Onboarding project | Kuku FM

Define your ICPs

B2C Table ⤵️

ICP Prioritization

[Use this framework to prioritize your ICP's]

From the ICP Prioritization Framework, ICP 1 and ICP 4 can be targeted due to their High TAM, high frequency of usage and good distribution potential.

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Listing out user goals for each ICP wrt Kuku FM. I will be bucketing it above.

(Brainstorming)

ICP 1

• Wants to utilise the time spent on chores for learning. (Personal Goal)
• Wants to delve into hobbies, gain knowledge or skill for growth and social capital. (Personal + Social goal)
• Wants to consume to engaging/relatable content in their native language, during the time spent away from screen. (Personal Goal)

ICP 3

• Wants access to study material and content related to exam preparation. (Functional Goal)
• Wants to build confidence, stay motivated and pick up additional skills/knowledge that can help with exam/interviews as well as provide social capital among friends and family. (Functional + Social Goal)
• Spends a good time commuting to and from coaching/work. Looking to make it more productive. Also utilise the time spent during studying or breaks. (Personal Goal -> Productivity)

How to do an onboarding teardown?

Take screenshots of each page of the interface, note each interaction and user touchpoint, and assess based on user empathy:

1. What is working well on the screen and why?
2. What is not working and why?
3. What changes/improvements do you suggest can be made? Why do you think that would be better?
4. Where does the “aha” moment occur?
5. Evaluate your onboarding on the cognitive biases.

Document can be found here: https://drive.google.com/file/d/1vCkjNz_EMm4wKwHWeRAVqUxj32Q6KoHS/view?usp=sharing

Parameters to track your activation metrics:

• D1, D7, and D30 retention
• DAU / MAU
• Subscription rate vs retention
• Average TAT
• User Cohorts
• Acquisition source
• Product reviews
• Session frequency
• Listening duration

Reminder: This is not the only format to follow, feel free to edit it as you wish!

Activation Metric Hypotheses

Hypothesis #1:

User saves or downloads an episode within the first 2 days of signing up

Reasoning:

• Saving or organizing content reflects a commitment to the platform.
• Indicates that users see value in the content library for future engagement.

Important Metrics to track this:

• Percentage of new users who save episodes or download offline within the first 2 days.
• D7 and D30 retention rates for users performing this action.

Validation of Hypothesis

• Impacts Retention Curve?

Yes. Personalization reflects commitment to the app, encouraging higher retention.

• Increases Referral or WOM?

No. Does not directly drive referrals, this is an introspective behaviour.

• Improves LTV?

Yes. Users planning for future consumption are more likely to subscribe or stay engaged long-term.

Hypothesis #2

User completes a show/episode and provides a feedback rating within 7 days of signing up

Reasoning:

• Positive reviews reflect satisfaction and intent to continue using the app.
• It also indicates that user has browsed and found content suited to his taste, signalling continued engagement.

Important Metrics:

• Percentage of users completing an episode and leaving a review within the first 7 days.
• D30 retention and DAU/MAU for this cohort.

Validation of Hypothesis:

• Impacts Retention Curve?

Yes. Users leaving reviews often have a positive outlook, which correlates with higher retention.

• Increases Referral or WOM?

Indirectly, yes. Reviews on shows encourage other listeners to engage with the content, leading to higher engagement. (Sort of indirect WOM?)

• Improves LTV?

Yes. Users leaving reviews are expressing their opinions, and are more likely to engage further and convert to monetized users.

Hypothesis #3

Users create a streak by completing daily listening goals for 3 consecutive days within the first 7 days of signing up

Reasoning:

• Streaks incentivize users to consistently engage, creating habits and long-term loyalty.
• Habit forming users are likely to end up becoming subscribers of the app.

Important Metrics

• Percentage of users starting a streak within the first week.
• D30 retention for users who start streaks vs those who don’t.
• Average streak length during the first 30 days.

Validation of Hypothesis:

• Impacts Retention Curve?

Yes. Streaks strongly correlate with habit formation and long-term retention.

• Increases Referral or WOM?

Indirectly. Streak completion may drive personal pride and occasional sharing but it does not directly drive referrals.

• Improves LTV?

Yes. Streak-driven users are often the most engaged and likely to spend on the app. (Either via Kuku Coins or Subscription).

Hypothesis #4

Users who refer at least one friend within 7 days of signing up

Reasoning:

• Users feel more connected to the app due to the shared experience with friends.
• Incentives like earning Kuku Coins add extra motivation.

Metrics to Track:

• Percentage of new users completing at least one referral within the first 7 days.
• D30 retention and DAU/MAU for this cohort.
• Coin usage patterns among users who refer friends.

Validation of Hypothesis:

• Impacts Retention Curve?

Yes. Social engagement through referrals often leads to higher retention as users feel a shared connection.

• Increases Referral or WOM?

Yes. Directly improves referral and WOM.

• Improves LTV?

Yes. Users who have referred and are transacting in Kuku Coins are likely to convert to premium subscribers.

Hypothesis #5

Users who engage with Kuku Coins by buying or spending them within the first 7 days of signing up

Reasoning:

• Signals active participation to the app's economy.
• Encourages repeated engagement and users are likely to delve into other actions on the app like referrals and subscriptions.

Metrics to Track:

• Percentage of users earning or spending Kuku Coins within the first 7 days.
• DAU/MAU and D7 retention for this cohort.
• Buy vs Earn by Referral spread for Kuku Coins.

Validation of Hypothesis:

• Impacts Retention Curve?

Yes. Active participation in the in-app economy leads to better retention.

• Increases Referral or WOM?

Yes. Coins are also earned via referral. Higher coin transactions can indicate higher referrals.

• Improves LTV?

Yes. Users engaging with in-app currency are more likely to subscribe.