What metrics would you use to evaluate Optus's My Optus mobile app?

Introduction

Evaluating the success of Optus's My Optus mobile app requires a comprehensive approach to product metrics. To address this product success metrics challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic understanding of the app's performance and impact.

Step 1

Product Context

The My Optus mobile app is a self-service platform for Optus customers, one of Australia's leading telecommunications companies. It allows users to manage their accounts, view usage, pay bills, and access customer support.

Key stakeholders include:

1. Customers: Seeking convenient account management and support
2. Optus: Aiming to reduce support costs and increase customer satisfaction
3. Customer Service Team: Looking to streamline support processes
4. Marketing Team: Interested in promoting new services and offers

User flow typically involves:

1. Login: Users authenticate using their Optus account credentials
2. Dashboard: View account summary, including data usage and billing information
3. Account Management: Update personal details, change plans, or add services
4. Bill Payment: View and pay bills or set up automatic payments
5. Support: Access FAQs, live chat, or request callback for assistance

The app fits into Optus's broader strategy of digital transformation and customer-centric service delivery. It aims to reduce call center volume while improving customer satisfaction and retention.

Compared to competitors like Telstra and Vodafone, the My Optus app should strive for feature parity while differentiating through user experience and innovative features.

In terms of product lifecycle, the My Optus app is likely in the maturity stage, with a focus on continuous improvement and feature expansion to maintain its relevance and effectiveness.