Role: Facilitator, Mentor.
On average, Indonesians listen to music for 1 hour 22 minutes/day, compared to Singaporeans’ 1 hour 1 minute/day. Some of the popular services in Indonesia are JOOX and Spotify. Even though Telkomsel has 174 million users, its music service-Langit Musik, has only 500k active users. The app has more than 1 million download and around 120k reviews on Google Play, so the challenge is to get people to use Langit Musik more, and make it a part of their daily lives.
Some snapshots from the improved UI.
Redefining product strategy
Instead of jumping straight to do a complete app redesign, I drove the team to redefine the product strategy first. Designing and building something will be more effective if we know where we’re going. The big picture.
When we’re defining our product strategy, it’s important to know our weaknesses. The number of songs in Langit Musik can’t compete with Spotify’s 40 million songs. So how do we use weakness as a strong unique selling point? It turns out that we have more local content-indie singers/bands. They’re quite popular in their cities/provinces. So the team decided that Langit Musik is about “the one and only hyperlocal music service that’s simple, enjoyable and engaging.”
Team from various departments came to redefine the strategy.
Actionable Next Steps
Kano Model
We managed to map the features/content using Kano model, and based on the user insights, business viability and technology feasibility, prioritise each for different quarters. With a clearer positioning and actionable items, the team is ready to compete with other music services to win the mind share of the users.