AB180
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[Music]
Hello, we are Park Yena and Kim Dawon, Client Country
Managers at aba80, supporting Data Drip Growth for our clients.
Today's session topic is
User Experience Analysis and Improvement
Frameworks for Enhancing Retention. Please note that the session will be divided into two main
parts, so the
two speakers will proceed sequentially. We
hope this session will be of great help to those of you who have been wondering how to improve retention. So, let's get started. First, to
briefly
introduce our company, we support Data Drip Growth for our clients, and in the
process, we are exploring cross-pronged strategies
with a wide variety of clients.
However,
there is a keyword that always comes up when we meet with clients these days. As you may have
guessed, it
is the keyword "retention."
First, I would like to briefly go over exactly what retention is and why it is important right now. It may be a
familiar concept, but to summarize it simply in one sentence, it is how many
customers are retained. To
elaborate on this further, it
is a value that measures how many customers continuously use our service over time. The
reason retention is becoming important now is
precisely because user retention leads to continuous growth, that is This is likely
because it is the core of growth. No matter how
many new users you bring in, if
retention is low and
all the acquired users leave, it is difficult for our
service to grow sustainably.
In fact, the Harvard Business Review states that
inducing
repeat purchases from existing customers is up to 25 times cheaper in terms of cost than acquiring new customers. It also mentions that retaining just 5% of customers
can improve business profitability by up to 95%. To
summarize,
retainers are an essential element for growth that increases loyal customers and profitability.
So, how can we improve this crucial retention?
To effectively design a retention improvement strategy, it would be
best to approach the process systematically. It
is divided into three main steps. The first step, Step 1, is to
define retention analysis criteria suitable for our project. You must
analyze based on accurate criteria and make
decisions accordingly to formulate an
efficient and effective strategy.
Next, Step 2 involves understanding the two goals of the retention improvement strategy;
here, regarding the
major aspects of retention improvement Once you understand the two axes, you will decide
which goals to prioritize for your service.
Finally, Step 3 is the stage where you
analyze and optimize the user experience by user type.
By thoroughly analyzing and optimizing our users' experiences, you will
enter a cycle of repeatedly improving retention.
So, let me guide you through the first step: how to define retention analysis criteria suitable for our product. To
revisit the definition of retention we touched upon earlier, it refers to
how many users
continuously use our service over time. Therefore,
the results of the retention analysis will vary completely depending on how you define the elements of time, customer, and usage.
Thus, here I would like to discuss
three key criteria for retention:
defining core events, defining the product usage cycle,
and finally,
defining the user life cycle.
To establish retention analysis criteria, the very
first thing you must do is define these core
events. This is the
stage where you decide what criteria to use to determine whether a user has truly used our product and truly remains with it.
Defining core events involves deciding
what specific events you want our users to perform.
For example... To
explain with an example, in the
case of Airbnb, the
booking
becomes the core event because the goal is to encourage users to make reservations; for e-commerce, the
product purchase would be the core event.
If you are currently calculating
retention based simply on a user visiting our service or opening the app, I would like to recommend that you consider whether this "app
open" event truly
helps in genuinely measuring our retention.
If you
determine that this is not appropriate, I recommend defining what the
core event truly is that suits your service.
Once you have executed the core event, the
second step is to define the product usage
cycle. The
product usage cycle is the period during which a user returns to
our service to perform the core event again.
If you understand your users' product usage cycles, you
can properly calculate retention by counting how many users remain after each cycle.
This product usage cycle actually
varies depending on the service. For example, in the
case of an alarm app, the
expected return cycle for a user would be one day.
However, for commerce... For a household goods
commerce platform, it would be Seven Days;
however, if it were a luxury goods
commerce platform, we would set a retention product usage cycle much longer than Seven Days. As you can see, the
product usage cycle varies significantly depending on the characteristics of each product.
Therefore, the action you need to take here is to
identify which product usage cycle is suitable for
our product. You might be wondering, "How do we find this?" It consists of three main steps. First, create user cores who have performed a key event at least twice within a specific period. This specific period refers to the timeframe during which a user is likely to perform a key event within our service at
least twice;
generally, we
recommend around 60 to 90 days.
Second,
calculate the usage cycle of the core users from the time they first performed the key event to the time they performed it again.
Then, third, you
can plot a cumulative distribution function graph showing the percentage of users who re-performed the key event for each cycle.
At this point, check the figures for users who re-performed the key event within the previously set period—for example,
within 60 days—and
those users If you
look at how often approximately 80% of users re-executed the event, this interval becomes the user's product usage cycle.
You can calculate this product usage cycle very easily.
To explain using the sample below as an example, you
can first see that about 24% of users re-executed the core event on our service within 60 days.
Then, regarding 80% of these users—which would be about 19%—since
29% of users
use the product with a cycle of 7 days, you
can conclude that the usage period for users of a product suitable for ours is 7 days.
Next,
when defining retention analysis criteria, the
final thing you need to define is the
lifecycle status of our users.
There is actually a major pitfall in the charts commonly seen: they
group all our active users onto a single retention curve.
However, for more meaningful and long-term
retention improvement, you need to break down the various stages of the
product usage journey where active users
are and
implement retention analysis and improvement strategies tailored to each user. What
makes this possible is what I will explain in the next chapter.
This is a retention lifecycle framework. If you ask
what a retention lifecycle framework is, it is a framework that allows you to understand users by
breaking them down into units of the user lifecycle.
In fact, all our users are categorized in this way:
there are new users who performed our product's core event for the first time in the current interval;
there are current users who have consistently performed that core event in both the previous and current cycles;
among those current users, there are power users who use our service
with high frequency or intensity;
and
there are also returning users who have churned and then come back.
The method for defining each user here is based on the
core events and product usage cycles we established earlier.
By utilizing these, you can classify
active
users into four categories—new users, current users, power users,
returning users, and churned users—based on whether the user performed that core event during their current product usage.
So, what are the benefits of applying this retention framework—the retention
lifecycle framework—to
classify users? The
answer is that it allows us to determine whether our product is truly
growing. The
ultimate goal of retention improvement is for
users to... in the previous interval and in the current interval The
goal is to expand the base of current users who continuously use our product. By utilizing this retention lifecycle framework, you can segment users into new, current, returning, and churned groups. By tracking the growth trends of each user, it
becomes easier to prioritize retention improvements and designate action items that ultimately increase the current user base.
Therefore, I recommend checking whether your product is truly
growing through this lifecycle
checklist, and
applying this retention lifecycle framework when defining the targets for retention analysis.
Now, let's move on to Step Two:
understanding the two goals of retention improvement strategies. In
fact, there are two main directions when it comes to increasing retention. The
first direction is to
improve the initial churn rate so that the retention rate of all
users follows suit.
If you plot your service's retention chart and notice a particularly high initial churn
rate, it serves as a
signal that you need to improve and optimize the onboarding process for new users to increase initial retention. The
second approach is to secure the
user baseline by ensuring users continue to use the service.
If you draw a retention chart and the
direction behind the curve is
not flat but rather continuously dropping, it
means the retention baseline is not solid, causing users to gradually drop out.
In this case, you must implement optimization by continuously providing users with a good product experience to
stabilize the retention baseline.
Through Step 2, you
have understood the two major axes of retention improvement, and
now you can make decisions regarding
which elements of the Itaewon curve to prioritize and
improve for your product. Once you have done this, we move on to
Step 3, the
stage of analyzing and optimizing the user experience. While there are many
different approaches, today I will focus on
explaining the three representative methods. First,
regarding the churn core, this involves analyzing the causes that facilitated churn.
Second,
regarding the current core, it involves
classifying how our users are currently using the service into personas and
analyzing the experiences of each persona.
And the third is Regarding the Power User Code, the
direction involves analyzing the factors that facilitated habit formation among power users and reflecting that in product optimization. I would like to
introduce three user experience analysis and improvement frameworks.
First, regarding the first approach I mentioned—
identifying the causes that drive users to churn—
I previously stated that improving the churn rate, which is the "hindrance" of the curve, is crucial when
discussing the goal of improving churn retention. What you need to do
here
is analyze the onboarding experience of new users. By
breaking down a new user's product onboarding experience into the most detailed funnels, you can identify the
point within the funnel that users hear about most frequently. This
allows for decision-making that prioritizes that point for improvement.
To identify factors that drive churn, you can
check the events performed by churned users before and after churn. The
first method involves
identifying which churn paths occur with high frequency. This involves
examining what processes and experiences prevented users from performing events in later stages of the funnel after hearing about them in the earlier stages. Once you
identify which churn paths occur with high frequency,
when optimizing, the user The direction of optimization would be to prevent users from experiencing these churn paths.
In Amplitude, you
can very easily check the frequency of these churn paths through drop charts on the full map and full web. The
second method for analyzing churn-promoting factors involves
laying out and examining the actual path within the churned users' sessions.
First, create a churn core template. This method involves
laying out the events along the path to see what events users in this core triggered immediately after the previous stage in the moving funnel. By doing
this, you can identify which event facilitated the churn by determining the events the churned user
performs instead of a conversion event immediately after leaving.
In Amplitude, you can identify the
user's actual path in this way using a chart called Pathfinder. I have
guided you through the methods for analyzing the user experience of churned users so far, and
Manager Kim Da-hyun will continue by explaining our next analysis method.
So far, we have introduced methods to raise the retention curve for early churn users;
now, we will explain how to identify the factors that
prevent users from remaining engaged and continuing to use the service.
Currently Users
can be interpreted as those who continuously use our service.
By understanding the value of the product experienced by these long-term users, we
can not only grasp usage patterns from a long-term perspective but also ultimately
lead to a sustainable business.
Therefore,
analyzing the current user experience is
crucial.
Furthermore,
by analyzing the usage factors identified in this way, you can
expect to convert high-value users—specifically, "power users"—into habitual service users.
In this way, we
can understand the user experience through current users. Let's take YouTube, which
everyone here has likely used frequently, as an
example of user experience.
Within YouTube,
current users include not only viewers, who account for the majority of traffic, but also community users who go beyond watching videos to actively write comments and interact with creators. Additionally, creators, who are responsible for the platform's activity even if they represent the smallest
proportion of current users,
also exist as a current user persona. As you
can see, the purposes of use differ for each of these three persona groups within the current user base.
Therefore, by understanding
the value of our product while having a grasp of user experience in this manner, we
can provide a better user experience to our expanded user base. Now, you are likely
curious about the framework for analyzing and improving user experience that can be practically applied.
Therefore, in this section, I would like to introduce the Three-Step Framework for user experience
analysis and improvement, and
explain how to gain insights for improving retention by applying this framework.
This 3D framework
consists of three steps: Identify, Coordinate, and Modify. To
explain each step in more detail, the
first step is a
verification process to find users who use the product habitually.
Next, you specify the commonalities that these identified
users
exhibit within the product.
Based on the commonalities understood in the preceding steps, you can
find insights for product improvement and
proceed with a cycle of actually improving the user flow.
Furthermore, do not stop at this improvement stage; instead,
continuously repeat these three steps to
conduct a cycle of testing and verifying hypotheses regarding the insights gained. You
can expect to reach the most suitable users in the appropriate direction.
Now, we will analyze the current user persona. As
emphasized earlier, the
process of diagnosing current users
contributes to the ultimate growth of this product. You can identify the core value provided.
To do this,
please define cores so that you can identify current users.
In Amplitude, you can easily create these using this lifecycle
chart.
Among these clusters, let's group the
users who remain in the "change" group after three weeks.
So,
looking at this example, you can interpret that
94% of the users belonging to the orange cluster among these three clusters will remain after three weeks.
Then, what are the characteristics of this cluster with the highest retention rate? We
can see that they performed the commenting action above average compared to the other clusters.
Therefore, we can formulate a hypothesis that
users who perform the commenting action frequently above a certain level are
more likely to remain for a long time in the long term.
You can immediately reflect this in product improvements,
or you can
verify your predictions regarding key events.
In Amplitude, you can utilize retention charts and
charts like this as a mechanism to check whether the hypothesis identified in Step 2 is actually effective. The
orange retention group, which had the highest retention rate compared to other cores... You
can clearly see that the baseline of the curve is at the very top and is flat. Additionally,
when looking at the engagement with the comment event, which we defined as a core event, you can
confirm that it forms a smile curve.
Therefore,
drawing a smile curve can be
understood as providing high value to users over time.
By applying the targets and events identified in this way, you
can now devise and approach different action items depending on your role.
For CRM marketers, running campaigns
by identifying key target users allows you to
send recommendation messages to the most suitable users while
simultaneously managing user fatigue. For
PNs who have been contemplating the direction of product improvement, you can
conduct UI/UX testing with these identified users to
experiment and see if retention actually improves.
Now, I will introduce how to discover habit-forming events that help users transition from remaining as simple current users
into dedicated power users. The
habit-forming events mentioned here and
the user's
next step in forming a habit It would be helpful to
understand this as a trigger behavioral factor that induces a transition to the next step.
Simply put,
think of it as identifying the actions that users who succeeded in forming a habit performed, while those who failed did not. For
example,
in fashion commerce, this could include
subscribing to brands of interest to receive
continuous notifications;
in game apps, reaching level 10; or on
social networking services like Instagram, following
30 people. Once
you have identified these habit-forming events, you can
guide users to form a habit of using the product unconsciously.
Through this process, you
can convert current users into power users, and additionally, apply it as a strategy to
quickly convert new users into active users.
Consequently, this cycle
leads to improved retention from a long-term perspective.
Again, I will explain this by applying the Three-Step Framework
for user experience analysis and improvement that I introduced earlier.
First, we will
define these power users who use the product habitually.
This time, let's take a user who uses YouTube five or more days a week as
an example. The
power user identified in Step 1 Now is the
stage where you identify the events that led to your entry into the product.
By utilizing Amplitude's Compass chart,
you can identify a list of habit-forming events and the frequency of execution for each. If
you wish to verify whether these identified events are actually meaningful, you
can use a retention chart to compare the difference in retention based on whether or not the events were performed. This
retention chart shows that
users who commented four or more times a week
exhibited significantly higher retention rates compared to those who did not. We will
now
apply the insights regarding habit-forming events found in the previous chart as a strategy for product improvement. We will
set a goal for users to perform the relevant event "xx" at least "z times" by "y people." Now, all members of our company need to
focus on this goal of creating a user experience.
Naturally, you have
established a North Star metric pointing in one direction.
Therefore, the
core of the retention improvement framework is to
analyze the user experience by breaking it down into layers and
carrying out optimization actions to increase the current user base.
Through the cycle of analysis, diagnosis, and improvement, up until
now... I hope that everyone who attended this session will
successfully secure retention, which is the foundation for sustainable growth, for their products.
Thank you.
[Applause]
[Music]
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WEBVTT Kind: captions Language: en 00:00:01.300 --> 00:00:07.430 align:start position:0% [Music] 00:00:07.430 --> 00:00:07.440 align:start position:0% [Music] 00:00:07.440 --> 00:00:09.710 align:start position:0% [Music] Hello, <00:00:07.626><c>we </c><00:00:07.812><c>are </c><00:00:07.998><c>Park </c><00:00:08.184><c>Yena </c><00:00:08.370><c>and </c><00:00:08.556><c>Kim </c><00:00:08.742><c>Dawon, </c><00:00:08.928><c>Client </c><00:00:09.114><c>Country</c> 00:00:09.710 --> 00:00:09.720 align:start position:0% Hello, we are Park Yena and Kim Dawon, Client Country 00:00:09.720 --> 00:00:11.629 align:start position:0% Hello, we are Park Yena and Kim Dawon, Client Country Managers <00:00:09.900><c>at </c><00:00:10.080><c>aba80, </c><00:00:10.260><c>supporting </c><00:00:10.440><c>Data </c><00:00:10.620><c>Drip </c><00:00:10.800><c>Growth </c><00:00:10.980><c>for </c><00:00:11.160><c>our </c><00:00:11.340><c>clients.</c> 00:00:11.629 --> 00:00:13.190 align:start position:0% Managers at aba80, supporting Data Drip Growth for our clients. 00:00:13.190 --> 00:00:18.230 align:start position:0% 00:00:18.230 --> 00:00:18.240 align:start position:0% 00:00:18.240 --> 00:00:20.929 align:start position:0% Today's <00:00:19.080><c>session </c><00:00:19.920><c>topic </c><00:00:20.760><c>is</c> 00:00:20.929 --> 00:00:20.939 align:start position:0% Today's session topic is 00:00:20.939 --> 00:00:23.269 align:start position:0% Today's session topic is User <00:00:21.389><c>Experience </c><00:00:21.839><c>Analysis </c><00:00:22.289><c>and </c><00:00:22.739><c>Improvement</c> 00:00:23.269 --> 00:00:23.279 align:start position:0% User Experience Analysis and Improvement 00:00:23.279 --> 00:00:25.730 align:start position:0% User Experience Analysis and Improvement Frameworks <00:00:23.429><c>for </c><00:00:23.579><c>Enhancing </c><00:00:23.729><c>Retention. </c><00:00:23.879><c>Please </c><00:00:24.029><c>note </c><00:00:24.179><c>that </c><00:00:24.329><c>the </c><00:00:24.479><c>session </c><00:00:24.629><c>will </c><00:00:24.779><c>be </c><00:00:24.929><c>divided </c><00:00:25.079><c>into </c><00:00:25.229><c>two </c><00:00:25.379><c>main</c> 00:00:25.730 --> 00:00:25.740 align:start position:0% Frameworks for Enhancing Retention. Please note that the session will be divided into two main 00:00:25.740 --> 00:00:27.529 align:start position:0% Frameworks for Enhancing Retention. Please note that the session will be divided into two main parts, <00:00:26.400><c>so </c><00:00:27.060><c>the</c> 00:00:27.529 --> 00:00:27.539 align:start position:0% parts, so the 00:00:27.539 --> 00:00:29.689 align:start position:0% parts, so the two <00:00:27.935><c>speakers </c><00:00:28.331><c>will </c><00:00:28.727><c>proceed </c><00:00:29.123><c>sequentially. </c><00:00:29.519><c>We</c> 00:00:29.689 --> 00:00:33.229 align:start position:0% two speakers will proceed sequentially. We 00:00:33.229 --> 00:00:35.569 align:start position:0% 00:00:35.569 --> 00:00:37.370 align:start position:0% 00:00:37.370 --> 00:00:37.380 align:start position:0% 00:00:37.380 --> 00:00:39.170 align:start position:0% hope <00:00:37.408><c>this </c><00:00:37.436><c>session </c><00:00:37.464><c>will </c><00:00:37.492><c>be </c><00:00:37.520><c>of </c><00:00:37.548><c>great </c><00:00:37.576><c>help </c><00:00:37.604><c>to </c><00:00:37.632><c>those </c><00:00:37.660><c>of </c><00:00:37.688><c>you </c><00:00:37.716><c>who </c><00:00:37.744><c>have </c><00:00:37.772><c>been </c><00:00:37.800><c>wondering </c><00:00:37.828><c>how </c><00:00:37.856><c>to </c><00:00:37.884><c>improve </c><00:00:37.912><c>retention. </c><00:00:37.940><c>So, </c><00:00:37.968><c>let's </c><00:00:37.996><c>get </c><00:00:38.024><c>started. </c><00:00:38.052><c>First, </c><00:00:38.080><c>to</c> 00:00:39.170 --> 00:00:49.130 align:start position:0% hope this session will be of great help to those of you who have been wondering how to improve retention. So, let's get started. First, to 00:00:49.130 --> 00:00:49.140 align:start position:0% 00:00:49.140 --> 00:00:50.510 align:start position:0% briefly 00:00:50.510 --> 00:00:50.520 align:start position:0% briefly 00:00:50.520 --> 00:00:52.970 align:start position:0% briefly introduce <00:00:50.681><c>our </c><00:00:50.842><c>company, </c><00:00:51.003><c>we </c><00:00:51.164><c>support </c><00:00:51.325><c>Data </c><00:00:51.486><c>Drip </c><00:00:51.647><c>Growth </c><00:00:51.808><c>for </c><00:00:51.969><c>our </c><00:00:52.130><c>clients, </c><00:00:52.291><c>and </c><00:00:52.452><c>in </c><00:00:52.613><c>the</c> 00:00:52.970 --> 00:00:55.610 align:start position:0% introduce our company, we support Data Drip Growth for our clients, and in the 00:00:55.610 --> 00:00:55.620 align:start position:0% 00:00:55.620 --> 00:00:58.069 align:start position:0% process, <00:00:55.956><c>we </c><00:00:56.292><c>are </c><00:00:56.628><c>exploring </c><00:00:56.964><c>cross-pronged </c><00:00:57.300><c>strategies</c> 00:00:58.069 --> 00:00:58.079 align:start position:0% process, we are exploring cross-pronged strategies 00:00:58.079 --> 00:00:59.330 align:start position:0% process, we are exploring cross-pronged strategies with <00:00:58.211><c>a </c><00:00:58.343><c>wide </c><00:00:58.475><c>variety </c><00:00:58.607><c>of </c><00:00:58.739><c>clients.</c> 00:00:59.330 --> 00:01:01.850 align:start position:0% with a wide variety of clients. 00:01:01.850 --> 00:01:01.860 align:start position:0% 00:01:01.860 --> 00:01:03.709 align:start position:0% However, 00:01:03.709 --> 00:01:03.719 align:start position:0% However, 00:01:03.719 --> 00:01:04.549 align:start position:0% However, there <00:01:03.765><c>is </c><00:01:03.811><c>a </c><00:01:03.857><c>keyword </c><00:01:03.903><c>that </c><00:01:03.949><c>always </c><00:01:03.995><c>comes </c><00:01:04.041><c>up </c><00:01:04.087><c>when </c><00:01:04.133><c>we </c><00:01:04.179><c>meet </c><00:01:04.225><c>with </c><00:01:04.271><c>clients </c><00:01:04.317><c>these </c><00:01:04.363><c>days. </c><00:01:04.409><c>As </c><00:01:04.455><c>you </c><00:01:04.501><c>may </c><00:01:04.547><c>have</c> 00:01:04.549 --> 00:01:04.559 align:start position:0% there is a keyword that always comes up when we meet with clients these days. As you may have 00:01:04.559 --> 00:01:06.950 align:start position:0% there is a keyword that always comes up when we meet with clients these days. As you may have guessed, it 00:01:06.950 --> 00:01:06.960 align:start position:0% guessed, it 00:01:06.960 --> 00:01:10.250 align:start position:0% guessed, it is <00:01:07.220><c>the </c><00:01:07.480><c>keyword </c><00:01:07.740><c>"retention."</c> 00:01:10.250 --> 00:01:10.260 align:start position:0% 00:01:10.260 --> 00:01:12.350 align:start position:0% First, <00:01:10.341><c>I </c><00:01:10.422><c>would </c><00:01:10.503><c>like </c><00:01:10.584><c>to </c><00:01:10.665><c>briefly </c><00:01:10.746><c>go </c><00:01:10.827><c>over </c><00:01:10.908><c>exactly </c><00:01:10.989><c>what </c><00:01:11.070><c>retention </c><00:01:11.151><c>is </c><00:01:11.232><c>and </c><00:01:11.313><c>why </c><00:01:11.394><c>it </c><00:01:11.475><c>is </c><00:01:11.556><c>important </c><00:01:11.637><c>right </c><00:01:11.718><c>now. </c><00:01:11.799><c>It </c><00:01:11.880><c>may </c><00:01:11.961><c>be </c><00:01:12.042><c>a</c> 00:01:12.350 --> 00:01:14.450 align:start position:0% First, I would like to briefly go over exactly what retention is and why it is important right now. It may be a 00:01:14.450 --> 00:01:19.490 align:start position:0% 00:01:19.490 --> 00:01:19.500 align:start position:0% 00:01:19.500 --> 00:01:21.469 align:start position:0% familiar <00:01:19.624><c>concept, </c><00:01:19.748><c>but </c><00:01:19.872><c>to </c><00:01:19.996><c>summarize </c><00:01:20.120><c>it </c><00:01:20.244><c>simply </c><00:01:20.368><c>in </c><00:01:20.492><c>one </c><00:01:20.616><c>sentence, </c><00:01:20.740><c>it </c><00:01:20.864><c>is </c><00:01:20.988><c>how </c><00:01:21.112><c>many</c> 00:01:21.469 --> 00:01:24.230 align:start position:0% familiar concept, but to summarize it simply in one sentence, it is how many 00:01:24.230 --> 00:01:24.240 align:start position:0% 00:01:24.240 --> 00:01:26.330 align:start position:0% customers <00:01:24.600><c>are </c><00:01:24.960><c>retained. </c><00:01:25.320><c>To</c> 00:01:26.330 --> 00:01:26.340 align:start position:0% customers are retained. To 00:01:26.340 --> 00:01:28.550 align:start position:0% customers are retained. To elaborate <00:01:26.819><c>on </c><00:01:27.298><c>this </c><00:01:27.777><c>further, </c><00:01:28.256><c>it</c> 00:01:28.550 --> 00:01:31.550 align:start position:0% elaborate on this further, it 00:01:31.550 --> 00:01:33.830 align:start position:0% 00:01:33.830 --> 00:01:35.929 align:start position:0% 00:01:35.929 --> 00:01:35.939 align:start position:0% 00:01:35.939 --> 00:01:38.270 align:start position:0% is a value that measures how many customers continuously use our service over time. The 00:01:38.270 --> 00:01:38.280 align:start position:0% 00:01:38.280 --> 00:01:40.490 align:start position:0% reason <00:01:38.590><c>retention </c><00:01:38.900><c>is </c><00:01:39.210><c>becoming </c><00:01:39.520><c>important </c><00:01:39.830><c>now </c><00:01:40.140><c>is</c> 00:01:40.490 --> 00:01:40.500 align:start position:0% reason retention is becoming important now is 00:01:40.500 --> 00:01:43.490 align:start position:0% reason retention is becoming important now is precisely <00:01:40.744><c>because </c><00:01:40.988><c>user </c><00:01:41.232><c>retention </c><00:01:41.476><c>leads </c><00:01:41.720><c>to </c><00:01:41.964><c>continuous </c><00:01:42.208><c>growth, </c><00:01:42.452><c>that </c><00:01:42.696><c>is </c><00:01:42.940><c>This </c><00:01:43.184><c>is </c><00:01:43.428><c>likely</c> 00:01:43.490 --> 00:01:43.500 align:start position:0% precisely because user retention leads to continuous growth, that is This is likely 00:01:43.500 --> 00:01:46.670 align:start position:0% precisely because user retention leads to continuous growth, that is This is likely because <00:01:43.666><c>it </c><00:01:43.832><c>is </c><00:01:43.998><c>the </c><00:01:44.164><c>core </c><00:01:44.330><c>of </c><00:01:44.496><c>growth. </c><00:01:44.662><c>No </c><00:01:44.828><c>matter </c><00:01:44.994><c>how</c> 00:01:46.670 --> 00:01:46.680 align:start position:0% because it is the core of growth. No matter how 00:01:46.680 --> 00:01:48.170 align:start position:0% because it is the core of growth. No matter how many <00:01:46.919><c>new </c><00:01:47.158><c>users </c><00:01:47.397><c>you </c><00:01:47.636><c>bring </c><00:01:47.875><c>in, </c><00:01:48.114><c>if</c> 00:01:48.170 --> 00:01:48.180 align:start position:0% many new users you bring in, if 00:01:48.180 --> 00:01:50.630 align:start position:0% many new users you bring in, if retention <00:01:48.960><c>is </c><00:01:49.740><c>low </c><00:01:50.520><c>and</c> 00:01:50.630 --> 00:01:50.640 align:start position:0% retention is low and 00:01:50.640 --> 00:01:52.670 align:start position:0% retention is low and all <00:01:50.760><c>the </c><00:01:50.880><c>acquired </c><00:01:51.000><c>users </c><00:01:51.120><c>leave, </c><00:01:51.240><c>it </c><00:01:51.360><c>is </c><00:01:51.480><c>difficult </c><00:01:51.600><c>for </c><00:01:51.720><c>our</c> 00:01:52.670 --> 00:01:52.680 align:start position:0% all the acquired users leave, it is difficult for our 00:01:52.680 --> 00:01:53.990 align:start position:0% all the acquired users leave, it is difficult for our service <00:01:52.979><c>to </c><00:01:53.278><c>grow </c><00:01:53.577><c>sustainably.</c> 00:01:53.990 --> 00:01:54.000 align:start position:0% service to grow sustainably. 00:01:54.000 --> 00:01:56.510 align:start position:0% service to grow sustainably. 00:01:56.510 --> 00:01:56.520 align:start position:0% 00:01:56.520 --> 00:01:58.730 align:start position:0% In <00:01:56.682><c>fact, </c><00:01:56.844><c>the </c><00:01:57.006><c>Harvard </c><00:01:57.168><c>Business </c><00:01:57.330><c>Review </c><00:01:57.492><c>states </c><00:01:57.654><c>that</c> 00:01:58.730 --> 00:01:59.870 align:start position:0% In fact, the Harvard Business Review states that 00:01:59.870 --> 00:01:59.880 align:start position:0% 00:01:59.880 --> 00:02:01.190 align:start position:0% inducing 00:02:01.190 --> 00:02:02.749 align:start position:0% inducing 00:02:02.749 --> 00:02:05.749 align:start position:0% 00:02:05.749 --> 00:02:08.749 align:start position:0% 00:02:08.749 --> 00:02:08.759 align:start position:0% 00:02:08.759 --> 00:02:11.029 align:start position:0% repeat <00:02:08.825><c>purchases </c><00:02:08.891><c>from </c><00:02:08.957><c>existing </c><00:02:09.023><c>customers </c><00:02:09.089><c>is </c><00:02:09.155><c>up </c><00:02:09.221><c>to </c><00:02:09.287><c>25 </c><00:02:09.353><c>times </c><00:02:09.419><c>cheaper </c><00:02:09.485><c>in </c><00:02:09.551><c>terms </c><00:02:09.617><c>of </c><00:02:09.683><c>cost </c><00:02:09.749><c>than </c><00:02:09.815><c>acquiring </c><00:02:09.881><c>new </c><00:02:09.947><c>customers. </c><00:02:10.013><c>It </c><00:02:10.079><c>also </c><00:02:10.145><c>mentions </c><00:02:10.211><c>that </c><00:02:10.277><c>retaining </c><00:02:10.343><c>just </c><00:02:10.409><c>5% </c><00:02:10.475><c>of </c><00:02:10.541><c>customers</c> 00:02:11.029 --> 00:02:13.490 align:start position:0% repeat purchases from existing customers is up to 25 times cheaper in terms of cost than acquiring new customers. It also mentions that retaining just 5% of customers 00:02:13.490 --> 00:02:13.500 align:start position:0% 00:02:13.500 --> 00:02:15.589 align:start position:0% can <00:02:13.650><c>improve </c><00:02:13.800><c>business </c><00:02:13.950><c>profitability </c><00:02:14.100><c>by </c><00:02:14.250><c>up </c><00:02:14.400><c>to </c><00:02:14.550><c>95%. </c><00:02:14.700><c>To</c> 00:02:15.589 --> 00:02:17.809 align:start position:0% can improve business profitability by up to 95%. To 00:02:17.809 --> 00:02:17.819 align:start position:0% 00:02:17.819 --> 00:02:19.309 align:start position:0% summarize, 00:02:19.309 --> 00:02:19.319 align:start position:0% summarize, 00:02:19.319 --> 00:02:22.250 align:start position:0% summarize, retainers <00:02:19.439><c>are </c><00:02:19.559><c>an </c><00:02:19.679><c>essential </c><00:02:19.799><c>element </c><00:02:19.919><c>for </c><00:02:20.039><c>growth </c><00:02:20.159><c>that </c><00:02:20.279><c>increases </c><00:02:20.399><c>loyal </c><00:02:20.519><c>customers </c><00:02:20.639><c>and </c><00:02:20.759><c>profitability.</c> 00:02:22.250 --> 00:02:24.890 align:start position:0% retainers are an essential element for growth that increases loyal customers and profitability. 00:02:24.890 --> 00:02:28.030 align:start position:0% 00:02:28.030 --> 00:02:28.040 align:start position:0% 00:02:28.040 --> 00:02:30.470 align:start position:0% So, <00:02:28.354><c>how </c><00:02:28.668><c>can </c><00:02:28.982><c>we </c><00:02:29.296><c>improve </c><00:02:29.610><c>this </c><00:02:29.924><c>crucial </c><00:02:30.238><c>retention?</c> 00:02:30.470 --> 00:02:34.850 align:start position:0% So, how can we improve this crucial retention? 00:02:34.850 --> 00:02:36.350 align:start position:0% 00:02:36.350 --> 00:02:36.360 align:start position:0% 00:02:36.360 --> 00:02:37.910 align:start position:0% To <00:02:36.440><c>effectively </c><00:02:36.520><c>design </c><00:02:36.600><c>a </c><00:02:36.680><c>retention </c><00:02:36.760><c>improvement </c><00:02:36.840><c>strategy, </c><00:02:36.920><c>it </c><00:02:37.000><c>would </c><00:02:37.080><c>be</c> 00:02:37.910 --> 00:02:39.770 align:start position:0% To effectively design a retention improvement strategy, it would be 00:02:39.770 --> 00:02:39.780 align:start position:0% 00:02:39.780 --> 00:02:42.110 align:start position:0% best <00:02:39.830><c>to </c><00:02:39.880><c>approach </c><00:02:39.930><c>the </c><00:02:39.980><c>process </c><00:02:40.030><c>systematically. </c><00:02:40.080><c>It</c> 00:02:42.110 --> 00:02:43.430 align:start position:0% best to approach the process systematically. It 00:02:43.430 --> 00:02:43.440 align:start position:0% 00:02:43.440 --> 00:02:46.309 align:start position:0% is <00:02:43.660><c>divided </c><00:02:43.880><c>into </c><00:02:44.100><c>three </c><00:02:44.320><c>main </c><00:02:44.540><c>steps. </c><00:02:44.760><c>The </c><00:02:44.980><c>first </c><00:02:45.200><c>step, </c><00:02:45.420><c>Step </c><00:02:45.640><c>1, </c><00:02:45.860><c>is </c><00:02:46.080><c>to</c> 00:02:46.309 --> 00:02:49.490 align:start position:0% is divided into three main steps. The first step, Step 1, is to 00:02:49.490 --> 00:02:51.170 align:start position:0% 00:02:51.170 --> 00:02:51.180 align:start position:0% 00:02:51.180 --> 00:02:53.150 align:start position:0% define <00:02:51.266><c>retention </c><00:02:51.352><c>analysis </c><00:02:51.438><c>criteria </c><00:02:51.524><c>suitable </c><00:02:51.610><c>for </c><00:02:51.696><c>our </c><00:02:51.782><c>project. </c><00:02:51.868><c>You </c><00:02:51.954><c>must</c> 00:02:53.150 --> 00:02:53.160 align:start position:0% define retention analysis criteria suitable for our project. You must 00:02:53.160 --> 00:02:55.250 align:start position:0% define retention analysis criteria suitable for our project. You must analyze <00:02:53.469><c>based </c><00:02:53.778><c>on </c><00:02:54.087><c>accurate </c><00:02:54.396><c>criteria </c><00:02:54.705><c>and </c><00:02:55.014><c>make</c> 00:02:55.250 --> 00:02:55.260 align:start position:0% analyze based on accurate criteria and make 00:02:55.260 --> 00:02:57.530 align:start position:0% analyze based on accurate criteria and make decisions <00:02:55.590><c>accordingly </c><00:02:55.920><c>to </c><00:02:56.250><c>formulate </c><00:02:56.580><c>an</c> 00:02:57.530 --> 00:02:57.540 align:start position:0% decisions accordingly to formulate an 00:02:57.540 --> 00:02:59.449 align:start position:0% decisions accordingly to formulate an efficient <00:02:58.140><c>and </c><00:02:58.740><c>effective </c><00:02:59.340><c>strategy.</c> 00:02:59.449 --> 00:03:01.369 align:start position:0% efficient and effective strategy. 00:03:01.369 --> 00:03:01.379 align:start position:0% 00:03:01.379 --> 00:03:03.830 align:start position:0% Next, <00:03:01.549><c>Step </c><00:03:01.719><c>2 </c><00:03:01.889><c>involves </c><00:03:02.059><c>understanding </c><00:03:02.229><c>the </c><00:03:02.399><c>two </c><00:03:02.569><c>goals </c><00:03:02.739><c>of </c><00:03:02.909><c>the </c><00:03:03.079><c>retention </c><00:03:03.249><c>improvement </c><00:03:03.419><c>strategy;</c> 00:03:03.830 --> 00:03:05.270 align:start position:0% Next, Step 2 involves understanding the two goals of the retention improvement strategy; 00:03:05.270 --> 00:03:05.280 align:start position:0% 00:03:05.280 --> 00:03:07.309 align:start position:0% here, regarding the 00:03:07.309 --> 00:03:08.750 align:start position:0% here, regarding the 00:03:08.750 --> 00:03:08.760 align:start position:0% 00:03:08.760 --> 00:03:11.030 align:start position:0% major <00:03:08.866><c>aspects </c><00:03:08.972><c>of </c><00:03:09.078><c>retention </c><00:03:09.184><c>improvement </c><00:03:09.290><c>Once </c><00:03:09.396><c>you </c><00:03:09.502><c>understand </c><00:03:09.608><c>the </c><00:03:09.714><c>two </c><00:03:09.820><c>axes, </c><00:03:09.926><c>you </c><00:03:10.032><c>will </c><00:03:10.138><c>decide</c> 00:03:11.030 --> 00:03:11.040 align:start position:0% major aspects of retention improvement Once you understand the two axes, you will decide 00:03:11.040 --> 00:03:13.089 align:start position:0% major aspects of retention improvement Once you understand the two axes, you will decide which <00:03:11.299><c>goals </c><00:03:11.558><c>to </c><00:03:11.817><c>prioritize </c><00:03:12.076><c>for </c><00:03:12.335><c>your </c><00:03:12.594><c>service.</c> 00:03:13.089 --> 00:03:17.390 align:start position:0% which goals to prioritize for your service. 00:03:17.390 --> 00:03:17.400 align:start position:0% 00:03:17.400 --> 00:03:19.850 align:start position:0% Finally, <00:03:17.691><c>Step </c><00:03:17.982><c>3 </c><00:03:18.273><c>is </c><00:03:18.564><c>the </c><00:03:18.855><c>stage </c><00:03:19.146><c>where </c><00:03:19.437><c>you</c> 00:03:19.850 --> 00:03:19.860 align:start position:0% Finally, Step 3 is the stage where you 00:03:19.860 --> 00:03:21.949 align:start position:0% Finally, Step 3 is the stage where you analyze <00:03:19.987><c>and </c><00:03:20.114><c>optimize </c><00:03:20.241><c>the </c><00:03:20.368><c>user </c><00:03:20.495><c>experience </c><00:03:20.622><c>by </c><00:03:20.749><c>user </c><00:03:20.876><c>type.</c> 00:03:21.949 --> 00:03:21.959 align:start position:0% analyze and optimize the user experience by user type. 00:03:21.959 --> 00:03:23.509 align:start position:0% analyze and optimize the user experience by user type. 00:03:23.509 --> 00:03:25.309 align:start position:0% 00:03:25.309 --> 00:03:27.170 align:start position:0% 00:03:27.170 --> 00:03:27.180 align:start position:0% 00:03:27.180 --> 00:03:28.610 align:start position:0% By thoroughly analyzing and optimizing our users' experiences, you will 00:03:28.610 --> 00:03:30.470 align:start position:0% By thoroughly analyzing and optimizing our users' experiences, you will 00:03:30.470 --> 00:03:30.480 align:start position:0% 00:03:30.480 --> 00:03:34.729 align:start position:0% enter <00:03:30.689><c>a </c><00:03:30.898><c>cycle </c><00:03:31.107><c>of </c><00:03:31.316><c>repeatedly </c><00:03:31.525><c>improving </c><00:03:31.734><c>retention.</c> 00:03:34.729 --> 00:03:34.739 align:start position:0% 00:03:34.739 --> 00:03:37.790 align:start position:0% So, <00:03:34.865><c>let </c><00:03:34.991><c>me </c><00:03:35.117><c>guide </c><00:03:35.243><c>you </c><00:03:35.369><c>through </c><00:03:35.495><c>the </c><00:03:35.621><c>first </c><00:03:35.747><c>step: </c><00:03:35.873><c>how </c><00:03:35.999><c>to </c><00:03:36.125><c>define </c><00:03:36.251><c>retention </c><00:03:36.377><c>analysis </c><00:03:36.503><c>criteria </c><00:03:36.629><c>suitable </c><00:03:36.755><c>for </c><00:03:36.881><c>our </c><00:03:37.007><c>product. </c><00:03:37.133><c>To</c> 00:03:37.790 --> 00:03:39.770 align:start position:0% So, let me guide you through the first step: how to define retention analysis criteria suitable for our product. To 00:03:39.770 --> 00:03:41.570 align:start position:0% 00:03:41.570 --> 00:03:41.580 align:start position:0% 00:03:41.580 --> 00:03:43.369 align:start position:0% 00:03:43.369 --> 00:03:44.930 align:start position:0% 00:03:44.930 --> 00:03:44.940 align:start position:0% 00:03:44.940 --> 00:03:47.750 align:start position:0% revisit <00:03:45.089><c>the </c><00:03:45.238><c>definition </c><00:03:45.387><c>of </c><00:03:45.536><c>retention </c><00:03:45.685><c>we </c><00:03:45.834><c>touched </c><00:03:45.983><c>upon </c><00:03:46.132><c>earlier, </c><00:03:46.281><c>it </c><00:03:46.430><c>refers </c><00:03:46.579><c>to</c> 00:03:47.750 --> 00:03:47.760 align:start position:0% revisit the definition of retention we touched upon earlier, it refers to 00:03:47.760 --> 00:03:50.330 align:start position:0% revisit the definition of retention we touched upon earlier, it refers to how <00:03:48.569><c>many </c><00:03:49.378><c>users</c> 00:03:50.330 --> 00:03:50.340 align:start position:0% how many users 00:03:50.340 --> 00:03:51.350 align:start position:0% how many users continuously <00:03:50.460><c>use </c><00:03:50.580><c>our </c><00:03:50.700><c>service </c><00:03:50.820><c>over </c><00:03:50.940><c>time. </c><00:03:51.060><c>Therefore,</c> 00:03:51.350 --> 00:03:53.690 align:start position:0% continuously use our service over time. Therefore, 00:03:53.690 --> 00:03:56.330 align:start position:0% 00:03:56.330 --> 00:03:58.309 align:start position:0% 00:03:58.309 --> 00:04:01.130 align:start position:0% 00:04:01.130 --> 00:04:01.140 align:start position:0% 00:04:01.140 --> 00:04:04.550 align:start position:0% the <00:04:01.208><c>results </c><00:04:01.276><c>of </c><00:04:01.344><c>the </c><00:04:01.412><c>retention </c><00:04:01.480><c>analysis </c><00:04:01.548><c>will </c><00:04:01.616><c>vary </c><00:04:01.684><c>completely </c><00:04:01.752><c>depending </c><00:04:01.820><c>on </c><00:04:01.888><c>how </c><00:04:01.956><c>you </c><00:04:02.024><c>define </c><00:04:02.092><c>the </c><00:04:02.160><c>elements </c><00:04:02.228><c>of </c><00:04:02.296><c>time, </c><00:04:02.364><c>customer, </c><00:04:02.432><c>and </c><00:04:02.500><c>usage.</c> 00:04:04.550 --> 00:04:04.560 align:start position:0% the results of the retention analysis will vary completely depending on how you define the elements of time, customer, and usage. 00:04:04.560 --> 00:04:06.110 align:start position:0% the results of the retention analysis will vary completely depending on how you define the elements of time, customer, and usage. Thus, <00:04:04.580><c>here </c><00:04:04.600><c>I </c><00:04:04.620><c>would </c><00:04:04.640><c>like </c><00:04:04.660><c>to </c><00:04:04.680><c>discuss</c> 00:04:06.110 --> 00:04:06.120 align:start position:0% Thus, here I would like to discuss 00:04:06.120 --> 00:04:08.149 align:start position:0% Thus, here I would like to discuss three <00:04:06.375><c>key </c><00:04:06.630><c>criteria </c><00:04:06.885><c>for </c><00:04:07.140><c>retention:</c> 00:04:08.149 --> 00:04:08.159 align:start position:0% three key criteria for retention: 00:04:08.159 --> 00:04:09.890 align:start position:0% three key criteria for retention: defining <00:04:08.356><c>core </c><00:04:08.553><c>events, </c><00:04:08.750><c>defining </c><00:04:08.947><c>the </c><00:04:09.144><c>product </c><00:04:09.341><c>usage </c><00:04:09.538><c>cycle,</c> 00:04:09.890 --> 00:04:09.900 align:start position:0% defining core events, defining the product usage cycle, 00:04:09.900 --> 00:04:11.869 align:start position:0% defining core events, defining the product usage cycle, and <00:04:11.280><c>finally,</c> 00:04:11.869 --> 00:04:11.879 align:start position:0% and finally, 00:04:11.879 --> 00:04:13.910 align:start position:0% and finally, defining <00:04:12.359><c>the </c><00:04:12.839><c>user </c><00:04:13.319><c>life </c><00:04:13.799><c>cycle.</c> 00:04:13.910 --> 00:04:18.409 align:start position:0% defining the user life cycle. 00:04:18.409 --> 00:04:18.419 align:start position:0% 00:04:18.419 --> 00:04:20.390 align:start position:0% To <00:04:18.629><c>establish </c><00:04:18.839><c>retention </c><00:04:19.049><c>analysis </c><00:04:19.259><c>criteria, </c><00:04:19.469><c>the </c><00:04:19.679><c>very</c> 00:04:20.390 --> 00:04:20.400 align:start position:0% To establish retention analysis criteria, the very 00:04:20.400 --> 00:04:22.129 align:start position:0% To establish retention analysis criteria, the very first <00:04:20.594><c>thing </c><00:04:20.788><c>you </c><00:04:20.982><c>must </c><00:04:21.176><c>do </c><00:04:21.370><c>is </c><00:04:21.564><c>define </c><00:04:21.758><c>these </c><00:04:21.952><c>core</c> 00:04:22.129 --> 00:04:22.139 align:start position:0% first thing you must do is define these core 00:04:22.139 --> 00:04:24.010 align:start position:0% first thing you must do is define these core events. <00:04:22.379><c>This </c><00:04:22.619><c>is </c><00:04:22.859><c>the</c> 00:04:24.010 --> 00:04:26.390 align:start position:0% events. This is the 00:04:26.390 --> 00:04:26.400 align:start position:0% 00:04:26.400 --> 00:04:27.409 align:start position:0% 00:04:27.409 --> 00:04:29.629 align:start position:0% 00:04:29.629 --> 00:04:29.639 align:start position:0% 00:04:29.639 --> 00:04:33.469 align:start position:0% stage <00:04:29.726><c>where </c><00:04:29.813><c>you </c><00:04:29.900><c>decide </c><00:04:29.987><c>what </c><00:04:30.074><c>criteria </c><00:04:30.161><c>to </c><00:04:30.248><c>use </c><00:04:30.335><c>to </c><00:04:30.422><c>determine </c><00:04:30.509><c>whether </c><00:04:30.596><c>a </c><00:04:30.683><c>user </c><00:04:30.770><c>has </c><00:04:30.857><c>truly </c><00:04:30.944><c>used </c><00:04:31.031><c>our </c><00:04:31.118><c>product </c><00:04:31.205><c>and </c><00:04:31.292><c>truly </c><00:04:31.379><c>remains </c><00:04:31.466><c>with </c><00:04:31.553><c>it.</c> 00:04:33.469 --> 00:04:33.479 align:start position:0% stage where you decide what criteria to use to determine whether a user has truly used our product and truly remains with it. 00:04:33.479 --> 00:04:35.870 align:start position:0% stage where you decide what criteria to use to determine whether a user has truly used our product and truly remains with it. Defining <00:04:33.839><c>core </c><00:04:34.199><c>events </c><00:04:34.559><c>involves </c><00:04:34.919><c>deciding</c> 00:04:35.870 --> 00:04:35.880 align:start position:0% Defining core events involves deciding 00:04:35.880 --> 00:04:37.010 align:start position:0% Defining core events involves deciding 00:04:37.010 --> 00:04:37.020 align:start position:0% 00:04:37.020 --> 00:04:39.409 align:start position:0% what <00:04:37.207><c>specific </c><00:04:37.394><c>events </c><00:04:37.581><c>you </c><00:04:37.768><c>want </c><00:04:37.955><c>our </c><00:04:38.142><c>users </c><00:04:38.329><c>to </c><00:04:38.516><c>perform.</c> 00:04:39.409 --> 00:04:39.419 align:start position:0% what specific events you want our users to perform. 00:04:39.419 --> 00:04:42.650 align:start position:0% what specific events you want our users to perform. For <00:04:39.779><c>example... </c><00:04:40.139><c>To</c> 00:04:42.650 --> 00:04:42.660 align:start position:0% For example... To 00:04:42.660 --> 00:04:44.330 align:start position:0% For example... To explain <00:04:42.936><c>with </c><00:04:43.212><c>an </c><00:04:43.488><c>example, </c><00:04:43.764><c>in </c><00:04:44.040><c>the</c> 00:04:44.330 --> 00:04:44.340 align:start position:0% explain with an example, in the 00:04:44.340 --> 00:04:46.550 align:start position:0% explain with an example, in the case <00:04:44.900><c>of </c><00:04:45.460><c>Airbnb, </c><00:04:46.020><c>the</c> 00:04:46.550 --> 00:04:46.560 align:start position:0% case of Airbnb, the 00:04:46.560 --> 00:04:48.770 align:start position:0% case of Airbnb, the booking 00:04:48.770 --> 00:04:48.780 align:start position:0% booking 00:04:48.780 --> 00:04:50.629 align:start position:0% booking becomes <00:04:48.877><c>the </c><00:04:48.974><c>core </c><00:04:49.071><c>event </c><00:04:49.168><c>because </c><00:04:49.265><c>the </c><00:04:49.362><c>goal </c><00:04:49.459><c>is </c><00:04:49.556><c>to </c><00:04:49.653><c>encourage </c><00:04:49.750><c>users </c><00:04:49.847><c>to </c><00:04:49.944><c>make </c><00:04:50.041><c>reservations; </c><00:04:50.138><c>for </c><00:04:50.235><c>e-commerce, </c><00:04:50.332><c>the</c> 00:04:50.629 --> 00:04:50.639 align:start position:0% becomes the core event because the goal is to encourage users to make reservations; for e-commerce, the 00:04:50.639 --> 00:04:52.730 align:start position:0% becomes the core event because the goal is to encourage users to make reservations; for e-commerce, the product <00:04:50.929><c>purchase </c><00:04:51.219><c>would </c><00:04:51.509><c>be </c><00:04:51.799><c>the </c><00:04:52.089><c>core </c><00:04:52.379><c>event.</c> 00:04:52.730 --> 00:04:52.740 align:start position:0% product purchase would be the core event. 00:04:52.740 --> 00:04:54.830 align:start position:0% product purchase would be the core event. 00:04:54.830 --> 00:04:54.840 align:start position:0% 00:04:54.840 --> 00:04:57.230 align:start position:0% If <00:04:55.304><c>you </c><00:04:55.768><c>are </c><00:04:56.232><c>currently </c><00:04:56.696><c>calculating</c> 00:04:57.230 --> 00:04:59.570 align:start position:0% If you are currently calculating 00:04:59.570 --> 00:05:02.270 align:start position:0% 00:05:02.270 --> 00:05:02.280 align:start position:0% 00:05:02.280 --> 00:05:04.490 align:start position:0% retention <00:05:02.376><c>based </c><00:05:02.472><c>simply </c><00:05:02.568><c>on </c><00:05:02.664><c>a </c><00:05:02.760><c>user </c><00:05:02.856><c>visiting </c><00:05:02.952><c>our </c><00:05:03.048><c>service </c><00:05:03.144><c>or </c><00:05:03.240><c>opening </c><00:05:03.336><c>the </c><00:05:03.432><c>app, </c><00:05:03.528><c>I </c><00:05:03.624><c>would </c><00:05:03.720><c>like </c><00:05:03.816><c>to </c><00:05:03.912><c>recommend </c><00:05:04.008><c>that </c><00:05:04.104><c>you </c><00:05:04.200><c>consider </c><00:05:04.296><c>whether </c><00:05:04.392><c>this </c><00:05:04.488><c>"app</c> 00:05:04.490 --> 00:05:04.500 align:start position:0% retention based simply on a user visiting our service or opening the app, I would like to recommend that you consider whether this "app 00:05:04.500 --> 00:05:06.950 align:start position:0% retention based simply on a user visiting our service or opening the app, I would like to recommend that you consider whether this "app open" <00:05:05.370><c>event </c><00:05:06.240><c>truly</c> 00:05:06.950 --> 00:05:09.110 align:start position:0% open" event truly 00:05:09.110 --> 00:05:09.120 align:start position:0% 00:05:09.120 --> 00:05:11.090 align:start position:0% helps <00:05:09.396><c>in </c><00:05:09.672><c>genuinely </c><00:05:09.948><c>measuring </c><00:05:10.224><c>our </c><00:05:10.500><c>retention.</c> 00:05:11.090 --> 00:05:11.100 align:start position:0% helps in genuinely measuring our retention. 00:05:11.100 --> 00:05:13.490 align:start position:0% helps in genuinely measuring our retention. If <00:05:13.020><c>you</c> 00:05:13.490 --> 00:05:13.500 align:start position:0% If you 00:05:13.500 --> 00:05:15.230 align:start position:0% If you determine <00:05:13.638><c>that </c><00:05:13.776><c>this </c><00:05:13.914><c>is </c><00:05:14.052><c>not </c><00:05:14.190><c>appropriate, </c><00:05:14.328><c>I </c><00:05:14.466><c>recommend </c><00:05:14.604><c>defining </c><00:05:14.742><c>what </c><00:05:14.880><c>the</c> 00:05:15.230 --> 00:05:15.240 align:start position:0% determine that this is not appropriate, I recommend defining what the 00:05:15.240 --> 00:05:17.689 align:start position:0% determine that this is not appropriate, I recommend defining what the core <00:05:15.582><c>event </c><00:05:15.924><c>truly </c><00:05:16.266><c>is </c><00:05:16.608><c>that </c><00:05:16.950><c>suits </c><00:05:17.292><c>your </c><00:05:17.634><c>service.</c> 00:05:17.689 --> 00:05:20.030 align:start position:0% core event truly is that suits your service. 00:05:20.030 --> 00:05:24.350 align:start position:0% 00:05:24.350 --> 00:05:24.360 align:start position:0% 00:05:24.360 --> 00:05:26.810 align:start position:0% Once <00:05:24.668><c>you </c><00:05:24.976><c>have </c><00:05:25.284><c>executed </c><00:05:25.592><c>the </c><00:05:25.900><c>core </c><00:05:26.208><c>event, </c><00:05:26.516><c>the</c> 00:05:26.810 --> 00:05:26.820 align:start position:0% Once you have executed the core event, the 00:05:26.820 --> 00:05:28.430 align:start position:0% Once you have executed the core event, the second <00:05:27.000><c>step </c><00:05:27.180><c>is </c><00:05:27.360><c>to </c><00:05:27.540><c>define </c><00:05:27.720><c>the </c><00:05:27.900><c>product </c><00:05:28.080><c>usage</c> 00:05:28.430 --> 00:05:28.440 align:start position:0% second step is to define the product usage 00:05:28.440 --> 00:05:31.070 align:start position:0% second step is to define the product usage cycle. <00:05:29.220><c>The</c> 00:05:31.070 --> 00:05:31.080 align:start position:0% cycle. The 00:05:31.080 --> 00:05:33.469 align:start position:0% cycle. The product <00:05:31.281><c>usage </c><00:05:31.482><c>cycle </c><00:05:31.683><c>is </c><00:05:31.884><c>the </c><00:05:32.085><c>period </c><00:05:32.286><c>during </c><00:05:32.487><c>which </c><00:05:32.688><c>a </c><00:05:32.889><c>user </c><00:05:33.090><c>returns </c><00:05:33.291><c>to</c> 00:05:33.469 --> 00:05:33.479 align:start position:0% product usage cycle is the period during which a user returns to 00:05:33.479 --> 00:05:35.810 align:start position:0% product usage cycle is the period during which a user returns to our <00:05:33.701><c>service </c><00:05:33.923><c>to </c><00:05:34.145><c>perform </c><00:05:34.367><c>the </c><00:05:34.589><c>core </c><00:05:34.811><c>event </c><00:05:35.033><c>again.</c> 00:05:35.810 --> 00:05:38.870 align:start position:0% our service to perform the core event again. 00:05:38.870 --> 00:05:40.969 align:start position:0% 00:05:40.969 --> 00:05:40.979 align:start position:0% 00:05:40.979 --> 00:05:44.629 align:start position:0% If <00:05:41.421><c>you </c><00:05:41.863><c>understand </c><00:05:42.305><c>your </c><00:05:42.747><c>users' </c><00:05:43.189><c>product </c><00:05:43.631><c>usage </c><00:05:44.073><c>cycles, </c><00:05:44.515><c>you</c> 00:05:44.629 --> 00:05:46.670 align:start position:0% If you understand your users' product usage cycles, you 00:05:46.670 --> 00:05:48.950 align:start position:0% 00:05:48.950 --> 00:05:48.960 align:start position:0% 00:05:48.960 --> 00:05:50.570 align:start position:0% can <00:05:49.080><c>properly </c><00:05:49.200><c>calculate </c><00:05:49.320><c>retention </c><00:05:49.440><c>by </c><00:05:49.560><c>counting </c><00:05:49.680><c>how </c><00:05:49.800><c>many </c><00:05:49.920><c>users </c><00:05:50.040><c>remain </c><00:05:50.160><c>after </c><00:05:50.280><c>each </c><00:05:50.400><c>cycle.</c> 00:05:50.570 --> 00:05:50.580 align:start position:0% can properly calculate retention by counting how many users remain after each cycle. 00:05:50.580 --> 00:05:52.370 align:start position:0% can properly calculate retention by counting how many users remain after each cycle. 00:05:52.370 --> 00:05:52.380 align:start position:0% 00:05:52.380 --> 00:05:54.590 align:start position:0% This <00:05:52.815><c>product </c><00:05:53.250><c>usage </c><00:05:53.685><c>cycle </c><00:05:54.120><c>actually</c> 00:05:54.590 --> 00:05:54.600 align:start position:0% This product usage cycle actually 00:05:54.600 --> 00:05:56.930 align:start position:0% This product usage cycle actually varies <00:05:54.752><c>depending </c><00:05:54.904><c>on </c><00:05:55.056><c>the </c><00:05:55.208><c>service. </c><00:05:55.360><c>For </c><00:05:55.512><c>example, </c><00:05:55.664><c>in </c><00:05:55.816><c>the</c> 00:05:56.930 --> 00:05:56.940 align:start position:0% varies depending on the service. For example, in the 00:05:56.940 --> 00:05:59.090 align:start position:0% varies depending on the service. For example, in the case <00:05:57.156><c>of </c><00:05:57.372><c>an </c><00:05:57.588><c>alarm </c><00:05:57.804><c>app, </c><00:05:58.020><c>the</c> 00:05:59.090 --> 00:05:59.100 align:start position:0% case of an alarm app, the 00:05:59.100 --> 00:06:00.710 align:start position:0% case of an alarm app, the expected <00:05:59.226><c>return </c><00:05:59.352><c>cycle </c><00:05:59.478><c>for </c><00:05:59.604><c>a </c><00:05:59.730><c>user </c><00:05:59.856><c>would </c><00:05:59.982><c>be </c><00:06:00.108><c>one </c><00:06:00.234><c>day.</c> 00:06:00.710 --> 00:06:00.720 align:start position:0% expected return cycle for a user would be one day. 00:06:00.720 --> 00:06:03.770 align:start position:0% expected return cycle for a user would be one day. However, <00:06:01.140><c>for </c><00:06:01.560><c>commerce... </c><00:06:01.980><c>For </c><00:06:02.400><c>a </c><00:06:02.820><c>household </c><00:06:03.240><c>goods</c> 00:06:03.770 --> 00:06:03.780 align:start position:0% However, for commerce... For a household goods 00:06:03.780 --> 00:06:06.170 align:start position:0% However, for commerce... For a household goods commerce <00:06:03.870><c>platform, </c><00:06:03.960><c>it </c><00:06:04.050><c>would </c><00:06:04.140><c>be </c><00:06:04.230><c>Seven </c><00:06:04.320><c>Days;</c> 00:06:06.170 --> 00:06:06.180 align:start position:0% commerce platform, it would be Seven Days; 00:06:06.180 --> 00:06:07.310 align:start position:0% commerce platform, it would be Seven Days; 00:06:07.310 --> 00:06:07.320 align:start position:0% 00:06:07.320 --> 00:06:08.990 align:start position:0% however, <00:06:07.549><c>if </c><00:06:07.778><c>it </c><00:06:08.007><c>were </c><00:06:08.236><c>a </c><00:06:08.465><c>luxury </c><00:06:08.694><c>goods</c> 00:06:08.990 --> 00:06:09.000 align:start position:0% however, if it were a luxury goods 00:06:09.000 --> 00:06:11.270 align:start position:0% however, if it were a luxury goods commerce <00:06:09.101><c>platform, </c><00:06:09.202><c>we </c><00:06:09.303><c>would </c><00:06:09.404><c>set </c><00:06:09.505><c>a </c><00:06:09.606><c>retention </c><00:06:09.707><c>product </c><00:06:09.808><c>usage </c><00:06:09.909><c>cycle </c><00:06:10.010><c>much </c><00:06:10.111><c>longer </c><00:06:10.212><c>than </c><00:06:10.313><c>Seven </c><00:06:10.414><c>Days. </c><00:06:10.515><c>As </c><00:06:10.616><c>you </c><00:06:10.717><c>can </c><00:06:10.818><c>see, </c><00:06:10.919><c>the</c> 00:06:11.270 --> 00:06:14.090 align:start position:0% commerce platform, we would set a retention product usage cycle much longer than Seven Days. As you can see, the 00:06:14.090 --> 00:06:14.100 align:start position:0% 00:06:14.100 --> 00:06:15.950 align:start position:0% 00:06:15.950 --> 00:06:18.469 align:start position:0% 00:06:18.469 --> 00:06:18.479 align:start position:0% 00:06:18.479 --> 00:06:20.390 align:start position:0% product <00:06:18.620><c>usage </c><00:06:18.761><c>cycle </c><00:06:18.902><c>varies </c><00:06:19.043><c>significantly </c><00:06:19.184><c>depending </c><00:06:19.325><c>on </c><00:06:19.466><c>the </c><00:06:19.607><c>characteristics </c><00:06:19.748><c>of </c><00:06:19.889><c>each </c><00:06:20.030><c>product.</c> 00:06:20.390 --> 00:06:22.249 align:start position:0% product usage cycle varies significantly depending on the characteristics of each product. 00:06:22.249 --> 00:06:22.259 align:start position:0% 00:06:22.259 --> 00:06:24.050 align:start position:0% Therefore, <00:06:22.419><c>the </c><00:06:22.579><c>action </c><00:06:22.739><c>you </c><00:06:22.899><c>need </c><00:06:23.059><c>to </c><00:06:23.219><c>take </c><00:06:23.379><c>here </c><00:06:23.539><c>is </c><00:06:23.699><c>to</c> 00:06:24.050 --> 00:06:25.249 align:start position:0% Therefore, the action you need to take here is to 00:06:25.249 --> 00:06:27.409 align:start position:0% 00:06:27.409 --> 00:06:27.419 align:start position:0% 00:06:27.419 --> 00:06:31.490 align:start position:0% identify <00:06:27.727><c>which </c><00:06:28.035><c>product </c><00:06:28.343><c>usage </c><00:06:28.651><c>cycle </c><00:06:28.959><c>is </c><00:06:29.267><c>suitable </c><00:06:29.575><c>for</c> 00:06:31.490 --> 00:06:33.350 align:start position:0% identify which product usage cycle is suitable for 00:06:33.350 --> 00:06:36.469 align:start position:0% 00:06:36.469 --> 00:06:39.050 align:start position:0% 00:06:39.050 --> 00:06:41.570 align:start position:0% 00:06:41.570 --> 00:06:43.969 align:start position:0% 00:06:43.969 --> 00:06:46.629 align:start position:0% 00:06:46.629 --> 00:06:46.639 align:start position:0% 00:06:46.639 --> 00:06:49.550 align:start position:0% our <00:06:46.685><c>product. </c><00:06:46.731><c>You </c><00:06:46.777><c>might </c><00:06:46.823><c>be </c><00:06:46.869><c>wondering, </c><00:06:46.915><c>"How </c><00:06:46.961><c>do </c><00:06:47.007><c>we </c><00:06:47.053><c>find </c><00:06:47.099><c>this?" </c><00:06:47.145><c>It </c><00:06:47.191><c>consists </c><00:06:47.237><c>of </c><00:06:47.283><c>three </c><00:06:47.329><c>main </c><00:06:47.375><c>steps. </c><00:06:47.421><c>First, </c><00:06:47.467><c>create </c><00:06:47.513><c>user </c><00:06:47.559><c>cores </c><00:06:47.605><c>who </c><00:06:47.651><c>have </c><00:06:47.697><c>performed </c><00:06:47.743><c>a </c><00:06:47.789><c>key </c><00:06:47.835><c>event </c><00:06:47.881><c>at </c><00:06:47.927><c>least </c><00:06:47.973><c>twice </c><00:06:48.019><c>within </c><00:06:48.065><c>a </c><00:06:48.111><c>specific </c><00:06:48.157><c>period. </c><00:06:48.203><c>This </c><00:06:48.249><c>specific </c><00:06:48.295><c>period </c><00:06:48.341><c>refers </c><00:06:48.387><c>to </c><00:06:48.433><c>the </c><00:06:48.479><c>timeframe </c><00:06:48.525><c>during </c><00:06:48.571><c>which </c><00:06:48.617><c>a </c><00:06:48.663><c>user </c><00:06:48.709><c>is </c><00:06:48.755><c>likely </c><00:06:48.801><c>to </c><00:06:48.847><c>perform </c><00:06:48.893><c>a </c><00:06:48.939><c>key </c><00:06:48.985><c>event </c><00:06:49.031><c>within </c><00:06:49.077><c>our </c><00:06:49.123><c>service </c><00:06:49.169><c>at</c> 00:06:49.550 --> 00:06:49.560 align:start position:0% our product. You might be wondering, "How do we find this?" It consists of three main steps. First, create user cores who have performed a key event at least twice within a specific period. This specific period refers to the timeframe during which a user is likely to perform a key event within our service at 00:06:49.560 --> 00:06:51.290 align:start position:0% our product. You might be wondering, "How do we find this?" It consists of three main steps. First, create user cores who have performed a key event at least twice within a specific period. This specific period refers to the timeframe during which a user is likely to perform a key event within our service at least <00:06:51.120><c>twice;</c> 00:06:51.290 --> 00:06:51.300 align:start position:0% least twice; 00:06:51.300 --> 00:06:53.689 align:start position:0% least twice; generally, <00:06:52.199><c>we</c> 00:06:53.689 --> 00:06:53.699 align:start position:0% generally, we 00:06:53.699 --> 00:06:55.610 align:start position:0% generally, we recommend <00:06:54.059><c>around </c><00:06:54.419><c>60 </c><00:06:54.779><c>to </c><00:06:55.139><c>90 </c><00:06:55.499><c>days.</c> 00:06:55.610 --> 00:06:55.620 align:start position:0% recommend around 60 to 90 days. 00:06:55.620 --> 00:06:57.590 align:start position:0% recommend around 60 to 90 days. 00:06:57.590 --> 00:06:57.600 align:start position:0% 00:06:57.600 --> 00:06:59.450 align:start position:0% Second, 00:06:59.450 --> 00:07:01.129 align:start position:0% Second, 00:07:01.129 --> 00:07:03.590 align:start position:0% 00:07:03.590 --> 00:07:03.600 align:start position:0% 00:07:03.600 --> 00:07:07.550 align:start position:0% calculate <00:07:03.688><c>the </c><00:07:03.776><c>usage </c><00:07:03.864><c>cycle </c><00:07:03.952><c>of </c><00:07:04.040><c>the </c><00:07:04.128><c>core </c><00:07:04.216><c>users </c><00:07:04.304><c>from </c><00:07:04.392><c>the </c><00:07:04.480><c>time </c><00:07:04.568><c>they </c><00:07:04.656><c>first </c><00:07:04.744><c>performed </c><00:07:04.832><c>the </c><00:07:04.920><c>key </c><00:07:05.008><c>event </c><00:07:05.096><c>to </c><00:07:05.184><c>the </c><00:07:05.272><c>time </c><00:07:05.360><c>they </c><00:07:05.448><c>performed </c><00:07:05.536><c>it </c><00:07:05.624><c>again.</c> 00:07:07.550 --> 00:07:07.560 align:start position:0% calculate the usage cycle of the core users from the time they first performed the key event to the time they performed it again. 00:07:07.560 --> 00:07:09.110 align:start position:0% calculate the usage cycle of the core users from the time they first performed the key event to the time they performed it again. Then, <00:07:07.890><c>third, </c><00:07:08.220><c>you</c> 00:07:09.110 --> 00:07:11.629 align:start position:0% Then, third, you 00:07:11.629 --> 00:07:13.850 align:start position:0% 00:07:13.850 --> 00:07:13.860 align:start position:0% 00:07:13.860 --> 00:07:16.370 align:start position:0% can <00:07:13.913><c>plot </c><00:07:13.966><c>a </c><00:07:14.019><c>cumulative </c><00:07:14.072><c>distribution </c><00:07:14.125><c>function </c><00:07:14.178><c>graph </c><00:07:14.231><c>showing </c><00:07:14.284><c>the </c><00:07:14.337><c>percentage </c><00:07:14.390><c>of </c><00:07:14.443><c>users </c><00:07:14.496><c>who </c><00:07:14.549><c>re-performed </c><00:07:14.602><c>the </c><00:07:14.655><c>key </c><00:07:14.708><c>event </c><00:07:14.761><c>for </c><00:07:14.814><c>each </c><00:07:14.867><c>cycle.</c> 00:07:16.370 --> 00:07:16.380 align:start position:0% can plot a cumulative distribution function graph showing the percentage of users who re-performed the key event for each cycle. 00:07:16.380 --> 00:07:19.070 align:start position:0% can plot a cumulative distribution function graph showing the percentage of users who re-performed the key event for each cycle. At <00:07:16.516><c>this </c><00:07:16.652><c>point, </c><00:07:16.788><c>check </c><00:07:16.924><c>the </c><00:07:17.060><c>figures </c><00:07:17.196><c>for </c><00:07:17.332><c>users </c><00:07:17.468><c>who </c><00:07:17.604><c>re-performed </c><00:07:17.740><c>the </c><00:07:17.876><c>key </c><00:07:18.012><c>event </c><00:07:18.148><c>within </c><00:07:18.284><c>the </c><00:07:18.420><c>previously </c><00:07:18.556><c>set </c><00:07:18.692><c>period—for </c><00:07:18.828><c>example,</c> 00:07:19.070 --> 00:07:19.080 align:start position:0% At this point, check the figures for users who re-performed the key event within the previously set period—for example, 00:07:19.080 --> 00:07:21.830 align:start position:0% At this point, check the figures for users who re-performed the key event within the previously set period—for example, within <00:07:20.279><c>60 </c><00:07:21.478><c>days—and</c> 00:07:21.830 --> 00:07:21.840 align:start position:0% within 60 days—and 00:07:21.840 --> 00:07:24.290 align:start position:0% within 60 days—and those <00:07:22.520><c>users </c><00:07:23.200><c>If </c><00:07:23.880><c>you</c> 00:07:24.290 --> 00:07:26.870 align:start position:0% those users If you 00:07:26.870 --> 00:07:28.930 align:start position:0% 00:07:28.930 --> 00:07:28.940 align:start position:0% 00:07:28.940 --> 00:07:31.610 align:start position:0% look <00:07:29.072><c>at </c><00:07:29.204><c>how </c><00:07:29.336><c>often </c><00:07:29.468><c>approximately </c><00:07:29.600><c>80% </c><00:07:29.732><c>of </c><00:07:29.864><c>users </c><00:07:29.996><c>re-executed </c><00:07:30.128><c>the </c><00:07:30.260><c>event, </c><00:07:30.392><c>this </c><00:07:30.524><c>interval </c><00:07:30.656><c>becomes </c><00:07:30.788><c>the </c><00:07:30.920><c>user's </c><00:07:31.052><c>product </c><00:07:31.184><c>usage </c><00:07:31.316><c>cycle.</c> 00:07:31.610 --> 00:07:38.689 align:start position:0% look at how often approximately 80% of users re-executed the event, this interval becomes the user's product usage cycle. 00:07:38.689 --> 00:07:40.550 align:start position:0% 00:07:40.550 --> 00:07:40.560 align:start position:0% 00:07:40.560 --> 00:07:41.529 align:start position:0% You <00:07:40.582><c>can </c><00:07:40.604><c>calculate </c><00:07:40.626><c>this </c><00:07:40.648><c>product </c><00:07:40.670><c>usage </c><00:07:40.692><c>cycle </c><00:07:40.714><c>very </c><00:07:40.736><c>easily.</c> 00:07:41.529 --> 00:07:43.610 align:start position:0% You can calculate this product usage cycle very easily. 00:07:43.610 --> 00:07:43.620 align:start position:0% 00:07:43.620 --> 00:07:45.589 align:start position:0% To explain using the sample below as an example, you 00:07:45.589 --> 00:07:47.870 align:start position:0% To explain using the sample below as an example, you 00:07:47.870 --> 00:07:50.150 align:start position:0% 00:07:50.150 --> 00:07:50.160 align:start position:0% 00:07:50.160 --> 00:07:52.189 align:start position:0% can <00:07:50.269><c>first </c><00:07:50.378><c>see </c><00:07:50.487><c>that </c><00:07:50.596><c>about </c><00:07:50.705><c>24% </c><00:07:50.814><c>of </c><00:07:50.923><c>users </c><00:07:51.032><c>re-executed </c><00:07:51.141><c>the </c><00:07:51.250><c>core </c><00:07:51.359><c>event </c><00:07:51.468><c>on </c><00:07:51.577><c>our </c><00:07:51.686><c>service </c><00:07:51.795><c>within </c><00:07:51.904><c>60 </c><00:07:52.013><c>days.</c> 00:07:52.189 --> 00:07:52.199 align:start position:0% can first see that about 24% of users re-executed the core event on our service within 60 days. 00:07:52.199 --> 00:07:53.629 align:start position:0% can first see that about 24% of users re-executed the core event on our service within 60 days. 00:07:53.629 --> 00:07:53.639 align:start position:0% 00:07:53.639 --> 00:07:56.510 align:start position:0% Then, <00:07:53.859><c>regarding </c><00:07:54.079><c>80% </c><00:07:54.299><c>of </c><00:07:54.519><c>these </c><00:07:54.739><c>users—which </c><00:07:54.959><c>would </c><00:07:55.179><c>be </c><00:07:55.399><c>about </c><00:07:55.619><c>19%—since</c> 00:07:56.510 --> 00:07:56.520 align:start position:0% Then, regarding 80% of these users—which would be about 19%—since 00:07:56.520 --> 00:07:58.969 align:start position:0% Then, regarding 80% of these users—which would be about 19%—since 29% <00:07:57.270><c>of </c><00:07:58.020><c>users</c> 00:07:58.969 --> 00:07:58.979 align:start position:0% 29% of users 00:07:58.979 --> 00:08:01.249 align:start position:0% 29% of users use <00:07:59.199><c>the </c><00:07:59.419><c>product </c><00:07:59.639><c>with </c><00:07:59.859><c>a </c><00:08:00.079><c>cycle </c><00:08:00.299><c>of </c><00:08:00.519><c>7 </c><00:08:00.739><c>days, </c><00:08:00.959><c>you</c> 00:08:01.249 --> 00:08:03.770 align:start position:0% use the product with a cycle of 7 days, you 00:08:03.770 --> 00:08:06.290 align:start position:0% 00:08:06.290 --> 00:08:06.300 align:start position:0% 00:08:06.300 --> 00:08:08.390 align:start position:0% can <00:08:06.408><c>conclude </c><00:08:06.516><c>that </c><00:08:06.624><c>the </c><00:08:06.732><c>usage </c><00:08:06.840><c>period </c><00:08:06.948><c>for </c><00:08:07.056><c>users </c><00:08:07.164><c>of </c><00:08:07.272><c>a </c><00:08:07.380><c>product </c><00:08:07.488><c>suitable </c><00:08:07.596><c>for </c><00:08:07.704><c>ours </c><00:08:07.812><c>is </c><00:08:07.920><c>7 </c><00:08:08.028><c>days.</c> 00:08:08.390 --> 00:08:08.400 align:start position:0% can conclude that the usage period for users of a product suitable for ours is 7 days. 00:08:08.400 --> 00:08:11.870 align:start position:0% can conclude that the usage period for users of a product suitable for ours is 7 days. 00:08:11.870 --> 00:08:11.880 align:start position:0% 00:08:11.880 --> 00:08:14.029 align:start position:0% Next, 00:08:14.029 --> 00:08:14.039 align:start position:0% Next, 00:08:14.039 --> 00:08:15.589 align:start position:0% Next, when <00:08:14.327><c>defining </c><00:08:14.615><c>retention </c><00:08:14.903><c>analysis </c><00:08:15.191><c>criteria, </c><00:08:15.479><c>the</c> 00:08:15.589 --> 00:08:15.599 align:start position:0% when defining retention analysis criteria, the 00:08:15.599 --> 00:08:17.570 align:start position:0% when defining retention analysis criteria, the final <00:08:15.847><c>thing </c><00:08:16.095><c>you </c><00:08:16.343><c>need </c><00:08:16.591><c>to </c><00:08:16.839><c>define </c><00:08:17.087><c>is </c><00:08:17.335><c>the</c> 00:08:17.570 --> 00:08:17.580 align:start position:0% final thing you need to define is the 00:08:17.580 --> 00:08:21.290 align:start position:0% final thing you need to define is the lifecycle <00:08:18.060><c>status </c><00:08:18.540><c>of </c><00:08:19.020><c>our </c><00:08:19.500><c>users.</c> 00:08:21.290 --> 00:08:23.510 align:start position:0% lifecycle status of our users. 00:08:23.510 --> 00:08:23.520 align:start position:0% 00:08:23.520 --> 00:08:26.629 align:start position:0% There <00:08:23.712><c>is </c><00:08:23.904><c>actually </c><00:08:24.096><c>a </c><00:08:24.288><c>major </c><00:08:24.480><c>pitfall </c><00:08:24.672><c>in </c><00:08:24.864><c>the </c><00:08:25.056><c>charts </c><00:08:25.248><c>commonly </c><00:08:25.440><c>seen: </c><00:08:25.632><c>they</c> 00:08:26.629 --> 00:08:28.670 align:start position:0% There is actually a major pitfall in the charts commonly seen: they 00:08:28.670 --> 00:08:28.680 align:start position:0% 00:08:28.680 --> 00:08:30.469 align:start position:0% group <00:08:28.860><c>all </c><00:08:29.040><c>our </c><00:08:29.220><c>active </c><00:08:29.400><c>users </c><00:08:29.580><c>onto </c><00:08:29.760><c>a </c><00:08:29.940><c>single </c><00:08:30.120><c>retention </c><00:08:30.300><c>curve.</c> 00:08:30.469 --> 00:08:32.750 align:start position:0% group all our active users onto a single retention curve. 00:08:32.750 --> 00:08:32.760 align:start position:0% 00:08:32.760 --> 00:08:35.810 align:start position:0% However, <00:08:33.156><c>for </c><00:08:33.552><c>more </c><00:08:33.948><c>meaningful </c><00:08:34.344><c>and </c><00:08:34.740><c>long-term</c> 00:08:35.810 --> 00:08:35.820 align:start position:0% However, for more meaningful and long-term 00:08:35.820 --> 00:08:38.209 align:start position:0% However, for more meaningful and long-term retention <00:08:36.021><c>improvement, </c><00:08:36.222><c>you </c><00:08:36.423><c>need </c><00:08:36.624><c>to </c><00:08:36.825><c>break </c><00:08:37.026><c>down </c><00:08:37.227><c>the </c><00:08:37.428><c>various </c><00:08:37.629><c>stages </c><00:08:37.830><c>of </c><00:08:38.031><c>the</c> 00:08:38.209 --> 00:08:38.219 align:start position:0% retention improvement, you need to break down the various stages of the 00:08:38.219 --> 00:08:40.670 align:start position:0% retention improvement, you need to break down the various stages of the product <00:08:38.651><c>usage </c><00:08:39.083><c>journey </c><00:08:39.515><c>where </c><00:08:39.947><c>active </c><00:08:40.379><c>users</c> 00:08:40.670 --> 00:08:40.680 align:start position:0% product usage journey where active users 00:08:40.680 --> 00:08:42.889 align:start position:0% product usage journey where active users are <00:08:41.700><c>and</c> 00:08:42.889 --> 00:08:45.230 align:start position:0% are and 00:08:45.230 --> 00:08:45.240 align:start position:0% 00:08:45.240 --> 00:08:48.230 align:start position:0% implement <00:08:45.354><c>retention </c><00:08:45.468><c>analysis </c><00:08:45.582><c>and </c><00:08:45.696><c>improvement </c><00:08:45.810><c>strategies </c><00:08:45.924><c>tailored </c><00:08:46.038><c>to </c><00:08:46.152><c>each </c><00:08:46.266><c>user. </c><00:08:46.380><c>What</c> 00:08:48.230 --> 00:08:48.240 align:start position:0% implement retention analysis and improvement strategies tailored to each user. What 00:08:48.240 --> 00:08:50.570 align:start position:0% implement retention analysis and improvement strategies tailored to each user. What makes <00:08:48.441><c>this </c><00:08:48.642><c>possible </c><00:08:48.843><c>is </c><00:08:49.044><c>what </c><00:08:49.245><c>I </c><00:08:49.446><c>will </c><00:08:49.647><c>explain </c><00:08:49.848><c>in </c><00:08:50.049><c>the </c><00:08:50.250><c>next </c><00:08:50.451><c>chapter.</c> 00:08:50.570 --> 00:08:52.370 align:start position:0% makes this possible is what I will explain in the next chapter. 00:08:52.370 --> 00:08:52.380 align:start position:0% 00:08:52.380 --> 00:08:55.670 align:start position:0% This <00:08:52.530><c>is </c><00:08:52.680><c>a </c><00:08:52.830><c>retention </c><00:08:52.980><c>lifecycle </c><00:08:53.130><c>framework. </c><00:08:53.280><c>If </c><00:08:53.430><c>you </c><00:08:53.580><c>ask</c> 00:08:55.670 --> 00:08:57.170 align:start position:0% This is a retention lifecycle framework. If you ask 00:08:57.170 --> 00:08:57.180 align:start position:0% 00:08:57.180 --> 00:08:59.990 align:start position:0% what <00:08:57.345><c>a </c><00:08:57.510><c>retention </c><00:08:57.675><c>lifecycle </c><00:08:57.840><c>framework </c><00:08:58.005><c>is, </c><00:08:58.170><c>it </c><00:08:58.335><c>is </c><00:08:58.500><c>a </c><00:08:58.665><c>framework </c><00:08:58.830><c>that </c><00:08:58.995><c>allows </c><00:08:59.160><c>you </c><00:08:59.325><c>to </c><00:08:59.490><c>understand </c><00:08:59.655><c>users </c><00:08:59.820><c>by</c> 00:08:59.990 --> 00:09:00.000 align:start position:0% what a retention lifecycle framework is, it is a framework that allows you to understand users by 00:09:00.000 --> 00:09:01.970 align:start position:0% what a retention lifecycle framework is, it is a framework that allows you to understand users by breaking <00:09:00.210><c>them </c><00:09:00.420><c>down </c><00:09:00.630><c>into </c><00:09:00.840><c>units </c><00:09:01.050><c>of </c><00:09:01.260><c>the </c><00:09:01.470><c>user </c><00:09:01.680><c>lifecycle.</c> 00:09:01.970 --> 00:09:04.550 align:start position:0% breaking them down into units of the user lifecycle. 00:09:04.550 --> 00:09:04.560 align:start position:0% 00:09:04.560 --> 00:09:07.009 align:start position:0% In <00:09:04.793><c>fact, </c><00:09:05.026><c>all </c><00:09:05.259><c>our </c><00:09:05.492><c>users </c><00:09:05.725><c>are </c><00:09:05.958><c>categorized </c><00:09:06.191><c>in </c><00:09:06.424><c>this </c><00:09:06.657><c>way:</c> 00:09:07.009 --> 00:09:09.350 align:start position:0% In fact, all our users are categorized in this way: 00:09:09.350 --> 00:09:11.509 align:start position:0% 00:09:11.509 --> 00:09:11.519 align:start position:0% 00:09:11.519 --> 00:09:13.130 align:start position:0% there <00:09:11.603><c>are </c><00:09:11.687><c>new </c><00:09:11.771><c>users </c><00:09:11.855><c>who </c><00:09:11.939><c>performed </c><00:09:12.023><c>our </c><00:09:12.107><c>product's </c><00:09:12.191><c>core </c><00:09:12.275><c>event </c><00:09:12.359><c>for </c><00:09:12.443><c>the </c><00:09:12.527><c>first </c><00:09:12.611><c>time </c><00:09:12.695><c>in </c><00:09:12.779><c>the </c><00:09:12.863><c>current </c><00:09:12.947><c>interval;</c> 00:09:13.130 --> 00:09:13.140 align:start position:0% there are new users who performed our product's core event for the first time in the current interval; 00:09:13.140 --> 00:09:13.930 align:start position:0% there are new users who performed our product's core event for the first time in the current interval; 00:09:13.930 --> 00:09:16.910 align:start position:0% 00:09:16.910 --> 00:09:18.769 align:start position:0% 00:09:18.769 --> 00:09:18.779 align:start position:0% 00:09:18.779 --> 00:09:21.470 align:start position:0% there <00:09:18.863><c>are </c><00:09:18.947><c>current </c><00:09:19.031><c>users </c><00:09:19.115><c>who </c><00:09:19.199><c>have </c><00:09:19.283><c>consistently </c><00:09:19.367><c>performed </c><00:09:19.451><c>that </c><00:09:19.535><c>core </c><00:09:19.619><c>event </c><00:09:19.703><c>in </c><00:09:19.787><c>both </c><00:09:19.871><c>the </c><00:09:19.955><c>previous </c><00:09:20.039><c>and </c><00:09:20.123><c>current </c><00:09:20.207><c>cycles;</c> 00:09:21.470 --> 00:09:21.480 align:start position:0% there are current users who have consistently performed that core event in both the previous and current cycles; 00:09:21.480 --> 00:09:24.650 align:start position:0% there are current users who have consistently performed that core event in both the previous and current cycles; among <00:09:21.703><c>those </c><00:09:21.926><c>current </c><00:09:22.149><c>users, </c><00:09:22.372><c>there </c><00:09:22.595><c>are </c><00:09:22.818><c>power </c><00:09:23.041><c>users </c><00:09:23.264><c>who </c><00:09:23.487><c>use </c><00:09:23.710><c>our </c><00:09:23.933><c>service</c> 00:09:24.650 --> 00:09:24.660 align:start position:0% among those current users, there are power users who use our service 00:09:24.660 --> 00:09:26.389 align:start position:0% among those current users, there are power users who use our service with <00:09:25.035><c>high </c><00:09:25.410><c>frequency </c><00:09:25.785><c>or </c><00:09:26.160><c>intensity;</c> 00:09:26.389 --> 00:09:28.190 align:start position:0% with high frequency or intensity; 00:09:28.190 --> 00:09:28.200 align:start position:0% 00:09:28.200 --> 00:09:31.370 align:start position:0% and 00:09:31.370 --> 00:09:31.380 align:start position:0% and 00:09:31.380 --> 00:09:34.370 align:start position:0% and there <00:09:31.483><c>are </c><00:09:31.586><c>also </c><00:09:31.689><c>returning </c><00:09:31.792><c>users </c><00:09:31.895><c>who </c><00:09:31.998><c>have </c><00:09:32.101><c>churned </c><00:09:32.204><c>and </c><00:09:32.307><c>then </c><00:09:32.410><c>come </c><00:09:32.513><c>back.</c> 00:09:34.370 --> 00:09:34.380 align:start position:0% there are also returning users who have churned and then come back. 00:09:34.380 --> 00:09:36.889 align:start position:0% there are also returning users who have churned and then come back. The <00:09:34.614><c>method </c><00:09:34.848><c>for </c><00:09:35.082><c>defining </c><00:09:35.316><c>each </c><00:09:35.550><c>user </c><00:09:35.784><c>here </c><00:09:36.018><c>is </c><00:09:36.252><c>based </c><00:09:36.486><c>on </c><00:09:36.720><c>the</c> 00:09:36.889 --> 00:09:36.899 align:start position:0% The method for defining each user here is based on the 00:09:36.899 --> 00:09:39.290 align:start position:0% The method for defining each user here is based on the core <00:09:37.139><c>events </c><00:09:37.379><c>and </c><00:09:37.619><c>product </c><00:09:37.859><c>usage </c><00:09:38.099><c>cycles </c><00:09:38.339><c>we </c><00:09:38.579><c>established </c><00:09:38.819><c>earlier.</c> 00:09:39.290 --> 00:09:42.710 align:start position:0% core events and product usage cycles we established earlier. 00:09:42.710 --> 00:09:42.720 align:start position:0% 00:09:42.720 --> 00:09:44.690 align:start position:0% By <00:09:43.031><c>utilizing </c><00:09:43.342><c>these, </c><00:09:43.653><c>you </c><00:09:43.964><c>can </c><00:09:44.275><c>classify</c> 00:09:44.690 --> 00:09:46.850 align:start position:0% By utilizing these, you can classify 00:09:46.850 --> 00:09:46.860 align:start position:0% 00:09:46.860 --> 00:09:49.310 align:start position:0% active 00:09:49.310 --> 00:09:49.320 align:start position:0% active 00:09:49.320 --> 00:09:51.590 align:start position:0% active users <00:09:49.537><c>into </c><00:09:49.754><c>four </c><00:09:49.971><c>categories—new </c><00:09:50.188><c>users, </c><00:09:50.405><c>current </c><00:09:50.622><c>users, </c><00:09:50.839><c>power </c><00:09:51.056><c>users,</c> 00:09:51.590 --> 00:09:51.600 align:start position:0% users into four categories—new users, current users, power users, 00:09:51.600 --> 00:09:53.630 align:start position:0% users into four categories—new users, current users, power users, returning <00:09:51.698><c>users, </c><00:09:51.796><c>and </c><00:09:51.894><c>churned </c><00:09:51.992><c>users—based </c><00:09:52.090><c>on </c><00:09:52.188><c>whether </c><00:09:52.286><c>the </c><00:09:52.384><c>user </c><00:09:52.482><c>performed </c><00:09:52.580><c>that </c><00:09:52.678><c>core </c><00:09:52.776><c>event </c><00:09:52.874><c>during </c><00:09:52.972><c>their </c><00:09:53.070><c>current </c><00:09:53.168><c>product </c><00:09:53.266><c>usage.</c> 00:09:53.630 --> 00:09:57.350 align:start position:0% returning users, and churned users—based on whether the user performed that core event during their current product usage. 00:09:57.350 --> 00:09:57.360 align:start position:0% 00:09:57.360 --> 00:10:00.170 align:start position:0% So, <00:09:57.600><c>what </c><00:09:57.840><c>are </c><00:09:58.080><c>the </c><00:09:58.320><c>benefits </c><00:09:58.560><c>of </c><00:09:58.800><c>applying </c><00:09:59.040><c>this </c><00:09:59.280><c>retention </c><00:09:59.520><c>framework—the </c><00:09:59.760><c>retention</c> 00:10:00.170 --> 00:10:00.180 align:start position:0% So, what are the benefits of applying this retention framework—the retention 00:10:00.180 --> 00:10:01.610 align:start position:0% So, what are the benefits of applying this retention framework—the retention lifecycle <00:10:01.440><c>framework—to</c> 00:10:01.610 --> 00:10:01.620 align:start position:0% lifecycle framework—to 00:10:01.620 --> 00:10:03.470 align:start position:0% lifecycle framework—to classify <00:10:02.400><c>users? </c><00:10:03.180><c>The</c> 00:10:03.470 --> 00:10:03.480 align:start position:0% classify users? The 00:10:03.480 --> 00:10:05.750 align:start position:0% classify users? The 00:10:05.750 --> 00:10:05.760 align:start position:0% 00:10:05.760 --> 00:10:08.509 align:start position:0% answer <00:10:05.945><c>is </c><00:10:06.130><c>that </c><00:10:06.315><c>it </c><00:10:06.500><c>allows </c><00:10:06.685><c>us </c><00:10:06.870><c>to </c><00:10:07.055><c>determine </c><00:10:07.240><c>whether </c><00:10:07.425><c>our </c><00:10:07.610><c>product </c><00:10:07.795><c>is </c><00:10:07.980><c>truly</c> 00:10:08.509 --> 00:10:08.519 align:start position:0% answer is that it allows us to determine whether our product is truly 00:10:08.519 --> 00:10:10.190 align:start position:0% answer is that it allows us to determine whether our product is truly growing. <00:10:09.779><c>The</c> 00:10:10.190 --> 00:10:10.200 align:start position:0% growing. The 00:10:10.200 --> 00:10:12.230 align:start position:0% growing. The 00:10:12.230 --> 00:10:12.240 align:start position:0% 00:10:12.240 --> 00:10:14.530 align:start position:0% ultimate <00:10:12.550><c>goal </c><00:10:12.860><c>of </c><00:10:13.170><c>retention </c><00:10:13.480><c>improvement </c><00:10:13.790><c>is </c><00:10:14.100><c>for</c> 00:10:14.530 --> 00:10:14.540 align:start position:0% ultimate goal of retention improvement is for 00:10:14.540 --> 00:10:17.690 align:start position:0% ultimate goal of retention improvement is for users <00:10:14.772><c>to... </c><00:10:15.004><c>in </c><00:10:15.236><c>the </c><00:10:15.468><c>previous </c><00:10:15.700><c>interval </c><00:10:15.932><c>and </c><00:10:16.164><c>in </c><00:10:16.396><c>the </c><00:10:16.628><c>current </c><00:10:16.860><c>interval </c><00:10:17.092><c>The</c> 00:10:17.690 --> 00:10:20.750 align:start position:0% users to... in the previous interval and in the current interval The 00:10:20.750 --> 00:10:22.790 align:start position:0% 00:10:22.790 --> 00:10:22.800 align:start position:0% 00:10:22.800 --> 00:10:24.710 align:start position:0% 00:10:24.710 --> 00:10:26.210 align:start position:0% 00:10:26.210 --> 00:10:26.220 align:start position:0% 00:10:26.220 --> 00:10:27.470 align:start position:0% 00:10:27.470 --> 00:10:27.480 align:start position:0% 00:10:27.480 --> 00:10:28.910 align:start position:0% 00:10:28.910 --> 00:10:31.190 align:start position:0% 00:10:31.190 --> 00:10:31.200 align:start position:0% 00:10:31.200 --> 00:10:32.750 align:start position:0% 00:10:32.750 --> 00:10:34.310 align:start position:0% 00:10:34.310 --> 00:10:34.320 align:start position:0% 00:10:34.320 --> 00:10:35.570 align:start position:0% 00:10:35.570 --> 00:10:35.580 align:start position:0% 00:10:35.580 --> 00:10:37.550 align:start position:0% goal <00:10:35.616><c>is </c><00:10:35.652><c>to </c><00:10:35.688><c>expand </c><00:10:35.724><c>the </c><00:10:35.760><c>base </c><00:10:35.796><c>of </c><00:10:35.832><c>current </c><00:10:35.868><c>users </c><00:10:35.904><c>who </c><00:10:35.940><c>continuously </c><00:10:35.976><c>use </c><00:10:36.012><c>our </c><00:10:36.048><c>product. </c><00:10:36.084><c>By </c><00:10:36.120><c>utilizing </c><00:10:36.156><c>this </c><00:10:36.192><c>retention </c><00:10:36.228><c>lifecycle </c><00:10:36.264><c>framework, </c><00:10:36.300><c>you </c><00:10:36.336><c>can </c><00:10:36.372><c>segment </c><00:10:36.408><c>users </c><00:10:36.444><c>into </c><00:10:36.480><c>new, </c><00:10:36.516><c>current, </c><00:10:36.552><c>returning, </c><00:10:36.588><c>and </c><00:10:36.624><c>churned </c><00:10:36.660><c>groups. </c><00:10:36.696><c>By </c><00:10:36.732><c>tracking </c><00:10:36.768><c>the </c><00:10:36.804><c>growth </c><00:10:36.840><c>trends </c><00:10:36.876><c>of </c><00:10:36.912><c>each </c><00:10:36.948><c>user, </c><00:10:36.984><c>it</c> 00:10:37.550 --> 00:10:39.650 align:start position:0% goal is to expand the base of current users who continuously use our product. By utilizing this retention lifecycle framework, you can segment users into new, current, returning, and churned groups. By tracking the growth trends of each user, it 00:10:39.650 --> 00:10:39.660 align:start position:0% 00:10:39.660 --> 00:10:43.910 align:start position:0% becomes <00:10:39.764><c>easier </c><00:10:39.868><c>to </c><00:10:39.972><c>prioritize </c><00:10:40.076><c>retention </c><00:10:40.180><c>improvements </c><00:10:40.284><c>and </c><00:10:40.388><c>designate </c><00:10:40.492><c>action </c><00:10:40.596><c>items </c><00:10:40.700><c>that </c><00:10:40.804><c>ultimately </c><00:10:40.908><c>increase </c><00:10:41.012><c>the </c><00:10:41.116><c>current </c><00:10:41.220><c>user </c><00:10:41.324><c>base.</c> 00:10:43.910 --> 00:10:43.920 align:start position:0% 00:10:43.920 --> 00:10:45.829 align:start position:0% Therefore, <00:10:44.100><c>I </c><00:10:44.280><c>recommend </c><00:10:44.460><c>checking </c><00:10:44.640><c>whether </c><00:10:44.820><c>your </c><00:10:45.000><c>product </c><00:10:45.180><c>is </c><00:10:45.360><c>truly</c> 00:10:45.829 --> 00:10:45.839 align:start position:0% Therefore, I recommend checking whether your product is truly 00:10:45.839 --> 00:10:48.350 align:start position:0% Therefore, I recommend checking whether your product is truly growing <00:10:46.499><c>through </c><00:10:47.159><c>this </c><00:10:47.819><c>lifecycle</c> 00:10:48.350 --> 00:10:48.360 align:start position:0% growing through this lifecycle 00:10:48.360 --> 00:10:50.870 align:start position:0% growing through this lifecycle checklist, <00:10:50.700><c>and</c> 00:10:50.870 --> 00:10:50.880 align:start position:0% checklist, and 00:10:50.880 --> 00:10:52.250 align:start position:0% checklist, and 00:10:52.250 --> 00:10:55.190 align:start position:0% 00:10:55.190 --> 00:10:56.750 align:start position:0% 00:10:56.750 --> 00:10:56.760 align:start position:0% 00:10:56.760 --> 00:10:58.490 align:start position:0% applying <00:10:56.896><c>this </c><00:10:57.032><c>retention </c><00:10:57.168><c>lifecycle </c><00:10:57.304><c>framework </c><00:10:57.440><c>when </c><00:10:57.576><c>defining </c><00:10:57.712><c>the </c><00:10:57.848><c>targets </c><00:10:57.984><c>for </c><00:10:58.120><c>retention </c><00:10:58.256><c>analysis.</c> 00:10:58.490 --> 00:10:58.500 align:start position:0% applying this retention lifecycle framework when defining the targets for retention analysis. 00:10:58.500 --> 00:11:02.030 align:start position:0% applying this retention lifecycle framework when defining the targets for retention analysis. 00:11:02.030 --> 00:11:02.040 align:start position:0% 00:11:02.040 --> 00:11:04.190 align:start position:0% Now, <00:11:02.359><c>let's </c><00:11:02.678><c>move </c><00:11:02.997><c>on </c><00:11:03.316><c>to </c><00:11:03.635><c>Step </c><00:11:03.954><c>Two:</c> 00:11:04.190 --> 00:11:04.200 align:start position:0% Now, let's move on to Step Two: 00:11:04.200 --> 00:11:06.470 align:start position:0% Now, let's move on to Step Two: understanding <00:11:04.455><c>the </c><00:11:04.710><c>two </c><00:11:04.965><c>goals </c><00:11:05.220><c>of </c><00:11:05.475><c>retention </c><00:11:05.730><c>improvement </c><00:11:05.985><c>strategies. </c><00:11:06.240><c>In</c> 00:11:06.470 --> 00:11:08.690 align:start position:0% understanding the two goals of retention improvement strategies. In 00:11:08.690 --> 00:11:08.700 align:start position:0% 00:11:08.700 --> 00:11:11.090 align:start position:0% fact, <00:11:08.860><c>there </c><00:11:09.020><c>are </c><00:11:09.180><c>two </c><00:11:09.340><c>main </c><00:11:09.500><c>directions </c><00:11:09.660><c>when </c><00:11:09.820><c>it </c><00:11:09.980><c>comes </c><00:11:10.140><c>to </c><00:11:10.300><c>increasing </c><00:11:10.460><c>retention. </c><00:11:10.620><c>The</c> 00:11:11.090 --> 00:11:13.850 align:start position:0% fact, there are two main directions when it comes to increasing retention. The 00:11:13.850 --> 00:11:13.860 align:start position:0% 00:11:13.860 --> 00:11:15.110 align:start position:0% first <00:11:13.980><c>direction </c><00:11:14.100><c>is </c><00:11:14.220><c>to</c> 00:11:15.110 --> 00:11:15.120 align:start position:0% first direction is to 00:11:15.120 --> 00:11:17.030 align:start position:0% first direction is to improve <00:11:15.234><c>the </c><00:11:15.348><c>initial </c><00:11:15.462><c>churn </c><00:11:15.576><c>rate </c><00:11:15.690><c>so </c><00:11:15.804><c>that </c><00:11:15.918><c>the </c><00:11:16.032><c>retention </c><00:11:16.146><c>rate </c><00:11:16.260><c>of </c><00:11:16.374><c>all</c> 00:11:17.030 --> 00:11:17.040 align:start position:0% improve the initial churn rate so that the retention rate of all 00:11:17.040 --> 00:11:19.250 align:start position:0% improve the initial churn rate so that the retention rate of all users <00:11:17.790><c>follows </c><00:11:18.540><c>suit.</c> 00:11:19.250 --> 00:11:21.410 align:start position:0% users follows suit. 00:11:21.410 --> 00:11:21.420 align:start position:0% 00:11:21.420 --> 00:11:23.690 align:start position:0% If <00:11:21.572><c>you </c><00:11:21.724><c>plot </c><00:11:21.876><c>your </c><00:11:22.028><c>service's </c><00:11:22.180><c>retention </c><00:11:22.332><c>chart </c><00:11:22.484><c>and </c><00:11:22.636><c>notice </c><00:11:22.788><c>a </c><00:11:22.940><c>particularly </c><00:11:23.092><c>high </c><00:11:23.244><c>initial </c><00:11:23.396><c>churn</c> 00:11:23.690 --> 00:11:25.970 align:start position:0% If you plot your service's retention chart and notice a particularly high initial churn 00:11:25.970 --> 00:11:25.980 align:start position:0% 00:11:25.980 --> 00:11:28.670 align:start position:0% rate, <00:11:26.405><c>it </c><00:11:26.830><c>serves </c><00:11:27.255><c>as </c><00:11:27.680><c>a</c> 00:11:28.670 --> 00:11:28.680 align:start position:0% rate, it serves as a 00:11:28.680 --> 00:11:29.630 align:start position:0% rate, it serves as a 00:11:29.630 --> 00:11:31.430 align:start position:0% 00:11:31.430 --> 00:11:31.440 align:start position:0% 00:11:31.440 --> 00:11:33.650 align:start position:0% 00:11:33.650 --> 00:11:35.150 align:start position:0% 00:11:35.150 --> 00:11:35.160 align:start position:0% 00:11:35.160 --> 00:11:37.310 align:start position:0% signal <00:11:35.173><c>that </c><00:11:35.186><c>you </c><00:11:35.199><c>need </c><00:11:35.212><c>to </c><00:11:35.225><c>improve </c><00:11:35.238><c>and </c><00:11:35.251><c>optimize </c><00:11:35.264><c>the </c><00:11:35.277><c>onboarding </c><00:11:35.290><c>process </c><00:11:35.303><c>for </c><00:11:35.316><c>new </c><00:11:35.329><c>users </c><00:11:35.342><c>to </c><00:11:35.355><c>increase </c><00:11:35.368><c>initial </c><00:11:35.381><c>retention. </c><00:11:35.394><c>The</c> 00:11:37.310 --> 00:11:37.320 align:start position:0% signal that you need to improve and optimize the onboarding process for new users to increase initial retention. The 00:11:37.320 --> 00:11:39.889 align:start position:0% signal that you need to improve and optimize the onboarding process for new users to increase initial retention. The second <00:11:37.788><c>approach </c><00:11:38.256><c>is </c><00:11:38.724><c>to </c><00:11:39.192><c>secure </c><00:11:39.660><c>the</c> 00:11:39.889 --> 00:11:39.899 align:start position:0% second approach is to secure the 00:11:39.899 --> 00:11:42.290 align:start position:0% second approach is to secure the user <00:11:40.132><c>baseline </c><00:11:40.365><c>by </c><00:11:40.598><c>ensuring </c><00:11:40.831><c>users </c><00:11:41.064><c>continue </c><00:11:41.297><c>to </c><00:11:41.530><c>use </c><00:11:41.763><c>the </c><00:11:41.996><c>service.</c> 00:11:42.290 --> 00:11:44.630 align:start position:0% user baseline by ensuring users continue to use the service. 00:11:44.630 --> 00:11:44.640 align:start position:0% 00:11:44.640 --> 00:11:47.630 align:start position:0% If <00:11:44.888><c>you </c><00:11:45.136><c>draw </c><00:11:45.384><c>a </c><00:11:45.632><c>retention </c><00:11:45.880><c>chart </c><00:11:46.128><c>and </c><00:11:46.376><c>the</c> 00:11:47.630 --> 00:11:47.640 align:start position:0% If you draw a retention chart and the 00:11:47.640 --> 00:11:49.850 align:start position:0% If you draw a retention chart and the direction <00:11:48.150><c>behind </c><00:11:48.660><c>the </c><00:11:49.170><c>curve </c><00:11:49.680><c>is</c> 00:11:49.850 --> 00:11:49.860 align:start position:0% direction behind the curve is 00:11:49.860 --> 00:11:52.250 align:start position:0% direction behind the curve is not <00:11:50.160><c>flat </c><00:11:50.460><c>but </c><00:11:50.760><c>rather </c><00:11:51.060><c>continuously </c><00:11:51.360><c>dropping, </c><00:11:51.660><c>it</c> 00:11:52.250 --> 00:11:54.710 align:start position:0% not flat but rather continuously dropping, it 00:11:54.710 --> 00:11:57.050 align:start position:0% 00:11:57.050 --> 00:11:57.060 align:start position:0% 00:11:57.060 --> 00:12:00.530 align:start position:0% means <00:11:57.190><c>the </c><00:11:57.320><c>retention </c><00:11:57.450><c>baseline </c><00:11:57.580><c>is </c><00:11:57.710><c>not </c><00:11:57.840><c>solid, </c><00:11:57.970><c>causing </c><00:11:58.100><c>users </c><00:11:58.230><c>to </c><00:11:58.360><c>gradually </c><00:11:58.490><c>drop </c><00:11:58.620><c>out.</c> 00:12:00.530 --> 00:12:00.540 align:start position:0% means the retention baseline is not solid, causing users to gradually drop out. 00:12:00.540 --> 00:12:03.410 align:start position:0% means the retention baseline is not solid, causing users to gradually drop out. In <00:12:00.693><c>this </c><00:12:00.846><c>case, </c><00:12:00.999><c>you </c><00:12:01.152><c>must </c><00:12:01.305><c>implement </c><00:12:01.458><c>optimization </c><00:12:01.611><c>by </c><00:12:01.764><c>continuously </c><00:12:01.917><c>providing </c><00:12:02.070><c>users </c><00:12:02.223><c>with </c><00:12:02.376><c>a </c><00:12:02.529><c>good </c><00:12:02.682><c>product </c><00:12:02.835><c>experience </c><00:12:02.988><c>to</c> 00:12:03.410 --> 00:12:04.730 align:start position:0% In this case, you must implement optimization by continuously providing users with a good product experience to 00:12:04.730 --> 00:12:06.110 align:start position:0% 00:12:06.110 --> 00:12:06.120 align:start position:0% 00:12:06.120 --> 00:12:10.610 align:start position:0% stabilize <00:12:06.960><c>the </c><00:12:07.800><c>retention </c><00:12:08.640><c>baseline.</c> 00:12:10.610 --> 00:12:10.620 align:start position:0% stabilize the retention baseline. 00:12:10.620 --> 00:12:12.889 align:start position:0% stabilize the retention baseline. Through <00:12:11.280><c>Step </c><00:12:11.940><c>2, </c><00:12:12.600><c>you</c> 00:12:12.889 --> 00:12:12.899 align:start position:0% Through Step 2, you 00:12:12.899 --> 00:12:14.870 align:start position:0% Through Step 2, you have <00:12:13.045><c>understood </c><00:12:13.191><c>the </c><00:12:13.337><c>two </c><00:12:13.483><c>major </c><00:12:13.629><c>axes </c><00:12:13.775><c>of </c><00:12:13.921><c>retention </c><00:12:14.067><c>improvement, </c><00:12:14.213><c>and</c> 00:12:14.870 --> 00:12:14.880 align:start position:0% have understood the two major axes of retention improvement, and 00:12:14.880 --> 00:12:17.569 align:start position:0% have understood the two major axes of retention improvement, and now <00:12:15.228><c>you </c><00:12:15.576><c>can </c><00:12:15.924><c>make </c><00:12:16.272><c>decisions </c><00:12:16.620><c>regarding</c> 00:12:17.569 --> 00:12:17.579 align:start position:0% now you can make decisions regarding 00:12:17.579 --> 00:12:19.310 align:start position:0% now you can make decisions regarding which <00:12:17.766><c>elements </c><00:12:17.953><c>of </c><00:12:18.140><c>the </c><00:12:18.327><c>Itaewon </c><00:12:18.514><c>curve </c><00:12:18.701><c>to </c><00:12:18.888><c>prioritize </c><00:12:19.075><c>and</c> 00:12:19.310 --> 00:12:19.320 align:start position:0% which elements of the Itaewon curve to prioritize and 00:12:19.320 --> 00:12:22.069 align:start position:0% which elements of the Itaewon curve to prioritize and improve <00:12:19.510><c>for </c><00:12:19.700><c>your </c><00:12:19.890><c>product. </c><00:12:20.080><c>Once </c><00:12:20.270><c>you </c><00:12:20.460><c>have </c><00:12:20.650><c>done </c><00:12:20.840><c>this, </c><00:12:21.030><c>we </c><00:12:21.220><c>move </c><00:12:21.410><c>on </c><00:12:21.600><c>to</c> 00:12:22.069 --> 00:12:26.410 align:start position:0% improve for your product. Once you have done this, we move on to 00:12:26.410 --> 00:12:26.420 align:start position:0% 00:12:26.420 --> 00:12:28.730 align:start position:0% Step <00:12:27.340><c>3, </c><00:12:28.260><c>the</c> 00:12:28.730 --> 00:12:30.290 align:start position:0% Step 3, the 00:12:30.290 --> 00:12:30.300 align:start position:0% 00:12:30.300 --> 00:12:33.350 align:start position:0% stage <00:12:30.414><c>of </c><00:12:30.528><c>analyzing </c><00:12:30.642><c>and </c><00:12:30.756><c>optimizing </c><00:12:30.870><c>the </c><00:12:30.984><c>user </c><00:12:31.098><c>experience. </c><00:12:31.212><c>While </c><00:12:31.326><c>there </c><00:12:31.440><c>are </c><00:12:31.554><c>many</c> 00:12:33.350 --> 00:12:33.360 align:start position:0% stage of analyzing and optimizing the user experience. While there are many 00:12:33.360 --> 00:12:35.449 align:start position:0% stage of analyzing and optimizing the user experience. While there are many different <00:12:33.570><c>approaches, </c><00:12:33.780><c>today </c><00:12:33.990><c>I </c><00:12:34.200><c>will </c><00:12:34.410><c>focus </c><00:12:34.620><c>on</c> 00:12:35.449 --> 00:12:35.459 align:start position:0% different approaches, today I will focus on 00:12:35.459 --> 00:12:38.150 align:start position:0% different approaches, today I will focus on explaining <00:12:35.843><c>the </c><00:12:36.227><c>three </c><00:12:36.611><c>representative </c><00:12:36.995><c>methods. </c><00:12:37.379><c>First,</c> 00:12:38.150 --> 00:12:39.470 align:start position:0% explaining the three representative methods. First, 00:12:39.470 --> 00:12:42.170 align:start position:0% 00:12:42.170 --> 00:12:42.180 align:start position:0% 00:12:42.180 --> 00:12:46.069 align:start position:0% regarding <00:12:42.496><c>the </c><00:12:42.812><c>churn </c><00:12:43.128><c>core, </c><00:12:43.444><c>this </c><00:12:43.760><c>involves </c><00:12:44.076><c>analyzing </c><00:12:44.392><c>the </c><00:12:44.708><c>causes </c><00:12:45.024><c>that </c><00:12:45.340><c>facilitated </c><00:12:45.656><c>churn.</c> 00:12:46.069 --> 00:12:46.079 align:start position:0% regarding the churn core, this involves analyzing the causes that facilitated churn. 00:12:46.079 --> 00:12:48.350 align:start position:0% regarding the churn core, this involves analyzing the causes that facilitated churn. Second, 00:12:48.350 --> 00:12:48.360 align:start position:0% Second, 00:12:48.360 --> 00:12:50.509 align:start position:0% Second, regarding <00:12:48.552><c>the </c><00:12:48.744><c>current </c><00:12:48.936><c>core, </c><00:12:49.128><c>it </c><00:12:49.320><c>involves</c> 00:12:50.509 --> 00:12:51.829 align:start position:0% regarding the current core, it involves 00:12:51.829 --> 00:12:51.839 align:start position:0% 00:12:51.839 --> 00:12:54.590 align:start position:0% classifying <00:12:52.073><c>how </c><00:12:52.307><c>our </c><00:12:52.541><c>users </c><00:12:52.775><c>are </c><00:12:53.009><c>currently </c><00:12:53.243><c>using </c><00:12:53.477><c>the </c><00:12:53.711><c>service </c><00:12:53.945><c>into </c><00:12:54.179><c>personas </c><00:12:54.413><c>and</c> 00:12:54.590 --> 00:12:54.600 align:start position:0% classifying how our users are currently using the service into personas and 00:12:54.600 --> 00:12:58.069 align:start position:0% classifying how our users are currently using the service into personas and analyzing <00:12:54.983><c>the </c><00:12:55.366><c>experiences </c><00:12:55.749><c>of </c><00:12:56.132><c>each </c><00:12:56.515><c>persona.</c> 00:12:58.069 --> 00:12:58.079 align:start position:0% analyzing the experiences of each persona. 00:12:58.079 --> 00:13:01.310 align:start position:0% analyzing the experiences of each persona. And <00:12:58.332><c>the </c><00:12:58.585><c>third </c><00:12:58.838><c>is </c><00:12:59.091><c>Regarding </c><00:12:59.344><c>the </c><00:12:59.597><c>Power </c><00:12:59.850><c>User </c><00:13:00.103><c>Code, </c><00:13:00.356><c>the</c> 00:13:01.310 --> 00:13:03.410 align:start position:0% And the third is Regarding the Power User Code, the 00:13:03.410 --> 00:13:05.509 align:start position:0% 00:13:05.509 --> 00:13:05.519 align:start position:0% 00:13:05.519 --> 00:13:08.030 align:start position:0% direction <00:13:05.616><c>involves </c><00:13:05.713><c>analyzing </c><00:13:05.810><c>the </c><00:13:05.907><c>factors </c><00:13:06.004><c>that </c><00:13:06.101><c>facilitated </c><00:13:06.198><c>habit </c><00:13:06.295><c>formation </c><00:13:06.392><c>among </c><00:13:06.489><c>power </c><00:13:06.586><c>users </c><00:13:06.683><c>and </c><00:13:06.780><c>reflecting </c><00:13:06.877><c>that </c><00:13:06.974><c>in </c><00:13:07.071><c>product </c><00:13:07.168><c>optimization. </c><00:13:07.265><c>I </c><00:13:07.362><c>would </c><00:13:07.459><c>like </c><00:13:07.556><c>to</c> 00:13:08.030 --> 00:13:08.040 align:start position:0% direction involves analyzing the factors that facilitated habit formation among power users and reflecting that in product optimization. I would like to 00:13:08.040 --> 00:13:09.290 align:start position:0% direction involves analyzing the factors that facilitated habit formation among power users and reflecting that in product optimization. I would like to 00:13:09.290 --> 00:13:11.569 align:start position:0% 00:13:11.569 --> 00:13:11.579 align:start position:0% 00:13:11.579 --> 00:13:13.310 align:start position:0% introduce <00:13:11.707><c>three </c><00:13:11.835><c>user </c><00:13:11.963><c>experience </c><00:13:12.091><c>analysis </c><00:13:12.219><c>and </c><00:13:12.347><c>improvement </c><00:13:12.475><c>frameworks.</c> 00:13:13.310 --> 00:13:13.320 align:start position:0% introduce three user experience analysis and improvement frameworks. 00:13:13.320 --> 00:13:14.930 align:start position:0% introduce three user experience analysis and improvement frameworks. 00:13:14.930 --> 00:13:14.940 align:start position:0% 00:13:14.940 --> 00:13:17.210 align:start position:0% First, <00:13:15.210><c>regarding </c><00:13:15.480><c>the </c><00:13:15.750><c>first </c><00:13:16.020><c>approach </c><00:13:16.290><c>I </c><00:13:16.560><c>mentioned—</c> 00:13:17.210 --> 00:13:19.490 align:start position:0% First, regarding the first approach I mentioned— 00:13:19.490 --> 00:13:19.500 align:start position:0% 00:13:19.500 --> 00:13:20.269 align:start position:0% identifying the causes that drive users to churn— 00:13:20.269 --> 00:13:22.910 align:start position:0% identifying the causes that drive users to churn— 00:13:22.910 --> 00:13:22.920 align:start position:0% 00:13:22.920 --> 00:13:24.530 align:start position:0% I <00:13:22.937><c>previously </c><00:13:22.954><c>stated </c><00:13:22.971><c>that </c><00:13:22.988><c>improving </c><00:13:23.005><c>the </c><00:13:23.022><c>churn </c><00:13:23.039><c>rate, </c><00:13:23.056><c>which </c><00:13:23.073><c>is </c><00:13:23.090><c>the </c><00:13:23.107><c>"hindrance" </c><00:13:23.124><c>of </c><00:13:23.141><c>the </c><00:13:23.158><c>curve, </c><00:13:23.175><c>is </c><00:13:23.192><c>crucial </c><00:13:23.209><c>when</c> 00:13:24.530 --> 00:13:24.540 align:start position:0% I previously stated that improving the churn rate, which is the "hindrance" of the curve, is crucial when 00:13:24.540 --> 00:13:27.530 align:start position:0% I previously stated that improving the churn rate, which is the "hindrance" of the curve, is crucial when discussing <00:13:24.676><c>the </c><00:13:24.812><c>goal </c><00:13:24.948><c>of </c><00:13:25.084><c>improving </c><00:13:25.220><c>churn </c><00:13:25.356><c>retention. </c><00:13:25.492><c>What </c><00:13:25.628><c>you </c><00:13:25.764><c>need </c><00:13:25.900><c>to </c><00:13:26.036><c>do</c> 00:13:27.530 --> 00:13:29.150 align:start position:0% discussing the goal of improving churn retention. What you need to do 00:13:29.150 --> 00:13:32.050 align:start position:0% 00:13:32.050 --> 00:13:32.060 align:start position:0% 00:13:32.060 --> 00:13:34.670 align:start position:0% here 00:13:34.670 --> 00:13:37.610 align:start position:0% here 00:13:37.610 --> 00:13:37.620 align:start position:0% 00:13:37.620 --> 00:13:39.710 align:start position:0% is <00:13:37.650><c>analyze </c><00:13:37.680><c>the </c><00:13:37.710><c>onboarding </c><00:13:37.740><c>experience </c><00:13:37.770><c>of </c><00:13:37.800><c>new </c><00:13:37.830><c>users. </c><00:13:37.860><c>By</c> 00:13:39.710 --> 00:13:41.930 align:start position:0% is analyze the onboarding experience of new users. By 00:13:41.930 --> 00:13:41.940 align:start position:0% 00:13:41.940 --> 00:13:44.210 align:start position:0% breaking <00:13:42.018><c>down </c><00:13:42.096><c>a </c><00:13:42.174><c>new </c><00:13:42.252><c>user's </c><00:13:42.330><c>product </c><00:13:42.408><c>onboarding </c><00:13:42.486><c>experience </c><00:13:42.564><c>into </c><00:13:42.642><c>the </c><00:13:42.720><c>most </c><00:13:42.798><c>detailed </c><00:13:42.876><c>funnels, </c><00:13:42.954><c>you </c><00:13:43.032><c>can </c><00:13:43.110><c>identify </c><00:13:43.188><c>the</c> 00:13:44.210 --> 00:13:44.220 align:start position:0% breaking down a new user's product onboarding experience into the most detailed funnels, you can identify the 00:13:44.220 --> 00:13:46.550 align:start position:0% breaking down a new user's product onboarding experience into the most detailed funnels, you can identify the point <00:13:44.418><c>within </c><00:13:44.616><c>the </c><00:13:44.814><c>funnel </c><00:13:45.012><c>that </c><00:13:45.210><c>users </c><00:13:45.408><c>hear </c><00:13:45.606><c>about </c><00:13:45.804><c>most </c><00:13:46.002><c>frequently. </c><00:13:46.200><c>This</c> 00:13:46.550 --> 00:13:49.009 align:start position:0% point within the funnel that users hear about most frequently. This 00:13:49.009 --> 00:13:50.629 align:start position:0% 00:13:50.629 --> 00:13:50.639 align:start position:0% 00:13:50.639 --> 00:13:54.910 align:start position:0% allows <00:13:50.796><c>for </c><00:13:50.953><c>decision-making </c><00:13:51.110><c>that </c><00:13:51.267><c>prioritizes </c><00:13:51.424><c>that </c><00:13:51.581><c>point </c><00:13:51.738><c>for </c><00:13:51.895><c>improvement.</c> 00:13:54.910 --> 00:13:54.920 align:start position:0% 00:13:54.920 --> 00:13:57.350 align:start position:0% To <00:13:55.208><c>identify </c><00:13:55.496><c>factors </c><00:13:55.784><c>that </c><00:13:56.072><c>drive </c><00:13:56.360><c>churn, </c><00:13:56.648><c>you </c><00:13:56.936><c>can</c> 00:13:57.350 --> 00:13:59.990 align:start position:0% To identify factors that drive churn, you can 00:13:59.990 --> 00:14:00.000 align:start position:0% 00:14:00.000 --> 00:14:02.810 align:start position:0% check <00:14:00.103><c>the </c><00:14:00.206><c>events </c><00:14:00.309><c>performed </c><00:14:00.412><c>by </c><00:14:00.515><c>churned </c><00:14:00.618><c>users </c><00:14:00.721><c>before </c><00:14:00.824><c>and </c><00:14:00.927><c>after </c><00:14:01.030><c>churn. </c><00:14:01.133><c>The</c> 00:14:02.810 --> 00:14:02.820 align:start position:0% check the events performed by churned users before and after churn. The 00:14:02.820 --> 00:14:04.370 align:start position:0% check the events performed by churned users before and after churn. The first <00:14:03.000><c>method </c><00:14:03.180><c>involves</c> 00:14:04.370 --> 00:14:06.410 align:start position:0% first method involves 00:14:06.410 --> 00:14:06.420 align:start position:0% 00:14:06.420 --> 00:14:10.370 align:start position:0% identifying <00:14:06.620><c>which </c><00:14:06.820><c>churn </c><00:14:07.020><c>paths </c><00:14:07.220><c>occur </c><00:14:07.420><c>with </c><00:14:07.620><c>high </c><00:14:07.820><c>frequency. </c><00:14:08.020><c>This </c><00:14:08.220><c>involves</c> 00:14:10.370 --> 00:14:15.410 align:start position:0% 00:14:15.410 --> 00:14:18.110 align:start position:0% 00:14:18.110 --> 00:14:19.449 align:start position:0% 00:14:19.449 --> 00:14:19.459 align:start position:0% 00:14:19.459 --> 00:14:22.910 align:start position:0% examining <00:14:19.518><c>what </c><00:14:19.577><c>processes </c><00:14:19.636><c>and </c><00:14:19.695><c>experiences </c><00:14:19.754><c>prevented </c><00:14:19.813><c>users </c><00:14:19.872><c>from </c><00:14:19.931><c>performing </c><00:14:19.990><c>events </c><00:14:20.049><c>in </c><00:14:20.108><c>later </c><00:14:20.167><c>stages </c><00:14:20.226><c>of </c><00:14:20.285><c>the </c><00:14:20.344><c>funnel </c><00:14:20.403><c>after </c><00:14:20.462><c>hearing </c><00:14:20.521><c>about </c><00:14:20.580><c>them </c><00:14:20.639><c>in </c><00:14:20.698><c>the </c><00:14:20.757><c>earlier </c><00:14:20.816><c>stages. </c><00:14:20.875><c>Once </c><00:14:20.934><c>you</c> 00:14:22.910 --> 00:14:24.650 align:start position:0% examining what processes and experiences prevented users from performing events in later stages of the funnel after hearing about them in the earlier stages. Once you 00:14:24.650 --> 00:14:24.660 align:start position:0% 00:14:24.660 --> 00:14:26.690 align:start position:0% identify <00:14:24.925><c>which </c><00:14:25.190><c>churn </c><00:14:25.455><c>paths </c><00:14:25.720><c>occur </c><00:14:25.985><c>with </c><00:14:26.250><c>high </c><00:14:26.515><c>frequency,</c> 00:14:26.690 --> 00:14:26.700 align:start position:0% identify which churn paths occur with high frequency, 00:14:26.700 --> 00:14:28.730 align:start position:0% identify which churn paths occur with high frequency, when <00:14:26.777><c>optimizing, </c><00:14:26.854><c>the </c><00:14:26.931><c>user </c><00:14:27.008><c>The </c><00:14:27.085><c>direction </c><00:14:27.162><c>of </c><00:14:27.239><c>optimization </c><00:14:27.316><c>would </c><00:14:27.393><c>be </c><00:14:27.470><c>to </c><00:14:27.547><c>prevent </c><00:14:27.624><c>users </c><00:14:27.701><c>from </c><00:14:27.778><c>experiencing </c><00:14:27.855><c>these </c><00:14:27.932><c>churn </c><00:14:28.009><c>paths.</c> 00:14:28.730 --> 00:14:30.710 align:start position:0% when optimizing, the user The direction of optimization would be to prevent users from experiencing these churn paths. 00:14:30.710 --> 00:14:33.650 align:start position:0% 00:14:33.650 --> 00:14:33.660 align:start position:0% 00:14:33.660 --> 00:14:37.670 align:start position:0% In <00:14:35.279><c>Amplitude, </c><00:14:36.898><c>you</c> 00:14:37.670 --> 00:14:40.189 align:start position:0% In Amplitude, you 00:14:40.189 --> 00:14:40.199 align:start position:0% 00:14:40.199 --> 00:14:42.350 align:start position:0% can <00:14:40.283><c>very </c><00:14:40.367><c>easily </c><00:14:40.451><c>check </c><00:14:40.535><c>the </c><00:14:40.619><c>frequency </c><00:14:40.703><c>of </c><00:14:40.787><c>these </c><00:14:40.871><c>churn </c><00:14:40.955><c>paths </c><00:14:41.039><c>through </c><00:14:41.123><c>drop </c><00:14:41.207><c>charts </c><00:14:41.291><c>on </c><00:14:41.375><c>the </c><00:14:41.459><c>full </c><00:14:41.543><c>map </c><00:14:41.627><c>and </c><00:14:41.711><c>full </c><00:14:41.795><c>web. </c><00:14:41.879><c>The</c> 00:14:42.350 --> 00:14:42.360 align:start position:0% can very easily check the frequency of these churn paths through drop charts on the full map and full web. The 00:14:42.360 --> 00:14:45.250 align:start position:0% can very easily check the frequency of these churn paths through drop charts on the full map and full web. The 00:14:45.250 --> 00:14:45.260 align:start position:0% 00:14:45.260 --> 00:14:46.790 align:start position:0% 00:14:46.790 --> 00:14:46.800 align:start position:0% 00:14:46.800 --> 00:14:49.430 align:start position:0% second <00:14:47.073><c>method </c><00:14:47.346><c>for </c><00:14:47.619><c>analyzing </c><00:14:47.892><c>churn-promoting </c><00:14:48.165><c>factors </c><00:14:48.438><c>involves</c> 00:14:49.430 --> 00:14:51.650 align:start position:0% second method for analyzing churn-promoting factors involves 00:14:51.650 --> 00:14:51.660 align:start position:0% 00:14:51.660 --> 00:14:54.470 align:start position:0% laying <00:14:51.829><c>out </c><00:14:51.998><c>and </c><00:14:52.167><c>examining </c><00:14:52.336><c>the </c><00:14:52.505><c>actual </c><00:14:52.674><c>path </c><00:14:52.843><c>within </c><00:14:53.012><c>the </c><00:14:53.181><c>churned </c><00:14:53.350><c>users' </c><00:14:53.519><c>sessions.</c> 00:14:54.470 --> 00:14:54.480 align:start position:0% laying out and examining the actual path within the churned users' sessions. 00:14:54.480 --> 00:14:56.030 align:start position:0% laying out and examining the actual path within the churned users' sessions. 00:14:56.030 --> 00:14:56.040 align:start position:0% 00:14:56.040 --> 00:14:57.949 align:start position:0% First, <00:14:56.235><c>create </c><00:14:56.430><c>a </c><00:14:56.625><c>churn </c><00:14:56.820><c>core </c><00:14:57.015><c>template. </c><00:14:57.210><c>This </c><00:14:57.405><c>method </c><00:14:57.600><c>involves</c> 00:14:57.949 --> 00:14:57.959 align:start position:0% First, create a churn core template. This method involves 00:14:57.959 --> 00:15:00.230 align:start position:0% First, create a churn core template. This method involves 00:15:00.230 --> 00:15:02.030 align:start position:0% 00:15:02.030 --> 00:15:03.110 align:start position:0% 00:15:03.110 --> 00:15:05.990 align:start position:0% 00:15:05.990 --> 00:15:06.000 align:start position:0% 00:15:06.000 --> 00:15:07.730 align:start position:0% laying <00:15:06.053><c>out </c><00:15:06.106><c>the </c><00:15:06.159><c>events </c><00:15:06.212><c>along </c><00:15:06.265><c>the </c><00:15:06.318><c>path </c><00:15:06.371><c>to </c><00:15:06.424><c>see </c><00:15:06.477><c>what </c><00:15:06.530><c>events </c><00:15:06.583><c>users </c><00:15:06.636><c>in </c><00:15:06.689><c>this </c><00:15:06.742><c>core </c><00:15:06.795><c>triggered </c><00:15:06.848><c>immediately </c><00:15:06.901><c>after </c><00:15:06.954><c>the </c><00:15:07.007><c>previous </c><00:15:07.060><c>stage </c><00:15:07.113><c>in </c><00:15:07.166><c>the </c><00:15:07.219><c>moving </c><00:15:07.272><c>funnel. </c><00:15:07.325><c>By </c><00:15:07.378><c>doing</c> 00:15:07.730 --> 00:15:10.189 align:start position:0% laying out the events along the path to see what events users in this core triggered immediately after the previous stage in the moving funnel. By doing 00:15:10.189 --> 00:15:10.199 align:start position:0% 00:15:10.199 --> 00:15:12.949 align:start position:0% this, <00:15:10.371><c>you </c><00:15:10.543><c>can </c><00:15:10.715><c>identify </c><00:15:10.887><c>which </c><00:15:11.059><c>event </c><00:15:11.231><c>facilitated </c><00:15:11.403><c>the </c><00:15:11.575><c>churn </c><00:15:11.747><c>by </c><00:15:11.919><c>determining </c><00:15:12.091><c>the </c><00:15:12.263><c>events </c><00:15:12.435><c>the </c><00:15:12.607><c>churned </c><00:15:12.779><c>user</c> 00:15:12.949 --> 00:15:12.959 align:start position:0% this, you can identify which event facilitated the churn by determining the events the churned user 00:15:12.959 --> 00:15:15.829 align:start position:0% this, you can identify which event facilitated the churn by determining the events the churned user performs <00:15:13.191><c>instead </c><00:15:13.423><c>of </c><00:15:13.655><c>a </c><00:15:13.887><c>conversion </c><00:15:14.119><c>event </c><00:15:14.351><c>immediately </c><00:15:14.583><c>after </c><00:15:14.815><c>leaving.</c> 00:15:15.829 --> 00:15:18.050 align:start position:0% performs instead of a conversion event immediately after leaving. 00:15:18.050 --> 00:15:20.389 align:start position:0% 00:15:20.389 --> 00:15:20.399 align:start position:0% 00:15:20.399 --> 00:15:22.370 align:start position:0% 00:15:22.370 --> 00:15:22.380 align:start position:0% 00:15:22.380 --> 00:15:24.470 align:start position:0% In <00:15:22.740><c>Amplitude, </c><00:15:23.100><c>you </c><00:15:23.460><c>can </c><00:15:23.820><c>identify </c><00:15:24.180><c>the</c> 00:15:24.470 --> 00:15:24.480 align:start position:0% In Amplitude, you can identify the 00:15:24.480 --> 00:15:26.150 align:start position:0% In Amplitude, you can identify the user's <00:15:24.595><c>actual </c><00:15:24.710><c>path </c><00:15:24.825><c>in </c><00:15:24.940><c>this </c><00:15:25.055><c>way </c><00:15:25.170><c>using </c><00:15:25.285><c>a </c><00:15:25.400><c>chart </c><00:15:25.515><c>called </c><00:15:25.630><c>Pathfinder. </c><00:15:25.745><c>I </c><00:15:25.860><c>have</c> 00:15:26.150 --> 00:15:28.970 align:start position:0% user's actual path in this way using a chart called Pathfinder. I have 00:15:28.970 --> 00:15:31.790 align:start position:0% 00:15:31.790 --> 00:15:31.800 align:start position:0% 00:15:31.800 --> 00:15:34.250 align:start position:0% guided <00:15:31.920><c>you </c><00:15:32.040><c>through </c><00:15:32.160><c>the </c><00:15:32.280><c>methods </c><00:15:32.400><c>for </c><00:15:32.520><c>analyzing </c><00:15:32.640><c>the </c><00:15:32.760><c>user </c><00:15:32.880><c>experience </c><00:15:33.000><c>of </c><00:15:33.120><c>churned </c><00:15:33.240><c>users </c><00:15:33.360><c>so </c><00:15:33.480><c>far, </c><00:15:33.600><c>and</c> 00:15:34.250 --> 00:15:34.260 align:start position:0% guided you through the methods for analyzing the user experience of churned users so far, and 00:15:34.260 --> 00:15:35.930 align:start position:0% guided you through the methods for analyzing the user experience of churned users so far, and Manager <00:15:34.385><c>Kim </c><00:15:34.510><c>Da-hyun </c><00:15:34.635><c>will </c><00:15:34.760><c>continue </c><00:15:34.885><c>by </c><00:15:35.010><c>explaining </c><00:15:35.135><c>our </c><00:15:35.260><c>next </c><00:15:35.385><c>analysis </c><00:15:35.510><c>method.</c> 00:15:35.930 --> 00:15:54.290 align:start position:0% Manager Kim Da-hyun will continue by explaining our next analysis method. 00:15:54.290 --> 00:15:54.300 align:start position:0% 00:15:54.300 --> 00:15:56.689 align:start position:0% So <00:15:54.432><c>far, </c><00:15:54.564><c>we </c><00:15:54.696><c>have </c><00:15:54.828><c>introduced </c><00:15:54.960><c>methods </c><00:15:55.092><c>to </c><00:15:55.224><c>raise </c><00:15:55.356><c>the </c><00:15:55.488><c>retention </c><00:15:55.620><c>curve </c><00:15:55.752><c>for </c><00:15:55.884><c>early </c><00:15:56.016><c>churn </c><00:15:56.148><c>users;</c> 00:15:56.689 --> 00:15:58.730 align:start position:0% So far, we have introduced methods to raise the retention curve for early churn users; 00:15:58.730 --> 00:15:58.740 align:start position:0% 00:15:58.740 --> 00:16:01.550 align:start position:0% now, <00:15:58.966><c>we </c><00:15:59.192><c>will </c><00:15:59.418><c>explain </c><00:15:59.644><c>how </c><00:15:59.870><c>to </c><00:16:00.096><c>identify </c><00:16:00.322><c>the </c><00:16:00.548><c>factors </c><00:16:00.774><c>that</c> 00:16:01.550 --> 00:16:01.560 align:start position:0% now, we will explain how to identify the factors that 00:16:01.560 --> 00:16:02.629 align:start position:0% now, we will explain how to identify the factors that 00:16:02.629 --> 00:16:02.639 align:start position:0% 00:16:02.639 --> 00:16:05.030 align:start position:0% prevent <00:16:02.843><c>users </c><00:16:03.047><c>from </c><00:16:03.251><c>remaining </c><00:16:03.455><c>engaged </c><00:16:03.659><c>and </c><00:16:03.863><c>continuing </c><00:16:04.067><c>to </c><00:16:04.271><c>use </c><00:16:04.475><c>the </c><00:16:04.679><c>service.</c> 00:16:05.030 --> 00:16:06.230 align:start position:0% prevent users from remaining engaged and continuing to use the service. 00:16:06.230 --> 00:16:07.730 align:start position:0% 00:16:07.730 --> 00:16:07.740 align:start position:0% 00:16:07.740 --> 00:16:09.710 align:start position:0% 00:16:09.710 --> 00:16:09.720 align:start position:0% 00:16:09.720 --> 00:16:10.910 align:start position:0% Currently <00:16:09.839><c>Users</c> 00:16:10.910 --> 00:16:12.949 align:start position:0% Currently Users 00:16:12.949 --> 00:16:12.959 align:start position:0% 00:16:12.959 --> 00:16:15.009 align:start position:0% can <00:16:13.159><c>be </c><00:16:13.359><c>interpreted </c><00:16:13.559><c>as </c><00:16:13.759><c>those </c><00:16:13.959><c>who </c><00:16:14.159><c>continuously </c><00:16:14.359><c>use </c><00:16:14.559><c>our </c><00:16:14.759><c>service.</c> 00:16:15.009 --> 00:16:18.350 align:start position:0% can be interpreted as those who continuously use our service. 00:16:18.350 --> 00:16:18.360 align:start position:0% 00:16:18.360 --> 00:16:20.810 align:start position:0% By <00:16:18.435><c>understanding </c><00:16:18.510><c>the </c><00:16:18.585><c>value </c><00:16:18.660><c>of </c><00:16:18.735><c>the </c><00:16:18.810><c>product </c><00:16:18.885><c>experienced </c><00:16:18.960><c>by </c><00:16:19.035><c>these </c><00:16:19.110><c>long-term </c><00:16:19.185><c>users, </c><00:16:19.260><c>we</c> 00:16:20.810 --> 00:16:23.329 align:start position:0% By understanding the value of the product experienced by these long-term users, we 00:16:23.329 --> 00:16:23.339 align:start position:0% 00:16:23.339 --> 00:16:25.490 align:start position:0% can <00:16:23.409><c>not </c><00:16:23.479><c>only </c><00:16:23.549><c>grasp </c><00:16:23.619><c>usage </c><00:16:23.689><c>patterns </c><00:16:23.759><c>from </c><00:16:23.829><c>a </c><00:16:23.899><c>long-term </c><00:16:23.969><c>perspective </c><00:16:24.039><c>but </c><00:16:24.109><c>also </c><00:16:24.179><c>ultimately</c> 00:16:25.490 --> 00:16:27.889 align:start position:0% can not only grasp usage patterns from a long-term perspective but also ultimately 00:16:27.889 --> 00:16:27.899 align:start position:0% 00:16:27.899 --> 00:16:29.930 align:start position:0% lead to a sustainable business. 00:16:29.930 --> 00:16:29.940 align:start position:0% lead to a sustainable business. 00:16:29.940 --> 00:16:30.949 align:start position:0% lead to a sustainable business. Therefore, 00:16:30.949 --> 00:16:30.959 align:start position:0% Therefore, 00:16:30.959 --> 00:16:33.110 align:start position:0% Therefore, analyzing <00:16:31.247><c>the </c><00:16:31.535><c>current </c><00:16:31.823><c>user </c><00:16:32.111><c>experience </c><00:16:32.399><c>is</c> 00:16:33.110 --> 00:16:33.120 align:start position:0% analyzing the current user experience is 00:16:33.120 --> 00:16:34.329 align:start position:0% analyzing the current user experience is crucial. 00:16:34.329 --> 00:16:34.339 align:start position:0% crucial. 00:16:34.339 --> 00:16:36.170 align:start position:0% crucial. Furthermore, 00:16:36.170 --> 00:16:36.180 align:start position:0% Furthermore, 00:16:36.180 --> 00:16:38.990 align:start position:0% Furthermore, by <00:16:36.350><c>analyzing </c><00:16:36.520><c>the </c><00:16:36.690><c>usage </c><00:16:36.860><c>factors </c><00:16:37.030><c>identified </c><00:16:37.200><c>in </c><00:16:37.370><c>this </c><00:16:37.540><c>way, </c><00:16:37.710><c>you </c><00:16:37.880><c>can</c> 00:16:38.990 --> 00:16:39.000 align:start position:0% by analyzing the usage factors identified in this way, you can 00:16:39.000 --> 00:16:40.009 align:start position:0% by analyzing the usage factors identified in this way, you can 00:16:40.009 --> 00:16:42.590 align:start position:0% 00:16:42.590 --> 00:16:42.600 align:start position:0% 00:16:42.600 --> 00:16:44.329 align:start position:0% expect <00:16:42.786><c>to </c><00:16:42.972><c>convert </c><00:16:43.158><c>high-value </c><00:16:43.344><c>users—specifically, </c><00:16:43.530><c>"power </c><00:16:43.716><c>users"—into </c><00:16:43.902><c>habitual </c><00:16:44.088><c>service </c><00:16:44.274><c>users.</c> 00:16:44.329 --> 00:16:44.339 align:start position:0% expect to convert high-value users—specifically, "power users"—into habitual service users. 00:16:44.339 --> 00:16:51.230 align:start position:0% expect to convert high-value users—specifically, "power users"—into habitual service users. 00:16:51.230 --> 00:16:51.240 align:start position:0% 00:16:51.240 --> 00:16:52.850 align:start position:0% In <00:16:51.400><c>this </c><00:16:51.560><c>way, </c><00:16:51.720><c>we</c> 00:16:52.850 --> 00:16:55.069 align:start position:0% In this way, we 00:16:55.069 --> 00:16:55.079 align:start position:0% 00:16:55.079 --> 00:16:57.650 align:start position:0% can <00:16:55.308><c>understand </c><00:16:55.537><c>the </c><00:16:55.766><c>user </c><00:16:55.995><c>experience </c><00:16:56.224><c>through </c><00:16:56.453><c>current </c><00:16:56.682><c>users. </c><00:16:56.911><c>Let's </c><00:16:57.140><c>take </c><00:16:57.369><c>YouTube, </c><00:16:57.598><c>which</c> 00:16:57.650 --> 00:16:57.660 align:start position:0% can understand the user experience through current users. Let's take YouTube, which 00:16:57.660 --> 00:17:00.470 align:start position:0% can understand the user experience through current users. Let's take YouTube, which everyone <00:16:57.925><c>here </c><00:16:58.190><c>has </c><00:16:58.455><c>likely </c><00:16:58.720><c>used </c><00:16:58.985><c>frequently, </c><00:16:59.250><c>as </c><00:16:59.515><c>an</c> 00:17:00.470 --> 00:17:00.480 align:start position:0% everyone here has likely used frequently, as an 00:17:00.480 --> 00:17:02.569 align:start position:0% everyone here has likely used frequently, as an example <00:17:01.020><c>of </c><00:17:01.560><c>user </c><00:17:02.100><c>experience.</c> 00:17:02.569 --> 00:17:02.579 align:start position:0% example of user experience. 00:17:02.579 --> 00:17:04.250 align:start position:0% example of user experience. 00:17:04.250 --> 00:17:04.260 align:start position:0% 00:17:04.260 --> 00:17:05.449 align:start position:0% Within <00:17:04.380><c>YouTube,</c> 00:17:05.449 --> 00:17:07.490 align:start position:0% Within YouTube, 00:17:07.490 --> 00:17:09.890 align:start position:0% 00:17:09.890 --> 00:17:11.390 align:start position:0% 00:17:11.390 --> 00:17:13.850 align:start position:0% 00:17:13.850 --> 00:17:16.610 align:start position:0% 00:17:16.610 --> 00:17:16.620 align:start position:0% 00:17:16.620 --> 00:17:18.590 align:start position:0% current <00:17:16.659><c>users </c><00:17:16.698><c>include </c><00:17:16.737><c>not </c><00:17:16.776><c>only </c><00:17:16.815><c>viewers, </c><00:17:16.854><c>who </c><00:17:16.893><c>account </c><00:17:16.932><c>for </c><00:17:16.971><c>the </c><00:17:17.010><c>majority </c><00:17:17.049><c>of </c><00:17:17.088><c>traffic, </c><00:17:17.127><c>but </c><00:17:17.166><c>also </c><00:17:17.205><c>community </c><00:17:17.244><c>users </c><00:17:17.283><c>who </c><00:17:17.322><c>go </c><00:17:17.361><c>beyond </c><00:17:17.400><c>watching </c><00:17:17.439><c>videos </c><00:17:17.478><c>to </c><00:17:17.517><c>actively </c><00:17:17.556><c>write </c><00:17:17.595><c>comments </c><00:17:17.634><c>and </c><00:17:17.673><c>interact </c><00:17:17.712><c>with </c><00:17:17.751><c>creators. </c><00:17:17.790><c>Additionally, </c><00:17:17.829><c>creators, </c><00:17:17.868><c>who </c><00:17:17.907><c>are </c><00:17:17.946><c>responsible </c><00:17:17.985><c>for </c><00:17:18.024><c>the </c><00:17:18.063><c>platform's </c><00:17:18.102><c>activity </c><00:17:18.141><c>even </c><00:17:18.180><c>if </c><00:17:18.219><c>they </c><00:17:18.258><c>represent </c><00:17:18.297><c>the </c><00:17:18.336><c>smallest</c> 00:17:18.590 --> 00:17:18.600 align:start position:0% current users include not only viewers, who account for the majority of traffic, but also community users who go beyond watching videos to actively write comments and interact with creators. Additionally, creators, who are responsible for the platform's activity even if they represent the smallest 00:17:18.600 --> 00:17:19.909 align:start position:0% current users include not only viewers, who account for the majority of traffic, but also community users who go beyond watching videos to actively write comments and interact with creators. Additionally, creators, who are responsible for the platform's activity even if they represent the smallest 00:17:19.909 --> 00:17:19.919 align:start position:0% 00:17:19.919 --> 00:17:22.549 align:start position:0% proportion <00:17:20.639><c>of </c><00:17:21.359><c>current </c><00:17:22.079><c>users,</c> 00:17:22.549 --> 00:17:24.470 align:start position:0% proportion of current users, 00:17:24.470 --> 00:17:26.689 align:start position:0% 00:17:26.689 --> 00:17:26.699 align:start position:0% 00:17:26.699 --> 00:17:29.510 align:start position:0% also <00:17:26.939><c>exist </c><00:17:27.179><c>as </c><00:17:27.419><c>a </c><00:17:27.659><c>current </c><00:17:27.899><c>user </c><00:17:28.139><c>persona. </c><00:17:28.379><c>As </c><00:17:28.619><c>you</c> 00:17:29.510 --> 00:17:31.490 align:start position:0% also exist as a current user persona. As you 00:17:31.490 --> 00:17:31.500 align:start position:0% 00:17:31.500 --> 00:17:32.810 align:start position:0% 00:17:32.810 --> 00:17:35.450 align:start position:0% 00:17:35.450 --> 00:17:37.669 align:start position:0% 00:17:37.669 --> 00:17:37.679 align:start position:0% 00:17:37.679 --> 00:17:41.029 align:start position:0% can <00:17:37.762><c>see, </c><00:17:37.845><c>the </c><00:17:37.928><c>purposes </c><00:17:38.011><c>of </c><00:17:38.094><c>use </c><00:17:38.177><c>differ </c><00:17:38.260><c>for </c><00:17:38.343><c>each </c><00:17:38.426><c>of </c><00:17:38.509><c>these </c><00:17:38.592><c>three </c><00:17:38.675><c>persona </c><00:17:38.758><c>groups </c><00:17:38.841><c>within </c><00:17:38.924><c>the </c><00:17:39.007><c>current </c><00:17:39.090><c>user </c><00:17:39.173><c>base.</c> 00:17:41.029 --> 00:17:41.039 align:start position:0% can see, the purposes of use differ for each of these three persona groups within the current user base. 00:17:41.039 --> 00:17:43.610 align:start position:0% can see, the purposes of use differ for each of these three persona groups within the current user base. Therefore, <00:17:42.089><c>by </c><00:17:43.139><c>understanding</c> 00:17:43.610 --> 00:17:43.620 align:start position:0% Therefore, by understanding 00:17:43.620 --> 00:17:45.830 align:start position:0% Therefore, by understanding the <00:17:43.736><c>value </c><00:17:43.852><c>of </c><00:17:43.968><c>our </c><00:17:44.084><c>product </c><00:17:44.200><c>while </c><00:17:44.316><c>having </c><00:17:44.432><c>a </c><00:17:44.548><c>grasp </c><00:17:44.664><c>of </c><00:17:44.780><c>user </c><00:17:44.896><c>experience </c><00:17:45.012><c>in </c><00:17:45.128><c>this </c><00:17:45.244><c>manner, </c><00:17:45.360><c>we</c> 00:17:45.830 --> 00:17:47.150 align:start position:0% the value of our product while having a grasp of user experience in this manner, we 00:17:47.150 --> 00:17:49.730 align:start position:0% 00:17:49.730 --> 00:17:49.740 align:start position:0% 00:17:49.740 --> 00:17:54.110 align:start position:0% can <00:17:49.774><c>provide </c><00:17:49.808><c>a </c><00:17:49.842><c>better </c><00:17:49.876><c>user </c><00:17:49.910><c>experience </c><00:17:49.944><c>to </c><00:17:49.978><c>our </c><00:17:50.012><c>expanded </c><00:17:50.046><c>user </c><00:17:50.080><c>base. </c><00:17:50.114><c>Now, </c><00:17:50.148><c>you </c><00:17:50.182><c>are </c><00:17:50.216><c>likely</c> 00:17:54.110 --> 00:17:57.830 align:start position:0% 00:17:57.830 --> 00:18:00.350 align:start position:0% 00:18:00.350 --> 00:18:01.970 align:start position:0% 00:18:01.970 --> 00:18:02.870 align:start position:0% 00:18:02.870 --> 00:18:02.880 align:start position:0% 00:18:02.880 --> 00:18:05.210 align:start position:0% curious <00:18:02.948><c>about </c><00:18:03.016><c>the </c><00:18:03.084><c>framework </c><00:18:03.152><c>for </c><00:18:03.220><c>analyzing </c><00:18:03.288><c>and </c><00:18:03.356><c>improving </c><00:18:03.424><c>user </c><00:18:03.492><c>experience </c><00:18:03.560><c>that </c><00:18:03.628><c>can </c><00:18:03.696><c>be </c><00:18:03.764><c>practically </c><00:18:03.832><c>applied.</c> 00:18:05.210 --> 00:18:05.220 align:start position:0% curious about the framework for analyzing and improving user experience that can be practically applied. 00:18:05.220 --> 00:18:07.850 align:start position:0% curious about the framework for analyzing and improving user experience that can be practically applied. Therefore, <00:18:05.382><c>in </c><00:18:05.544><c>this </c><00:18:05.706><c>section, </c><00:18:05.868><c>I </c><00:18:06.030><c>would </c><00:18:06.192><c>like </c><00:18:06.354><c>to </c><00:18:06.516><c>introduce </c><00:18:06.678><c>the </c><00:18:06.840><c>Three-Step </c><00:18:07.002><c>Framework </c><00:18:07.164><c>for </c><00:18:07.326><c>user </c><00:18:07.488><c>experience</c> 00:18:07.850 --> 00:18:07.860 align:start position:0% Therefore, in this section, I would like to introduce the Three-Step Framework for user experience 00:18:07.860 --> 00:18:09.470 align:start position:0% Therefore, in this section, I would like to introduce the Three-Step Framework for user experience analysis <00:18:08.140><c>and </c><00:18:08.420><c>improvement, </c><00:18:08.700><c>and</c> 00:18:09.470 --> 00:18:11.990 align:start position:0% analysis and improvement, and 00:18:11.990 --> 00:18:13.610 align:start position:0% 00:18:13.610 --> 00:18:15.890 align:start position:0% 00:18:15.890 --> 00:18:15.900 align:start position:0% 00:18:15.900 --> 00:18:18.289 align:start position:0% explain <00:18:16.020><c>how </c><00:18:16.140><c>to </c><00:18:16.260><c>gain </c><00:18:16.380><c>insights </c><00:18:16.500><c>for </c><00:18:16.620><c>improving </c><00:18:16.740><c>retention </c><00:18:16.860><c>by </c><00:18:16.980><c>applying </c><00:18:17.100><c>this </c><00:18:17.220><c>framework.</c> 00:18:18.289 --> 00:18:18.299 align:start position:0% explain how to gain insights for improving retention by applying this framework. 00:18:18.299 --> 00:18:20.710 align:start position:0% explain how to gain insights for improving retention by applying this framework. This <00:18:19.019><c>3D </c><00:18:19.739><c>framework</c> 00:18:20.710 --> 00:18:23.270 align:start position:0% This 3D framework 00:18:23.270 --> 00:18:23.280 align:start position:0% 00:18:23.280 --> 00:18:26.090 align:start position:0% consists <00:18:23.467><c>of </c><00:18:23.654><c>three </c><00:18:23.841><c>steps: </c><00:18:24.028><c>Identify, </c><00:18:24.215><c>Coordinate, </c><00:18:24.402><c>and </c><00:18:24.589><c>Modify. </c><00:18:24.776><c>To</c> 00:18:26.090 --> 00:18:27.650 align:start position:0% consists of three steps: Identify, Coordinate, and Modify. To 00:18:27.650 --> 00:18:27.660 align:start position:0% 00:18:27.660 --> 00:18:30.529 align:start position:0% explain <00:18:27.750><c>each </c><00:18:27.840><c>step </c><00:18:27.930><c>in </c><00:18:28.020><c>more </c><00:18:28.110><c>detail, </c><00:18:28.200><c>the</c> 00:18:30.529 --> 00:18:30.539 align:start position:0% 00:18:30.539 --> 00:18:32.630 align:start position:0% first <00:18:31.179><c>step </c><00:18:31.819><c>is </c><00:18:32.459><c>a</c> 00:18:32.630 --> 00:18:32.640 align:start position:0% first step is a 00:18:32.640 --> 00:18:35.570 align:start position:0% first step is a verification <00:18:32.913><c>process </c><00:18:33.186><c>to </c><00:18:33.459><c>find </c><00:18:33.732><c>users </c><00:18:34.005><c>who </c><00:18:34.278><c>use </c><00:18:34.551><c>the </c><00:18:34.824><c>product </c><00:18:35.097><c>habitually.</c> 00:18:35.570 --> 00:18:35.580 align:start position:0% verification process to find users who use the product habitually. 00:18:35.580 --> 00:18:39.169 align:start position:0% verification process to find users who use the product habitually. Next, <00:18:36.051><c>you </c><00:18:36.522><c>specify </c><00:18:36.993><c>the </c><00:18:37.464><c>commonalities </c><00:18:37.935><c>that </c><00:18:38.406><c>these </c><00:18:38.877><c>identified</c> 00:18:39.169 --> 00:18:39.179 align:start position:0% Next, you specify the commonalities that these identified 00:18:39.179 --> 00:18:40.250 align:start position:0% Next, you specify the commonalities that these identified users 00:18:40.250 --> 00:18:40.260 align:start position:0% users 00:18:40.260 --> 00:18:42.770 align:start position:0% users exhibit <00:18:40.660><c>within </c><00:18:41.060><c>the </c><00:18:41.460><c>product.</c> 00:18:42.770 --> 00:18:42.780 align:start position:0% exhibit within the product. 00:18:42.780 --> 00:18:44.330 align:start position:0% exhibit within the product. 00:18:44.330 --> 00:18:47.029 align:start position:0% 00:18:47.029 --> 00:18:47.039 align:start position:0% 00:18:47.039 --> 00:18:48.169 align:start position:0% Based on the commonalities understood in the preceding steps, you can 00:18:48.169 --> 00:18:48.179 align:start position:0% Based on the commonalities understood in the preceding steps, you can 00:18:48.179 --> 00:18:50.810 align:start position:0% Based on the commonalities understood in the preceding steps, you can find <00:18:48.539><c>insights </c><00:18:48.899><c>for </c><00:18:49.259><c>product </c><00:18:49.619><c>improvement </c><00:18:49.979><c>and</c> 00:18:50.810 --> 00:18:52.850 align:start position:0% find insights for product improvement and 00:18:52.850 --> 00:18:52.860 align:start position:0% 00:18:52.860 --> 00:18:54.289 align:start position:0% 00:18:54.289 --> 00:18:54.299 align:start position:0% 00:18:54.299 --> 00:18:56.570 align:start position:0% proceed <00:18:54.392><c>with </c><00:18:54.485><c>a </c><00:18:54.578><c>cycle </c><00:18:54.671><c>of </c><00:18:54.764><c>actually </c><00:18:54.857><c>improving </c><00:18:54.950><c>the </c><00:18:55.043><c>user </c><00:18:55.136><c>flow.</c> 00:18:56.570 --> 00:18:56.580 align:start position:0% proceed with a cycle of actually improving the user flow. 00:18:56.580 --> 00:18:59.210 align:start position:0% proceed with a cycle of actually improving the user flow. Furthermore, <00:18:56.887><c>do </c><00:18:57.194><c>not </c><00:18:57.501><c>stop </c><00:18:57.808><c>at </c><00:18:58.115><c>this </c><00:18:58.422><c>improvement </c><00:18:58.729><c>stage; </c><00:18:59.036><c>instead,</c> 00:18:59.210 --> 00:19:01.610 align:start position:0% Furthermore, do not stop at this improvement stage; instead, 00:19:01.610 --> 00:19:01.620 align:start position:0% 00:19:01.620 --> 00:19:03.890 align:start position:0% continuously <00:19:01.800><c>repeat </c><00:19:01.980><c>these </c><00:19:02.160><c>three </c><00:19:02.340><c>steps </c><00:19:02.520><c>to</c> 00:19:03.890 --> 00:19:06.289 align:start position:0% continuously repeat these three steps to 00:19:06.289 --> 00:19:08.450 align:start position:0% 00:19:08.450 --> 00:19:08.460 align:start position:0% 00:19:08.460 --> 00:19:10.490 align:start position:0% conduct <00:19:08.485><c>a </c><00:19:08.510><c>cycle </c><00:19:08.535><c>of </c><00:19:08.560><c>testing </c><00:19:08.585><c>and </c><00:19:08.610><c>verifying </c><00:19:08.635><c>hypotheses </c><00:19:08.660><c>regarding </c><00:19:08.685><c>the </c><00:19:08.710><c>insights </c><00:19:08.735><c>gained. </c><00:19:08.760><c>You</c> 00:19:10.490 --> 00:19:12.830 align:start position:0% conduct a cycle of testing and verifying hypotheses regarding the insights gained. You 00:19:12.830 --> 00:19:12.840 align:start position:0% 00:19:12.840 --> 00:19:16.990 align:start position:0% can <00:19:12.949><c>expect </c><00:19:13.058><c>to </c><00:19:13.167><c>reach </c><00:19:13.276><c>the </c><00:19:13.385><c>most </c><00:19:13.494><c>suitable </c><00:19:13.603><c>users </c><00:19:13.712><c>in </c><00:19:13.821><c>the </c><00:19:13.930><c>appropriate </c><00:19:14.039><c>direction.</c> 00:19:16.990 --> 00:19:17.000 align:start position:0% 00:19:17.000 --> 00:19:19.669 align:start position:0% Now, <00:19:17.290><c>we </c><00:19:17.580><c>will </c><00:19:17.870><c>analyze </c><00:19:18.160><c>the </c><00:19:18.450><c>current </c><00:19:18.740><c>user </c><00:19:19.030><c>persona. </c><00:19:19.320><c>As</c> 00:19:19.669 --> 00:19:21.890 align:start position:0% Now, we will analyze the current user persona. As 00:19:21.890 --> 00:19:21.900 align:start position:0% 00:19:21.900 --> 00:19:23.390 align:start position:0% emphasized <00:19:22.080><c>earlier, </c><00:19:22.260><c>the</c> 00:19:23.390 --> 00:19:23.400 align:start position:0% emphasized earlier, the 00:19:23.400 --> 00:19:25.909 align:start position:0% emphasized earlier, the process <00:19:23.760><c>of </c><00:19:24.120><c>diagnosing </c><00:19:24.480><c>current </c><00:19:24.840><c>users</c> 00:19:25.909 --> 00:19:27.470 align:start position:0% process of diagnosing current users 00:19:27.470 --> 00:19:27.480 align:start position:0% 00:19:27.480 --> 00:19:30.049 align:start position:0% contributes <00:19:27.600><c>to </c><00:19:27.720><c>the </c><00:19:27.840><c>ultimate </c><00:19:27.960><c>growth </c><00:19:28.080><c>of </c><00:19:28.200><c>this </c><00:19:28.320><c>product. </c><00:19:28.440><c>You </c><00:19:28.560><c>can </c><00:19:28.680><c>identify </c><00:19:28.800><c>the </c><00:19:28.920><c>core </c><00:19:29.040><c>value </c><00:19:29.160><c>provided.</c> 00:19:30.049 --> 00:19:31.510 align:start position:0% contributes to the ultimate growth of this product. You can identify the core value provided. 00:19:31.510 --> 00:19:31.520 align:start position:0% 00:19:31.520 --> 00:19:33.409 align:start position:0% To <00:19:32.020><c>do </c><00:19:32.520><c>this,</c> 00:19:33.409 --> 00:19:35.210 align:start position:0% To do this, 00:19:35.210 --> 00:19:35.220 align:start position:0% 00:19:35.220 --> 00:19:37.990 align:start position:0% please <00:19:35.280><c>define </c><00:19:35.340><c>cores </c><00:19:35.400><c>so </c><00:19:35.460><c>that </c><00:19:35.520><c>you </c><00:19:35.580><c>can </c><00:19:35.640><c>identify </c><00:19:35.700><c>current </c><00:19:35.760><c>users.</c> 00:19:37.990 --> 00:19:38.000 align:start position:0% please define cores so that you can identify current users. 00:19:38.000 --> 00:19:39.950 align:start position:0% please define cores so that you can identify current users. In <00:19:38.151><c>Amplitude, </c><00:19:38.302><c>you </c><00:19:38.453><c>can </c><00:19:38.604><c>easily </c><00:19:38.755><c>create </c><00:19:38.906><c>these </c><00:19:39.057><c>using </c><00:19:39.208><c>this </c><00:19:39.359><c>lifecycle</c> 00:19:39.950 --> 00:19:39.960 align:start position:0% In Amplitude, you can easily create these using this lifecycle 00:19:39.960 --> 00:19:41.330 align:start position:0% In Amplitude, you can easily create these using this lifecycle chart. 00:19:41.330 --> 00:20:02.650 align:start position:0% chart. 00:20:02.650 --> 00:20:02.660 align:start position:0% 00:20:02.660 --> 00:20:06.049 align:start position:0% Among <00:20:03.208><c>these </c><00:20:03.756><c>clusters, </c><00:20:04.304><c>let's </c><00:20:04.852><c>group </c><00:20:05.400><c>the</c> 00:20:06.049 --> 00:20:06.059 align:start position:0% Among these clusters, let's group the 00:20:06.059 --> 00:20:09.470 align:start position:0% Among these clusters, let's group the users <00:20:06.345><c>who </c><00:20:06.631><c>remain </c><00:20:06.917><c>in </c><00:20:07.203><c>the </c><00:20:07.489><c>"change" </c><00:20:07.775><c>group </c><00:20:08.061><c>after </c><00:20:08.347><c>three </c><00:20:08.633><c>weeks.</c> 00:20:09.470 --> 00:20:09.480 align:start position:0% users who remain in the "change" group after three weeks. 00:20:09.480 --> 00:20:12.590 align:start position:0% users who remain in the "change" group after three weeks. So, 00:20:12.590 --> 00:20:12.600 align:start position:0% So, 00:20:12.600 --> 00:20:15.350 align:start position:0% So, looking <00:20:12.925><c>at </c><00:20:13.250><c>this </c><00:20:13.575><c>example, </c><00:20:13.900><c>you </c><00:20:14.225><c>can </c><00:20:14.550><c>interpret </c><00:20:14.875><c>that</c> 00:20:15.350 --> 00:20:18.650 align:start position:0% looking at this example, you can interpret that 00:20:18.650 --> 00:20:18.660 align:start position:0% 00:20:18.660 --> 00:20:21.710 align:start position:0% 94% <00:20:18.794><c>of </c><00:20:18.928><c>the </c><00:20:19.062><c>users </c><00:20:19.196><c>belonging </c><00:20:19.330><c>to </c><00:20:19.464><c>the </c><00:20:19.598><c>orange </c><00:20:19.732><c>cluster </c><00:20:19.866><c>among </c><00:20:20.000><c>these </c><00:20:20.134><c>three </c><00:20:20.268><c>clusters </c><00:20:20.402><c>will </c><00:20:20.536><c>remain </c><00:20:20.670><c>after </c><00:20:20.804><c>three </c><00:20:20.938><c>weeks.</c> 00:20:21.710 --> 00:20:23.750 align:start position:0% 94% of the users belonging to the orange cluster among these three clusters will remain after three weeks. 00:20:23.750 --> 00:20:23.760 align:start position:0% 00:20:23.760 --> 00:20:25.010 align:start position:0% 00:20:25.010 --> 00:20:25.020 align:start position:0% 00:20:25.020 --> 00:20:27.950 align:start position:0% Then, <00:20:25.190><c>what </c><00:20:25.360><c>are </c><00:20:25.530><c>the </c><00:20:25.700><c>characteristics </c><00:20:25.870><c>of </c><00:20:26.040><c>this </c><00:20:26.210><c>cluster </c><00:20:26.380><c>with </c><00:20:26.550><c>the </c><00:20:26.720><c>highest </c><00:20:26.890><c>retention </c><00:20:27.060><c>rate? </c><00:20:27.230><c>We</c> 00:20:27.950 --> 00:20:29.110 align:start position:0% Then, what are the characteristics of this cluster with the highest retention rate? We 00:20:29.110 --> 00:20:33.289 align:start position:0% 00:20:33.289 --> 00:20:35.330 align:start position:0% 00:20:35.330 --> 00:20:35.340 align:start position:0% 00:20:35.340 --> 00:20:37.909 align:start position:0% can <00:20:35.412><c>see </c><00:20:35.484><c>that </c><00:20:35.556><c>they </c><00:20:35.628><c>performed </c><00:20:35.700><c>the </c><00:20:35.772><c>commenting </c><00:20:35.844><c>action </c><00:20:35.916><c>above </c><00:20:35.988><c>average </c><00:20:36.060><c>compared </c><00:20:36.132><c>to </c><00:20:36.204><c>the </c><00:20:36.276><c>other </c><00:20:36.348><c>clusters.</c> 00:20:37.909 --> 00:20:37.919 align:start position:0% can see that they performed the commenting action above average compared to the other clusters. 00:20:37.919 --> 00:20:40.310 align:start position:0% can see that they performed the commenting action above average compared to the other clusters. Therefore, <00:20:38.159><c>we </c><00:20:38.399><c>can </c><00:20:38.639><c>formulate </c><00:20:38.879><c>a </c><00:20:39.119><c>hypothesis </c><00:20:39.359><c>that</c> 00:20:40.310 --> 00:20:40.320 align:start position:0% Therefore, we can formulate a hypothesis that 00:20:40.320 --> 00:20:43.190 align:start position:0% Therefore, we can formulate a hypothesis that users <00:20:40.483><c>who </c><00:20:40.646><c>perform </c><00:20:40.809><c>the </c><00:20:40.972><c>commenting </c><00:20:41.135><c>action </c><00:20:41.298><c>frequently </c><00:20:41.461><c>above </c><00:20:41.624><c>a </c><00:20:41.787><c>certain </c><00:20:41.950><c>level </c><00:20:42.113><c>are</c> 00:20:43.190 --> 00:20:45.650 align:start position:0% users who perform the commenting action frequently above a certain level are 00:20:45.650 --> 00:20:45.660 align:start position:0% 00:20:45.660 --> 00:20:47.029 align:start position:0% more <00:20:45.763><c>likely </c><00:20:45.866><c>to </c><00:20:45.969><c>remain </c><00:20:46.072><c>for </c><00:20:46.175><c>a </c><00:20:46.278><c>long </c><00:20:46.381><c>time </c><00:20:46.484><c>in </c><00:20:46.587><c>the </c><00:20:46.690><c>long </c><00:20:46.793><c>term.</c> 00:20:47.029 --> 00:20:47.039 align:start position:0% more likely to remain for a long time in the long term. 00:20:47.039 --> 00:20:49.070 align:start position:0% more likely to remain for a long time in the long term. 00:20:49.070 --> 00:20:49.080 align:start position:0% 00:20:49.080 --> 00:20:51.049 align:start position:0% You <00:20:49.311><c>can </c><00:20:49.542><c>immediately </c><00:20:49.773><c>reflect </c><00:20:50.004><c>this </c><00:20:50.235><c>in </c><00:20:50.466><c>product </c><00:20:50.697><c>improvements,</c> 00:20:51.049 --> 00:20:51.059 align:start position:0% You can immediately reflect this in product improvements, 00:20:51.059 --> 00:20:53.450 align:start position:0% You can immediately reflect this in product improvements, or <00:20:52.019><c>you </c><00:20:52.979><c>can</c> 00:20:53.450 --> 00:20:53.460 align:start position:0% or you can 00:20:53.460 --> 00:20:56.150 align:start position:0% or you can verify <00:20:53.892><c>your </c><00:20:54.324><c>predictions </c><00:20:54.756><c>regarding </c><00:20:55.188><c>key </c><00:20:55.620><c>events.</c> 00:20:56.150 --> 00:20:59.690 align:start position:0% verify your predictions regarding key events. 00:20:59.690 --> 00:21:00.770 align:start position:0% 00:21:00.770 --> 00:21:01.909 align:start position:0% 00:21:01.909 --> 00:21:04.789 align:start position:0% 00:21:04.789 --> 00:21:06.289 align:start position:0% 00:21:06.289 --> 00:21:06.299 align:start position:0% 00:21:06.299 --> 00:21:08.930 align:start position:0% In <00:21:06.582><c>Amplitude, </c><00:21:06.865><c>you </c><00:21:07.148><c>can </c><00:21:07.431><c>utilize </c><00:21:07.714><c>retention </c><00:21:07.997><c>charts </c><00:21:08.280><c>and</c> 00:21:08.930 --> 00:21:08.940 align:start position:0% In Amplitude, you can utilize retention charts and 00:21:08.940 --> 00:21:10.669 align:start position:0% In Amplitude, you can utilize retention charts and charts <00:21:09.023><c>like </c><00:21:09.106><c>this </c><00:21:09.189><c>as </c><00:21:09.272><c>a </c><00:21:09.355><c>mechanism </c><00:21:09.438><c>to </c><00:21:09.521><c>check </c><00:21:09.604><c>whether </c><00:21:09.687><c>the </c><00:21:09.770><c>hypothesis </c><00:21:09.853><c>identified </c><00:21:09.936><c>in </c><00:21:10.019><c>Step </c><00:21:10.102><c>2 </c><00:21:10.185><c>is </c><00:21:10.268><c>actually </c><00:21:10.351><c>effective. </c><00:21:10.434><c>The</c> 00:21:10.669 --> 00:21:10.679 align:start position:0% charts like this as a mechanism to check whether the hypothesis identified in Step 2 is actually effective. The 00:21:10.679 --> 00:21:12.529 align:start position:0% charts like this as a mechanism to check whether the hypothesis identified in Step 2 is actually effective. The 00:21:12.529 --> 00:21:14.390 align:start position:0% 00:21:14.390 --> 00:21:14.400 align:start position:0% 00:21:14.400 --> 00:21:17.930 align:start position:0% orange <00:21:14.626><c>retention </c><00:21:14.852><c>group, </c><00:21:15.078><c>which </c><00:21:15.304><c>had </c><00:21:15.530><c>the </c><00:21:15.756><c>highest </c><00:21:15.982><c>retention </c><00:21:16.208><c>rate </c><00:21:16.434><c>compared </c><00:21:16.660><c>to </c><00:21:16.886><c>other </c><00:21:17.112><c>cores... </c><00:21:17.338><c>You</c> 00:21:17.930 --> 00:21:20.570 align:start position:0% orange retention group, which had the highest retention rate compared to other cores... You 00:21:20.570 --> 00:21:23.570 align:start position:0% 00:21:23.570 --> 00:21:23.580 align:start position:0% 00:21:23.580 --> 00:21:25.250 align:start position:0% can <00:21:23.594><c>clearly </c><00:21:23.608><c>see </c><00:21:23.622><c>that </c><00:21:23.636><c>the </c><00:21:23.650><c>baseline </c><00:21:23.664><c>of </c><00:21:23.678><c>the </c><00:21:23.692><c>curve </c><00:21:23.706><c>is </c><00:21:23.720><c>at </c><00:21:23.734><c>the </c><00:21:23.748><c>very </c><00:21:23.762><c>top </c><00:21:23.776><c>and </c><00:21:23.790><c>is </c><00:21:23.804><c>flat. </c><00:21:23.818><c>Additionally,</c> 00:21:25.250 --> 00:21:27.650 align:start position:0% can clearly see that the baseline of the curve is at the very top and is flat. Additionally, 00:21:27.650 --> 00:21:27.660 align:start position:0% 00:21:27.660 --> 00:21:28.669 align:start position:0% 00:21:28.669 --> 00:21:31.610 align:start position:0% 00:21:31.610 --> 00:21:31.620 align:start position:0% 00:21:31.620 --> 00:21:33.890 align:start position:0% when <00:21:31.736><c>looking </c><00:21:31.852><c>at </c><00:21:31.968><c>the </c><00:21:32.084><c>engagement </c><00:21:32.200><c>with </c><00:21:32.316><c>the </c><00:21:32.432><c>comment </c><00:21:32.548><c>event, </c><00:21:32.664><c>which </c><00:21:32.780><c>we </c><00:21:32.896><c>defined </c><00:21:33.012><c>as </c><00:21:33.128><c>a </c><00:21:33.244><c>core </c><00:21:33.360><c>event, </c><00:21:33.476><c>you </c><00:21:33.592><c>can</c> 00:21:33.890 --> 00:21:33.900 align:start position:0% when looking at the engagement with the comment event, which we defined as a core event, you can 00:21:33.900 --> 00:21:35.690 align:start position:0% when looking at the engagement with the comment event, which we defined as a core event, you can confirm <00:21:34.160><c>that </c><00:21:34.420><c>it </c><00:21:34.680><c>forms </c><00:21:34.940><c>a </c><00:21:35.200><c>smile </c><00:21:35.460><c>curve.</c> 00:21:35.690 --> 00:21:35.700 align:start position:0% confirm that it forms a smile curve. 00:21:35.700 --> 00:21:37.669 align:start position:0% confirm that it forms a smile curve. Therefore, 00:21:37.669 --> 00:21:37.679 align:start position:0% Therefore, 00:21:37.679 --> 00:21:39.649 align:start position:0% Therefore, drawing <00:21:37.955><c>a </c><00:21:38.231><c>smile </c><00:21:38.507><c>curve </c><00:21:38.783><c>can </c><00:21:39.059><c>be</c> 00:21:39.649 --> 00:21:42.770 align:start position:0% drawing a smile curve can be 00:21:42.770 --> 00:21:42.780 align:start position:0% 00:21:42.780 --> 00:21:44.390 align:start position:0% understood <00:21:42.960><c>as </c><00:21:43.140><c>providing </c><00:21:43.320><c>high </c><00:21:43.500><c>value </c><00:21:43.680><c>to </c><00:21:43.860><c>users </c><00:21:44.040><c>over </c><00:21:44.220><c>time.</c> 00:21:44.390 --> 00:21:44.400 align:start position:0% understood as providing high value to users over time. 00:21:44.400 --> 00:21:46.010 align:start position:0% understood as providing high value to users over time. 00:21:46.010 --> 00:21:49.669 align:start position:0% 00:21:49.669 --> 00:21:49.679 align:start position:0% 00:21:49.679 --> 00:21:51.830 align:start position:0% By <00:21:49.787><c>applying </c><00:21:49.895><c>the </c><00:21:50.003><c>targets </c><00:21:50.111><c>and </c><00:21:50.219><c>events </c><00:21:50.327><c>identified </c><00:21:50.435><c>in </c><00:21:50.543><c>this </c><00:21:50.651><c>way, </c><00:21:50.759><c>you</c> 00:21:51.830 --> 00:21:53.930 align:start position:0% By applying the targets and events identified in this way, you 00:21:53.930 --> 00:21:53.940 align:start position:0% 00:21:53.940 --> 00:21:55.970 align:start position:0% can <00:21:54.125><c>now </c><00:21:54.310><c>devise </c><00:21:54.495><c>and </c><00:21:54.680><c>approach </c><00:21:54.865><c>different </c><00:21:55.050><c>action </c><00:21:55.235><c>items </c><00:21:55.420><c>depending </c><00:21:55.605><c>on </c><00:21:55.790><c>your </c><00:21:55.975><c>role.</c> 00:21:55.970 --> 00:21:58.730 align:start position:0% can now devise and approach different action items depending on your role. 00:21:58.730 --> 00:21:58.740 align:start position:0% 00:21:58.740 --> 00:22:01.370 align:start position:0% For <00:21:59.105><c>CRM </c><00:21:59.470><c>marketers, </c><00:21:59.835><c>running </c><00:22:00.200><c>campaigns</c> 00:22:01.370 --> 00:22:01.380 align:start position:0% For CRM marketers, running campaigns 00:22:01.380 --> 00:22:03.289 align:start position:0% For CRM marketers, running campaigns by <00:22:01.517><c>identifying </c><00:22:01.654><c>key </c><00:22:01.791><c>target </c><00:22:01.928><c>users </c><00:22:02.065><c>allows </c><00:22:02.202><c>you </c><00:22:02.339><c>to</c> 00:22:03.289 --> 00:22:05.990 align:start position:0% by identifying key target users allows you to 00:22:05.990 --> 00:22:06.000 align:start position:0% 00:22:06.000 --> 00:22:08.330 align:start position:0% send <00:22:06.232><c>recommendation </c><00:22:06.464><c>messages </c><00:22:06.696><c>to </c><00:22:06.928><c>the </c><00:22:07.160><c>most </c><00:22:07.392><c>suitable </c><00:22:07.624><c>users </c><00:22:07.856><c>while</c> 00:22:08.330 --> 00:22:11.510 align:start position:0% send recommendation messages to the most suitable users while 00:22:11.510 --> 00:22:11.520 align:start position:0% 00:22:11.520 --> 00:22:13.669 align:start position:0% simultaneously <00:22:12.015><c>managing </c><00:22:12.510><c>user </c><00:22:13.005><c>fatigue. </c><00:22:13.500><c>For</c> 00:22:13.669 --> 00:22:18.289 align:start position:0% simultaneously managing user fatigue. For 00:22:18.289 --> 00:22:20.330 align:start position:0% 00:22:20.330 --> 00:22:20.340 align:start position:0% 00:22:20.340 --> 00:22:23.090 align:start position:0% PNs <00:22:20.569><c>who </c><00:22:20.798><c>have </c><00:22:21.027><c>been </c><00:22:21.256><c>contemplating </c><00:22:21.485><c>the </c><00:22:21.714><c>direction </c><00:22:21.943><c>of </c><00:22:22.172><c>product </c><00:22:22.401><c>improvement, </c><00:22:22.630><c>you </c><00:22:22.859><c>can</c> 00:22:23.090 --> 00:22:24.649 align:start position:0% PNs who have been contemplating the direction of product improvement, you can 00:22:24.649 --> 00:22:24.659 align:start position:0% 00:22:24.659 --> 00:22:27.409 align:start position:0% conduct <00:22:24.882><c>UI/UX </c><00:22:25.105><c>testing </c><00:22:25.328><c>with </c><00:22:25.551><c>these </c><00:22:25.774><c>identified </c><00:22:25.997><c>users </c><00:22:26.220><c>to</c> 00:22:27.409 --> 00:22:27.419 align:start position:0% conduct UI/UX testing with these identified users to 00:22:27.419 --> 00:22:28.549 align:start position:0% conduct UI/UX testing with these identified users to 00:22:28.549 --> 00:22:28.559 align:start position:0% 00:22:28.559 --> 00:22:31.130 align:start position:0% experiment <00:22:28.909><c>and </c><00:22:29.259><c>see </c><00:22:29.609><c>if </c><00:22:29.959><c>retention </c><00:22:30.309><c>actually </c><00:22:30.659><c>improves.</c> 00:22:31.130 --> 00:22:31.140 align:start position:0% experiment and see if retention actually improves. 00:22:31.140 --> 00:22:34.430 align:start position:0% experiment and see if retention actually improves. 00:22:34.430 --> 00:22:34.440 align:start position:0% 00:22:34.440 --> 00:22:37.850 align:start position:0% Now, <00:22:34.576><c>I </c><00:22:34.712><c>will </c><00:22:34.848><c>introduce </c><00:22:34.984><c>how </c><00:22:35.120><c>to </c><00:22:35.256><c>discover </c><00:22:35.392><c>habit-forming </c><00:22:35.528><c>events </c><00:22:35.664><c>that </c><00:22:35.800><c>help </c><00:22:35.936><c>users </c><00:22:36.072><c>transition </c><00:22:36.208><c>from </c><00:22:36.344><c>remaining </c><00:22:36.480><c>as </c><00:22:36.616><c>simple </c><00:22:36.752><c>current </c><00:22:36.888><c>users</c> 00:22:37.850 --> 00:22:39.289 align:start position:0% Now, I will introduce how to discover habit-forming events that help users transition from remaining as simple current users 00:22:39.289 --> 00:22:39.299 align:start position:0% 00:22:39.299 --> 00:22:42.470 align:start position:0% into <00:22:40.079><c>dedicated </c><00:22:40.859><c>power </c><00:22:41.639><c>users. </c><00:22:42.419><c>The</c> 00:22:42.470 --> 00:22:42.480 align:start position:0% into dedicated power users. The 00:22:42.480 --> 00:22:43.490 align:start position:0% into dedicated power users. The 00:22:43.490 --> 00:22:46.010 align:start position:0% 00:22:46.010 --> 00:22:48.590 align:start position:0% 00:22:48.590 --> 00:22:48.600 align:start position:0% 00:22:48.600 --> 00:22:51.890 align:start position:0% habit-forming <00:22:49.214><c>events </c><00:22:49.828><c>mentioned </c><00:22:50.442><c>here </c><00:22:51.056><c>and</c> 00:22:51.890 --> 00:22:51.900 align:start position:0% habit-forming events mentioned here and 00:22:51.900 --> 00:22:54.649 align:start position:0% habit-forming events mentioned here and the <00:22:53.700><c>user's</c> 00:22:54.649 --> 00:22:54.659 align:start position:0% the user's 00:22:54.659 --> 00:22:56.149 align:start position:0% the user's next <00:22:54.785><c>step </c><00:22:54.911><c>in </c><00:22:55.037><c>forming </c><00:22:55.163><c>a </c><00:22:55.289><c>habit </c><00:22:55.415><c>It </c><00:22:55.541><c>would </c><00:22:55.667><c>be </c><00:22:55.793><c>helpful </c><00:22:55.919><c>to</c> 00:22:56.149 --> 00:22:56.159 align:start position:0% next step in forming a habit It would be helpful to 00:22:56.159 --> 00:22:57.590 align:start position:0% next step in forming a habit It would be helpful to 00:22:57.590 --> 00:22:57.600 align:start position:0% 00:22:57.600 --> 00:22:59.330 align:start position:0% understand <00:22:57.694><c>this </c><00:22:57.788><c>as </c><00:22:57.882><c>a </c><00:22:57.976><c>trigger </c><00:22:58.070><c>behavioral </c><00:22:58.164><c>factor </c><00:22:58.258><c>that </c><00:22:58.352><c>induces </c><00:22:58.446><c>a </c><00:22:58.540><c>transition </c><00:22:58.634><c>to </c><00:22:58.728><c>the </c><00:22:58.822><c>next </c><00:22:58.916><c>step.</c> 00:22:59.330 --> 00:23:02.210 align:start position:0% understand this as a trigger behavioral factor that induces a transition to the next step. 00:23:02.210 --> 00:23:02.220 align:start position:0% 00:23:02.220 --> 00:23:03.470 align:start position:0% Simply <00:23:02.400><c>put,</c> 00:23:03.470 --> 00:23:05.810 align:start position:0% Simply put, 00:23:05.810 --> 00:23:05.820 align:start position:0% 00:23:05.820 --> 00:23:06.890 align:start position:0% 00:23:06.890 --> 00:23:09.350 align:start position:0% 00:23:09.350 --> 00:23:09.360 align:start position:0% 00:23:09.360 --> 00:23:11.330 align:start position:0% think <00:23:09.436><c>of </c><00:23:09.512><c>it </c><00:23:09.588><c>as </c><00:23:09.664><c>identifying </c><00:23:09.740><c>the </c><00:23:09.816><c>actions </c><00:23:09.892><c>that </c><00:23:09.968><c>users </c><00:23:10.044><c>who </c><00:23:10.120><c>succeeded </c><00:23:10.196><c>in </c><00:23:10.272><c>forming </c><00:23:10.348><c>a </c><00:23:10.424><c>habit </c><00:23:10.500><c>performed, </c><00:23:10.576><c>while </c><00:23:10.652><c>those </c><00:23:10.728><c>who </c><00:23:10.804><c>failed </c><00:23:10.880><c>did </c><00:23:10.956><c>not. </c><00:23:11.032><c>For</c> 00:23:11.330 --> 00:23:11.340 align:start position:0% think of it as identifying the actions that users who succeeded in forming a habit performed, while those who failed did not. For 00:23:11.340 --> 00:23:13.549 align:start position:0% think of it as identifying the actions that users who succeeded in forming a habit performed, while those who failed did not. For example, 00:23:13.549 --> 00:23:13.559 align:start position:0% example, 00:23:13.559 --> 00:23:14.390 align:start position:0% example, 00:23:14.390 --> 00:23:14.400 align:start position:0% 00:23:14.400 --> 00:23:16.070 align:start position:0% in fashion commerce, this could include 00:23:16.070 --> 00:23:16.080 align:start position:0% in fashion commerce, this could include 00:23:16.080 --> 00:23:18.110 align:start position:0% in fashion commerce, this could include subscribing <00:23:16.290><c>to </c><00:23:16.500><c>brands </c><00:23:16.710><c>of </c><00:23:16.920><c>interest </c><00:23:17.130><c>to </c><00:23:17.340><c>receive</c> 00:23:18.110 --> 00:23:18.120 align:start position:0% subscribing to brands of interest to receive 00:23:18.120 --> 00:23:20.750 align:start position:0% subscribing to brands of interest to receive continuous <00:23:19.679><c>notifications;</c> 00:23:20.750 --> 00:23:20.760 align:start position:0% continuous notifications; 00:23:20.760 --> 00:23:23.390 align:start position:0% continuous notifications; in <00:23:21.008><c>game </c><00:23:21.256><c>apps, </c><00:23:21.504><c>reaching </c><00:23:21.752><c>level </c><00:23:22.000><c>10; </c><00:23:22.248><c>or </c><00:23:22.496><c>on</c> 00:23:23.390 --> 00:23:23.400 align:start position:0% in game apps, reaching level 10; or on 00:23:23.400 --> 00:23:26.149 align:start position:0% in game apps, reaching level 10; or on social <00:23:23.820><c>networking </c><00:23:24.240><c>services </c><00:23:24.660><c>like </c><00:23:25.080><c>Instagram, </c><00:23:25.500><c>following</c> 00:23:26.149 --> 00:23:26.159 align:start position:0% social networking services like Instagram, following 00:23:26.159 --> 00:23:27.409 align:start position:0% social networking services like Instagram, following 00:23:27.409 --> 00:23:27.419 align:start position:0% 00:23:27.419 --> 00:23:30.289 align:start position:0% 30 <00:23:28.619><c>people. </c><00:23:29.819><c>Once</c> 00:23:30.289 --> 00:23:33.529 align:start position:0% 30 people. Once 00:23:33.529 --> 00:23:33.539 align:start position:0% 00:23:33.539 --> 00:23:34.610 align:start position:0% 00:23:34.610 --> 00:23:34.620 align:start position:0% 00:23:34.620 --> 00:23:36.789 align:start position:0% you <00:23:34.851><c>have </c><00:23:35.082><c>identified </c><00:23:35.313><c>these </c><00:23:35.544><c>habit-forming </c><00:23:35.775><c>events, </c><00:23:36.006><c>you </c><00:23:36.237><c>can</c> 00:23:36.789 --> 00:23:39.110 align:start position:0% you have identified these habit-forming events, you can 00:23:39.110 --> 00:23:41.510 align:start position:0% 00:23:41.510 --> 00:23:41.520 align:start position:0% 00:23:41.520 --> 00:23:44.149 align:start position:0% guide <00:23:41.597><c>users </c><00:23:41.674><c>to </c><00:23:41.751><c>form </c><00:23:41.828><c>a </c><00:23:41.905><c>habit </c><00:23:41.982><c>of </c><00:23:42.059><c>using </c><00:23:42.136><c>the </c><00:23:42.213><c>product </c><00:23:42.290><c>unconsciously.</c> 00:23:44.149 --> 00:23:44.159 align:start position:0% guide users to form a habit of using the product unconsciously. 00:23:44.159 --> 00:23:45.049 align:start position:0% guide users to form a habit of using the product unconsciously. Through this process, you 00:23:45.049 --> 00:23:47.390 align:start position:0% Through this process, you 00:23:47.390 --> 00:23:47.400 align:start position:0% 00:23:47.400 --> 00:23:50.510 align:start position:0% can <00:23:47.601><c>convert </c><00:23:47.802><c>current </c><00:23:48.003><c>users </c><00:23:48.204><c>into </c><00:23:48.405><c>power </c><00:23:48.606><c>users, </c><00:23:48.807><c>and </c><00:23:49.008><c>additionally, </c><00:23:49.209><c>apply </c><00:23:49.410><c>it </c><00:23:49.611><c>as </c><00:23:49.812><c>a </c><00:23:50.013><c>strategy </c><00:23:50.214><c>to</c> 00:23:50.510 --> 00:23:50.520 align:start position:0% can convert current users into power users, and additionally, apply it as a strategy to 00:23:50.520 --> 00:23:53.350 align:start position:0% can convert current users into power users, and additionally, apply it as a strategy to quickly <00:23:50.780><c>convert </c><00:23:51.040><c>new </c><00:23:51.300><c>users </c><00:23:51.560><c>into </c><00:23:51.820><c>active </c><00:23:52.080><c>users.</c> 00:23:53.350 --> 00:23:55.970 align:start position:0% quickly convert new users into active users. 00:23:55.970 --> 00:23:57.590 align:start position:0% 00:23:57.590 --> 00:23:57.600 align:start position:0% 00:23:57.600 --> 00:24:00.350 align:start position:0% Consequently, <00:23:58.410><c>this </c><00:23:59.220><c>cycle</c> 00:24:00.350 --> 00:24:02.450 align:start position:0% Consequently, this cycle 00:24:02.450 --> 00:24:02.460 align:start position:0% 00:24:02.460 --> 00:24:05.630 align:start position:0% leads <00:24:02.545><c>to </c><00:24:02.630><c>improved </c><00:24:02.715><c>retention </c><00:24:02.800><c>from </c><00:24:02.885><c>a </c><00:24:02.970><c>long-term </c><00:24:03.055><c>perspective.</c> 00:24:05.630 --> 00:24:05.640 align:start position:0% 00:24:05.640 --> 00:24:08.330 align:start position:0% Again, <00:24:05.866><c>I </c><00:24:06.092><c>will </c><00:24:06.318><c>explain </c><00:24:06.544><c>this </c><00:24:06.770><c>by </c><00:24:06.996><c>applying </c><00:24:07.222><c>the </c><00:24:07.448><c>Three-Step </c><00:24:07.674><c>Framework</c> 00:24:08.330 --> 00:24:08.340 align:start position:0% Again, I will explain this by applying the Three-Step Framework 00:24:08.340 --> 00:24:11.510 align:start position:0% Again, I will explain this by applying the Three-Step Framework for <00:24:08.599><c>user </c><00:24:08.858><c>experience </c><00:24:09.117><c>analysis </c><00:24:09.376><c>and </c><00:24:09.635><c>improvement </c><00:24:09.894><c>that </c><00:24:10.153><c>I </c><00:24:10.412><c>introduced </c><00:24:10.671><c>earlier.</c> 00:24:11.510 --> 00:24:13.330 align:start position:0% for user experience analysis and improvement that I introduced earlier. 00:24:13.330 --> 00:24:16.310 align:start position:0% 00:24:16.310 --> 00:24:16.320 align:start position:0% 00:24:16.320 --> 00:24:18.350 align:start position:0% First, <00:24:17.040><c>we </c><00:24:17.760><c>will</c> 00:24:18.350 --> 00:24:18.360 align:start position:0% First, we will 00:24:18.360 --> 00:24:20.630 align:start position:0% First, we will define <00:24:18.622><c>these </c><00:24:18.884><c>power </c><00:24:19.146><c>users </c><00:24:19.408><c>who </c><00:24:19.670><c>use </c><00:24:19.932><c>the </c><00:24:20.194><c>product </c><00:24:20.456><c>habitually.</c> 00:24:20.630 --> 00:24:20.640 align:start position:0% define these power users who use the product habitually. 00:24:20.640 --> 00:24:24.049 align:start position:0% define these power users who use the product habitually. This <00:24:20.836><c>time, </c><00:24:21.032><c>let's </c><00:24:21.228><c>take </c><00:24:21.424><c>a </c><00:24:21.620><c>user </c><00:24:21.816><c>who </c><00:24:22.012><c>uses </c><00:24:22.208><c>YouTube </c><00:24:22.404><c>five </c><00:24:22.600><c>or </c><00:24:22.796><c>more </c><00:24:22.992><c>days </c><00:24:23.188><c>a </c><00:24:23.384><c>week </c><00:24:23.580><c>as</c> 00:24:24.049 --> 00:24:24.059 align:start position:0% This time, let's take a user who uses YouTube five or more days a week as 00:24:24.059 --> 00:24:26.210 align:start position:0% This time, let's take a user who uses YouTube five or more days a week as an <00:24:24.959><c>example. </c><00:24:25.859><c>The</c> 00:24:26.210 --> 00:24:26.220 align:start position:0% an example. The 00:24:26.220 --> 00:24:29.690 align:start position:0% an example. The 00:24:29.690 --> 00:24:29.700 align:start position:0% 00:24:29.700 --> 00:24:33.049 align:start position:0% power <00:24:29.947><c>user </c><00:24:30.194><c>identified </c><00:24:30.441><c>in </c><00:24:30.688><c>Step </c><00:24:30.935><c>1 </c><00:24:31.182><c>Now </c><00:24:31.429><c>is </c><00:24:31.676><c>the</c> 00:24:33.049 --> 00:24:35.149 align:start position:0% power user identified in Step 1 Now is the 00:24:35.149 --> 00:24:35.159 align:start position:0% 00:24:35.159 --> 00:24:37.610 align:start position:0% stage <00:24:35.205><c>where </c><00:24:35.251><c>you </c><00:24:35.297><c>identify </c><00:24:35.343><c>the </c><00:24:35.389><c>events </c><00:24:35.435><c>that </c><00:24:35.481><c>led </c><00:24:35.527><c>to </c><00:24:35.573><c>your </c><00:24:35.619><c>entry </c><00:24:35.665><c>into </c><00:24:35.711><c>the </c><00:24:35.757><c>product.</c> 00:24:37.610 --> 00:24:39.830 align:start position:0% stage where you identify the events that led to your entry into the product. 00:24:39.830 --> 00:24:39.840 align:start position:0% 00:24:39.840 --> 00:24:41.090 align:start position:0% By <00:24:39.915><c>utilizing </c><00:24:39.990><c>Amplitude's </c><00:24:40.065><c>Compass </c><00:24:40.140><c>chart,</c> 00:24:41.090 --> 00:24:43.909 align:start position:0% By utilizing Amplitude's Compass chart, 00:24:43.909 --> 00:24:45.890 align:start position:0% 00:24:45.890 --> 00:24:48.710 align:start position:0% 00:24:48.710 --> 00:24:48.720 align:start position:0% 00:24:48.720 --> 00:24:50.810 align:start position:0% you <00:24:48.760><c>can </c><00:24:48.800><c>identify </c><00:24:48.840><c>a </c><00:24:48.880><c>list </c><00:24:48.920><c>of </c><00:24:48.960><c>habit-forming </c><00:24:49.000><c>events </c><00:24:49.040><c>and </c><00:24:49.080><c>the </c><00:24:49.120><c>frequency </c><00:24:49.160><c>of </c><00:24:49.200><c>execution </c><00:24:49.240><c>for </c><00:24:49.280><c>each. </c><00:24:49.320><c>If</c> 00:24:50.810 --> 00:24:53.149 align:start position:0% you can identify a list of habit-forming events and the frequency of execution for each. If 00:24:53.149 --> 00:24:53.159 align:start position:0% 00:24:53.159 --> 00:24:56.510 align:start position:0% you <00:24:53.339><c>wish </c><00:24:53.519><c>to </c><00:24:53.699><c>verify </c><00:24:53.879><c>whether </c><00:24:54.059><c>these </c><00:24:54.239><c>identified </c><00:24:54.419><c>events </c><00:24:54.599><c>are </c><00:24:54.779><c>actually </c><00:24:54.959><c>meaningful, </c><00:24:55.139><c>you</c> 00:24:56.510 --> 00:24:58.789 align:start position:0% you wish to verify whether these identified events are actually meaningful, you 00:24:58.789 --> 00:25:00.710 align:start position:0% 00:25:00.710 --> 00:25:00.720 align:start position:0% 00:25:00.720 --> 00:25:02.630 align:start position:0% can <00:25:00.807><c>use </c><00:25:00.894><c>a </c><00:25:00.981><c>retention </c><00:25:01.068><c>chart </c><00:25:01.155><c>to </c><00:25:01.242><c>compare </c><00:25:01.329><c>the </c><00:25:01.416><c>difference </c><00:25:01.503><c>in </c><00:25:01.590><c>retention </c><00:25:01.677><c>based </c><00:25:01.764><c>on </c><00:25:01.851><c>whether </c><00:25:01.938><c>or </c><00:25:02.025><c>not </c><00:25:02.112><c>the </c><00:25:02.199><c>events </c><00:25:02.286><c>were </c><00:25:02.373><c>performed. </c><00:25:02.460><c>This</c> 00:25:02.630 --> 00:25:02.640 align:start position:0% can use a retention chart to compare the difference in retention based on whether or not the events were performed. This 00:25:02.640 --> 00:25:04.310 align:start position:0% can use a retention chart to compare the difference in retention based on whether or not the events were performed. This 00:25:04.310 --> 00:25:04.320 align:start position:0% 00:25:04.320 --> 00:25:05.649 align:start position:0% retention <00:25:04.460><c>chart </c><00:25:04.600><c>shows </c><00:25:04.740><c>that</c> 00:25:05.649 --> 00:25:05.659 align:start position:0% retention chart shows that 00:25:05.659 --> 00:25:07.190 align:start position:0% retention chart shows that 00:25:07.190 --> 00:25:07.200 align:start position:0% 00:25:07.200 --> 00:25:10.130 align:start position:0% users <00:25:07.387><c>who </c><00:25:07.574><c>commented </c><00:25:07.761><c>four </c><00:25:07.948><c>or </c><00:25:08.135><c>more </c><00:25:08.322><c>times </c><00:25:08.509><c>a </c><00:25:08.696><c>week</c> 00:25:10.130 --> 00:25:12.169 align:start position:0% users who commented four or more times a week 00:25:12.169 --> 00:25:12.179 align:start position:0% 00:25:12.179 --> 00:25:14.330 align:start position:0% exhibited <00:25:12.359><c>significantly </c><00:25:12.539><c>higher </c><00:25:12.719><c>retention </c><00:25:12.899><c>rates </c><00:25:13.079><c>compared </c><00:25:13.259><c>to </c><00:25:13.439><c>those </c><00:25:13.619><c>who </c><00:25:13.799><c>did </c><00:25:13.979><c>not. </c><00:25:14.159><c>We </c><00:25:14.339><c>will</c> 00:25:14.330 --> 00:25:14.340 align:start position:0% exhibited significantly higher retention rates compared to those who did not. We will 00:25:14.340 --> 00:25:16.610 align:start position:0% exhibited significantly higher retention rates compared to those who did not. We will 00:25:16.610 --> 00:25:17.990 align:start position:0% 00:25:17.990 --> 00:25:21.049 align:start position:0% 00:25:21.049 --> 00:25:22.909 align:start position:0% 00:25:22.909 --> 00:25:22.919 align:start position:0% 00:25:22.919 --> 00:25:24.909 align:start position:0% now 00:25:24.909 --> 00:25:24.919 align:start position:0% now 00:25:24.919 --> 00:25:28.730 align:start position:0% now apply <00:25:25.037><c>the </c><00:25:25.155><c>insights </c><00:25:25.273><c>regarding </c><00:25:25.391><c>habit-forming </c><00:25:25.509><c>events </c><00:25:25.627><c>found </c><00:25:25.745><c>in </c><00:25:25.863><c>the </c><00:25:25.981><c>previous </c><00:25:26.099><c>chart </c><00:25:26.217><c>as </c><00:25:26.335><c>a </c><00:25:26.453><c>strategy </c><00:25:26.571><c>for </c><00:25:26.689><c>product </c><00:25:26.807><c>improvement. </c><00:25:26.925><c>We </c><00:25:27.043><c>will</c> 00:25:28.730 --> 00:25:31.070 align:start position:0% apply the insights regarding habit-forming events found in the previous chart as a strategy for product improvement. We will 00:25:31.070 --> 00:25:31.080 align:start position:0% 00:25:31.080 --> 00:25:32.630 align:start position:0% 00:25:32.630 --> 00:25:32.640 align:start position:0% 00:25:32.640 --> 00:25:33.950 align:start position:0% 00:25:33.950 --> 00:25:36.230 align:start position:0% 00:25:36.230 --> 00:25:36.240 align:start position:0% 00:25:36.240 --> 00:25:39.549 align:start position:0% set <00:25:36.333><c>a </c><00:25:36.426><c>goal </c><00:25:36.519><c>for </c><00:25:36.612><c>users </c><00:25:36.705><c>to </c><00:25:36.798><c>perform </c><00:25:36.891><c>the </c><00:25:36.984><c>relevant </c><00:25:37.077><c>event </c><00:25:37.170><c>"xx" </c><00:25:37.263><c>at </c><00:25:37.356><c>least </c><00:25:37.449><c>"z </c><00:25:37.542><c>times" </c><00:25:37.635><c>by </c><00:25:37.728><c>"y </c><00:25:37.821><c>people." </c><00:25:37.914><c>Now, </c><00:25:38.007><c>all </c><00:25:38.100><c>members </c><00:25:38.193><c>of </c><00:25:38.286><c>our </c><00:25:38.379><c>company </c><00:25:38.472><c>need </c><00:25:38.565><c>to</c> 00:25:39.549 --> 00:25:43.210 align:start position:0% set a goal for users to perform the relevant event "xx" at least "z times" by "y people." Now, all members of our company need to 00:25:43.210 --> 00:25:45.649 align:start position:0% 00:25:45.649 --> 00:25:45.659 align:start position:0% 00:25:45.659 --> 00:25:48.590 align:start position:0% focus <00:25:45.891><c>on </c><00:25:46.123><c>this </c><00:25:46.355><c>goal </c><00:25:46.587><c>of </c><00:25:46.819><c>creating </c><00:25:47.051><c>a </c><00:25:47.283><c>user </c><00:25:47.515><c>experience.</c> 00:25:48.590 --> 00:25:48.600 align:start position:0% focus on this goal of creating a user experience. 00:25:48.600 --> 00:25:51.289 align:start position:0% focus on this goal of creating a user experience. Naturally, <00:25:49.860><c>you </c><00:25:51.120><c>have</c> 00:25:51.289 --> 00:25:51.299 align:start position:0% Naturally, you have 00:25:51.299 --> 00:25:52.490 align:start position:0% Naturally, you have 00:25:52.490 --> 00:25:52.500 align:start position:0% 00:25:52.500 --> 00:25:57.289 align:start position:0% established <00:25:52.650><c>a </c><00:25:52.800><c>North </c><00:25:52.950><c>Star </c><00:25:53.100><c>metric </c><00:25:53.250><c>pointing </c><00:25:53.400><c>in </c><00:25:53.550><c>one </c><00:25:53.700><c>direction.</c> 00:25:57.289 --> 00:25:57.299 align:start position:0% 00:25:57.299 --> 00:25:58.250 align:start position:0% Therefore, the 00:25:58.250 --> 00:25:58.260 align:start position:0% Therefore, the 00:25:58.260 --> 00:26:00.049 align:start position:0% Therefore, the core <00:25:58.491><c>of </c><00:25:58.722><c>the </c><00:25:58.953><c>retention </c><00:25:59.184><c>improvement </c><00:25:59.415><c>framework </c><00:25:59.646><c>is </c><00:25:59.877><c>to</c> 00:26:00.049 --> 00:26:03.169 align:start position:0% core of the retention improvement framework is to 00:26:03.169 --> 00:26:03.179 align:start position:0% 00:26:03.179 --> 00:26:04.430 align:start position:0% analyze the user experience by breaking it down into layers and 00:26:04.430 --> 00:26:06.529 align:start position:0% analyze the user experience by breaking it down into layers and 00:26:06.529 --> 00:26:06.539 align:start position:0% 00:26:06.539 --> 00:26:09.470 align:start position:0% carrying <00:26:06.612><c>out </c><00:26:06.685><c>optimization </c><00:26:06.758><c>actions </c><00:26:06.831><c>to </c><00:26:06.904><c>increase </c><00:26:06.977><c>the </c><00:26:07.050><c>current </c><00:26:07.123><c>user </c><00:26:07.196><c>base.</c> 00:26:09.470 --> 00:26:09.480 align:start position:0% carrying out optimization actions to increase the current user base. 00:26:09.480 --> 00:26:11.830 align:start position:0% carrying out optimization actions to increase the current user base. Through <00:26:09.726><c>the </c><00:26:09.972><c>cycle </c><00:26:10.218><c>of </c><00:26:10.464><c>analysis, </c><00:26:10.710><c>diagnosis, </c><00:26:10.956><c>and </c><00:26:11.202><c>improvement, </c><00:26:11.448><c>up </c><00:26:11.694><c>until</c> 00:26:11.830 --> 00:26:11.840 align:start position:0% Through the cycle of analysis, diagnosis, and improvement, up until 00:26:11.840 --> 00:26:15.289 align:start position:0% Through the cycle of analysis, diagnosis, and improvement, up until now... <00:26:12.171><c>I </c><00:26:12.502><c>hope </c><00:26:12.833><c>that </c><00:26:13.164><c>everyone </c><00:26:13.495><c>who </c><00:26:13.826><c>attended </c><00:26:14.157><c>this </c><00:26:14.488><c>session </c><00:26:14.819><c>will</c> 00:26:15.289 --> 00:26:15.299 align:start position:0% now... I hope that everyone who attended this session will 00:26:15.299 --> 00:26:16.370 align:start position:0% now... I hope that everyone who attended this session will 00:26:16.370 --> 00:26:18.830 align:start position:0% 00:26:18.830 --> 00:26:18.840 align:start position:0% 00:26:18.840 --> 00:26:20.210 align:start position:0% successfully <00:26:18.939><c>secure </c><00:26:19.038><c>retention, </c><00:26:19.137><c>which </c><00:26:19.236><c>is </c><00:26:19.335><c>the </c><00:26:19.434><c>foundation </c><00:26:19.533><c>for </c><00:26:19.632><c>sustainable </c><00:26:19.731><c>growth, </c><00:26:19.830><c>for </c><00:26:19.929><c>their </c><00:26:20.028><c>products.</c> 00:26:20.210 --> 00:26:20.220 align:start position:0% successfully secure retention, which is the foundation for sustainable growth, for their products. 00:26:20.220 --> 00:26:22.190 align:start position:0% successfully secure retention, which is the foundation for sustainable growth, for their products. 00:26:22.190 --> 00:26:22.200 align:start position:0% 00:26:22.200 --> 00:26:23.220 align:start position:0% Thank you. 00:26:23.220 --> 00:26:23.230 align:start position:0% Thank you. 00:26:23.230 --> 00:26:26.530 align:start position:0% Thank you. [Applause] 00:26:26.530 --> 00:26:26.540 align:start position:0% [Applause] 00:26:26.540 --> 00:26:29.839 align:start position:0% [Applause] [Music]