Project Constellation

A Master Plan to Ignite Growth Through Content Discovery on Wattpad

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Background

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Wattpad is the world’s largest community
for readers and writers.

  • 60m+ monthly audience
  • 15b+ minutes per month
  • 400m+ story uploads
  • 50 languages
  • Vibrant community
  • Stories you can't find anywhere else
 

Who uses Wattpad?

Primarily teens, mostly female, mostly readers. Writers ranged from amateurs and hobbyists  to homegrown platform superstars like Anna Todd, to traditional literature celebrities like Margaret Atwood, Dan Brown, and R.L. Stine.

WP 10yr anniversary #iamwattpad campaign submissions

WP 10yr anniversary #iamwattpad campaign submissions

Wattpad superstar Anna Todd with over 1b reads

Wattpad superstar Anna Todd with over 1b reads

Critically acclaimed author Margaret Atwood

Critically acclaimed author Margaret Atwood

 

Problem

"I want to quickly find something good to read"
- Readers

Data Team recently reported if new users hit X Reading Time they are much more likely to be retained.

 

 
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Strategy

"Discovery ➔ Reading Time ➔ Retention ➔ Growth"
- Leadership Team

 

Empathy

Low engagement on home page

Low engagement on home page

How do people currently discover new content?

  • Skip home page recommendations
  • Discover > Category > Hot List > Browse individual stories
  • Authors and Friends they follow
  • Wattpad or User Curated Profiles (ie. Harry Potter Fans, Wattpad Romance)
  • External Wattpad Profiles (Twitter)
  • News Feed & Notifications
  • Search
 
Helpful reading lists were hard to find

Helpful reading lists were hard to find

Tactics

  • Fix recommendations in general (Relevance, Variety, Context)
  • Scale Human Curation (Amplify, Tools)
  • Create a scalable, modular system that embeds discovery opportunities through every corner of the experience
 

Execution