Project Constellation: Phase 1 • Phase 2 • Phase 3 • Phase 4Phase 5Phase 6Future Vision

A Master Plan to Ignite Growth Through Content Discovery on Wattpad

constellation.jpg
 
 

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

 
 

Role

I was the lead Product Designer for the Web, and worked with a Product Manager and another Product Designer who headed up iOS and Android. We also had loads of input from Support, Community, Content, Business, Data, and Dev. Product Manager, Community, and Support were instrumental in organizing the participants for our User Research. Together we developed the architecture of the new Discovery experience.

 
 

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