A naukri.com initiative
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Case Study: Product Activation
- Learning session is the core use case of StudySmarter app from a user perspective. It is important to understand the levers of use case frequency for which users employ your product to cultivate a habit around them.
- New Active User is defined as a user who has engaged in a learning session on “X”-different days within a certain period after account creation. Activation Ratio is the ratio of users who have become “active” users to the total number of users who created an account.
- Download-to-Activation Ratio is the ratio of users who become 'active' users to the total number of users who downloaded the app. We need to aim for strong channel-product fit to increase the number of app users.
- The setup phase should only focus on having the information we need so that the user can have their first learning session within the product to experience the core value proposition for the first time.
- The habit moment is the moment when the user establishes the organic habit with your product for the first time. The school classes, as well as bachelor and master graduates, form small offline networks and communities.
- To create a habit around our core product use case, we need to manufacture triggers that will prompt the action of this habit. There are different solutions for triggering the action, but in this case, we will only focus on mobile push notifications.
- People are more susceptible to take action if the external trigger is aligned with an internal trigger from the book 'Hooked'.
- Push notifications can be used as triggers, and the timing, frequency, and content of push notifications should be designed according to the user segment of students.
- There are 5 types of push notifications StudySmarter can use, including Streak check-in, Day after losing streak, Reactivated users, and Dormant users.
- StudySmarter needs to respect the time of dormant users and stop messaging them after a period of time.
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