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
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.
App-centric ecosystem - one central place for fans to access all the content.
A fully-featured bespoke media player with podcast downloads for off the grid listening, background play (for both podcasts and videos) so you can listen while you fiddle for the multi-tasker
Token marketplace meaning that the casual listener can access premium content through in-app purchases
Streamlined, focused comms through push notifications so fans don’t miss a beat
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.