Product Improvement: Dream 11

A case study on how to reduce the churn of users from Dream11- an India based fantasy sports team game. Dream11 is an Indian fantasy sports platform that allows users to play fantasy cricket, hockey, football, kabaddi, and basketball.

Defining the problem statement- Dream11 is experiencing a churn from the early adopters of the platform i.e. Users are signing up with the platform and quit after first few days.

The general retention period of the platform is around 1–2 weeks

Figure 1- Understanding the problem statement

Customer Research Output- A research was conducted to understand the pain points and overall experience of the platform by the concerned set of users

Figure 2- Customer Research

Understanding User Persona- On the basis of the research the following user personas were identified:

Figure 3- Understanding User Persona

Navigating the pain points via User journey- Plotted the user journey vis-a-vis the platform experience

Figure 4- Pain point investigation

On the basis of the research and navigating through the user journey for early adopters, concluded with the following sets of enhancements and features.

Proposed Improvement 1: Better visibility of practice matches for new entrants

Figure 5- Proposed Improvement-1

Proposed Improvement 2: Highlighting Fan Code Stats/Guru icon

Figure 6- Proposed Improvement-2

Proposed Feature 1: Expert Consultancy- In house consultancy to create the network effect

Figure 7- Proposed Feature-1

Proposed Feature 2: Nudge the novice- User behaviour based triggers for user motivation and engagement

Figure 8- Proposed Feature-2

Low Fidelity Wireframes for ‘Nudge the Novice’-

Figure 9- Low fidelity Wireframes

Proposed Feature 3: Rebound Matches- Giving the extra lives of users who miss out on winning due to bad luck or strategy. This aims to boost player morale and better understanding of the game. The objectified gamification of the feature was to develop the sticky behaviour amongst the early adopters.

Figure 10- Proposed Feature: Rebound Matches

Proposed Feature: Rebound Matches-Roadmap

Figure 12- Rebound Matches-Roadmap

Proposed Feature 4- Provide game simulation experience: A simulation of the game flow will help users to get acclimatise with the platform to some ease.

Figure 13- Proposed Feature: Provide game simulation experience

Proposed Feature 4- Low fidelity wireframes

Figure 15- Proposed Feature 4: Low fidelity wireframes

Prioritisation of features: All the set of enhancements and features will go unwarranted if the prioritisation is left undone. Applying the RICE framework and benchmarking the funnel metrics for analysing the result of implementation.

Figure 16- Prioritising the features

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