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