Lok Learn: An OTT for Bharat

Problem statement

OTT platforms often neglect regional cultures or remain unaffordable for people in India’s Tier 2 and Tier 3 cities. This leaves a gap in infotainment and mythological content in regional languages for adults.

My role

Product Manager: end-to-end ownership

• Led strategy, research, product design, and prototyping.
• Conducted market research, user surveys, persona creation, and PRD development.
• Created the product wireframes and low-fidelity prototype in Figma.

Discovery and research

• Secondary research suggested a market projected to reach $12.5B by 2030, with strong demand for regional content.
  • Regional languages: 70–75% of content consumed is in Hindi and regional languages.
  • Top segment: SVoD leads, projected at ₹163.8B in 2024.
  • User growth: 634M users by 2029; penetration expected to rise from 34.1% to 42.2%.
  • Monetisation: ARPU expected at ₹670.20 in 2024.

(open full size in a new tab)Market research on India’s OTT audience

(open full size in a new tab)OTT market and regional content research

• Surveyed 10+ users from Tier 2 and Tier 3 cities, analysing device usage, preferred content, and pain points.
• Defined four key personas, including a homemaker from Asansol and a college student from Sambalpur.

Product vision

To be the leading OTT platform in regional languages for Bharat, offering infotainment and mythological content that promotes holistic learning at an affordable price.

(open full size in a new tab)Lok Learn product identity

Prioritised solutions

(open full size in a new tab)Feature prioritisation for Lok Learn

• Infotainment and mythology playlists.
• Certificates and quizzes after a playlist.
• Regional-language UI and subtitles.
• Offline downloads and tiered subscription pricing.
• Auto-play, suggestions, trailers, and a watchlist.

What sets the app apart is skill development and mythological content in regional languages, available through a tiered subscription model.

MVP

(open full size in a new tab)Lok Learn MVP definition

Use case

(open full size in a new tab)Lok Learn use-case model

Functional requirements

Language switching

(open full size in a new tab)Language selection workflow

(open full size in a new tab)Regional-language screen in the Lok Learn prototype

The product needs accurate translation from English to regional languages and an up-to-date regional-language library with accurate symbols.

Certification after a skill-development playlist

(open full size in a new tab)Start of the certification workflow

(open full size in a new tab)Quiz screen in the certification workflow (open full size in a new tab)Quiz result in the certification workflow (open full size in a new tab)Downloadable certificate in the certification workflow

The workflow takes a learner from completing a playlist through a quiz to a downloadable certificate.

Hypothesis and success metrics

Hypothesis: Providing downloadable certificates improves customer engagement and retention by 10% in one month.

Measures tied to the hypothesis:

1. Number of certificates downloaded.
2. Accuracy of quiz answers.
3. Video replay and pause frequency.
4. Number of videos watched.
5. Number of quizzes taken.
6. Certificates uploaded to LinkedIn with Lok Learn tagged.
7. Time spent in the app.
8. User feedback and CSAT.
9. Churn rate.
10. Drop-off while watching a video.
11. Drop-off while taking a quiz.
12. Acceptance rate for the quiz shown at the end of a playlist.