"Benchmarking Growth and Overcoming Dogmatism: Insights for Social App Designers"

"Benchmarking Growth and Overcoming Dogmatism: Insights for Social App Designers"

Introduction:

In the fast-paced world of social app development, it is crucial to understand how to benchmark growth and overcome dogmatism in design. This article combines insights from two unique sources to provide actionable advice for social app designers. By understanding core metrics, retention rates, and the importance of inclusive design, designers can create successful and impactful social apps.

Defining Core Metrics for Growth:

When benchmarking growth, it is essential to define your core metric. For most consumer social apps, daily active users (DAUs) are the key metric. The goal is to have people using your product every day. However, for apps with less frequent use cases, weekly active users (WAUs) can be an acceptable starting metric. Eventually, upgrading to DAUs is necessary to secure a coveted spot on the home screen. Organic growth is ideal, as social apps often can't monetize until later. Users should naturally invite their friends to enhance the experience. If more than 10-20% of users come from paid sources, it may be time to reconsider the acquisition strategy.

Benchmarking Key Metrics:

To evaluate the success of social apps, it is important to benchmark key metrics such as DAU/MAU (daily active users to monthly active users) ratio, L5+ performance (users in the app five, six, or seven days a week), and n-day retention (bounded retention). For DAU/MAU ratios, benchmarks for success are 25% (OK), 40% (Good), and 50%+ (Great). Best-in-class social apps have an L-ness curve that "smiles," indicating users making the product a regular part of their lives. For L5+ performance, benchmarks are 30% (OK), 40% (Good), and 50%+ (Great). Retention is crucial, and benchmarks for n-day retention are d1 50%, d7 35%, d30 20% (OK); d1 60%, d7 40%, d30 25% (Good); and d1 70%, d7 50%, d30 30% (Great).

The Toxic Dogmatism of Digital Design:

In the world of digital design, dogmatism can hinder progress and limit creativity. Design educators and industry leaders have never reached a consensus on what constitutes a "good enough" foundational education for digital design. Additionally, ineffective methods are often not retired, providing limited insights into user behavior. Linear user flows are no longer accurate in the 21st century, where purchases and work are conducted in more dynamic ways. Designers must be willing to let go of established tools and methods that no longer serve the purpose. Deliverables are not the work itself but rather evidence of the work.

Actionable Advice:

• 1. Embrace a Growth Mindset: To benchmark growth effectively, it is crucial to have a growth mindset. Be open to exploring new metrics and strategies that align with your app's unique use case. Continuously iterate and improve based on user feedback.

• 2. Prioritize User-Centric Design: Instead of focusing solely on deliverables, prioritize creating a user-centric experience. Understand the journey of your users and provide them with meaningful interactions. Design for inclusivity and accessibility to ensure a fully inclusive process.

• 3. Foster a Culture of Exploration and Collaboration: Overcome dogmatism by fostering a culture of exploration and collaboration within your design team. Encourage experimentation and learning from failures. Challenge well-known design leaders and question established norms to push the boundaries of design.

Conclusion:

Benchmarking growth and overcoming dogmatism are essential for social app designers seeking success in the competitive digital landscape. By understanding core metrics, retention rates, and the importance of inclusive design, designers can create impactful social apps. Embracing a growth mindset, prioritizing user-centric design, and fostering a culture of exploration and collaboration are actionable steps that can lead to success in the ever-evolving world of social apps.