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.

1. The First Impression
How to Fight Fragmentation
with Fragmentation
Charles Young
Co-founder
Collective Press
@pyrois

4. Picture IQ
● Simple, ugly
● Tens of millions of players
● Many failed competitors
● Why did ours work?

5. Picture IQ
● A series of small improvements minimizing the
impact of fragmentation, to create the ideal first
impression

6. ● Simpler the app, the less to optimize
● Universal friction acting at the top of the funnel
Why fragmentation?

7. Why does it matter - Shortening share cycle

8. 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

9. 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

10. Shortening share cycle

11. Shortening share cycle

12. Shortening share cycle

13. 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

14. Picture IQ - Device Fragmentation
iOS

15. Picture IQ - Device Fragmentation
Android

16. Picture IQ - Device Fragmentation
Slow/No Internet

17. Picture IQ - Interest Fragmentation?
App Install
Default Animal Stage
Default Challenge
Unlock New Stage

18. Picture IQ - Interest Fragmentation?
App Install
Default Animal Stage
Elvis Songs
Challenge
Sports Car Challenge Trees Challenge Dog Challenge
Unlock New Stage

19. 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

20. 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 ?!

21. Picture IQ - Interest Fragmentation!
Android
iOS
LandmarksColors
Cars
Music
● Social Graph Bias
○ Devices
○ Interests
○ Demographics

22. 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 ???

23. 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

24. Let’s Play….
Picture IQ!

26. Let’s Play….
Picture IQ!

28. @pyrois
#branchout17
Questions
Submit your questions via sli.do
Enter code Branchout2017