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 (iOS App Store and Google Play Store) 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. This included competitive analysis of entertainment apps, understanding app store optimization (ASO), preparing for review processes, and ensuring technical and policy compliance across both platforms.
Consumer Product Positioning
Ensured the product met mobile consumer expectations from both technical and experiential standpoints. This meant thinking through onboarding flows, performance benchmarks, push notification strategy, and building habits that drive retention—all critical for mobile success.
Video-First Content Strategy
Rather than adapting existing web content to video, we designed from the ground up for mobile-first video consumption. Worked closely with editorial teams to define new content formats optimized for vertical viewing and the TikTok-style interface.
Cross-Functional Advisory
Provided strategic guidance across product, design, engineering, and editorial teams. The advisory role ensured alignment on mobile-first thinking, technical architecture decisions, and go-to-market readiness across the organization.
Key Outcomes
Successful Launch
Achieved 300K+ downloads in first quarter with 4.7★ rating, demonstrating strong product-market fit and user satisfaction across both iOS and Android platforms.
Video-First Platform
Established DDM's first vertical video content platform with TikTok-style interface, creating new editorial workflows and production capabilities.
Mobile Capability Building
Equipped organization with mobile product knowledge, app store expertise, and consumer product thinking necessary for continued mobile innovation.
Market Positioning
Successfully differentiated in crowded entertainment space by combining People Magazine's editorial authority with modern mobile-first content format.
Key Takeaways
Building a 0-to-1 mobile product requires deep understanding of app store dynamics, consumer expectations, and platform-specific requirements that differ fundamentally from web products.
Introducing new content formats like vertical video means rethinking production workflows, editorial processes, and organizational capabilities from the ground up.
Strategic advisory across technical and consumer product dimensions ensures organizations are prepared for mobile-first market realities and can compete effectively.
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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