metrics. driven. design. (developer conference hamburg 2012)

Metrics Driven Design.

@chiefofspace

@jrirei

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DAU Monster World

>> Retention

>> Virality

>> Monetization

Retention

Retention

New Users last 24 hours 20.000

Step 1 - Loading begins

Step 2 - Loading complete

Step - 3

Step - 4

Step - 5

Step - 6

Level 2 reached

100%

85%

70%

68%

66%

50%

48%

Step - 7

Step - 8

46%

44%

Tutorial Steps

Virality

Virality

Monetization

~ 2 %

~ 10 % ~ 3 %

~ 12 %

h/ps://mw.t.wooga.com/k/pgr/?  i=0&  language=de_DE&  s=100000107880707&  ts=1347085569&  w_friends=238  

Tracking  Service  

KaNa  

DBs  

…  

>> Day 1 Retention

Day 1 Retention

New Users last 24 hours 20.000

Step 1 - Loading begins

Step 2 - Loading complete

Step - 3

Step - 4

Step - 5

Step - 6

Level 2 reached

100%

85%

70%

68%

66%

50%

48%

Step - 7

Step - 8

46%

44%

Tutorial Steps

Tutorial Steps

New Users last 24 hours 20.000

Step 1 - Loading begins

Step 2 - Loading complete

Step - 3

Step - 4

Step - 5

Step - 6

Level 2 reached

100%

85%

70%

68%

66%

50%

48%

Step - 7

Step - 8

46%

44%

Is it for me?

New Users last 24 hours 20.000

Step 1 - Loading begins

Step 2 - Loading complete

Step - 3

Step - 4

Step - 5

Step - 6

Level 2 reached

100%

85%

70%

68%

66%

50%

48%

Step - 7

Step - 8

46%

44%

Do I get it?

Tutorial Steps

Do I get it?

Do I get it?

On initial design solutions

Tutorial Steps

New Users last 24 hours 20.000

Step 1 - Loading begins

Step 2 - Loading complete

Step - 3

Step - 4

Step - 5

Step - 6

Level 2 reached

100%

85%

70%

68%

48%

50%

Step - 7

Step - 8

46%

44%

Further, even further

66%

0% 10% 20% 30% 40% 50% 60%

Reached lvl 3

Reached lvl 4

1 day ret

3 day ret

7 day ret

3 min 5 min

Growth Time

Beautification

Beautification

73,2 % 73,0 %

Plateau

Tutorial Steps

New Users last 24 hours 20.000

Step 1 - Loading begins

Step 2 - Loading complete

Step - 3

Step - 4

Step - 5

Step - 6

Level 2 reached

100%

85%

70%

68%

66%

50%

48%

Step - 7

Step - 8

50%

48%

What's next?

>> Day to Day Retention

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'2

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10-0

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10-0

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Launch                

2nd  Toy                

Post responses

>> Understanding User Behaviour

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30/2

011

9/6/

2011

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13/2

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9/20

/201

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27/2

011

10/4

/201

1 10

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011

11/8

/201

1 11

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1/11

/201

2 1/

18/2

012

1/25

/201

2 2/

1/20

12

2/8/

2012

2/

15/2

012

2/22

/201

2 2/

29/2

012

3/7/

2012

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14/2

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3/21

/201

2 3/

28/2

012

4/4/

2012

4/

11/2

012

4/18

/201

2

Users without missions

>> Next try

Mr. Beazzy

>> + Engaged

>> + Engaged >> + $

>> Virality

>> Monetization

Old

New

Magic Wand Shop

Old

New

+ 24 %

Magic Wand Shop

Magic Wand Shop

Magic Wand Shop

+ 23 %

Magic Wand Shop

Remember the user

Match user to test group

Match user to test group

Feature switch

Wait for data to become relevant

Compare results

0% 10% 20% 30% 40% 50% 60%

Reached lvl 3

Reached lvl 4

1 day ret

3 day ret

7 day ret

3 min 5 min

Compare results

Side Effects

Side Effects

>> Endless Love

Meet the bad guy: Robert the robot

Meet his new date: Roberta the robot

Stephanie Kaiser

stephanie.kaiser@wooga.net

@chiefofspace

Jesper Richter-Reichhelm

jesper.richter-reichhelm@wooga.net

@jrirei