brainly case study - how we rebuilt our apps and achieved success

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ROMAN BARZYCZAKHead of Mobile at Brainly

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BRAINLY CASE STUDY How we rebuilt our apps and

achieved success

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1. Brainly 2. Environment (Best practices) 3. Build it (Case Study)

AGENDA

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MOBILE APPS AS A NEW PILLAR OF GROWTH

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MAKE ENVIRONMENT

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MOST PRODUCTS START WITH A PLAN

Things are changing so quickly, that any MBA-style business plan is guaranteed to be flawed in some important way.

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THE PLAN IS FLUID

You can have a plan, but keep in mind that it will probably change a lot.

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BEST PLANS CAN FAIL

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FIRST BUILD THE TEAM, AND THEN TEAM-BUILD THE PRODUCT

Product FirstPeople First

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AGILE IS NOT ENOUGH ANYMORE

Unknow

Technology Solution

Waterfall Agile Lean start-up + Agile

Know

Unknow

Business Requirements

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DESIGNER/DEVELOPER WALL VS AGILE UX

Design Development

Design

Build

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TEST DRIVEN BUSINESS

LEARN

MEASURE

DESIGNIdeas

ProductData

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SET METRICS

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THE SIMPLEST RULE

If it won’t change how you behave, it’s a

bad metric.

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FIND ACTIONABLE METRICS

% of people who return the following week

Ask question

Use search

Answer question

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LOOK FOR OPPORTUNITY

0%

2,5%

5%

7,5%

10%

Answer question Ask question Use search

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KNOW YOUR USERS

„I open this application and do nothing..”

Unlogged 65.98% Adept 28.17%

Explorer 5.09%

Devoted 0.77%

„I created an account but I don’t know what I should do now”

„I am here just to search and I have searched more than 3 times”

„I am addicted to this application and I have added more than 10 answers and

have asked lots of questions”

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VALIDATE IT

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Increased weekly retention by about 50%

HYPOTHESIS Search for unlogged users should increase our retention

VS

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BRAVO

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New part of application

Old part of application

Old application

PROBLEM In both cases, users get the old application after logging in/creating an account

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DEVELOPERS FIGHTING WITH LEGACY CODE

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USERS WHO CREATED AN ACCOUNT

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BUILD MINIMUM VIABLE PRODUCTMinimum + Viable

Good products for startups to build

Minimum Viable

Crappy Products nobody wants to use

Products built by companies better-financed than you

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NEW SIMPLE APP

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IMPROVE IT

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Add Facebook button Goal: increase the number of newly created accounts

We decreased the no. of created accounts by about 10%

VS

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Redesign the „Ask question” button Goal: increase the number of added questions

Increased the no. of added questions by about 65% by changing the button

VS

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Users can change their avatar Goal: increase the number of added answers

Increased the no. of added answers by about 40% by this feature

VS

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OUR FINDINGS

Effectiveness

Simplicity Don’t like Facebook Personalization

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CURRENT APP

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SECRET SOURCE

Make environment Set metrics Validate it Improve it

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BRAINLY MOBILE IN NUMBERS

NEW TEAM5 developers

1 graphics designer

new Android app

new iOS app

1 year

100 % YOY user base growth

140 % YOY posted questions

125 % YOY posted answers

60 A/B feature tests in last 6 months

Increased weekly retention by about

80% YOY weekly retention

320 % YOY used search

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SUCCESS?

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THANK YOUE-mail: roman.barzyczak@brainly.com

Twitter: @roman_barzyczak