How we used psychology in MPL Rummy 7-Day Journey and improved retention by 12.7%

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5 min read

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Sep 22

Problem: MPL Rummy's was stagnant with 25% D7 new user retention which was generating 75L (avg CM1) across all formats.

Goal: We wanted to improve new user retention from 25% and in turn increase the revenue.

Timeline: We had a very short amount of time we had to do this whole thing in 1.5 weeks as we do time-to-time marketing push and we had to coordinate this with that marketing plan.

Understand the problem from Quantitative numbers

Make assumptions

Do Primary user research

Competitor analysis

User flow

Visual Design

Implementation and UAT

Mesure qualitatively and quantitatively

Next steps

Assumptions: 1. We assumed that our players don’t have any habit-forming construct in the app and if we have something that will make them come to the app and will increase retention.

2. If we give a small reward every day and if that leads to a bigger reward then, our players will come to the app to collect the reward which will translate to playing more games

3. We assumed that our players wouldn’t like an easy reward and doing something and then giving the reward makes sense as previously we have done something called (Task-based) and our players have engaged more with it.

Hypothesis: Based on assumptions and looking at competitors we have thought that doing a 7-day task-based journey would make sense.

we wanted to validate our hypothesis through UX Research.

My role: I was the Principal designer in this with help from another Product designer and a UX researcher.

UX Research: I along with a Product designer sat along with a UX Research team to understand their goals and pain points by doing 1:1 interviews.

We sat along with the UX Research team to write the script, which users to talk to, and the entire UX Research plan.

We have talked to New users who churned out after D7 of all age groups

Discovered that the main problem they had was they wanted to play but, they didn’t have any reward for doing things, unlike our competitors.

When users land on the app, instead of showing them what they get doing things we show them lobbies as of now and they can’t figure out what to do.

We don’t have an onboarding experience as of now and users don’t know what to do. But, that’s a separate problem we have to deal with as new users conversion.

As none of the direct competitors has this habit forming 7 day journey we explored other games to check what they are doing

Clash Royale

Clash Royale User Journey

Angry Birds 2

Angry Birds showing Quests for their users

Fruit Ninja

Fruit Ninja showing their user journey

We have looked a Dulingo too for their new user journey and they have clubbed earning XP with Quests and new user Journey.

Duolingo showing their daily quests as XP and New user Journey below

Users need FOMO, Rewards clearly visible so, they know what they are progressing towards

They need to know what they need to do the days coming by and what they have done historically.

Users should be communicated every step of what they are doing and what they are getting.

Flow showing the user journey

You can find the entire Design link here

Have involved Dev from starting to understand the timelines, their constraints, and what we can achieve in the timeline given.

Based on the discussion Dev has said they can’t implement the claim feature and we have versioned it to V2

After the implementation, we did the UAT and passed on feedback to the dev and then, fixed some of the feedback released.

We have done an A/B experiment to see how users behave with 7Day and without 7Day. We have done this twice to see the results

We have improved retention but, The task completion of 1st day task was low compared to other days. For that, we have experimented with different tasks and were able to improve the task completion Further

We did a Claim feature that generated delight for users

Experimented with different tasks and task completion improved on day 1 after that.

For the future, we have planned to celebrate their winnings. show them on leader board for 7 days. Experiment with Variable rewards.