| Summary | GU1. I analyzed data from millions of users and designed A/B testing, which improved 7-day retention. |
| Situation | - The platform was seeing a decline in user retention rates.
- This affected millions of users and hurt long-term growth.
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| Task | My mission was to create and implement effective strategies to stop the decline and improve user retention. |
| Action | - I designed user experience improvements:
- I focused on improving the initial experience for new users
- I implemented A/B testing
- I designed and launched A/B tests for personalized content
- I customized initial content based on ads users clicked before installing
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| Result | As a result, the new user experience improvements increased 7-day user retention. |
| Challenge | A key challenge was making sure we had enough users for A/B testing. The target group (new users) was a smaller part of the total user base. |
| Solution | To solve this, I worked with the marketing team to run targeted ad campaigns. These brought enough new users to the platform for solid A/B testing. |
| Learning | I learned that different teams must work together. Data engineering and marketing teams especially need to collaborate to get statistically significant test results. |
| Skill | Business Impact |