A prominent operator of one of the largest messaging apps in the world sought to attract a younger demographic and enhance its competitive edge by implementing innovative features such as ephemeral messages and Stories. The company faced the critical decision of selecting which of 3 new features would most effectively increase user engagement and elevate brand perception compared to its competitors. More importantly, they wanted to know if any of these features would be worth the time and money it would take to build them out. Specifically, would the lift in usership and brand perception be high enough to justify the costs of rolling out a new feature?
Process
Leveraging sophisticated statistical modeling, based on methodologies being developed at the University of Michigan, we designed a survey to rigorously assess the potential impact of each proposed feature. The survey and analysis utilized monadic testing, action-oriented questions, key driver analysis, and MaxDiff exercise.
Results
One of the features showed a statistically significant lift in both likelihood to increase usership and increased brand perception over its competitors, particularly among younger users. The data-driven approach not only ensured the successful launch of a new feature but also provided the company with a robust framework for future innovations.
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