Lighthouse LLC has launched a new game and is outlining their product development process. They will identify the problem and solution spaces, find product-market fit and metrics for success. Personas will be created and features prioritized using a Kano model. Key performance indicators like retention, daily active users and lifetime value will be tracked. The UX design and customer relationship management strategies using in-app messages are described. The goal is to develop the most loved product by moving fast, showing curiosity and always being kind.

1. A New Game Launched by Lighthouse LLC
By Kumar Gaurav

2. Product RoadMap
Identify Problem Space & Solution Space
Find the product Market fit & Metrics for Success
Create Personas of the User
Value Proposition
Create Features for MVP
Create UX Design
Prioritize features using Kano Model
Create Scrum Board & Backlogs
Rollout the MVP to Market
Road to most loved product

3. Product Market Fit

4. Gamer Personas

5. Acquisition cost of user
Free to play
Freemium
Cut throat Competition
Copy Cats in the Industry
Problem Space Solution Space

7. Value Proposition of Product
• Highlight Your True Strengths and Differentiators
• Motivate Prospective Customers to Learn More
• When Possible, Quantify Value for Your Customers
• Repeat and Reiterate

8. Kano Model

9. Key Performance Indicators
 Effective cost per mille - eCPM = (Total Ad Revenue / Total Impressions) * 1,000
 Cost per install
 Install Per Mille (IPM) - IPM = (Total Installs / Total Impressions) * 1,000
 Organic conversion rate
 K-Factor - K-Factor tells you how many organic users you get as the result of a paid UA campaign.
 Retention rate
 Churn/Uninstall Rate
 Daily Active Users (DAU)
 Monthly Active Users (MAU)
 Stickiness - The number of days users visit your app within 30 days. Stickiness = (DAU / MAU) * 30
 Average Revenue Per User (ARPU) - ARPU = Total Revenue / Total Number of Users in Cohort
 Average Revenue Per Paying User (ARPPU) - ARPPU = Total Revenue / Total Number of Revenue-Generating Users
 Lifetime Value (LTV) revenue a user generates over the course of the entire time they play a game - LTV = Number of Days
of Engagement * Average Spend Per Day
 Time to First Purchase - The time it takes a user to make their first in-app purchase after installing a game.
 Share of Paying Users
 Return on Ad Spend (ROAS) - ROAS = Total Marketing Spend / User-Generated Revenue in Given Time Frame

10. UX Design/Wireframes

12. Customer Relationship Management
 In-app messages:
 Triggers: Being able to send a campaign based on what the user just did will be valuable when you’re trying to run
action-sensitive campaigns
 Advanced segmentation: Being able to segment users based on what levels they finished or how much currency they
have left will allow you to tailor your messages based on each user.
 Variables: Another opportunity to tailor messages is to use data from the player (e.g.: username, friend’s name, offer
name, etc.)
 Control Groups & Conversion events: Even if it’s feasible with an in-house tool, it’s way easier to set it up in a third party
tool that will monitor the real impact on specific events
 Retargeting: Sending one-off message will be helpful for a specific engagement goal, but once you want to create a
“lifecycle” for each user, you’ll need to chain messages based on a user’s interaction with each campaign.
 Tools would be – Braze,deltaDNA,LeanPlum,CleverTap,mixpanel,batch

13. • Education: Show unused features to players or educate them on new ones.
• Surveys: get feedback from players based on new additions or a/b tests on the game loop.
• Rating : App rating is a strong tool to improve your ASO strategy (come read about our friends here)
• Winback: Users may lose their way through a specific action (e.g: onboarding funnel / purchase funnel), you can get
them back on track with an in-app & adequate deeplink.
• Engagement: Keeping the player hooked will involve getting them to interact with the game loop (E.g: spending
coins they just collected or finish daily quests). You can use in-app for one-off engagement or to build habit around a
specific “action”.
• Social features / account saved: Linking account add a social layer to your game, and give you a good opportunity to
get players more engaged if they’re playing with friends.
• Events, marketing & offers: Live Ops & offers can be tweaked and experimented on. You can even build everything
out of the box so you can switch your shop anytime without updating the game (leveraging game variables +
deeplinks, it can also be on a one-to-one fashion if you link this to your DB or CRM).
• Pre-permission: Last but not least, you can actually build a full strategy around pre-permission for push notifications
(required on iOS) that will allow you to improve the reach of your push campaigns to more players
• Tool used – In-app
Customer Relationship Management

14. Road to Most Loved Product(MLP)
• Know the why
• Feel the pain
• Show big curiosity
• Move really fast
• Always be kind