Team Members

Te a
I am Rahul Deepak Kumar (Team Lead)
Viv ek Rastogi
ehal Purohit
with Sn

kar thikeya Koushik

n
as User
Approach Viv ek Kumar Arya

Problem overview and Product Brief Product Brief and Feature Analysis Proposed Solution User Flow

Metrics Go to Market Strategy Functional Requirements Wireframes Prioritization and Pros Cons Analysis

Problem Overview Product Brief

Rahul is learning to cook. He uses YouTube to find dishes
that he wants to prepare and follows it step-by-step. He
uses his phone to watch these YouTube videos, on the
chrome web browser. Rahul prefers to watch the video
while cooking, pausing at times when the dish needs
some time to cook. At these times he often engages in
othe activities. This is a bad experience for Rahul, it is
especially jarring when non-skippable ads come up.
YouTube, the second largest search engine enjoys its
revenue model on advertisements. Brands use YouTube
to advertise more effectively to people who are searching
for their product or brand. The benefits include
connecting with the audience, reaching the right
audience, easy campaign creation and management
along with success tracking.
Feature Analysis
User Persona Feature Paid ads blocker
Rahul is a middle-aged The feature provides ad-free experience for subscribed users, for a defined
boy who uses YouTube Description
amount of time.
to learn cooking
H e uses his phone for watching these Assumptions We assume that he /she doesn't know much about ad blockers
videos in Chrome Browser Significant portion of Premium buyers have ad experience as a major pain point

Pain Point
Paying for a youtube premium model does not make sens
on frequent user of youtube hence We can launch a cost effective model specifically to remove ad
N

doesn’t prefer YouTube Premium ey Discussions

K

Want to avoid non skippable Ads Personalization can be incorporated for user specific ad blocks

Youtube premium and Music costs 140 and 110 Rs respectively hence optimal
pricing range (100-120 Rs) which would be the upper limi
Pricing model
Weekly, fortnightly and monthly personalized ad blockers at relatively low rates
(50-80 rupees a month)
User Goal
Want an ad-free Incorporate “Ad blocker” feature in the settings pag
Functional
experience so that he requirements
Include a “personalize my experience feature” for blocking ads on a specific
category of video
can have more focus
time.
Possibility of Cannibalisation from youtube premium featur
Want to learn cooking / The price paid by non frequent user should be less than that of a binge use
day to day life stuff Shortcomings
The use case doesn’t want ad blocks for a whole day, rather it wants to block
from youtube. them for a specific time duration
Feature Analysis
Feature More ads in future Feature Fill surveys for ad free experience
The idea of introducing a pause button which would stop the ads Experience ad -free experience in a video by filling
Description Description
for a specific time short surveys.

Assumptions
The no. of extra skip ads to be watched cannot exceed 4 per h
Assumptions Content creators revenue won’t be affected much.
Content creators revenue model is not much affected.
Surveys would be conducted by third party collaboration.
We can allow users to select an ad free tim
Key
The model is based on a give and take mechanism where you Our user wants an ad- free experience only once in a while so
Key
Discussions can skip ads on the leverage of watching more ads in future he can fill it whenever require
Discussions
Watching extra ads can be painful sometimes, and dropoffs The questions of surveys should be objective to avoid dropoff
can occur significantly

Decide the frequency of use of the pause button. (6 hrs

We can ask personalized questions in a survey based on their
Action points max-on time) Action
To cover for the skipped ads , users can be given a choice to points and engagement on youtube.
conclusions Revenue generated through surveys is around 4x the revenue
cover it immediately/ after an hour/ after 3 hours.
generated through an ad.

There is an on-off button to be introduced in the settings to

pause the ads for a specific time.
After it is switched on, it starts recording the watch time till it There will be an option on the video page to take a survey any
Functional is switched off. time during the video.
Functional
requirements There will be a pop up asking for coverage of skipped ads
requirements
Once a survey is filled , the user enjoys an ad-free
immediately/ after 1 hr./ after 3 hr
Users can also select a speed of covering ads. (2/3/4 extra ads experience.
per hour ) The no. of questions depends on the length of the video.

Need to cover it immediately in the next 3 hour Filling time consuming surveys can lead to user dropoff.

Need to go to settings page to switch off or trac Shortcomings Most of the users might fill wrong data, non-useful for the
Shortcomings company.
Forgetting to off could lead to unnecessary skips
Surveys become repetitive and boring after sometime
Proposed Solution
Pain Point Superbadge
Ads are an object of distraction for him during
Superbadge: Empowering YouTubers with the superpower to turn off Ads through a gamified process
his leaning experience say educational conten where they can earn ADs free Watchtime for free*, anywhere and anytime ! No Questions asked !
Long 30 sec unskippable ads->reduction in focus tim
Floating badge ,that notifies you about your remaining ADs free watchtime, comes with a battery that
Need to revise->fear of missing out valuable inf gets charged similar to your phone. Enjoy hassle free all day non-stop learning experience and stand out
Latency in learning experience. with an unique badge against your public profile.

What is Watchtime? In a Hurry? Worried about the high pricing?

The number of minutes left( During which No ads will be shown)

We got you all covered
YT knows that you’ll never ever ever want your Battery to die

Buy Ad free watch time

How will the Battery Charge then?
Cost for watch mins 89 Rs 59 Rs 29 Rs
Watch Time** 60 Hrs 30 Hrs 10 Hrs
By Watching Ads By Paying for watch mins By Engagement

Everytime you watch something on YouTube Super, you will be paid

By Watching Extra Ads Get paid for your own time ! We call it Engagement with YouTube
A Super user never watches any AD for free , always get rewarded It sounds crazy but YT will generate an engagement score every day which will
for your time --> Increase the frequency of your ADs and earn free ADs be based on the user’s activity, including the number of videos watched, total
free watch minutes watchtime, videos liked, comments, shares,etc

Frequency Of Ads 1.25X 1.5X 1.75X Engagement Score 100>ES>75 75>ES>50 50>ES>25

Gain in Charging Time 10 mins 22.5 mins 35 mins ads free Watch mins 45 min 30 min 15 min

*T&C Apply **Monthly basis

User Flow Home Page
Track your remaining ads free
mins on the right side of toggle
button

Settings Select the Video

Switch Off 25min

Switch On
Battery drainage stops,
Normal Ads Frequency
toggle Button
restored (Displayed on the top
left corner on video)

Ad Free Streaming
To Start Ads Free Streaming Starts and Battery
again or charging battery starts discharging

Tiered subscription
monthly plan

Battery Fully
Discharged

Engagement Pay for it Extra Ads

Continue Streaming or
Pause to save ad free
watch mins
 Prioritization and Pros Cons Analysis
Low Efforts High
High High
Paid AD blocker
AVOID Survey INVESTIGATE
Pros Cons Pros Cons
Simple and friendly experience P ossibility of C annibalisation from premiu More revenue Surveys become repetitive and boring after
Eliminates the need to buy Incorrect user base been targetted ( we need to Surveys can replace the need of sometime
premium just for ads free target less frequent users multiple ads for advertisin Might Take more time than ads for filling
session N o tiering on user usage basi Generates user specific data with Highly user specific and wrong targetting may lead
User friendly tiered pricing N ot inline with the P roblem statement as our authenticity to highly unreliable data.
user need to block ads for specific time periods Saturation of Surveys after a point of time

Cost
Risk

More ads in future

CONSIDER Super Badge
PRIORITIZE

Pros Cons Pros Cons

Easy escape, easy to use.
Best for an emergency use if not in
cover time.
Different models help in choosing
effecting our NP
engagement score.
better (cover time speed)
Failure in switching off the feature can lead to
Low
Need to cover it immediately in the next 3 hours. All
Incentivizes engagement on YouTub Assuming the creator's revenue model won’t
the necessary work could get delayed.
Ad free watch time instead of day hamper which could go wrong
Need to go to settings page to switch off or on track.
User flexible model to increase/ Tech overload is a possibility for calculation of
Long UX
decrease/ stop ad frequency
unnecessary skips (effects our retention negatively)
Low

Low Value High

Wireframes

Interactive Prototype
Metrics
Target Goal
no. of times
Push notifications will help the
users in using the toggle button
charging the battery
Adoption
Users can choose from 3 unique
subscription plans aimed at ads free
total no. of
streaming specifically
free watch time active users
Users engage with the new feature
total
Engagement leading to increas in average watch
time per user
Interative user engagement through
gamification will promt them to use
our feature again
Retention Introduction of subscription plans
according to the required watch time
will enable them to adjust
subscription occasionally and should
result in recurring revenue
Users should buy the subscription
Revenue plans and avoiding cannabalization of
Youtube Premium feature
Identifier
# of users activating the button
to start
# of users purchasing any one of
the subscription plans to increase
or avail ad
Average session length per user
with the battery feature turned on
Stickiness Ratio( DAU/MAU)
Churn Rate or the rate of attrition
Average Revenue Per User
Metric
For a specified time period,
the user turns on the battery feature/no
of days
Total no of subscription purchases
in a time period/
For a specified time period,
session duration( of ad free
streaming)/total sesssions
Daily Active Users/ Monthly active
users (the proportion of monthly active
users interacting with the app on a
daily basis)
[Lost customers( customers who are
no longer a part of any subscription
plan)/total no. of customers at the
beginning of period] * 100
Total revenue generated with the
subscription plan /total no. of users
Product Requirements

Tech Business

We need to track this score on the basis Marketing plan

Engagement score
of no. of videos watched, likes and
calculator
comments done. SMART marketing goal is to increase the revenue from non

premium users by 20-25% by Q2 2022.

An on-off button to be introduced on the

Campaign KPIs
video page which ensures ad-free
Toggle button experience when required.

User acquisition 35-40% 25%

Will show ad-free watch minutes left.
and conversion User Engagement User Acquisition

We let our users decide the frequency of Partner Marketing 100+ 1000+

extra ads to be watched to increase ad-free & Advertising Brand Collaboration New Leads

watch time.
Ad showing

algorithm

Frequency Of Ads 1.25X 1.5X 1.75X

Gain in Charging Time 10 mins 22.5 mins 35 mins

Future Plan

Introduce multiple screens in pricing

New marketing platform for brands
Integrating an AI that suggests subscription plans on the

Need to bring in a dedicated team for

Super Marketing basis of previous watch histories
getting new brands on board.

platform
Referral programs can be linked with engagement scores
Brands can use Super for user targetted
and come with incentives.
advertising and marketing
Launch And GTM Strategy

Define Value proposition Market Feature roll out

Our product is one stop Users People who are interested V-S.1> Internal launch inside

solution for blocking ads & only to block ads, hence Google community

Users can now enjoy hassle

enrich user experienc youtube premium might
free learning experience
seem overprice V S.3> Beta testing with
with YouTube Supe
We reward our users for improved features targeting a

their engagement and offer Our niche market does not small percentage of viewers
We offer our users the
flexibility in pricin overlap with premium and/or creators

privilege of choosing the

users, hence preventing
pace of ads to ensure a good
Users have a choice to cannibalisatio V S.5> Launch for marketing
experience
switch between ad-free or agencies that are currently

normal surfing experience Regular users of youtube running video ads actively on
Youtube
anytime they wan who wants personalized YouTube

Increasing revenue through rewards for their time spent

Getting paid for your time engagement and Super on youtub V S.9> Production release

and personalsed subscriptio available to all users of a

subscription models. first Separate Super channel for User specific advertising particular country or

of its kind in the market partners advertising and

for YT partner brands
geographical location
marketing