Metrics Driven Design.
@chiefofspace
@jrirei
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
2010 W
16
2010 W
19
2010 W
22
2010 W
25
2010 W
28
2010 W
31
2010 W
34
2010 W
37
2010 W
40
2010 W
43
2010 W
46
2010 W
49
2010 W
52
2011 W
03
2011 W
06
2011 W
09
2011 W
12
2011 W
15
2011 W
18
2011 W
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2011 W
24
2011 W
27
2011 W
30
2011 W
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2011 W
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2011 W
39
2011 W
42
2011 W
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2011 W
48
2011 W
51
2012 W
02
2012 W
05
2012 W
08
2012 W
11
2012 W
14
2012 W
17
2012 W
20
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
0
50.000
100.000
150.000
200.000
250.000
'201
0-09
-13'
'2
010-
09-1
4'
'201
0-09
-15'
'2
010-
09-1
6'
'201
0-09
-17'
'2
010-
09-1
8'
'201
0-09
-19'
'2
010-
09-2
0'
'201
0-09
-21'
'2
010-
09-2
2'
'201
0-09
-23'
'2
010-
09-2
4'
'201
0-09
-25'
'2
010-
09-2
6'
'201
0-09
-27'
'2
010-
09-2
8'
'201
0-09
-29'
'2
010-
09-3
0'
'201
0-10
-01'
'2
010-
10-0
2'
'201
0-10
-03'
'2
010-
10-0
4'
'201
0-10
-05'
'2
010-
10-0
6'
'201
0-10
-07'
'2
010-
10-0
8'
'201
0-10
-09'
'2
010-
10-1
0'
'201
0-10
-11'
'2
010-
10-1
2'
'201
0-10
-13'
'2
010-
10-1
4'
'201
0-10
-15'
'2
010-
10-1
6'
'201
0-10
-17'
'2
010-
10-1
8'
'201
0-10
-19'
'2
010-
10-2
0'
Launch
2nd Toy
Post responses
>> Understanding User Behaviour
0
5.000
10.000
15.000
20.000
25.000
30.000 8/
30/2
011
9/6/
2011
9/
13/2
011
9/20
/201
1 9/
27/2
011
10/4
/201
1 10
/11/
2011
10
/18/
2011
10
/25/
2011
11
/1/2
011
11/8
/201
1 11
/15/
2011
11
/22/
2011
12
/28/
2011
1/
4/20
12
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
3/
14/2
012
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
