This project is an extension of
ABOUT
ABP Live is the digital business of ABP Network, one of India’s premier News broadcasters. It is a thriving media marketplace with 130M monthly users over 8 languages, 20+ content topics, 8 formats (text, video, live, audio, gaming etc). With the decline of TV and new opportunities for innovations in advertising, ecommerce & AI, decision was made to shift focus from TV to Digital; and hence, the need to formulate a future-ready CX roadmap & brand strategy
GOALS
To modernise the UX of ABP Live from a NEWS-ONLY platform to a NEWS++ INFOTAINMENT CONTENT STREAMING PLATFORM (Video, podcast, gaming, interactive stories)
KEY PERFORMANCE INDICES
Increase user’s time spent on web.
Increase traffic to website.
Create more advertising revenue opportunities.
Create fluid design system to give news editors & programmatic ads team the flexibility to customise components as per demand.
Increase visibility of 8 regional brands existing under TV network.
Design for single code across 8 websites with 8 scripts.
SERVICES
Brand positioning.
CX roadmap.
Research.
UX Strategy.
Design system.
Usability testing.
CX Design guidelines.
UI design.
RESULTS
35.2 million unique users on launch.
48% new viewers, 48% more views, 100M+ minutes – Google News Initiative
27% increased in time spent within 3 months of release.
20% increase in CTR.
3X increase in Ad opportunities.
2 ranks jump among competitors within 3 months.
News – https://www.indianbroadcastingworld.com/abp-news-live-dominates-indias/
Concept – Insight & Product Synthesis
Our initial portfolio of innovative ad concepts (gamification, interactive video, casual gaming) resulted in confused advertiser reception. The primary lessons were that innovation requires familiarity to be recognizable as an ad, and that data is essential to de-risk any new concept for clients.
Analytics provided the strategic pivot: consumer data across the platform showed Stories and short-form reels drove the strongest engagement, identifying interactivity within these formats as the core innovation requirement.
I combined these successful formats to create Interactive Stories, a simplified, data-backed product. This synthesis of existing behavior and required functionality was immediately validated by the sales team as a highly effective new offering.
Credits
Client – ABP Live, ABP Network
CDO – Vijay Jung Thapa
VP, Strategy & Editorial – Tushar Banerjee
Head, CX & Design (Idea, strategy & Design) – Saswat Satyadarshi
Sales Head – Shailendra Shetty,
National sales head, digital ad sales – Farzana
Product – Rajesh Pal, Madhulika Sharma
Technology – Rajanish Singh
