Every app contains a set of key mobile moments – for example, registering a new account, login, making a purchases and so on – that can either delight or frustrate a user. The challenge is that mobile app users can be very fickle. In fact, market research shows that 71% of customers will abandon an app within 90 days.
To keep your users engaged, you must focus your team on the most important flows in your app to ensure they are delivering the expected user experience. When a login fails or a checkout freezes, your team needs visibility into the root cause, so they can resolve the issue quickly.
The User Flows feature in Workspace ONE Intelligence helps you monitor, prioritize and troubleshoot critical flows within your app. User Flows are available in the Workspace ONE Intelligence SDK across iOS and Android for Workspace ONE Intelligence, as well as Workspace ONE Intelligence for Consumer Apps.
We’ll look at an example of a consumer-facing app, but of course, providing a great experience is just as important for internally-facing enterprise mobile apps.
Imagine you are using an app to search for a flight, but after you tap “Search,” you’re stuck staring at your phone waiting and waiting for results. Then, it gets worse – when you tap the “Book Flight” button, the app crashes. Now you’re wondering, “did my payment go through? Did the reservation hold?”
What do you do next? Chances are you won’t try the same app again. You might try their website, or worse, use a competitor’s service. You can easily imagine how quickly apps can lose revenue and customers over a single poor user experience. And for employees that rely on enterprise mobile apps, there’s nothing more frustrating than technology getting in the way.
You can use the Workspace ONE Intelligence SDK to monitor these key flows in your app to ensure your users don’t have those bad user experiences. Here are three ways to use the User Flows feature to improve your app’s user experience.
1. Monitor High-Level App Performance Metrics and Prioritize Issues
Leverage the User Flow summary page to monitor KPIs for your app and prioritize what your team works on before your next release. Monitor key metrics such as successful user flows, failed user flows or failure rate for key flows in your app such as “app load time,” “book flight,” “search” or “purchase order.”
Tracking these metrics over time and comparing them between app versions is key to improving user experience. You can prioritize your user flows based on occurrences, average time or failure rate to focus your efforts on issues that are critical and require immediate attention.
Tip: A common metric companies track is “App Load Time” or “App Start Time.” The time it takes for an app to load is often highly correlated to user engagement. These flows are automatically tracked in your app without adding any code.
2. Prioritize User Flows by Crashes
Some crashes are more important than others. Drill into a specific user flow such as “book flight” or “purchase order.” Through the “Root Cause Analysis” tab, you’ll be able to pinpoint all of the crashes that have prevented a user from booking their flight and prioritize fixing those crashes.
To optimize your user experience, take the top ten crashes that are failing important user flows and fix them every sprint.
3. Fix Issues Quickly
Now that we’ve identified an important user flow to fix, let’s see how to reproduce the issue so that it can be fixed as quickly as possible. Use the “Breadcrumb Trails” to view all of the individual user sessions that failed and all of the user events within each session.
As you can see from the screenshot above, you can reproduce a user’s experience and see exactly what an individual user was doing during a failed user flow. We can see that there were some network calls made, user actions, an exception occurs which was handled and then finally a crash that terminated the app. Common causes of failures such as network calls and changes to internet connectivity are tracked automatically and you can log your own custom events as well. You can further pinpoint the issue using diagnostics such as the app version, device type and OS version. All of this granular information allows a QA team to easily recreate issues and developers to quickly fix issues.
The Bottom Line
With just a few lines of code, Workspace ONE Intelligence User Flows feature for mobile app analytics can give you and your team insight into the most critical moments within your app. You can sort and filter user flows to properly allocate development resources and resolve the most important issues faster, ultimately increasing user retention and revenue or helping boost employee sentiment.
To learn more, check out the Workspace ONE Intelligence documentation at VMware {code}.
