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

Introduction

Evaluating Zalando's mobile app user engagement is crucial for understanding the success of this key digital touchpoint. To approach this product success metrics problem effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Zalando's mobile app is a critical e-commerce platform for one of Europe's leading online fashion retailers. The app allows users to browse, purchase, and manage their fashion items across a wide range of brands and styles.

Key stakeholders include:

• Customers: Seeking a convenient, personalized shopping experience
• Zalando: Aiming to drive sales, customer loyalty, and market share
• Brand partners: Looking to increase visibility and sales of their products
• Investors: Interested in growth, profitability, and market position

User flow:

1. App launch and browsing: Users open the app and browse categories or search for specific items
2. Product discovery: Users view product details, images, and reviews
3. Cart management: Users add items to cart, adjust quantities, and proceed to checkout
4. Purchase completion: Users enter shipping and payment details to complete their order
5. Post-purchase engagement: Users track orders, leave reviews, and interact with personalized recommendations

The mobile app fits into Zalando's broader strategy of becoming the "Starting Point for Fashion" in Europe, offering a seamless omnichannel experience. Compared to competitors like ASOS or Boohoo, Zalando's app focuses more on a localized, multi-brand approach with a strong emphasis on personalization.

Product Lifecycle Stage: The app is in the growth/maturity stage, with a large established user base but ongoing opportunities for expansion and feature enhancement.