Project Details

The project involves an OTT musical platform where users can listen to soothing Carnatic and Indian classical music. It offers a live streaming option for ongoing classical concerts and allows users to listen to classical melodies based on their taste and consumption history.

Problem

• HCL Music wanted an auto-suggestive search for classical songs by artists and genres.
• There was no recommendation engine in place, affecting user engagement as users couldn’t get auto suggestions based on their taste and consumption history.
• The client aimed to run a User Acquisition campaign and expand their user base.
• The hybrid app had frontend issues, leading to stability and scalability issues. Users were unable to update to the latest version of the app.
• The backend architecture design increased infra costs, which would further escalate as the user base grew.

Our Approach

• Implemented MoEngage to track user behavior and assist them in listening to songs of their choice.
• BigOhTech integrated the app with marketing platforms such as MoEngage, Appsflyer, and Facebook Analytics.
• Re-architected both the iOS and Android apps, CMS, and backend to scale for marketing needs.
• Redesigned the app into a native tech stack without affecting the current user base.
• Redesigned the backend infrastructure to avoid using extra managed services and created resources customarily, reducing costs.
• Implemented Elastic Search, Logstash, and Kibana tech stack to reduce user search time for server-side tags.
• Developed an end-to-end product with Elasticsearch to assist users in searching songs by artists and genres.
• Utilized AWS managed services for CDN and CloudWatch for monitoring services.
• Implemented predictive analysis via a recommendation engine to recommend songs based on user interest and listening pattern.

Benefits

• Smooth search functionality allows users to easily search for songs by artists and genres.
• Personalized recommendations for latest concerts, trending, and newly released songs.
• Successful user acquisition and engagement campaigns resulting in a user base growth of approximately 2.5 times.
• Significantly reduced cost for managed services by approximately 60%.
• Effortless updating of the latest app versions and a native experience with new features.