange for credentials and retention mechanisms—because "there’s a time and a place."
User Intent
The first phase of the First Introduction project is campaign driven. Here’s a campaign where we would work with Drake, allowing users to listen to his track “God’s Plan” straight from twitter alongside a 30-day gift of Pandora Premium. This implementation affords us the ability to create personalized campaigns and drive specific markets to try our Premium offering for an extended period of time.
Warm Welcome
Once the user clicks through the social media link, we deep link into the Pandora app, credential-free. Upon your first experience of Pandora, a modal is presented that sits over a collection of content we’ve populated for you based on the music you’ve clicked on. Given the user is without an account, we offer the ability to credentials right off the bat, to allow users to start personalizing their account.
Warm Welcome (a closer look 🔍)
A closer look into the content design approach to the Warm Welcome screens
Warm Welcome (a closer look 🔍)
A closer look into the content design approach to the Warm Welcome screens
Reciprocity Trigger #1
To drive sign-ups, we present an informative modal that educates users about the features they miss out on without creating credentials. This approach emphasizes the premium feature of downloading music for offline access, which allows use without an internet connection. Additionally, we showcase the album artwork of the most-listened-to album during their premium trial, focusing on the content that matters most to them.
Reciprocity Trigger #1 (a closer look 🔍)
A closer look into the content design approach to this particular reciprocity trigger to collect listener credentials.
Reciprocity Trigger #2
With five days remaining in their trial, if we haven’t collected their information yet, we’ll ask them once more to 'personalize' their account by providing credentials, emphasizing the urgency of the 30-day trial.
Reciprocity Trigger #2 (a closer look 🔍)
A closer look into the content design approach to this particular reciprocity trigger to collect listener credentials.
Retention / End of Experience
At the end of the 30-day gift, the user is given the option to continue listening, either as a free user or by upgrading to retain the on-demand experience enjoyed by Pandora Premium users.
Retention / End of Experience (a closer look 🔍)
A closer look into the content design approach to the end of the 30-day experience of Pandora Premium.