Together Labs - Leveraging user research to maximize subscription app monetization with Jenny Pollock

Subscription League

Named to TIME‘s list of the 100 Most Influential Companies of 2022, Together Labs is a Silicon Valley-based 3D social networking company that innovates technologies empowering people worldwide to connect, create and earn in virtual worlds. Jenny Pollock, Lead Subscription Monetization Manager at Together Labs, is involved in every aspect of interlocking subscriptions and revenue optimization, driving IMVU, the emblematic brand of the company, to the world’s largest friendship discovery and social metaverse platform with more than 7M MAU.

In this episode of Subscription League Podcast, we sit down with Jenny to talk about her advice on how app developers and marketers can leverage quantitative and qualitative user research to guide the product roadmap and monetization strategy. Listen to the full episode to find out about her 4-step user research framework and all her pro tips on user research.
For noteworthy quotes and key takeaways from the episode, read the article -

Leveraging user research to maximize subscription app monetization with Jenny Pollock (Together Labs).

Episode Topics at a Glance

• What does Together Labs do?
• Day in the life of a lead subscription monetization manager at Together Labs
• Subscription tiers and user personas of IMVU explained
• The value of listening to your community
• User research: qualitative vs quantitative
• Jenny's four-part framework for user research
• Advice to start-ups for managing data
• How to have great user interviews

More about Jenny Kay Pollock

Jenny Kay Pollock leads monetization at Together Labs, where she focuses on strategies that help keep IMVU a top 5 social app by spending in the US. Jenny routinely speaks on mobile monetization, women in the workplace, and building a tech career. She has published on these topics in outlets like Forbes and Ellevate. Find her discussing all things tech on Twitter at @Jennykaypollock.
Jenny’s Links

1. User Research Worksheet
2. Jenny's personal website
3. Jenny's Linkedin
4. Jenny's Twitter
5. Together Labs

Timestamps

00:18 We're in a bedroom today!

00:50 Jenny Pollock background and introduction

01:16 What does Together Labs do?

02:12 What are your day-to-day responsibilities?

03:09 Subscription tiers of IMVU

04:20 How did IMVUA get into the top 5 social apps?

05:40 The difference between creators and regular users

07:03 Sharing revenue with the IMVU creator community

09:00 The value of listening to your community

10:05 User research: qualitative vs quantitative

11:40 Jenny's four-part framework for user research

13:00 Advice to start ups for managing data

15:21 How to have great user interviews

17:13 User research framework step #2: experiment

18:55 User research framework step #3: get creative

21:46 User research framework step #4: product roadmap

25:32 The motivation behind IMVU's VIP offering

27:27 Benefits of using this tiered model

29:00 Routing users to the right subscriptions

30:05 The value of Purchase League

30:57 Wrap Up

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr