Description

Development of The Orchard’s first mobile offering. Prior to this all Orchard tools/applications were not responsive therefore forcing users to bear with a broken mobile experience when trying to access their dashboard on the go or deterring users from accessing on mobile all together.

 

Problem

The primary issue identified was that the current set of products were not mobile accessible given they are legacy products. Secondarily, a higher number of priority customers had begun to complain about their analytics experience stating that performance of their analytics on our site was extremely slow.

 

Solution

Given limited resources and time, we would build a hybrid M.dot + Native wrapper mobile analytics experience. The understanding being that we do not want to alienate any customers, it would be potentially cheaper and we would have a presence in the Apple App Store and Google Play.

 

Competitive Landscape Review

Reviewing competitors, Tunecore was the only direct competitor out of 10 had a responsive site (no competitors had a mobile offering at the time).

 

Conducted User Interview

Goal: Gather data to determine the value of a potential mobile analytics application.

Setup:

  • Identified 20 representatives across potential users
  • Analyzed Google Analytics usage to craft script
  • Asked users a series of questions on how they are using The Orchard Analytics product and if a mobile app would be beneficial.

 

Demographics:

  • 6 catalog labels, 14 frontline labels
  • Range in number of release: 45 - 21,000
  • Revenue range: 118K - 4.2M
  • Genres: Hip-Hop, Pop, Jazz, Gospel, Rock, Metal
  • Regions: California, Michigan, German, Australia

 

Findings:

  • Primary User: Label Owner on their way to a monthly status meeting who needs to search for performance analytics over the past year.
  • Pain point: The current Analytics and Accounting applications currently taken an unbearable amount of time to access and is currently preventing users from pulling information.
  • Pain Point: Pages are not responsive

 

Target Metrics

We identified realistic baselines for the initial launch and integrated tools like Flurry and Google Analytics for more detailed metrics.

 

Launch Strategy & Timeline

  • Prior to launch, we conducted a Closed Beta which lasted one month with a group of 25 labels.
  • Externally - During this time, we did weekly touch points to gather feedback and at the end distributed surveys to capture user feedback.
  • Internally - Conducted internal training of sales and client manager teams, created demo videos and FAQs artifacts.

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