KPIs to drive product roadmap prioritization

Primephonic, an Amsterdam-based music streaming service focused on classical music, has found success by shifting its product development strategy away from pursuing "feature parity" with competitors and instead emphasizing unique, user-centered features. The company redefined its North Star metric from basic user activity to "media minutes consumed," prioritizing the actual engagement with content over mere app usage. This pivot helped Primephonic tailor its offerings to a niche demographic, leading to innovative approaches like personalized onboarding experiences and unconventional personas to enhance user conversion rates. The service's global expansion strategy relied on analytics to understand diverse user behaviors and preferences across different markets, resulting in adjusted pricing models that improved conversion rates in regions like Latin America. Despite challenges with localization and the advanced demands of classical music enthusiasts, Primephonic maintained a focus on user experience, avoiding traditional paywalls and integrating personalized customer support from music experts to foster user retention. By balancing automation with the human touch, Primephonic has cultivated a loyal user base that appreciates the personalized content and expert recommendations, which are reflected in positive app reviews and retention metrics.