Edadeal Journal
Lifestyle service for economy and healthy food
Context
Edadeal is a personal shopping assistant with an advertising business model. Over the course of 4 years, we increased MAU by 900%.
We observed a growing interest in content, so we hypothesized that a food and savings media portal would attract new users and increase retention. I became the product owner and led the creation of the Magazine.
Business goals
✢ increase engagement,
✢ attract new users and grow MAU,
✢ boost app installs,
✢ increase ad impressions.
Our mission is to help people save money and improve their home living. While also promoting Edadeal and driving traffic to it.
https://edadeal.ru/journal
Edadeal is a personal shopping assistant with an advertising business model. Over the course of 4 years, we increased MAU by 900%.
We observed a growing interest in content, so we hypothesized that a food and savings media portal would attract new users and increase retention. I became the product owner and led the creation of the Magazine.
Business goals
✢ increase engagement,
✢ attract new users and grow MAU,
✢ boost app installs,
✢ increase ad impressions.
Our mission is to help people save money and improve their home living. While also promoting Edadeal and driving traffic to it.
https://edadeal.ru/journal
Context
Edadeal is a personal shopping assistant with an advertising business model. Over the course of 4 years, we increased MAU by 900%.
We observed a growing interest in content, so we hypothesized that a food and savings media portal would attract new users and increase retention. I became the product owner and led the creation of the Magazine.
Business goals
✢ increase engagement,
✢ attract new users and grow MAU,
✢ boost app installs,
✢ increase ad impressions.
Our mission is to help people save money and improve their home living. While also promoting Edadeal and driving traffic to it.
Edadeal is a personal shopping assistant with an advertising business model. Over the course of 4 years, we increased MAU by 900%.
We observed a growing interest in content, so we hypothesized that a food and savings media portal would attract new users and increase retention. I became the product owner and led the creation of the Magazine.
Business goals
✢ increase engagement,
✢ attract new users and grow MAU,
✢ boost app installs,
✢ increase ad impressions.
Our mission is to help people save money and improve their home living. While also promoting Edadeal and driving traffic to it.
Process
Research
To design the Journal, I primarily relied on data analysis, as we had already conducted a significant number of user interviews. My primary responsibility was to summarize the findings, identify the needs, preferences, and behaviors of the target audience, and develop a user journey through the application.
To design the Journal, I primarily relied on data analysis, as we had already conducted a significant number of user interviews. My primary responsibility was to summarize the findings, identify the needs, preferences, and behaviors of the target audience, and develop a user journey through the application.
Roadmap and hiring
I began hiring copywriters and designers to create content for the Journal, as well as a content manager to assist in developing the theme matrix.
The roadmap included features ranging from the web MVP to the full app release on both platforms. It also involved defining metrics and benchmarks to measure the success of the launch.
I began hiring copywriters and designers to create content for the Journal, as well as a content manager to assist in developing the theme matrix.
The roadmap included features ranging from the web MVP to the full app release on both platforms. It also involved defining metrics and benchmarks to measure the success of the launch.
Various design artifacts from research step: basic roadmap, marketing reports, condensed findings from UX research
Big data analysis
I used data of Yandex Dzen — another Yandex's media portal to identify the top-performing content. I then analyzed the audience overlap between Dzen and Edadeal to better understand our target users.
I created a comprehensive theme matrix with many categories related to food, economy, and lifestyle to test.
Categories and topics for Journal's content
Challenges: low budget
Solution 1.
Content optimization
before — confusing
We had three separate design and copy teams, they were working in isolation, each following their own guidelines, making different content for each social media. It led to misunderstandings, inconsistency, and duplicate content.
after — clear
We now have a unified approach to content production, where a single theme is developed across multiple formats. It efficiently reduced financial and time costs.
Content optimization
before — confusing
We had three separate design and copy teams, they were working in isolation, each following their own guidelines, making different content for each social media. It led to misunderstandings, inconsistency, and duplicate content.
after — clear
We now have a unified approach to content production, where a single theme is developed across multiple formats. It efficiently reduced financial and time costs.
Each piece of content is used on every platform and type of social media
Solution 2. Reducing costs
We replaced recipe images taken by agencies with stock photos. Both were brand-neutral, but stock photos saved more than 30% of the budget of each material. Templates with minimal photo editing saved us time.
We made a library of step-by-step images for recipes to use them multiple times in different recepies. For example, "bring water to a boil" or "sauté onion with carrots."
We replaced recipe images taken by agencies with stock photos. Both were brand-neutral, but stock photos saved more than 30% of the budget of each material. Templates with minimal photo editing saved us time.
We made a library of step-by-step images for recipes to use them multiple times in different recepies. For example, "bring water to a boil" or "sauté onion with carrots."
Neutral stock photos for recipe illustrations, or photos on a white background with a «darken» overlay
Challenges:
lack of tech resources
lack of tech resources
Solution 1. Page constructor
We had planned to redesign the website and integrate the Journal into it, but the development resources were occupied. To create an MVP without involving frontend developers, I used a Yandex landing page builder.
Solution 2. Links over data
For the MVP version, we were unable to provide real data, so the product cards were filled in manually with an approximate price range or simply led users to the relevant category on the site.
We had planned to redesign the website and integrate the Journal into it, but the development resources were occupied. To create an MVP without involving frontend developers, I used a Yandex landing page builder.
Solution 2. Links over data
For the MVP version, we were unable to provide real data, so the product cards were filled in manually with an approximate price range or simply led users to the relevant category on the site.
In MVP version, we don't load data with prices but instead provide a link to a search results
Summary
✢ To launch the product, I gathered marketing reports, analyzed audience overlaps with Dzen to create a theme matrix.
✢ I created the website, content guidelines, and templates using a web builder, and also hired a team of editors and designers.
✢ Successfully integrated social media, stories, and journal content creation into one pipeline, reducing costs by 40%.
✢ The Journal initially generated 20% more website traffic compared to social media, but the full potential of marketing initiatives often emerges gradually over time.
✢ I created the website, content guidelines, and templates using a web builder, and also hired a team of editors and designers.
✢ Successfully integrated social media, stories, and journal content creation into one pipeline, reducing costs by 40%.
✢ The Journal initially generated 20% more website traffic compared to social media, but the full potential of marketing initiatives often emerges gradually over time.
My roles
Product owner
✢ Sold the idea and secured the budget.
✢ Created a roadmap for the service.
✢ Set business metrics and goals.
✢ Tested hypotheses.
✢ Planned types of content to be produced.
✢ Communicated with PMs of other branches
✢ Sold the idea and secured the budget.
✢ Created a roadmap for the service.
✢ Set business metrics and goals.
✢ Tested hypotheses.
✢ Planned types of content to be produced.
✢ Communicated with PMs of other branches
Designer and art director
✢ Designed the main page and articles.
✢ Created guidelines for content.
✢ Hired a team of designers and editors.
✢ Created guidelines.
✢ Combined stories and the journal to reduce social media expenses.
✢ Designed the main page and articles.
✢ Created guidelines for content.
✢ Hired a team of designers and editors.
✢ Created guidelines.
✢ Combined stories and the journal to reduce social media expenses.
Researcher
✢ Utilized a data-driven approach.
✢ Analyzed metrics.
✢ Conducted user research: interviews, surveys.
✢ Utilized a data-driven approach.
✢ Analyzed metrics.
✢ Conducted user research: interviews, surveys.
