The Anfield Wrap tasked us with creating a platform that can allow their business to scale over the coming years. With media creation at the heart of their business, the platform was to give their fans an easy and convenient way to find everything that The Anfield Wrap creates.
The first step in our journey with TAW was to immerse ourselves into their business, culture and processes (even down to how Neil likes his coffee). This process was vital for us to understand the key areas for improvement and also begin to build a picture of how the app will not only fit into the users life, but also the Anfield Wraps business.
We were presented a clear vision from the team, a bold, old school fanzine style with a hard edged attitude. The primary goal was to increase member subscriptions and encourage free users to try and buy premium monetised content.
We quickly identified the shortcomings of the current platforms & processes. This allowed us to form a mobile strategy focusing around simplifying users access to The Anfield Wrap, removing all unnecessary processes (The RSS feed being one) and focus on platform scalability over the coming years.
We created one central place for fans to access all the content from The Anfield Wrap.
A fully-featured bespoke media player was created with a few handy features discovered from user feedback. This included podcast downloads for off the grid listening and background play (for both podcasts and videos) so you can listen while you fiddle for the multi-tasker.
Notifications are also a huge feature for The Anfield Wrap as an engagement tool. Since notifications were released we have seen a 26% increase in same day listens.
To ensure that all users could access the content that is behind the paywall, we created a custom token based currency that allows unsubscribed users to purchase tokens, they can then use these tokens to unlock premium content regardless of their subscription level. We developed this functionality from the ground up and tailored it around The Anfield Wraps business model.
A fully bespoke CMS that collated the apps data for at a glance viewing. The portal allows admins to not only administer users, but also review deep system analytics and create custom push notifications for users.
Subs manager - ease of subscription set-up and simple subs system for fans, locking of content that enables a choice of subs offers for all needs and tastes
The Anfield Wrap are now working with us to further their digital strategy over the coming years along with realigning their web presence to fall in line with the new digital strategy. Ongoing work is to create a harmonious ecosystem for users, no matter their touch point with The Anfield Wrap.
We have successfully implemented and continue to build upon a new mobile first digital strategy that has seen a marked improvement over user satisfaction in the months since launch. TAW the mobile platform is now the first port of call for the brand to give access to their content, with the brands marketing strategy now also focusing on the app ad a centre point for interaction.
Within the first month we approached the 20k user milestone, many of which are paid subscribers.
With almost 10% of users leaving reviews with an average of 4.9 stars, the app has improved the ease of interaction between The Anfield Wrap and its fanbase.
