Ezra Pradipta Hidayat

Independent researcher & strategist


About
Services



Work samples

  1. Designing new digital map
  2. Understanding frontier beer markets
  3. Developing sauce brand platform
  4. Empowering rural women
  5. Optimizing free audio streaming



Contact


Optimizing free audio streaming 🆓🎧

UX research
Product marketing

For a global streaming client, most users are non-paying listeners, key to the 'upgrade to premium' campaign. However, many free users in SE Asia are leaving the platform altogether.


Brief
  • Identify what works and doesn’t work with the app’s free version
  • Suggest product, design, and communication strategies to improve user retention
 
Approach
  • New user diary Asked non-user to download & try for 30 days, reporting what they like & dislike
  • Loyal user diary Asked non-churners to share how they enjoy the free app
  • Interviews Spoke to new users, loyal users, and recent churners to compare their experiences

        
Diary: Asking people to share their listening moments, mood of the occasion, & features they use. Photo: Personal archive


Outcome
  • Customer journey map from initial expectations to usage and retention or churn
  • Identification of causes of churn and drivers for retention throughout the journey
  • Strategies to make the free experience rewarding rather than disappointing  

     
    App comms shape user’s expectations of its feature & experience. Misalignment can cause churn