{ "version": "https:\/\/jsonfeed.org\/version\/1", "title": "ivan's blog: posts tagged checklist", "_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": "https:\/\/ivanzviahin.by\/blog\/user\/userpic-square@2x.jpg?1711411913", "_itunes_explicit": "no", "home_page_url": "https:\/\/ivanzviahin.by\/blog\/tags\/checklist\/", "feed_url": "https:\/\/ivanzviahin.by\/blog\/tags\/checklist\/json\/", "icon": "https:\/\/ivanzviahin.by\/blog\/user\/userpic@2x.jpg?1711411913", "author": { "name": "Ivan Zviahin", "url": "https:\/\/ivanzviahin.by\/blog\/", "avatar": "https:\/\/ivanzviahin.by\/blog\/user\/userpic@2x.jpg?1711411913" }, "items": [ { "id": "185", "url": "https:\/\/ivanzviahin.by\/blog\/all\/news-card\/", "title": "News card in personal feed · Tinkoff", "content_html": "

How we made a news card in the feed and increased CTR of first card by 32%, 1-week retention rate of the feed by 8%, open rate by 4% and engagement rate by 35%.<\/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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Problem for users<\/h2>\n

Analyzing different types of cards and collections, we noticed an increase in interest in news cards, especially when we combine them into collections. Based on this insight, we decided that we need to develop in this direction.<\/p>\n

Hence the problem — people want to be able to see an up-to-date selection of news based on their interests. They don’t want to collect this news in different places, they want to see it all at once. Most importantly, this was confirmed in a series of user interviews that were aimed at finding the answer “Why do users use the feed?”<\/p>\n

We decided that it needed to be checked somehow cheaply. And we collected a selection of news based on the type of card already available.<\/p>\n

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After such an experiment, we noticed a significant increase (+24%) in the CTR of this card relative to the most popular card in this place. So we realized that we need to improve the user experience of this card and come up with maximum ways to engage a person.<\/p>\n

Problem for business<\/h2>\n

We are always looking for ways to increase CTR with the feed cards. Because with the growth of CTR → engagement grows. With the growth of engagement, the loyalty of users grows, and with the growth of loyalty, the revenue from sales of our internal services grows.<\/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

We will consider the success criterion to be CTR of this card, which will be higher than CTR of the news card from the experiment above (which means it will be higher than any other card in the first place of the feed).<\/p>\n

Additionally, we will look at the open and 1-week retention rate of the feed, because the first card will be visible in a hidden state.<\/p>\n

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Discovery · Interview<\/h2>\n

Fortunately, quite by chance, we conducted a series of interviews with our users in parallel. We were trying to find an answer to the question of why users read the feed. We had a small product market fit, but we didn’t understand exactly why it happened.<\/p>\n

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Total 19 in-depth interviews. The latest news got into the top 3 insights. This confirms our initial insight. In addition, we realized that we need to recommend news in a personalized format and give only a selection of headlines.<\/p>\n

Discovery · Analysis of similar products<\/h2>\n

Next, we went to see how different products aggregate different information into a card. Here we found some interesting ideas.<\/p>\n

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First, almost all cards with no more than four lines of content. If more, then do a horizontal scroll. Secondly, it is important to understand the date of publication, how new the material is. Third, currency exchange rates and investment stickers look cool together with a selection of news as a single widget. Fourth, the introductory description, as an engagement tool, creates the effect of personalization. Additionally a personal address by name attracts a lot of attention. (everyone already knows that)<\/p>\n

Wow! As a result, we had a lot of ideas. We have described them in the form of hypotheses below<\/h2>\n

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

Now the card is colored and we know that this is important. When the feed is hidden, a piece of the card is visible and it attracts attention. We decided not to experiment with this and further considered it only in color.<\/p>\n

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  1. Dates.<\/b> If we display the publication dates of articles, it may affect card CTR.<\/li>\n<\/ol>\n
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    1. Pictures.<\/b> If we add pictures to the news, it may affect card CTR.<\/li>\n<\/ol>\n
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      1. Personalisation.<\/b> If we display news based on user interests, it may affect CTR and retention rate.<\/li>\n<\/ol>\n
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        1. Name.<\/b> If we contact to you personally, it may affect feed open rate.<\/li>\n<\/ol>\n
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          1. Introductory text.<\/b> If we write a humorous introductory text, it may affect retention rate.<\/li>\n<\/ol>\n
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            1. Currency rates.<\/b> If we display currency rates and share price, it may affect retention rate.<\/li>\n<\/ol>\n
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              Priority<\/h2>\n

              I set up a meeting with the product manager and engineers to estimate all hypotheses according to two parameters: technical complexity of the implementation (from 1 to 5) and business value (from 1 to 5). We divided one into the other and got an hi-level prioritisation coefficient. So...<\/p>\n

              Card CTR <\/i><\/p>\n