what metrics would you use to evaluate about you's mobile app user engagement?

Introduction

Evaluating user engagement for About You's mobile app requires a comprehensive approach to product success metrics. To address this 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 how users interact with the app and identify areas for improvement.

Step 1

Product Context

About You is a fashion e-commerce platform that offers a personalized shopping experience through its mobile app. The app allows users to browse and purchase clothing, accessories, and beauty products from various brands.

Key stakeholders include:

1. Customers: Seeking a convenient and enjoyable shopping experience
2. Brands: Looking to increase visibility and sales
3. About You: Aiming to drive revenue and user retention
4. Investors: Interested in growth and profitability metrics

User flow:

1. App launch and login
2. Browse personalized product recommendations
3. Search for specific items or categories
4. View product details and reviews
5. Add items to cart
6. Complete checkout process

The mobile app fits into About You's broader strategy of becoming the leading fashion e-commerce platform in Europe by offering a highly personalized and engaging shopping experience.

Competitors like Zalando and ASOS also offer mobile apps, but About You differentiates itself through its focus on personalization and a curated selection of brands.

Product Lifecycle Stage: Growth - The app is established but still expanding its user base and feature set, with a focus on increasing engagement and retention.