Mobile Entertainment App
The People App
Bringing Dotdash Meredith’s first mobile app to market—a true 0-to-1 product build bringing video-first entertainment content to a completely new digital surface.
Timeline
18 Months
2023 - 2024
Role
Product Strategy Advisor
0-to-1 Mobile App Launch
Overview
The People App marked Dotdash Meredith’s entry into mobile-first entertainment platforms. As their first standalone mobile app, it introduced a completely new content format—vertical video—on a digital surface that was entirely new territory for the organization.
EVNN provided strategic advisory across the full 0-to-1 journey: from understanding app store dynamics to preparing the organization for mobile consumer product requirements. The engagement spanned both technical readiness and consumer product strategy, ensuring DDM was positioned for success in a highly competitive mobile entertainment landscape.
The Challenge
First Mobile App
Building DDM’s first standalone mobile product from the ground up with no existing mobile playbook, requiring navigation of iOS App Store and Google Play Store requirements, policies, and consumer expectations.
New Content Format
Introducing vertical video as a primary content format—a departure from traditional editorial approaches that required rethinking production workflows and organizational capabilities.
Market Differentiation
Standing out in the crowded entertainment news space against established mobile-native players while leveraging People Magazine’s editorial authority and brand recognition.
Engagement & Retention
Building retention mechanisms that go beyond scrolling and keep users returning daily, including push notification strategy, personalization, and habit formation.
Strategic Approach
App Store Market Strategy
Guided DDM through the complexities of launching on both iOS and Google Play Store platforms, including competitive analysis, ASO, and review processes.
Consumer Product Positioning
Ensured the product met mobile consumer expectations from both technical and experiential standpoints—onboarding flows, performance benchmarks, push notification strategy, and retention.
Video-First Content Strategy
Designed from the ground up for mobile-first video consumption, working closely with editorial teams to define new content formats optimized for vertical viewing.
Cross-Functional Advisory
Provided strategic guidance across product, design, engineering, and editorial teams to ensure alignment on mobile-first thinking and go-to-market readiness.
Key Outcomes
Successful Launch
Achieved 300K+ downloads in first quarter with 4.7★ rating, demonstrating strong product-market fit across iOS and Android.
Video-First Platform
Established DDM’s first vertical video content platform with TikTok-style interface, creating new editorial workflows.
Mobile Capability Building
Equipped organization with mobile product knowledge, app store expertise, and consumer product thinking.
Market Positioning
Successfully differentiated in crowded entertainment space by combining editorial authority with modern mobile-first content format.
Launching a Mobile Product?
Whether you’re building your first mobile app, introducing new content formats, or need strategic guidance for app store success, let’s discuss how to position your product for market leadership.
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