Building the next big social media platform for India with Roposo
Roposo was India's first influencer-led social media platform. I joined the company during a significant pivot from a fashion affiliate platform to a social media platform. My primary focus was on building the new platform experience, developing monetization strategies, and addressing user retention challenges.
I established a channel for competitive and category research, supplemented by primary research, to inform the product roadmap. This research was used to prioritize features, which were then selected for development each quarter.
We revamped the information architecture to create a more user-informed, integrated, and highly engaging feed. By analyzing funnel data and bounce rates, we restructured the information architecture and improved the onboarding experience to enhance user retention on the platform.
High uninstall and bounce rates for users acquired through inorganic channels often occur when there is a mismatch between the expectations set in customer acquisition campaigns on platforms like Facebook and the actual onboarding experience on the platform.
Following measures were taken to fix the issue
Ensured that users share more content on other platforms. Building occasions, prompts and contests for the users to share content -this massively increases organic installs
Ensuring that the communication on inorganic acquisition channels, play/app store touchpoints and onboarding experience is consistent
The search functionality on Roposo required significant improvements. The search results were too broad, leading to user overwhelm. Although we were constrained by the limitations of Elasticsearch, we focused on creating the best possible experience by incorporating faceted search to refine and improve the user experience.
Building upon the organic posts that were selling products, we introduced the peer to peer selling platform called Bazaar, the project included building the following features
Seller identification and onboarding
Seller discovery
Sale interaction and buyer journey
Sale interaction and seller journey
Post sales fulfilment and customer support
