Cameo DM’s
Analytics showed a large number of Cameo’s being declined by talent - causing talent to receive bad reviews and lose revenue. I led user interviews to define the problems and found Talent’s inability to clarify a request or scheduling conflict were the primary issues. An example; “how do I pronounce your name?”
Synthesis
We hypothesized that facilitating communication between Fan and Talent through a direct messaging feature could reduce unfulfilled orders by 3% (or more) I led sketching sessions, developed wireframe prototypes and a presentation for talent and stakeholders to approve feature development.
Challenge
We knew that we needed a messaging feature to aid in the communication problems and declined Cameo’s. But we also knew that Talent and their management teams would be very concerned about the level of access given to fans if we open up this avenue of communication.
Concept
“The Bumble Approach” which gives Talent the power to reach out, while also limiting fan responses after the DM was open. For each message talent sends, the fan gets one short reply. I was able to successfully pitch this concept to our C-Suite, Talent Management, Design & Engineering teams, getting the buy off I needed to build the feature and prepare it for a release plan.
Results
Over four weeks we saw a seven percent reduction in unfulfilled orders, which equated to an overall lift in conversion of 6%. This increased revenue by $288,000 yearly due to increased communication and conversion
Surprise! We also found new use cases through use of the direct message feature, like pay-to-text and video requests (send a video as your request)
