{ "version": "https:\/\/jsonfeed.org\/version\/1", "title": "ivan's blog: posts tagged tinkoff", "_rss_description": "It is my diary. I’m ivan zviahin, an designer, manager, car enthusiast.", "_rss_language": "en", "_itunes_email": "ivanzviahin@gmail.com", "_itunes_categories_xml": "", "_itunes_image": "http:\/\/www.ivanzviahin.by\/blog\/user\/userpic-square@2x.jpg?1711411913", "_itunes_explicit": "no", "home_page_url": "http:\/\/www.ivanzviahin.by\/blog\/tags\/tinkoff\/", "feed_url": "http:\/\/www.ivanzviahin.by\/blog\/tags\/tinkoff\/json\/", "icon": "http:\/\/www.ivanzviahin.by\/blog\/user\/userpic@2x.jpg?1711411913", "author": { "name": "Ivan Zviahin", "url": "http:\/\/www.ivanzviahin.by\/blog\/", "avatar": "http:\/\/www.ivanzviahin.by\/blog\/user\/userpic@2x.jpg?1711411913" }, "items": [ { "id": "193", "url": "http:\/\/www.ivanzviahin.by\/blog\/all\/feed\/", "title": "New feed entry point · Tinkoff", "content_html": "

How we made the personal feed in the bank app more readable by increasing 1-week feed retention rate several times over.<\/p>\n

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Tinkoff<\/a> is an online ecosystem or super app based on financial and lifestyle services. The best mobile privetely-held bank in the world according to Global Finance. The third largest bank in the CIS with 30,000,000 customers.<\/p>\n

A personal feed is a product. With the help of which we are building a communication platform where people learn all about finance, save money and have fun. Businesses need a personal feed to sell financial products through it. Users need to have fun, learn something new, be part of an expert community. In simple words, it’s just a feed of events and news.<\/p>\n

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The personal feed is having a positive impact. We test disabling the feed on new users and compare metrics across our products. There has been a drop in metrics, including cashback, bonuses and airline tickets. The product is working well, but we need to make it more efficient.<\/p>\n

The feed is in a difficult-to-reach place on the interface. To get to it, you have to open the “City” tab, which doesn’t tell you what’s on there. You have to look at a complicated screen and open the bottom sheet with the feed.<\/p>\n

People say the feed is hard to find. If people can’t access the feed, they won’t come back. If they don’t come back, they won’t use the product.<\/p>\n

By comparison, the stories on the home screen get visited several times more often and people come back more often, even though both are feeds with content, just in different formats.<\/p>\n

Problem for users<\/h2>\n

We want to make the feed accessible. To make you more likely to open the feed on the mobile app. It’s heavily hidden at the moment.<\/p>\n

Problem for business<\/h2>\n

Increase retention rate in the feed. If we increase the retention rate in the feed, customers will be more engaged with our products. If customers use more products, the bank will make more money.<\/p>\n

Audience<\/h2>\n

The audience is very wide and diverse. But we aimed at all our bank users with an active lifestyle. I can’t share the audience of the personal feed, but it makes up the majority of the total number of customers. Considering that we have 30,000,000 customers, the scale of the product is confirmed. Wow!<\/p>\n

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Success criteria<\/h2>\n

↑ 1-week feed retention rate
\n↑ 1-week app retention rate
\nWe also need to keep people engaged in the feed, which will be difficult.<\/p>\n

Discovery<\/h2>\n

We’re looking for a solution in other products, but we haven’t found any yet. So, we’ll have to come up with a solution ourselves. We looked at what our users had to say. We’ve put together a job spec for a Data Analyst. But...<\/p>\n

But I find interesting is this. It’s not just about moving the feed. How do you get people to go there? The analysis shows us this:<\/p>\n

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  1. We already have a big audience that goes to the bank every day. We just need to put the feed on the home screen and get people interested.<\/li>\n
  2. We already have content on the home page in the form of Stories, which is a great product.<\/li>\n<\/ol>\n

    So, what we have<\/p>\n

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    This scheme helped us make some guesses.<\/p>\n

    Hypothesis formulation and low-fi prototypes<\/h2>\n

    These are the hypotheses.<\/p>\n

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    1. Main screen.<\/b> Adding the feed to the home screen will make it easier to access and more likely to be used.<\/li>\n<\/ol>\n
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