TRACKING CONCEPT IN ZALANDO APP

Tracking is very important part of any application - it helps to discover weak and strong features, track revenue, analyse user behaviour. This information is necessary to improve app user experience, have better picture of company goals and provide direction for the app strategy. The Zalando App team has implemented a tracking system and keep improving it. In my talk I would like to share our solutions and a main concept on how do we "cook" tracking in Zalando App.

Transcript

1. TITLE IN CAPITAL LETTERS SUBTITLE IN CAPITAL LETTERS KATERYNA GRIDINA IOS ENGINEER AT ZALANDO TRACKING CONCEPT IN ZALANDO APP
2. 2 • What is tracking and why we should use it? • Tracking use-cases • Tracking tools • How do we do it? • Challenges and best practices AGENDA
3. What is trcking?
4. Tracking is a real-time, systematic data collection, used to analyse, test and improve product quality and helps to make decisions in order to provide better user experience.
5. Why do we need tracking?
6. 6 • how do we know how many users are using this feature? • how do we know which features users are waiting on? • how do we know how popular is feature? • how do we make UI decisions? • how do we make plans for future? • how do we know about buying seasons? • how do we select our brands? • how do we know what to buy for next year? • how do we know about cultural differences? • how do we detect user patterns?
7. 7 MAIN TASKS Test Improve Recommend Measure
8. 8 • user behaviour • app states • sessions • flows • sources USE-CASES
9. 9 • Google Analytics • Accengage • Adjust • Apptimize • AppDynamics TRACKING TOOLS
10. 10 CURRENT IMPLEMENTATION
11. 11 • control over data • easy to add more events • backend is not involved TRACKING APPROACH PROS
12. 12 • low flexibility • code pollution • extra calls TRACKING APPROACH CONS
13. TESTING
15. 15 TESTING BEFORE
16. 16 RULZ
17. WHAT’S NEXT?
18. Over 90% of tracking events are highly tight to backend calls
19. 19 KRAKEN
20. 20 • flexibility • reduced responsibility • no extra calls to external services KRAKEN PROS
21. 21 • less control • backend errors can cause tracking issues • extra tracking calls for scrolling, swiping, etc. KRAKEN CONS
22. CONCLUSIONS
23. Tracking is important
24. Correct tracking is even more important
25. Test automation will save you from
27. QUESTIONS?
28. KATERYNA GRIDINA e-mail: kateryna.gridina@zalando.de twitter: @gridNAka github: gridNA ZALANDO IOS ENGINEER