Rebuilding New User Education on Mobile

Mobile+Web DevCon 2015, San Francisco

Transcript

2. Wendy Lu iOS Engineer Rebuilding New User Education on Mobile
3. User Education
4. Motivation?
5. User Education leads to Engagement
6. First Pin Education
7. Many more…
8. Challenges
9. 1. Preserve a great user experience
10. Conflicting Education
11. Cross platform educational units
12. 2. Targeting
13. Are you a new user? Invite some friends!
14. 3. Rapid Experimentation
15. 4. Keep the client code clean
16. Solution?
17. The Experience Framework
18. Conflicting Experiences
19. Experiences and Placements Nag Placement Home view Placement
20. Targeting
21. Filtering Criteria •App type and app version •Gender •Number of days since signup •Country and language •Number of pins, boards, etc. •Historical data: How many times a user has pinned, etc.
22. AB Experimentation, Simple Client Code
23. AB Experimentation, Simple Client Code
24. Case Study: Guides
25. Guided feature education What are guides? •User education about core or new features of the app
26. “Create Board” Guide
27. Experiment with targeting and timing What’s the best time to show this guide?
28. 1 step vs. 2 steps vs. 3 steps Experiment with different versions of Guides
29. "display_data" = { steps = ( { "cacheable_image" = "http://mobile-assets.pinterest.com/iphone/edu/ios-profile-keith.jpg" "continue_text" = "Next"; id = 1; "title_text" = "Keith has a board for stuff he wants to wear"; }, { "cacheable_image" = "http://mobile-assets.pinterest.com/iphone/edu/ios-profile-ash.jpg" "continue_text" = "Next"; id = 2; "title_text" = "Ash saves places to travel and recipes to try"; }, { "cacheable_image" = "http://mobile-assets.pinterest.com/iphone/edu/ios-board-style.jpg" "continue_text" = "Done"; id = 3; "title_text" = "You can make boards for anything you're interested in"; } ); };
30. Maintaining performance •When doing experiments where we need to call the network to retrieve data, need to make sure we’re not adding perceived latency •“Be fast or fail fast”
31. Case Study: Nags
32. What are nags? •Important information which we occasionally display at the top of a user’s feed •Can be a Call to Action “Confirm your email” or an announcement “You can now discover more pins!”
33. Enter: The Experience Framework •Each time we reload the home feed, ask the experience framework: What should I show in this nag?
34. Experience.IOS_NAG_CONFIRM_EMAIL: { 'owner': 'dannie', 'description': 'Confirm email nag.', 'handler': 'core.logic.experiences.handlers.ios.base.ConfirmEmail', 'ast_filter': { 'op': 'call', 'f': 'VersionMatchesRange', 'args': ["<=3.5:ios"] }, 'copy_key': 'IOS_NAG_CONFIRM_EMAIL_YYGCI', 'display_data': { 'title_text': get_copytune_text("Email confirmation", text_key="wl0M9"), 'detailed_text': get_copytune_text( "Don't forget to confirm your email!\nJust look for the message we sent you.", text_key="WQm5F"), 'button1_text': get_copytune_text("Change address", text_key="JXtwS"), 'button1_uri': 'pinterest://settings', 'button2_text': get_copytune_text("Resend email", text_key="w637C"), 'button2_uri': 'pinterest://send_verification_email', 'complete_action': ExperienceCompleteAction.DONT_COMPLETE_AND_SHOW } }, Server-side configuration
35. Placement.IOS_GLOBAL_NAG: { 'experiences': [ Experience.IOS_NAG_PINVITATIONAL, Experience.IOS_NAG_REBUILD_FEED, Experience.IOS_NAG_UNDO_REBUILD_FEED, Experience.IOS_NAG_CONFIRM_EMAIL, Experience.IOS_NAG_CONFIRM_EMAIL_V3_5_1, Experience.IOS_NAG_WRITE_BANNED, Experience.IOS_UPDATE_APP_HELPER, Experience.IOS_NAG_GLOBAL_INVITER, ], 'cooldown': SESSION_LENGTH # 2 hour cooldown - session length }, Server-side configuration
36. Wins from Experience Framework •Single place in the backend that manages all education for all platforms •Dynamically trigger display of content •Conflict resolution for educations that touch the same views •Experiment with flows, messaging, and images
37. Looking forward •Automated experimentation systems •Multi-armed bandit strategies •Custom education for a specific country/locale
38. engineering.pinterest.com
39. @wendyluwho