san francisco state university - bret rodriguez€¦ · ux team. how to measure user experience?...

San Francisco State UniversityWe Make Great Mobile Apps Happen

Mobile App GrowthUX Team

How to measure user experience?

"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.

- Don Norman and Jakob Nielsen

Not a start-up but...

Photo by Tomas Yates on Unsplash

Growth Framework

User Acquisition

Acquisition

Acquisition Loop

CurrentChannels

KPIs&

Metrics

AcquisitionImprovements

Current ChannelsPosters

Word of mouth

Features: Gator Grub

Login page

App reviews

Acquisition Loops: Non-linear

Acquisition Loops: Growth Factor

Growth Factor = .15

Acquisition Improvements

Links:Social mediaEmail signaturesInstagram adsReferralEmail CampaignLogin pageOrientation

QR Code:

Print on campusDigital on campusOrientation

Key Performance Indicators (KPIs)

# of downloads

New users

Returning users

Conversion Rate (Growth Factor)

App Store Ratings

7/14/28 day users

Acquisition Metrics

Acquisition Metrics

Acquisition Metrics7/14/28 day users for Aug - Nov 2017

Acquisition Metrics7/14/28 day users for Aug - Nov 2018

User Engagement

Engagement

EngagementLadder

Engagement Loop

KPIs Metrics

Engagement Loop: Personalized content

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

Engagement Loop: Personalized content

Signs upFor

Notifications

Gets Alerted

ViewsAlerts &

Deadlines

UploadsHomeworkViews

Grades

AddClass

Engagement Ladder

Monthly:ScheduleClass searchPay tuitionFinancial aidAdd/drop/change classes

Weekly:Inputting TimeEmailGrades

Daily:FoodMuni TimesiLearn

Key Performance Indicators (KPIs)

7/14/28 day usersCohort retention ratesCohort total usersSessions/userLength of SessionChurn Rate: Installs vs. Uninstalls

Engagement Metrics

Engagement Metrics

Engagement Metrics

Engagement Metrics

Engagement Metrics

Engagement Metrics

Engagement Metrics

Engagement Metrics

Next Steps (Goals)

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

Q & A