CHINA MARKET ENTREE SOLUTION - MEDIA APP LOCALIZATION
QPSoftware helped the international weekly magazine, THE ECONOMIST to enter successfully on the China market with a global audit of their new media APP.
About the client
The Economist is an international weekly newspaper printed in magazine format and published digitally that focuses on current affairs, international business, politics, and technology.
Already accessible worldwide, The Economist decided to offer more localized content format and services to its Chinese audience with the development of it local APP in China.
The challenge & solution
In order to establish their platform in China, The Economist decides to consult QPSoftware for a global audit of their Chinese APP.
The objective of this audit was an evaluation of the overall performance of the APP while making sure it was adapted to Chinese readers.
Keeping in mind that readers experience is very critical for the success of this new APP. QPSoftware conducted a ONE week audit to ensure that the app is offering the most optimized experience.
Several aspects have been identified as critical to ensure optimal user experience.
- Examines the adaptability of the APP to the local china network.
- Ensures the loading speed and user experience.
- Recommends the most suitable feature(s) for the APP in order to integrate the Chinese ecosystem (such as WeChat).
Project focus
Exploration - Create user case scenario (features to test) and the local conditions (4G, Wifi, online payment etc). For this step, QPSoftware used pointers lists and comments from users on Google play and App store.
Testing - Run the test on each device following the user case scenario and condition. Logcat collection for each error with system message.
Recommendations - the most suitable feature(s) for the APP to integrate the Chinese ecosystem (such as WeChat).
- Speed of the pages to download
- Hybrid multilingual experience
- Payment feature for subscriptions
- Text zooming options
- Articles/videos downloading options
- Comments and likes features
Key results
Project renewed
The Economist was very satisfied and decided to extend this project with a monthly retainer audit service.
