This document discusses how to drive mobile engagement through effective strategies. It identifies three major issues that affect engagement: technical challenges and performance, user experience and usability, and user motivations and engagement strategy. To build an engagement strategy, companies need deep understanding of user motivations gained through qualitative research. They also need laser focus on onboarding new users and mapping the entire user journey. Applying insights from behavioral economics, like understanding cognitive shortcuts, can influence user behavior. Effective measurement of key metrics like retention, churn, daily active users is also important to assess how engagement grows over time. The key takeaways are that the first moments with an app are critical, user research is foundational, engagement can be engineered by understanding user behavior

1. Mapping Services to
Drive the Mobile
Engagement Strategy
THE POWER OF MOBILE TO DRIVE INTERACTION
April 2018

2. Grow your Software
Development Team
in Mexico
NEARSOFT WILL:

4. ● 3 Offices, 250+ people
● High Performance
Teams
● Development Talent
● UX Design Consultancy
● Focused on Travel
NEARSOFT GROWS YOUR DEVELOPMENT TEAMS

5. How to keep users
engaged?

6. Of Daily Active Users will be gone
within the first 3 days after install77%
Source: Similar Web & Localytics

7. 90%In the next 30 days the churn rate of
Daily Active Users will go up to
Source: Similar Web & Localytics

8. Of Daily Active Users will be completely
gone within the next 90 days95%
Source: Similar Web & Localytics

9. ● Your app crashes way too often
● You send too many push notifications
● Security issues
● Bad checkouts
● People change smartphones
Poor Engagement Reasons
THE POWER OF MOBILE TO DRIVE INTERACTION

10. ● Users haven’t formed the habit of using your app
● Your app isn’t helpful and easy to use at all
● People never bought anything from you
● You never remind users of your app
● You don’t resend your mobile traffic to your app
Poor Engagement Reasons
THE POWER OF MOBILE TO DRIVE INTERACTION

11. Three Major Issues
THE POWER OF MOBILE TO DRIVE INTERACTION
Technical Challenges
& Performance
User Experience
& Usability
User Motivations
& Engagement
Strategy

12. Three Major Issues
THE POWER OF MOBILE TO DRIVE INTERACTION
Technical Challenges
& Performance
User Experience
& Usability
User Motivations
& Engagement
Strategy

13. Three Major Issues
THE POWER OF MOBILE TO DRIVE INTERACTION
Technical Challenges
& Performance
Usability Experience
& Usability
User Motivations
& User Experience
User Research is the
Foundation of UX

14. No User Research, No UX
THE POWER OF MOBILE TO DRIVE INTERACTION
User Research is the
foundation
Continuous User Testing
& Validation
Scaling Design
& User Centric Biz Focus

15. Engagement can be
engineered

16. Engagement Strategy
THE POWER OF MOBILE TO DRIVE INTERACTION
Deep understanding
of User Motivations
Laser Focus on
Onboarding
User Journey &
Behavioral Economics
Measuring Key
Business Metrics

17. Understand User
Motivations
Qualitative Research
THE POWER OF MOBILE TO DRIVE INTERACTION
1. Rich information on users’ motivations and aspirations
2. Stories full of emotion and detail
3. Mapping the user journey
4. Identifying psychological triggers

18. Laser Focus on
Onboarding
Onboarding Process
THE POWER OF MOBILE TO DRIVE INTERACTION
● Getting users “up and running” with your app
● Explaining a new product to first-time users
● Showing users the core value of your app
A Mobile Onboarding is the process of...

19. PLANNING BOOKING
BEFORE
AIRPORT
CHECK-IN
IN-FLIGHT WHILE
TRAVELING
POST-TRIP
DURING
INSPIRATION
AFTER
Mapping the Experience
THE POWER OF MOBILE TO DRIVE INTERACTION

20. PLANNING BOOKING
BEFORE
AIRPORT
CHECK-IN
IN-FLIGHT WHILE
TRAVELING
POST-TRIP
DURING
INSPIRATION
AFTER
Mapping the Experience
THE POWER OF MOBILE TO DRIVE INTERACTION

21. Behavioral
Economics
Behavioral Economics
THE POWER OF MOBILE TO DRIVE INTERACTION
● Human behavior is irrational behavior
● Cognitive shortcuts to process events
● Nudge and tweak those shortcuts
● BE insights translate into actionable insights
Small Decisions to Make Big Behavior Change

22. Cognitive Shortcuts
THE POWER OF MOBILE TO DRIVE INTERACTION

23. PLANNING BOOKINGINSPIRATION
BE + Service Design
THE POWER OF MOBILE TO DRIVE INTERACTION

25. Information better
processed in chunks

26. Measure how well
you’re doing

27. What to track exactly?
THE POWER OF MOBILE TO DRIVE INTERACTION
Adoption Retention Daily Use
Cost &
Revenue

28. Retention Rate
Churn Rate
Daily Active Users (DAU)
Monthly Active Users (MAU)
Daily Sessions per DAU
Stickiness Rate
Average Revenue per User (ARPPU)
Return of Investment (ROI)
Cost Per Acquisition (CPA)
Lifetime Value (LTV)
KPI /
Metrics
Funnel

29. ● First moments are critical
● User Research is the foundation
● Engagement can be engineered
● Influence behavior by understanding how it
works
● Engagement is alive, measure how it grows
Key Takeaways
THE POWER OF MOBILE TO DRIVE INTERACTION

30. Power Up your
Product through
Research and
Design
UX TEAM BY NEARSOFT WILL:

31. Design is all
about people!

32. Design is all
about people!
Thanks!
Misael Leon
Product Designer
mleon@nearsoft.com
misaello
misaelleon
Sandra Vazquez
Business Developer
svazquez@nearsoft.com
sandra_daniela
sandradanielav