Understanding engagement & churn

On-platform survey of active and churned users to understand awareness, value, and meaningful opportunities for improvement.

The what: 

• An on-platform survey of active and churned users across 3 countries to understand awareness and comprehension of the product, as well as assess value for users. 

The why: 

• After a successful launch of the product, this survey helped to drive strategy by gaining a better understanding of how users viewed the product to deepen existing engagement and identifying areas for improvement. 

The who: 

• Stakeholders: PM, PMM, Design, and Engineering partners and leaders in a 0-to-1 space

The how: 

• On-platform survey across 3 countries (N = 2552) of both active product users and recently churned users. 

• Complex branching revealed different questions for different segments of users, uncovering current attitudes and predicted future behaviors. 

• Questions assessed where users had learned about the product, why they chose to use/ no longer use the product, and what might encourage further use. 

The impact:

• Drove strategy around placement of awareness features by identifying the most effective places

• Offered suggestions for pricing variations and other drivers for engagement

• Justified further investment into proposed design features

• Identified differences between countries in value propositions, spurring further research into diversifying strategy globally.