CASE: Developing of private communities
We need more organizers:
how we solved the case
of the Openland chat platform

CASE: Developing
of private communities
We need more
organizers: how
we solved the case
of the Openland
chat platform
This case is the result of our participation in the P1 Digital Product Creation Championship. With this solution, we won the #1 cup in Communications section and scored 69 points. Here is a video of our pitch and our presentation as submitted to the jury.
P1 2020
1st PLACE
#COMMUNICATONS


This case is the result of our participation in the P1 Digital Product Creation Championship. With this solution, we won the #1 cup in Communications section and scored 69 points. Here is a video of our pitch and our presentation as submitted to the jury.

About client
Openland is a platform for communication within communities. Now the Product team is looking for development opportunities, specifically in CIS markets. The project is facing the challenge of stepping up the level and becoming a more popular platform.
Our mission
For further growth and geo-expansion of Openland, we focused on scaling up the processes for the search and onboarding of new community organizers.
About client

Openland is a platform for communication within communities. Now the Product team is looking for development opportunities, specifically in CIS markets. The project is facing the challenge of stepping up the level and becoming a more popular platform.

Our mission

For further growth and geo-expansion of Openland, we focused on scaling up the processes for the search and onboarding of new community organizers.
Study
results
Study
results
We interviewed representatives of the main target audience groups, conducted a competitors analysis, studied researched community building approaches and made the key conclusions:
We interviewed representatives of the main target audience groups, conducted a competitors analysis, studied researched community building approaches and made the key conclusions:
Community organizers most often choose well-known tools: the functionality may not be satisfactory, but the site's existing audience makes up for it.
As the product grows, so does the barrier to entry. We need simple and constantly updated onboarding.
The community develops through several stages, and each stage requires different tools.
If members actively invest resources in the community, they value it much more. Active users are more likely to become organizers.
The Openland interface is confusing to a new user. It’s hard to find useful material on the platform. The chatbot has limited functionality.
Interface and functionalities need serious refinement to turn Openland into a clear and simple tool for organizers.
Community organizers most often choose well-known tools: the functionality may not be satisfactory, but the site's existing audience makes up for it.
As the product grows, so does the barrier to entry. We need simple and constantly updated onboarding.
The community develops through several stages, and each stage requires different tools.
If members actively invest resources in the community, they value it much more. Active users are more likely to become organizers.
The Openland interface is confusing to a new user. It’s hard to find useful material on the platform. The chatbot has limited functionality.
Interface and functionalities need serious refinement to turn Openland into a clear and simple tool for organizers.
Solution
Solution
We used the AARRR framework
and looked at 3 key steps: attraction, activation, and virality.

For each of them, we set our own
metrics for success:
We used the AARRR framework and looked at 3 key steps: attraction, activation, and virality.
For each of them, we set our own metrics for success:
1. Attraction
Purpose: Introduce new ways to attract organizers with minimal cost to the team

Metric: New Organizer Users
  • Become a partner of the organizers: events unite like-minded people, which is easier to attract to thematic chats. The functionality of closed communities will also allow you to share unique content with members.
  • Talk more about the platform: not just a list of features, but to show how each one specifically solves the problems of the user
  • Motivate organizers: use gamification and other mechanics, such as badges
2. Activation
Purpose: Simplify community creation and provide motivation for users

Metric: Share of communities created by new users
  • Improve UJ for organizers: update to intuitive interface and include onboarding
  • Introduce community templates: new users will be able to start using the platform faster
  • Refine the chat-bot: add a tool for the promotion and development of the community
  • Promote mentorship: organizers will be able to share their experiences to newbies in exchange for bonuses
  • Introduce a recommendation algorithm: offer active users to create their own communities
3. Virality
Purpose: encourage users to invite new members

Metric: new users
  • Set up friend invitations and referral codes: people trust personal recommendations more
  • Increase visibility of the platform: content reposting feature pushes awareness to other social networks via integrated Openland watermark
Implementation
Implementation
We broke down all solutions into tasks, set deadlines and priorities, and created a detailed roadmap.
We broke down all solutions into tasks, set deadlines and priorities, and created a detailed roadmap.
Implementation time: one year
Cost of implementation: ₽1.6 million
Implementation time: one year
Cost of implementation: ₽1.6 million
Risks and Solutions
Risks and Solutions
According to the evaluation, there are three major risks that require particular attention: after-contract activity decline, open criticism online, and dissatisfaction of mentors. For each, we have suggested possible solutions.
According to the evaluation, there are three major risks that require particular attention: after-contract activity decline, open criticism online, and dissatisfaction of mentors. 

For each, we have suggested possible solutions.
Championship results
Championship
results
Our solution scored 69 points and won first place
in the Communication industry section.
The jury liked the comprehensive approach and level of detail.
Our solution scored 69 points and won first place in the Communication industry section.
The jury liked the comprehensive approach and level of detail.
Very good and in-depth work, where comprehensive analytics and immersion in the business took a key role.
Very clear customer development and review of competitors, excellent decomposition of the problem and formulation of different areas for elaboration.
An example of a work that is a case study and solution, not just a design concept.
Grigorii Savenok
Chief Digital Officer, Megafon
The structure of the presentation is clear, easy to work with and return to.
It’s cool that you paid attention to product metrics. The metrics themselves can be discussed, but I will not do that in the comments.
The solution is given in the beginning as a summary, that’s a plus.
The research block is quite in-depth, the structure is consistent and clear. It should be noted that you took into account the strategy of entering the foreign market and conducted research with foreign users.
Gordei Borodin
Head of R&D, Yota

Very good and in-depth work, where comprehensive analytics and immersion in the business took a key role.

Very clear customer development and review of competitors, excellent decomposition of the problem and formulation of different areas for elaboration.

An example of a work that is a case study and solution, not just a design concept.

Grigorii Savenok

Chief Digital Officer, Megafon

The structure of the presentation is clear, easy to work with and return to.

It’s cool that you paid attention to product metrics. The metrics themselves can be discussed, but I will not do that in the comments.

The solution is given in the beginning as a summary, that’s a plus.

The research block is quite in-depth, the structure is consistent and clear. It should be noted that you took into account the strategy of entering the foreign market and conducted research with foreign users.

Gordei Borodin

Head of R&D, Yota


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