Situation
The company: At MTS, the leading telecom company with 88 million users and a large digital ecosystem, I was a part of the MyMTS team.
The product portfolio:
MyMTS (30+ million MAU) is a self-service app. It was the #1 mobile app and #30 among all Russian apps (by AppStore ranking in 2018). MyMTS app is accompanied by the self-service websites: mts.ru and lk.mts.ru (10+ million MAU).
I managed a portfolio of these 3 B2C web and mobile products within the “Loyalty, ads, and targeted communications” vertical.
Context:
I had to create a content-centric discovery system for increasing profit from the ecosystem apps.
Task
I had to build a discovery part of MyMTS mobile app to entertain and educate users about MTS ecosystem apps.
The key metrics I was targeting were:
- Increasing session time.
- Increasing app usage.
- Increasing MAU and retention.
- Increasing profit from the ecosystem apps.
Action
- I performed customer discovery (polls, user interviews, data analysis, market analysis, etc.),
- I performed competitor analysis, including indirect competition (social networks, entertainment apps, etc.),
- I studied gamification, recommender systems, and Machine Learning systems.
- I collaborated with Data Analysts, Data Engineers, Engineering Teams, Product Managers of the ecosystem apps, etc. to define MVP and develop it further into a full-fledged recommender system.
Results
My team and I created an integration from an idea stage based on banners to the recommendation-based content service that increased MAU and retention.
As a result the product:
- Increased session time.
- Increased app usage.
- Increased MAU and retention.
- Increased profit from the ecosystem apps.
Period
Around 2019-2020
