YY Live is the most popular entertainment livestream platform in China with 3M+ users. However, data indicates an unexpected decline in DAU (Daily Active Users) of YY Live mobile users.
As a product manager, I had to identify user growth opportunities to bring new users to the product and enhance their retention rate.
In response to a drop in YY Live users, I took product management leadership for a 6-month digital solution to pursue the goals of boosting the DAU of mobile users, enhancing new user engagement and retention rate, and introducing the app’s key features to new users.
Achieve DAU growth
Enhance user retention
Introduce key features
In order to reach desired goals, I developed a product strategy to define each stage of the product lifecycle, inform the decision-making process, and ensure that the product can launch smoothly and on time.
01 Growth Opportunities Discovery
02 Design and Develop
Identify user growth opportunities in the new user onboarding journey with the marketing team and conduct competitive analysis.
Collaborate with UI/UX designers and software engineers to design, develop, and launch a new user onboarding experience.
03 Data Mining and Analysis
04 Product Optimization
Conduct A/B testing and analyze the collected data with data analysts to understand user response and develop iteration plans.
Based on the post-launched statistics, iterate the product to enhance user experience and achieve the business goals.
One of the main tasks for a product manager is to coordinate teamwork with stakeholders(engineers, designers, data analytics, marketing, and legal) and optimize workflow. Therefore, I crafted product key timelines to bring the User Growth team together and monitor the product development process.