In this role I lead the Engagement team as a product manager to an exciting discovery with Places.
User registration was growing, but early retention numbers remained soft.
A location sharing mobile app for families
Role: Senior Product Manager
Tasks: User research, wireframes, interaction design and A/B testing
Within days of taking over the Engagement team I discovered a few factors that had a high correlation with retention. One of those was geofence creation amongst account creators. Those without Places had a significantly lower retention than those with Places. By comparing the drop in D1 retention I discovered a major drop in place creation back in September.
going back in time
I immediately looked through release notes, change logs and the app store to find out what was released at that time, but unfortunately there were no strong clues. I asked other team members, but no luck. We also had little tracking implemented, especially between registration and activation. So instead I decided to go find builds released around that time, install them and create new accounts to help determine the cause.
After going through dozens of app versions I found the culprit. There was a significant change in the user onboarding after account creation. The main difference were overview screens intended to education users about inviting family and places.
THE A/B TEST
My main assumption about what caused the drop in place creation was the overview screens for invites and place creation. So, I put together a few quick mockups and hypothesis for the A/B test.
Success! We shipped the A/B test the next week and validated removing the overview screens led to higher place creation per new account as well as higher D1 retention with 95% confidence.
Since this project, I continued to lead the team through several other initiatives around Places. Places is now the more popular features inside Life360.