Fundoo Friday

Fundoo Friday is an employee engagement platform for remote/hybrid companies to enable better peer-to-peer connections among employees. Fundoo Friday offers a wide range of unique single-player and multiplayer games for the employees.

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www.fundoofriday.com

Overview

This document outlines the requirements for incorporating the recurrence feature to schedule games as series into the platform to improve engagement and retention.

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The retention rate of Fundoo Friday is at the rate of 4%. Almost 90% of the activated users drop off after 14 days of being onboarded. Ideally, we should be retaining at least 30% of the activated users to be able to gather enough feedback about the platform and keep reiterating to make Fundoo Friday a better product and get close to the stage of monetization.

Hypothesis

If we implement schedule game recurrence feature

Then the retention metric would increase to 30%

Due to the repeated engagement loop

Null Hypothesis

Engagement and Retention cannot be improved by implementing the schedule game recurrence feature to enable the users to build a habit of engaging with the platform repeatedly.

Goal

The goal is to retain and engage existing and newly activated users resulting in better perception of the core value proposition of the platform, therefore increasing the natural frequency of the user and paving towards the stage of monetization.

Success Metrics

• Worst case scenario: Absolute increase in retention to 10%
• Best case scenario: Absolute increase in retention to 30%

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Even in the worst-case scenario, if the experiment is successful, we will have to scale the experiment.

Experimentation design

What am I testing?

This is the link to the page where the experiment will be conducted.

Fundoo Friday - Create Seven Stone Game

The reports show that most of the organizations drop off by the end of two weeks.

Also based on users' feedback, since there is no element to drive the users back to the platform, they stopped logging in.

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Variation design

Control Variation:

The current design does not have the option to set recurrence for any game being scheduled. This will be considered the control version for this experiment.

Test Variation A:

This screen has been chosen to be test variation A.

All the options have been aligned vertically in a single column with the option to set recurrence.

Test Variation B:

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This screen has been chosen to be test variation B.

All the options have been aligned vertically in a double column with the option to set recurrence.

Audience & Sample sizing

Audience segment:

Previously onboarded companies will be considered to remove any bias

Sample size:

Control: 15 companies

Variation A: 10 companies

Variation B: 10 companies

Duration of the test:

From 25th May to 25th June or till we're statistically significant; whichever is earlier

Implementation & A/A test

Implementation and A/A testing have been done successfully by the tech team

Post Experiment

Experiment Result

As per the feedback from a few users, variation B was chosen to be preferable.

This hypothesis will be validated once the experiment results render statistical significance.

Trade-offs considered:

• Reduction in the number of single-player games played by the company
• Decrease in the usage of tournament feature

Release Decision

• Scale the experiment if the retention rate is increased to at least 10%
• Kill the experiment if the retention rate is less than 10%
• Continue the experiment if there is no statistical significance

Learnings

The experiment will be initiated in the upcoming week and I'll be updating my core learnings post the experiment.

Next steps

If the experiment is successful, we will be implementing default options to schedule games and host quests, challenges, and events on a recurring basis with unique themes to improve the game recurrence feature even better.

If the experiment is unsuccessful, we will be enabling the cross-organizational tournament feature to compete with other companies and not just internally. This might increase the chances of engagement and retention as one company which is a power user will drive another company which is a casual user through challenging competition.

Stakeholder Management

This experiment has been approved by the stakeholders and also all the bottlenecks to conduct this experiment has been addressed with the cross-functional participants.

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