Anja Obermüller

Launched a "featured workout" coming from a content management system. It is not hardcoded in the app so they can release a new one any time they want (independently from app release).

Launched another dynamic feature called challenges that pushes people to do something like staying active for 2 hours for the next 2 weeks. Worked great during the coronavirus crisis.

It’s really important to focus on retention rate step by step. Focus on short-term retention, then focus on mid-term retention, then on long-term retention.

Even though the retention metric is what you want to optimize on, it is not tangible enough for optimization. You need a proxy metric that corresponds to an essential activity and that correlates with the retention metric.

Integrated in-line in-App messages to take over some of the communication within the app and talk to their users a better way. It collapses if no messages but if there is it can deep link anywhere within the app.

They created a "growth squad" with people from UA, CRM, product marketing and campaign management focusing on the same thing: getting users to finish their first activity (proxy metric).