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Branchout 2017 - Day 1 Session - Charles Yong

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The First Impression - How to Fight Fragmentation with Fragmentation
By Charles Yong, Co-founder at Collective Press

While most people consider fragmentation to be a bane of product design, those who understand how to navigate the chaos welcome it with open arms. Join Charles Yong of Collective Press to learn how fragmentation can be turned into your latest competitive edge with real-world examples that have been used to repeatedly grow mobile apps to tens of millions of installed users.

Published in: Mobile
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Branchout 2017 - Day 1 Session - Charles Yong

  1. 1. The First Impression How to Fight Fragmentation with Fragmentation Charles Young Co-founder Collective Press @pyrois
  2. 2. Picture IQ ● Simple, ugly ● Tens of millions of players ● Many failed competitors ● Why did ours work?
  3. 3. Picture IQ ● A series of small improvements minimizing the impact of fragmentation, to create the ideal first impression
  4. 4. ● Simpler the app, the less to optimize ● Universal friction acting at the top of the funnel Why fragmentation?
  5. 5. Why does it matter - Shortening share cycle
  6. 6. Shortening share cycle 1 week of growth ● Word of Mouth - 1.2^1 = 1.2x ● Email - 1.2^7 = 3.6x ● SMS/Social - 1.2^(4*7) = 164x
  7. 7. Shortening share cycle 1 week of growth ● Word of Mouth - 1.2^1 = 1.2x ● Email - 1.2^7 = 3.6x ● SMS/Social - 1.2^(4*7) = 164x 1 week of growth ● Word of Mouth - 1.1^1 = 1.1x ● Email - 1.1^7 = 1.9x ● SMS/Social - 1.1^(4*7) = 14x
  8. 8. Shortening share cycle
  9. 9. Shortening share cycle
  10. 10. Shortening share cycle
  11. 11. Picture IQ - Device Fragmentation Desktop Web (2013) (~30%) ● IE ● FF ● Chrome ● Safari Mobile Web (~30%) ● Safari Mobile Browser ● Android Browser ● Samsung Browser + variants Native Apps (~40%) ● iOS ● Android
  12. 12. Picture IQ - Device Fragmentation iOS
  13. 13. Picture IQ - Device Fragmentation Android
  14. 14. Picture IQ - Device Fragmentation Slow/No Internet
  15. 15. Picture IQ - Interest Fragmentation? App Install Default Animal Stage Default Challenge Unlock New Stage
  16. 16. Picture IQ - Interest Fragmentation? App Install Default Animal Stage Elvis Songs Challenge Sports Car Challenge Trees Challenge Dog Challenge Unlock New Stage
  17. 17. Picture IQ - Interest Fragmentation? Elvis Song Stage App Install Sports Car Stage Trees Stage Dog Stage Elvis Songs Challenge Sports Car Challenge Trees Challenge Dog Challenge Unlock New Stage
  18. 18. Picture IQ - Interest Fragmentation! ● Topic install rate from dynamic link increased over 300% ● In-app first stage completion rate increased over 50% ● 7-day retention for new cohorts increased 50% ● ~50k -> 100k -> 500k -> ~1 million ?!
  19. 19. Picture IQ - Interest Fragmentation! Android iOS LandmarksColors Cars Music ● Social Graph Bias ○ Devices ○ Interests ○ Demographics
  20. 20. The Invisible Edge Picture IQ ● Looks like any other puzzle game ● 20 million+ players (~10 million iOS/Android installed base, rest on web) ● <$1k marketing budget Same optimization strategy has worked across many app types (games, utility, entertainment) across many time periods ● 2008 (rise of the social network) ● 2010 (transition to mobile) ● 2012 (fragmentation of mobile ecosystems and legacy) ● 2014 (social network/messenger fragmentation) ● 2017 ???
  21. 21. Key Takeaways ● Shortening share cycles magnify importance of small improvements ● Fragmentation goes beyond just the device and the platform ● Solutions to fragmentation magnified by social graph bias
  22. 22. Let’s Play…. Picture IQ!
  23. 23. Let’s Play…. Picture IQ!
  24. 24. @pyrois #branchout17 Questions Submit your questions via sli.do Enter code Branchout2017

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