<aside> 💡 Project Description: Tencent aims to unlock synergies between their three entertainment-based business units: JOOX, WeTV and Sanook Music by implementing features and launching campaigns to drive DAUs from WeTV and Sanook Music to JOOX and vice versa. Preliminary research including competitive analysis, user surveys and interviews and traffic flow analysis was conducted to identify and size market opportunities. From this, 6 solutions were derived, impact sized and effort sized. Final recommendations (to/to not move forward) were then made based on trade-offs between impact and effort sizing.

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Specific numbers have been redacted from this project due to company privacy and replaced with X

Preface

I worked on this 5-week product discovery sprint as part of my internship capstone as a Product Management intern at JOOX. JOOX is Tencent’s Southeast Asian music streaming platform. While I was a PM intern on JOOX, this project incorporated 2 other Tencent-owned business units: WeTV and Sanook Music. WeTV is a video streaming platform and Sanook Music is a Thai-based music news website.

Problem Statement

As part of Tencent’s 2021 overarching goal, Tencent aims to unlock synergies between JOOX, WeTV and Sanook Music. The goal of this sprint is to discover the most impactful opportunities to drive daily active users (DAUs) from WeTV and Sanook Music to JOOX and vice versa.

Research

Based on the analysis of survey data collected prior to this sprint, there was a strong lack of interest from JOOX users in using Sanook Music. After consulting with current JOOX and Sanook Music PMs, we came to a conclusion that it would be difficult to brainstorm feasible and effective features within the sprint’s timeframe to drive JOOX users to Sanook Music. Therefore, the scope of the sprint was redefined.

Takeaway: Sprint scope was narrowed to driving DAUs from:

1. WeTV → JOOX

2. JOOX → WeTV

3. Sanook Music → JOOX

4. JOOX → Sanook Music

Existing Integrations: JOOX and Sanook Music

Current JOOX-intergrated features on Sanook Music’s homepage and Sanook Music’s weekly charts. Beside JOOX-integrated features are redirect links to joox.com. Sanook Music users can use JOOX’s integrated web player which allows them to listen to music directly on Sanook Music’s site.

Identifying Market Opportunity

Traffic flow data was analyzed to determine the effectiveness of current features on Sanook Music in driving unique users to JOOX. Based on the analysis, a large market opportunity was found:

Takeaway: A large % of Sanook Music users are interacting with JOOX-integrated features on Sanook Music. However, only a small % of them click on redirect links to JOOX’s website/application after feature interaction.