The First Impression - How to Fight Fragmentation with Fragmentation
By Charles Yong, Co-founder at Collective Press
While most people consider fragmentation to be a bane of product design, those who understand how to navigate the chaos welcome it with open arms. Join Charles Yong of Collective Press to learn how fragmentation can be turned into your latest competitive edge with real-world examples that have been used to repeatedly grow mobile apps to tens of millions of installed users.
16. Picture IQ - Device Fragmentation
Slow/No Internet
17. Picture IQ - Interest Fragmentation?
App Install
Default Animal Stage
Default Challenge
Unlock New Stage
18. Picture IQ - Interest Fragmentation?
App Install
Default Animal Stage
Elvis Songs
Challenge
Sports Car Challenge Trees Challenge Dog Challenge
Unlock New Stage
19. Picture IQ - Interest Fragmentation?
Elvis Song Stage
App Install
Sports Car Stage Trees Stage Dog Stage
Elvis Songs
Challenge
Sports Car Challenge Trees Challenge Dog Challenge
Unlock New Stage
20. Picture IQ - Interest Fragmentation!
● Topic install rate from dynamic link increased over 300%
● In-app first stage completion rate increased over 50%
● 7-day retention for new cohorts increased 50%
● ~50k -> 100k -> 500k -> ~1 million ?!
21. Picture IQ - Interest Fragmentation!
Android
iOS
LandmarksColors
Cars
Music
● Social Graph Bias
○ Devices
○ Interests
○ Demographics
22. The Invisible Edge
Picture IQ
● Looks like any other puzzle game
● 20 million+ players (~10 million iOS/Android installed base, rest on web)
● <$1k marketing budget
Same optimization strategy has worked across many app types (games, utility,
entertainment) across many time periods
● 2008 (rise of the social network)
● 2010 (transition to mobile)
● 2012 (fragmentation of mobile ecosystems and legacy)
● 2014 (social network/messenger fragmentation)
● 2017 ???
23. Key Takeaways
● Shortening share cycles magnify importance of small improvements
● Fragmentation goes beyond just the device and the platform
● Solutions to fragmentation magnified by social graph bias