KGMediaID is a single sign-on system developed by Kompas Gramedia, specifically for KGMedia. It unifies their entire ecosystem under one account, allowing users to buy books, read newspapers, access online news, watch movies on Moview, and stream broadcasts from Kompas TV—all seamlessly. KGMediaID simplifies audience management for ad-targeting, powering Unimind.id through the integrated Jixie and Oval systems already embedded within KGMediaID.

In the rapidly evolving digital media landscape, users face the inconvenience of managing multiple accounts across various news and entertainment portals, leading to fragmented experiences and reduced engagement. KGMediaID, overseeing 72 news portal websites, identified that this account fragmentation deterred users from fully exploring available content, such as articles, entertainment features, and interactive systems. Additionally, the lack of unified access hindered the ability to offer premium content—like series, stand-up videos, and games with scoring and leaderboards—while generic engagement tools (e.g., bookmarking, liking, and commenting) were inconsistently implemented or absent. The challenge was to create a seamless, secure, and engaging user experience across all portals, encouraging retention, interaction, and monetization through a single account system. Users also expressed concerns about security and preferred familiar login methods, necessitating a system that could integrate trusted third-party authentication providers.

To address this challenge, the development team conducted research focusing on user behavior, technical feasibility, and industry benchmarks:

User Behavior Analysis: Surveys and analytics from the 72 portals revealed that users abandoned registration processes due to repetitive logins, with a 30% drop-off rate per additional account creation step. Users expressed a desire for streamlined access and interactive features like comments and bookmarks to enhance engagement.

Competitor Benchmarking: Platforms like The New York Times and Hulu, which use SSO for unified access to diverse content (articles, videos, etc.), showed increased user retention (up to 25% higher) and subscription rates for premium offerings. Social engagement features like Disqus-style commenting systems boosted interaction by 40% on similar platforms.

Technical Feasibility: Research into SSO frameworks (e.g., SAML, OAuth 2.0, OpenID Connect) indicated that a centralized authentication system could integrate with existing portal infrastructures. Studies on gaming and leaderboard systems (e.g., from mobile games like Monopoly GO) highlighted their effectiveness in driving repeat usage through competitive incentives.

Premium Content Trends: Data from streaming services showed that users were willing to pay for exclusive content (e.g., series, stand-up specials) when bundled with seamless access, with a 15-20% conversion rate for premium subscriptions on SSO-enabled platforms.

SSO Integration: Surveys showed that 60% of users preferred logging in with existing accounts like Google, Facebook, or Apple, valuing convenience and trust in established providers. Research into SSO frameworks confirmed that integrating these OAuth-based third-party logins (Google Sign-In, Facebook Login, Apple ID) was feasible and aligned with industry standards for user adoption.

The research underscored the need for a unified SSO solution with robust engagement and monetization features tailored to a multi-portal ecosystem.

The primary goal of implementing the SSO system is to streamline user authentication, enhance engagement, and drive sustainable growth across the platform. Based on the impact metrics provided, the objectives are:

Increase User Login Ratio (LR): Achieve a higher percentage of successful logins by reducing authentication friction, targeting a measurable improvement in LR within the first quarter post-implementation.

Boost Daily Active Users (DAU): Enhance user experience through seamless access, aiming to grow DAU by encouraging frequent interactions with the platform.

Grow New Users (NU): Simplify onboarding with SSO to attract and convert more first-time users, setting a target for NU growth tied to marketing campaigns.

Optimize User Acquisition (UQ): Leverage SSO’s ease of use as a value proposition to improve acquisition efficiency, reducing drop-off rates during signup and increasing UQ.

Improve User Retention (UR): Foster long-term engagement by minimizing login-related frustrations, aiming to increase UR through consistent and secure access over time.

The design of SSO KGMediaID followed an iterative, user-centered approach:

User Journey Mapping: Created personas (e.g., casual news reader, entertainment enthusiast, gamer, or specific audience based on Unimind project) to map their interactions across portals. Identified pain points like multiple logins and lack of content personalization.

Feature Prioritization: Used a MoSCoW method (Must-have, Should-have, Could-have, Won’t-have) to prioritize SSO as the core feature, followed by engagement tools (bookmark, like, comment) and premium content or Kompas.com Play games as value-adds.

Wireframing and Prototyping: Developed low-fidelity wireframes for a unified login interface, content dashboard, and leaderboard display. Prototypes included a Disqus-like comment system and a premium content paywall integrated with SSO credentials. Prototypes included options for Google, Facebook, and Apple login buttons alongside native credentials, tested for user preference and speed.

Technical Architecture: Designed an SSO system leveraging OAuth 2.0, integrating Google Sign-In, Facebook Login, and Sign in with Apple for seamless third-party authentication, reducing friction for users with existing accounts. Added reCAPTCHA v3 to the login flow to enhance security against automated threats.

User Testing: Conducted usability tests with 10 users across three media group portals (Kompas.com, Tribunnetwork, Grid.ID), refining the login flow and comment system based on feedback (e.g., reducing clicks to bookmark from three to one).

The design emphasized simplicity, security, and scalability to accommodate 72 portals and future growth.

Implementation unfolded in phases with continuous refinement:

Testing & Scaling: Conducted load testing with 10,000 concurrent users, identifying bottlenecks in authentication servers. Scaled infrastructure with cloud-based load balancers.

Each phase included A/B testing (e.g., two login UI variants, different layout of unified-comment system) and user feedback loops to refine functionality.

The implementation of the KGMediaID SSO system delivered measurable improvements across the defined impact metrics, addressing UX flaws and driving engagement across 72 media portals in Q1 2023:

User Retention (UR): Achieved up to 15% incremental monthly growth in user activity, reflecting stronger retention as users engaged more consistently due to streamlined authentication.

Daily Active Users (DAU): Increased active user interaction by up to 8%, boosting DAU as the SSO’s seamless access encouraged frequent logins and platform use.

New Users (NU) & User Acquisition (UQ): Grew new users by up to 8% through simplified onboarding, enhancing UQ efficiency and reducing signup friction across the publisher’s network.

User Login Ratio (LR): Maintained a 99.8% login success rate with 99.95% system uptime, ensuring reliable access and supporting a high LR for both new and returning users.

Premium Content Conversion (Business Impact): Achieved up to 12.5% user enrichment conversion for premium subscriptions (e.g., Kompas.com+, stand-up videos on Moview.id), leveraging SSO’s ease of use and exclusive offerings to drive revenue.

These results highlight the SSO system’s success in enhancing user experience, reliability, and engagement while aligning with the established metrics.

Qualitative feedback highlighted appreciation for the seamless login and interactive features, though some users requested more game variety. The project established a scalable model for future portal additions and feature expansions.

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