TAPZIN
Multi-platform Distribution Service for Magazines
Head of Product | 2011 - 2014
Tapzin is the one of largest multi-platform distribution service for magazines in Korea. I led all product efforts to launch this app-based magazine platform as a head of product for three years. ▶ iOS App Store ▶ Android Google Play
1. PRODUCT DEVELOPMENT
After joining Tapzin as the first employee, I became a head of product and led all product efforts from the time we launched the app in 2011. At first, we started with 9 magazines simple functions included when it launched. Over a period of three years, Tapzin was able to have more than 1 million active users who have choice of more than 200 magazines to read. During those period I defined product specs and consumer-facing requirements and managed all communications with publishers, clients and the internal teams.
Tapzin had been ranked as no.1 in iOS App Store book category and Google Play News & Magazines category and still always in the top 3 in Korea after multiple competitors showed up including Flipboard from the US.
2. UX/UI DESIGN
I led user experience and design across the entire product lifecycle and managed the iterative process of product development: analyze user behavior, aggregate data-based feedbacks from users and publishers, develop strategy, deliver to internal team, improve the product, and release again.
KEY FEATURES
INTERFACE DETAILS
Problem : How to increase the number of magazine downloads?
Troubleshooting : Large thumbnails include a title and description & Magazine preview
It was challenging for indie or less known magazines to get traction as the number of magazines increased. So I designed the main page that providing special thumbnails which show a title with brief content description so that users can get some sense of a magazine and draw their attention. Also, we add preview section in each magazine landing page that provide preview of 5 pages every issues that people might enjoy and be curious about. The number of magazine downloads increased almost 15% after update.
Problem : How can encourage users mention #tapzin in social media?
Troubleshooting : Capture selected area and share via email, facebook, twitter, pinterest, etc.
We decided to provide the function that user can capture any selected area where they want to keep and share via social medias. We were able to increase Tapzin facebook page likes while users share images from Tapzin tags and links and promote to their friends.
Problem : What's the efficient way to place advertising without bothering users ?
Troubleshooting : Place ad banners for right target & Play pre-roll ads while downloading magazines
As our service gets traction, we were able to receive lots of advertising request. In order to not bother users as much as we can, I tried to place ad banners in a seamless way targeting right users by placing ads in different categories depending on a brand and tried to adhere to consistent look and feel. Also, playing a pre-roll ad while users downloading a magazine was efficient way to engage users to ad.
3. interactive content creation
I led interactive content creation, user experience design and publishing for partners (Cosmopolitan Korea, Elle Korea, Vogue Korea, etc.) and clients (Samsung Galaxy S Series, Samsonite, Lexus Korea, Ford Korea, Ballantine's, etc.). I created interactive content and redesigned magazines optimized for a tablet including various functions. ( More video demo here : Playful magazine platform )
4. web streaming service(beta)
We started using Tapzin website as content web streaming service platform to provide content more openly so that people can . After using the HTML overlay for a long time, and having good success, I decided to look at user behavior and see what I could learn. I found out that 70% of iOS users were iPad users but 96% of Android users were on smartphone and the number Android users was getting bigger quickly. So I negotiated with some of publishers, and created native html versions of the content that work on all device sizes like responsive web using Wordpress. In some sense, we have convinced magazine publishers to make their full and exclusive contents available in a digital format that they never supported before. It has been still developing to prepare the app based platform transitioning to a web app.
5. Content Management DASHBOARD
I designed and managed internal content management dashboard which allows the internal team and the publishers can manage the content and check the stats. We could manage push notifications to send the push to the right target users.
DETAILED WIREFRAMS
The images below are the part of the information architecture and detailed wireframe that I designed for developing the dashboard.
6. COMMUNICATIONS
I was in charge of both production and communication with the publishers directly and managed external and internal teams. It formed a foundation of my knowledge of dealing with native apps, digital content, user experience design, and communication with clients. It wasn't easy to convince publishers to provide magazines for free to start, and to share the advertising revenue when users grow. However, once our service gets traction, the executives of traditional media publishers started thinking about our service differently, especially the ones who are the most conservative and famous, some of which we have been persuading for almost two years. Finally my cofounder and I made a contract with more than 150 publishers that include multinationals such as Cosmopolitan Korea, Men's Health, Elle Korea, Esquire and etc.
7. EXPANSION OF BUSINESS THROUGH USER FEEDBACK
We had B2B product line initiated by suggestions from loyal users who later turned into clients. What happened was, various people who were not magazine publishers loved Tapzin, and wanted us to help them with their content for their businesses. So I worked with our CEO and CMO, and proposed that Tapzin could expand into B2B. We released multiple white-labeled product such as standalone application for specific magazines, digital brochures for sales teams, investor relations reports, and digital menu book for fine dining restaurant. This unexpected expansion is especially meaningful because it proved our passion was delivered to users strongly enough that they came up with the new use. It also helped me practice to design our platform as a product itself. In fact, we are the first Investor Relations application in Korea.
Video demos : B2B Products (Password: b2b)
Tapzin video demo I directed and managed producing (2013) :