san francisco state university - bret rodriguez€¦ · ux team. how to measure user experience?...
TRANSCRIPT
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San Francisco State UniversityWe Make Great Mobile Apps Happen
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Mobile App GrowthUX Team
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How to measure user experience?
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"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
- Don Norman and Jakob Nielsen
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Not a start-up but...
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Photo by Tomas Yates on Unsplash
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Growth Framework
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User Acquisition
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Acquisition
Acquisition Loop
CurrentChannels
KPIs&
Metrics
AcquisitionImprovements
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Current ChannelsPosters
Word of mouth
Features: Gator Grub
Login page
App reviews
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Acquisition Loops: Non-linear
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Acquisition Loops: Growth Factor
Growth Factor = .15
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Acquisition Improvements
Links:Social mediaEmail signaturesInstagram adsReferralEmail CampaignLogin pageOrientation
QR Code:
Print on campusDigital on campusOrientation
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Key Performance Indicators (KPIs)
# of downloads
New users
Returning users
Conversion Rate (Growth Factor)
App Store Ratings
7/14/28 day users
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Acquisition Metrics
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Acquisition Metrics
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Acquisition Metrics7/14/28 day users for Aug - Nov 2017
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Acquisition Metrics7/14/28 day users for Aug - Nov 2018
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User Engagement
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Engagement
EngagementLadder
Engagement Loop
KPIs Metrics
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Engagement Loop: Personalized content
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Engagement LoopUsers come for one task, stay for another
Push notifications:
Gator Grub
Deadline to Drop
Class registration
CR/NC deadline
Midterm season
Final season
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Engagement Loop: Personalized content
Signs upFor
Notifications
Gets Alerted
ViewsAlerts &
Deadlines
UploadsHomeworkViews
Grades
AddClass
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Engagement Ladder
Monthly:ScheduleClass searchPay tuitionFinancial aidAdd/drop/change classes
Weekly:Inputting TimeEmailGrades
Daily:FoodMuni TimesiLearn
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Key Performance Indicators (KPIs)
7/14/28 day usersCohort retention ratesCohort total usersSessions/userLength of SessionChurn Rate: Installs vs. Uninstalls
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Engagement Metrics
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Engagement Metrics
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Engagement Metrics
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Engagement Metrics
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Engagement Metrics
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Engagement Metrics
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Engagement Metrics
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Engagement Metrics
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Next Steps (Goals)
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Revisit design choices and explore interactions
Work with POs to explore areas/ecosystems that’ll improve user experience
Adding & implementing user acquisition channels
Forecasting MAUs
Other ideas like HEART
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Q & A