how to structure your app's content to lower abandonment rate

How to Structure Your App's Content

to Lower Abandonment

Rate

PRESENTER

Axel ValdezUI / Front End Designer

@axel

PRESENTER

Misael LeónUX Designer

@misaello

HOST

Jorge SymondsContent Creator

@jorgepistola

Our time together1. How to define your product’s vision

2. How to structure the architecture

3. How to define the content strategy

4. How to create habits of use for your product

5. Takeaways / Q&A

Average apps lose of their daily active users within the first 3 days

77%

Source Quettra

In 30 days goes up to 90%

In 90 days it’s over

It’s crazy!95%

Why?

Performance

Content structure

Interaction & usability issues

Security

Communication

Known issues

Performance

Content structure

Interaction & usability issues

Security

Communication

Known issues

ARCHITECTURE CONTENT RECURRENCEVISION

Know your vision

Product strategyIn order to _____________ (Vision)

Our product will solve this problem for _____________ (Target Audience)

The Problem is _____________ (User problem)

By giving them _____________ (Strategy)

We will know if our product works, when we see _____________ (Metrics)

Credit Nikkel Blasse

Product strategyIn order to Provide a way for people to eat healthy (Vision)

Our product will solve for young people who work (Target Audience)

Problem of being busy and not knowing what to cook (User problem)

By giving them an easy way to discover healthy but tasty recipes (Strategy)

We will know if our product works, when we see 150 d. active users (Metrics)

Credit Nikkel Blasse

Product vision

Input

Problem(what)

Target audience(who)

OutputVision(why)

Strategy(how)

ProcessGoals

(metrics)

Features(the build - roadmap)

Credit Nikkel Blasse

Know your architecture

ARCHITECTURE CONTENT RECURRENCEVISION

Object-OrientedUX Mapping

Credit Sophia Voychehovski

How people think

VSHow we build products

Recipes,Food,

spaguetti

Chefs, cooks, friends

Ingredients,Tomato,

pastaRestaurants

User’sMental Model

Recipes,Food,

spaguetti

Chefs, cooks, friends

Ingredients,Tomato,

pasta

Browse Compare Select Buy

Restaurants

Interaction Design

User’sMental Model

Recipes,Food,

spaguetti

Chefs, cooks, friends

Ingredients,Tomato,

pasta

Browse Compare Select Buy

Customers Products Orders Sections

Restaurants

System Architecture

Interaction Design

User’sMental Model

Objects are the meat, the meat!

Object

Object

NestedObject

NestedObject

ContentAction Metadata

ContentAction Metadata

Object

Object

Content

Content

Content

Content

Content

Content

Content

Metadata

Metadata

MetadataMetadata

MetadataMetadataMetadata

Action

Action

ActionAction

ActionAction

NestedObject

NestedObject

NestedObject

NestedObject

NestedObject

NestedObject

Action

Action

OOUX in practice

App to discover chefs and recipes with healthy ingredients

ćĈě ĥ

App to discover chefs and recipes with healthy ingredients

ćĈě ĥ

Chef

Object

Recipe

Ingredient

StepsRecipe

NameChef

DescriptionIngredient

Object Content

StepsRecipe Date Posted

NameChef # Followers

DescriptionIngredient Price

Object Content Metadata

StepsRecipe

CreateEditLike

Delete

Date Posted

NameChef

CreateEditLike

Delete

# Followers

DescriptionIngredient

CreateEditLike

Delete

Price

Object Content MetadataActions

Recipe

Chef

Ingredient

ChefAuthor

of

Recipes created

by

RecipesUsed

in

Object Content Metadata Nested ObjectActions

Steps

CreateEditLike

Delete

Date Posted

Name

CreateEditLike

Delete

# Followers

Description

CreateEditLike

Delete

Price

Recipe

Chef

Ingredient

ChefAuthor

of

Recipes created

by

RecipesUsed

in

Object Content Metadata Nested ObjectActions

Steps

CreateEditLike

Delete

Date Posted

Name

CreateEditLike

Delete

# Followers

Description

CreateEditLike

Delete

Price

Object

Object

Object

NestedObject

NestedObject

NestedObject

ContentAction Metadata

ContentAction Metadata

ContentAction Metadata

Object

Object

NestedObject

NestedObject

ContentAction Metadata

ContentAction Metadata

Object

Object

Content

Content

Content

Content

Content

Content

Content

Metadata

Metadata

MetadataMetadata

MetadataMetadataMetadata

Action

Action

ActionAction

ActionAction

NestedObject

NestedObject

NestedObject

NestedObject

NestedObject

NestedObject

Action

Action

OOUX in practice

Get ready to prototype

Structure content the way people expectto find it

The building is ready,

...make it come alive!

Know your content

ARCHITECTURE CONTENT RECURRENCEVISION

Know your users — why they come

Content strategy

Know your users — why they come

Plan content accordingly

Content strategy

Know your users — why they come

Plan content accordingly

Learn from your users’ habits

Content strategy

Know your users — why they come

Plan content accordingly

Learn from your users’ habits

Prioritize / Shiny objects on front

Content strategy

LinearContent Offer

(no prioritization)

LinearContent Offer

(no prioritization)

LinearContent Offer

(no prioritization)

Tailored / LinearContent Offer

(semi-prioritization)

LinearContent Offer

(no prioritization)

Tailored / LinearContent Offer

(semi-prioritization)

TailoredContent Offer

(full prioritization)

Linear stream of content / chronological

Tailored content / chronological /algorithmic

Habits of use / algorithmic

Content delivery

Require to consume the piece of content

Take to come back for more

Invest in getting the piece of content

Content update rateIdentify the time your users...

Will your content create a habit? ?!

Know their habits,

ARCHITECTURE CONTENT RECURRENCEVISION

motivations,

expectations, etc

What are the triggers moving your users?

What are the actions they need to make ?

What are the rewards they get?

What is the least investment to come back?

Building habits

Credit Nir Eyal

Trigger

Investment

Reward

Action

Reach a common vision of what to build

Takeaways

Reach a common vision of your product

Users first = Content first

Takeaways

Reach a common vision of what to build

Users first = Content first

Content is alive / learn from patterns of use

Takeaways

Reach a common vision of what to build

Users first = Content first

Content is alive / learn from patterns of use

Identify triggers and prepare the stage

Takeaways

Want to know more?

Talk to Sandra at (408) 890-2115

ux.nearsoft.com

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