Growth Explained by Zynga's Director of Product
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Understanding your users and how they discover and adopt your products is very important in building a product. Zynga's Director of Product, Abishek Viswanathan, discusses tactical techniques in gaining and retaining a strong user base.
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Growth Explained by Zynga's Director of Product
- 1. Strategizing for Growth PM @zynga, Product Lifecycle and Live Products Shek Viswanathan
- 2. Who am I? Shek Viswanathan Director of Product, Growth https://www.linkedin.com/in/abishekv
- 3. How do you know if your enjoy your The Big Question players, customers, users playing, using game, product, service ?>< >< ><
- 4. Understanding and improving your product health comes down to breaking customer signals into a suite of metrics and identifying key levers that drive growth.
- 5. Understand the Core Loop Model for Growth Identify Leverage Growth Playbook Prioritize and Build Step 4. Prioritize product features, build and iterate Step 3. Identify which KPI influence growth Step 2. Build a Growth Model based on core KPI from the product Step 1. Establish the core loop. Measure Core Loop Engagement
- 6. Understand the Core Loop Model for Growth Identify Leverage 1. Understand the Core Loop Prioritize and Build Step 4. Prioritize product features, build and iterate Step 3. Identify which KPI influence growth Step 2. Build a Growth Model based on core KPI from the product Step 1. Establish the core loop. Measure Core Loop Engagement
- 7. What constitutes a Core Loop? Playing Words Playing Hands Posting Grammin'
- 8. Completing the core loop is correlated to long term retention. Someone who plays a Word in 24 hours after install, is more likely to return next week than someone who doesn’t. User with 7 friends in 10 days likely to retain forever Measuring core loop engagement is key to understanding product health
- 9. Only core action will not do. Other features that complement the core loop need to be monitored. Creating a game with others Adding Friends, posting pictures, status updates, etc
- 10. 2. Modeling for Growth Understand the Core Loop Model for Growth Identify Leverage Prioritize and Build Step 4. Prioritize product features, build and iterate Step 3. Identify which KPI influence growth Step 2. Build a Growth Model based on core KPI from the product Step 1. Establish the core loop. Measure Core Loop Engagement
- 11. Now that we know what core loop action to measure, how do we build a model for growth?
- 12. Modeling Audience Growth v1: Installs + Retention = DAU Modeling Audience Growth v2: Over time WAU * Engagement = DAU Modeling Revenue Growth v1: DAU * % Converting * ARPPU = Revenue Building the model
- 13. Framework to think about for Growth
- 14. How did we apply that to gaming? Acquisition Virality Paid Email ASO (Icon and Page) Keyword Search
- 15. How did we apply that to gaming? Acquisition
- 16. How did we apply that to gaming? Activation FTUE/Tutorial Auth Social Network Auth Email Auth Phone Number Social P/N Incentivization RTUE
- 17. How did we apply that to gaming? Retention Core Loop! Daily Drip Events Leaderboards Clans/Groups
- 18. How did we apply that to gaming? Referral Gifting Referral ID’s Gift Codes
- 19. So, now you know how to measure the core loop, and also have a model for growth. How do you iterate towards success state?
- 20. Success state is usually a single metric (such as audience growth or revenue growth) or a suite of metrics that are directly correlated with growth. Product teams set goals for success state and rally the team around those goals. Example: Grow Active Users by x% YoY Success State
- 21. 3. Identify Leverage Understand the Core Loop Model for Growth Identify Leverage Prioritize and Build Step 4. Prioritize product features, build and iterate Step 3. Identify which KPI influence growth Step 2. Build a Growth Model based on core KPI from the product Step 1. Establish the core loop. Measure Core Loop Engagement
- 22. Understanding where your product is in its life cycle is important to establish what levers to pull to inflect growth.
- 23. Early Stage Product Life Cycle Mature Product Growth Stage Activation Core Loop Engagement Early Retention & Monetization Stability in core metrics Long Term Retention Monetization Virtuous Loops & Virality Identify Leverage Optimize Grow LTV Time Audience/ Revenue
- 24. Product A adds 100k new users every day and retains 5% of users after 30 days. Product team has two ideas for features Feature A - Increasing virality (installs) Feature B - Increasing retention (D30) Prioritization Exercise
- 25. In 1 Quarter Feature A: Hits 2.5M Users, with 5% D30 retention Feature B: Hits 2.1M Users, with 15% D30 retention
- 26. In 1 Year Feature A: Product Hits 4M Users, with 5% D30 retention Feature B: Product Hits 5.5M Users, with 15% D30 retention
- 27. Once you’ve identified leverage points, switch your hat to that of a glorified note taker or a project manager and help the team prioritize and build the product roadmap.
- 28. 4. Building Product Roadmap Understand the Core Loop Model for Growth Identify Leverage Prioritize and Build Step 4. Prioritize product features, build and iterate Step 3. Identify which KPI influence growth Step 2. Build a Growth Model based on core KPI from the product Step 1. Establish the core loop. Measure Core Loop Engagement
- 29. The fun begins.. Brainstorm Ideate Define Set Goals Add to List Prioritize BuildMeasure Iterate
- 30. We talked about 4 things… Understand the Core Loop Model for Growth Identify Leverage Prioritize and Build Step 4. Prioritize product features, build and iterate Step 3. Identify which KPI influence growth Step 2. Build a Growth Model based on core KPI from the product Step 1. Establish the core loop. Measure Core Loop Engagement
- 31. Question: Did all of this add up for the product over time? How do we measure this?
- 32. LTV (Lifetime Value) is the revenue that a customer will bring to your company over their life time Most important health metric is LTV… Retention Average Revenue per Daily Active User How long do your players retain? Is this improving with every cohort? What % of your players convert? How much do they spend per day?
- 33. Is the core loop engagement getting stronger over time? Will manifest in stronger LTVs over time. Measuring LTV over time reveals changes in… If retention is getting stronger - each same sized cohort will generate more revenue over time. Engagement Retention Monetization Are players converting at the same levels over time? If average revenue per daily active user stabilizes or grows, it will show in increasing LTV.
- 34. Ultimately, breaking customer signals into a suite of metrics and identifying key leverage points is vital for strategizing and building a roadmap for growth.