How to motivate colouring app users
Fabritius, Miika (2017)
Tampereen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017080914280
https://urn.fi/URN:NBN:fi:amk-2017080914280
Tiivistelmä
One of the more challenging aspects of app development is retaining one’s existing users or retention rate. Human attention is a scarce commodity and requires refining the app's user experience to be as habit-forming as possible. Competition is fierce, and endless new trends result in a rather bleak industry retention average, in which a typical app loses 90% of its active users within 30 days.
The immediate objective of this study was to recognise the existing retention pitfalls of a popular colouring app through a quantitative analysis of its user base. Subsequent to this, assumptions for the likely causes were backed up by data and improvements inspired by gamification concepts tested and confirmed with individual A/B tests. In this study, small changes to the experience in the problem areas identified by the quantitative analysis resulted in almost a double user retention. The results indicate the great benefit of this approach, and which would be hard to find only using only a qualitative analysis. Further analysing other areas with this method, which is not within the scope of this study, may provide further insights for this and future projects.
The immediate objective of this study was to recognise the existing retention pitfalls of a popular colouring app through a quantitative analysis of its user base. Subsequent to this, assumptions for the likely causes were backed up by data and improvements inspired by gamification concepts tested and confirmed with individual A/B tests. In this study, small changes to the experience in the problem areas identified by the quantitative analysis resulted in almost a double user retention. The results indicate the great benefit of this approach, and which would be hard to find only using only a qualitative analysis. Further analysing other areas with this method, which is not within the scope of this study, may provide further insights for this and future projects.