How to Implement a Premium Content Subscription Model ?

Sadhguru Exclusive is an exclusive feature within current Sadhguru application to consume content on various topics related to Meditation, Knowledge, Productivity, Sprituality , Devotion and more by Sadhguru. Watch these content with family and friends on many internet-connected devices by subscribing it as monthly/yearly plans for individual and Family Users.

Sadhguru application provides you multiple format Yoga and Meditaion plans with Sadhguru Video, Audio and Articles.

Creating a unique experience differentiating it from other OTT offerings, enticing users to register and stay connected even with the lesser content, designing and executing the project in a very aggressive timeline of 3 weeks.

1. To achieve consensus between all the stakeholders.
2. Requirement clarification on user stories and open questions .
3. To gather all the existing knowledge and existing product metrics of shared user stories.
4. Current and expected user segments and create personas
5. Understand expectations from the UX intervention and core UX problems

We Researched these apps and Website in similar domain to understand best practices and features offered by them.
As a result we were able to understand how we can approach to core UX problems and challenges.

• Autoplay: In Netflix, If user watched episode 1, Next episode Autoplay to engage.
• Recommendations: In Some OTT Platform, After a Video Ends user prompted on screen recommendation to watch content.
• Slider Preview: In Netflix, When you fast forward content through time scroll it shows you preview.
• Try and buy Concept: So many OTT platforms, Give first few days or month free trial product.
• Personalization: Meditation and content consumption is user specific.
• Watch Anywhere: In Netflix, Purchase and consume content on any device.
• Watch Offine: In Netflix and Hotstar, Download videos and watch anytime on mobile as per your convenience.

Taken approach of “ Nir Eyal – Hook Model”to make product habitual for their users by understanding triggeres (Internal, External), Actions, Reward and Investment associated with that.

This help to improve product on initial cycles to increase retention, DAU and Revenue.

• User Needs / Triggers with respective action , Reward and Investment
• How we can trigger/Nudge users for Subscriptions.
• How to entice the user to subscribe Sadhguru Exclusive even with the limited content?
• How to retain the user on Sadhguru Exclusive platform, once they have watched the all the content?

We have analyzed/organised information gathered from stakeholders workshop and mapped ideas to set triggers led to actions, reward and investment.

We found list of requirements which could be part of UX Roadmap of the product.

Once Stakeholder workshops over, we found out 4 type of personas. These are:

• Follower
• Spritual
• Networker
• Explorer

To articulate the research and bring in answers to our queries, these questions were created addressed to specific personas and their challenges. They were designed in a way that we could get good amount of ideas to solve challenges and intervene new features and methodologies to construct a better product for these users. Following were the questions:

1. How we can trigger/Nudge users for Subscriptions?
2. How to entice the user to subscribe Sadhguru Exclusive even with the limited content?
3. How to retain the user on Sadhguru Exclusive platform, once they have watched the all the content?

How we can trigger/Nudge users for Subscriptions?

• Linking to a cause or good reason. Appeal to the good samaritan in them or spiritual seeker in them , It not has to transactional, Needs to appeal to their emotions
• Content trailers to get a sneak peek into what’s in there.
• Provide Superpower to users. E.g. Exclusive subscribers can search, find and make their own watchlist.
• Share notification with Sadhguru App users too whenever new content is added in Sadhguru Exclusive OTT.

How to entice the user to subscribe Sadhguru Exclusive even with the limited content?

• As per User type Understanding their needs and Motivation (Figure 6)
• Subscribe content for 1 year and get fresh exclusive content for the next 2 years
• Get alerts and notifications on all ISHA events on a priority basis
• Special invitation for Shivaratri festival
• Priority access to ISHA infrastructure

How to retain the user on Sadhguru Exclusive platform, once they have watched the all the content?

• Show trailer of upcoming content.
• Make them converse on existing content. e.g a discussion thread.
• Give access to related free content for content on exclusive.
• They will never finish all content, as there will be new trailers every fortnight and new content every month.
• Link Paid content to the free content (related topics from existing content)
• Let users provide inputs on what they would like to watch.
• Make a network for exclusive people in their area/town. The show in which exclusive members are around them. Allow interaction between them. Join by only invitation only.
• Exclusive access for some events (like Cred does) or at least notify them first to get then open for all.