Portfolio
Launching Zoho OneAuth - A True MFA App
Launched the revamped Zoho OneAuth and scaled it to 36,000 downloads
Problem :
Zoho OneAuth was launched in 2016 and generally received mixed reviews among customers, as most of the time it blocked users from accessing their accounts rather than safeguarding them. The app's UX was so complicated, the general audience found it very difficult to use it. As a result, OneAuth had very low adoption among the Zoho ecosystem users and had an average. of 3.6 ratings in the Play Store and App Store.
Challenge :
The Zoho One Mobile team was revamping Zoho OneAuth and was gearing up to launch the v2 of the app. However, there weren't any marketers within Zoho's IAM or One team to take up the launch. After successfully revamping Zoho's Sign-in page, Kaavian was given the opportunity to launch the app in to the market.
Solution :
Kaavian took ownership of the launch and built every piece of marketing collateral from scratch. Some of the work includes: • Understanding the market landscape and positioning the product as a true MFA app when compared to other competitors • Conducted a deep UX research among Zoho employees to understand what's the best way to design the onboarding flows • Wrote the internal and external launch notes for multiple channels • Built the landing page based on the positioning and messaging he arrived at within 2 months • Created Pitch decks for the India Innovation Challenge, where the product got 1st place for the Security segment • Wrote the UX copy and in-app messaging. Some of the marketing campaigns he undertook: • Kickstarted OneAuth's own Twitter account • Strategically placing OneAuth in the revamped Zoho Sign-in pages to increase awareness • Built a Zoho Support-based promotional campaign where the Zoho Support actively promoted Zoho OneAuth whenever customers faced issues with their account security • Strategically placing the OneAuth app in the Zoho One dashboard to improve awareness among users Through these measures, Zoho OneAuth became one of the top-most rated, garnering more than 36,000 downloads and 4.6 ratings
Summary :
Kaavian spearheaded the launch of Zoho OneAuth by creating marketing materials from scratch, conducting market analysis, and performing UX research. Through Kaavian's targeted marketing campaigns, OneAuth achieved over 36,000 downloads and a 4.6 rating.
