1
APP • 2021
Hellotunes
Scope
Aid user research
Define feature set
Refine user journeys
Update visual language
Role
Research Aid
Product Design
Hand-off
Testing
Timeline
3 months
Platform
Mobile
Overview
Wynk offers caller tunes under the brand name Hellotunes. Around ~50% of Wynk Music users set Hellotunes on a monthly basis. However, this 30 million MAU base was not consuming a lot of music on Wynk. We wanted to cross-sell music and podcast to this base. Hellotunes was also not monetised. So, there was a strong potential to drive revenue through this. For the last 2 years, Hellotunes as a feature was not given the prime position it deserved. It needed an update to support discoverability, browsing and improved tunes management.
Bring it focus in the app and generate revenue from selling subscriptions for Hellotunes
Prime position on Wynk Music
Improve how people discover and manage Hellotunes. Integrate ways to promote music, podcast and virtual concerts on the user base.
Drive engagement and cross-sell
2
Impact
With the improved prominence for Hellotunes on the app, we saw an expected increase in people browsing and setting tunes. The CTR across the Hellotunes section also saw a healthy uptick. We were able to build Helltounes in a way that was ready to support future products. This was evident in the coming weeks when we fleshed out the upcoming products. The clean-up made things easier for our users and resulted in a significant drop in the complaints we received from users.
38%
more people opening Hellotunes
30%
improvement in CTR on Hellotunes
4.3x
increase in initial revenue
56%
drop in user complaints
3
Final Words
What was a neglected product all these years, was now a major talking point for Wynk Music. The product had a great potential to drive growth, revenue and engagement on the app. We gave it the focus it deserved. In the project, we understood what Hellotunes means to our users. We made sure to translate these needs into app features. Hellotunes was also the foundation for future caller tunes products on Wynk Music. We also experimented with an exciting new visual language for Wynk. In the coming months, it would be important to roll out new features and keep improving the existing ones.
Scale to more features
We have some exciting products in the pipeline that are waiting to be built. They will integrate with the new Hellotunes section over the coming months.
Extend visual language
We experimented with a new visual language that included colours, cards, rails and even motion. It has to be fine-tuned and extended across the other sections of the app.
Learnings from the project
A lot was dependent on the project from the business side. Hellotunes was pegged to be the next star product. The project gave me a chance to work with this important constraint. Hellotunes also had a complexity that made me design exhaustive use cases of the product. It was also built with scalability in mind and made me think about the long-term evolution and scalability of the feature.
Respect business goals
Hellotunes had a very important revenue goal tied to it. A lot of the decisions were made around maximising this.
Exhaustive use cases
Hellotunes as a feature is available to different cohorts across the user base. Designing for each was an incredible challenge that made me think very logically through it.
Long-term scalability
We knew more features would be added to Hellotunes. Being cognisant of this, it shaped my design decisions in such a way that it could accommodate future features.
