What metrics would you use to evaluate ShopBack's mobile app user engagement?

Introduction

Evaluating ShopBack's mobile app user engagement is crucial for understanding the product's performance and identifying areas for improvement. To approach this product success metrics problem effectively, I will follow a simple product success metric framework. I'll cover core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context (5 minutes)

ShopBack is a cashback reward program app that allows users to earn money back on their online purchases. The app serves as a gateway to various e-commerce platforms, offering users cashback incentives for shopping through their platform.

Key stakeholders include:

1. Users: Seeking to save money on their online purchases
2. Merchants: Looking to increase sales and customer acquisition
3. ShopBack: Aiming to grow user base and increase revenue through commissions

User flow:

1. Open app and browse available cashback offers
2. Select a merchant and get redirected to their site
3. Make a purchase and earn cashback
4. Track cashback earnings and withdraw funds

ShopBack's strategy likely focuses on user acquisition, retention, and increasing transaction volume. The app competes with other cashback platforms like Rakuten and RetailMeNot, differentiating itself through higher cashback rates and a user-friendly interface.

Product Lifecycle Stage: Growth - ShopBack is expanding its user base and merchant partnerships, focusing on increasing engagement and market share.

Software-specific context:

• Platform: Mobile app (iOS and Android)
• Integration points: E-commerce platforms, payment gateways
• Deployment model: Regular app updates with new features and merchant offers