Optimizing user experience: ShemarooMe's success with DevRev
5 min read
Last Updated
5 min read
Last Updated
Company
ShemarooMe
Employees
10,000+
Founded
2012
Headquarters
Pune, India
Industry
Finance
Shemaroo Entertainment Ltd is an India-based media giant, boasting a legacy of over 60 years. Its award-winning Over The Top (OTT) media platform, ShemarooMe, offers users a rich collection spanning Bollywood movies, web series, and popular regional music. With its mobile apps, Shemaroo continues to deliver exceptional entertainment to millions of subscribers in India and beyond, amassing loyal fans across 150+ countries.
Over the past 7 years, mobile content consumption has skyrocketed in India. A bulk of this boom was due to tailwinds from cheaper smartphones and 4G data. ShemarooMe could seize the opportunity to become one of the largest OTT service providers. But the OTT space has fierce competition today.
Every player in the industry works hard to boost user retention, engagement, and conversions. To see real improvements in these key growth areas, providing the best user experience is essential.
Understanding this, ShemarooMe was well aware of changing user expectations. Their main concern was the need for more insights into how users interact with their mobile apps.
This resulted in:
A lack of user monitoring
ShemarooMe consistently implements weekly updates, focusing on UI/UX enhancements and resolving issues. The team, however, confronts a notable challenge: establishing an effective method to monitor and assess the impact of these updates on their users. They needed help gauging whether these changes improve the user experience or inadvertently create new issues, highlighting a need for a more refined tracking process.
Understanding user pain points
The product managers recognized that there were better ways to learn about poor user experiences than waiting for negative product reviews. They sought a proactive approach to identify and address user pain points through intelligent analysis. The PMs aimed to enhance various user journeys, optimize UI/UX, efficiently troubleshoot crashes, and effectively replicate and resolve any noticeable issues before they escalate to negative feedback.
Following a thorough evaluation of various tools, ShemarooMe chose DevRev for its comprehensive agentic AI features. DevRev met all their needs, offering intelligent issue reproduction, automated UX analysis, smart heatmaps, and AI-driven funnel analysis. A key factor in their decision was DevRev's efficient, bloat-free SDK that seamlessly integrates agentic AI capabilities. Additionally, the excellent support from DevRev's customer success team, who have been consistently helpful, played a significant role in their choice.
Setting up a continuous optimization process
At ShemarooMe, every major update is closely monitored using DevRev PLuG's agentic AI capabilities, a proven effective practice in identifying and fixing numerous issues through intelligent automation. For instance, after updating the video-playing control feature, the team's agentic AI agents detected through PLuG that users struggled to locate the control buttons. The intelligent system automatically flagged this usability issue, enabling the team to react swiftly and revert to the previous control UI, incorporating only minor changes. This AI-enhanced agile approach enables the team to deliver and uphold a high-quality user experience consistently through autonomous monitoring and proactive issue detection.
“DevRev PLuG is like having a fully loaded toolkit for monitoring user experience. It's not just about numbers and data; it lets you see and understand how users interact and react. It's like having a window into your user's world.”
Joseph John, Sr. Product Manager, ShemarooMe
Drop-offs, crashes, and logs are typical challenges, but DevRev's PLuG with agentic AI uniquely connects these elements through intelligent analysis to provide a comprehensive view of issues. ShemarooMe utilized this autonomous feature to accurately reproduce user complaints for their support and development teams through AI-powered session reconstruction. Additionally, their marketing team leveraged the platform's intelligent agents to analyze user interactions with various screens and banners, gaining valuable insights into campaign effectiveness through automated pattern recognition and predictive analytics.
DevRev's agentic AI-powered Session 360 and User 360 data brought deep insight into user interactions and engagement through intelligent automation that helped ShemarooMe optimize its apps proactively.
ShemarooMe streamlined its issue resolution process by shifting its focus from user feedback to using AI-enhanced session recordings. These intelligent recordings provided detailed insights into user interactions through automated analysis, allowing the team to identify and replicate issues precisely with agentic AI assistance. This change in approach led to quicker and more accurate problem-solving, as the team could directly observe and understand the user's experience through AI-powered insights, enhancing their ability to debug and resolve issues effectively with autonomous support.
ShemarooMe experienced at least a doubling in the rate of their UI updates through agentic AI-driven optimization. This improvement was due to more informed design decisions guided by clearer insights from intelligent automation and predictive analytics. Additionally, they established an AI-powered method to accurately measure the impact of these changes through continuous monitoring, leading to more effective and data-driven UI enhancements supported by autonomous analysis and recommendations.
The implementation of AI-powered ticket deflection reduced support volume by automatically resolving common queries while enabling support agents to focus on complex technical issues and personalized customer engagement. This balanced approach of intelligent automation and human expertise resulted in improved response times and higher customer satisfaction scores.
