How we improved product funnel and increased Retention by +27%
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About Brickit
While a lot can be said about differences between generations, there is one cultural icon that has stayed consistent.
One brand has represented the imaginative endeavours of each generation, from Baby Boomers all the way through to Generation Alpha.
Lego
And unless you grew up in a jungle, it’s likely that you know the excitement of unpacking a brand new box of Lego, and the fun of imagining the pirate ship, princess castle, space station or fire truck that you're about to build. However, if you are familiar with that feeling, then you are also familiar with another… the feeling of trying to figure out what else you could build with those blocks that came in your set. This is a question that plagued my childhood, my parents before me, and the kids of today.
I will never forget the day I saw my friend’s son sitting on his bedroom floor mixing lego blocks from different constructor sets in an attempt to bring to life some new, exciting creation from the depths of his imagination, but never quite finding the right combination to do justice to the picture in his head.
And this led me to a new question — as the main difference between today and the previous 60 years is digital technology and the possibilities that it brings to the table — what had the passage of 25 years and the subsequent digital revolution delivered for the imaginative process of the wannabe Lego creator?
A quick search through the application store brought me the answer I was looking for…
Brickit
Brickit is an app that analyzes deconstructed Lego pieces via your phone camera and compares it to its vast bank of constructor models in order to suggest models that can be built with the pieces that you have.
The best part is, it even gives you a detailed guide on how to build it. A few days later, another interesting question came to my mind — how does the team at BrickIt ensure the continuous usage of their app by motivating users to upload photos of Lego bricks, and how do they foresee the future of their app’s engagement?
I reached out to the BrickIt team, and after some discussion, we realized that we had a great opportunity to combine BrickIt’s unique user cases of BrickIt, with the precise user notification capabilities of ngrow.
And so, our journey began.
Brickit, like most other mobile apps with a user flow, can be described within a «user journey funnel». A user funnel, in this case, is a simple sequence of in-app events (aka interactions) and some stats around it — like the time between events, event frequency and other patterns.
For Brickit, it looks like this:
Onboarding steps (8)
First navigation UI elements Interactions
Photo scan screen
Image processing screen
Screen with the Lego building scheme results
Lego Brickit Community Share
If we dive deeper and examine the “journey funnel” on a user level, we can see that some users complete funnel steps very quickly and regularly return to the app, while others abandon them completely and leave the app. This is typically indicative of users encountering some sort of issue during the funnel steps, time between steps taking longer than average, sessions that are not recurrent, or long lead times between events. To address and prevent these bounces, we realised that we needed to tune the funnel by using customised push notifications for each step.
As a result smart push notification campaigns helped Brickit:
Drive users to complete their user journey with the right timed contextual messages. For those users who stuck and maintain smooth user experience
Significantly increase daily and weekly retention rates, that helped business grow faster
