Context
In 2024, we focused on enhancing user engagement and satisfaction within the our client's app. By analyzing key user behaviors from January 1 to October 15, 2024, and comparing them to the same period in 2023, we identified areas for targeted improvements that would drive retention and deepen user engagement.
Problem Identification and Consequences
Our client faced challenges with user retention, engagement levels, and stability across platforms. Despite having a strong user base, issues like app crashes, limited engagement with notifications, and a lack of certain key features affected overall user satisfaction.
Solution Implementation
To address these challenges, we implemented a series of strategic updates across all platforms:
- User Retention: Introduced UX improvements, meaningful notifications, and stability upgrades to keep users engaged and encourage them to return to the app regularly. As a result, returning users increased by over 20% YoY.
- Message Engagement: Users sent over 27 million messages in 2024, marking a stable 3% increase YoY, with nearly 15% more messages sent month-over-month in Q3, reflecting higher engagement in recent months.
- Push Notifications: By refining the notification system and introducing features like Reactions, improved Stories, and optimized Mute options, we reduced the percentage of users disabling notifications from 25.4% in March to 20% in October.
- Platform-Specific Enhancements:
- iOS: Achieved a crash-free rate of 92% (up 22% from last year) and resolved 42 bugs, adding essential features like conversation muting, message reply improvements, and Story enhancements.
- Android: Reached an impressive 99.8% crash-free rate (up from 98.8%) and resolved 54 bugs, including fixes for group chat functionality, message retraction, and connectivity-related issues.
- Web: Implemented key bug fixes and improvements, including audio message forwarding, attachment downloads, and automatic group chat naming.
Business and Product Gains
These focused efforts resulted in a marked increase in user satisfaction and engagement, evidenced by a 20.3% growth in active users and an improved retention rate. The app’s crash-free rates have improved significantly, ensuring a smoother experience for users across all platforms. Our improvements are creating lasting benefits, making our client a more reliable and engaging platform for its growing user base.