GAMIFICATION, A/B TESTING, GROWTH HACKING AND NOTIFICATIONS

Welcome to the future of education!

At Embibe, we have just one mission – to truly personalise education. Because every child deserves it. This has led us to embark on this noblest of journeys to deliver life and learning outcomes for every student! Rooted in consumer behavior, we are leveraging AI to deliver personalised achievement journeys for every student.

Embibe has traversed a long journey from a data-centric product to an AI platform. On this journey, we have realised that the most powerful teams are: 1. Vision Led in understanding student context and obsessed with success; 2. Self-Organising in defining their own agenda; 3. Intellectually Fierce and Globally Conscious in their choices, and 4. Consistently Excellent in their execution.

After exploring a deeply functional organisational structure in engineering, we are now evolving towards a problem-solving team structure that manifests at the platform and backend level as an agile team supporting a unified front-end and augmented by a strong Architect + Principal Engineer + Advisory Group for technical mentoring. This document outlines the problem statement and other aspects of Gamification, A/B Testing, Growth Hacking and Notifications.

THE PROBLEM STATEMENT

Learning science is nothing without homogenised control testing. A/B experiments have yielded great dividends in user time spent and stickiness. Further, gamification can be implemented at many levels including but not limited to correctly challenging adaptive algorithms, CTA optimisation and more. Exciting and timely notifications have been known to build strong addiction and return visitors to a lot of digital products. This team aims to use these interdisciplinary paradigms to drive up retention and product ROI for stakeholders.

THE INSPIRATION

We are inspired by:

THE OBJECTIVES

  • To introduce gamification and evolve Embium service for rewards to improve engagement
  • To design experiments to measure the algorithm efficiency and impact of UI/UX changes or platform changes, etc.
  • To ensure data availability around all key experiments already understood by Embibe

PRODUCT MANIFESTATION OF YOUR EFFORT

  • Embium Service
  • Gamification UX
  • A/B Testing and Experimentation Platform
  • Before and After Growth Hack Impact

BUSINESS MANIFESTATION OF YOUR EFFORT

  • Improved LTV
  • Higher NPS
  • Improved Customer Retention
  • Lower Churn

METRICS YOU WILL OWN AND LIVE BY

METRIC NAME UNIT FREQUENCY
Engagement Percentage Daily
CTR Ratio Daily
Engagement Minutes Daily, Weekly
Session Time Minutes Daily, Weekly, Monthly
Total Virtual Currency Embiums
Total Redemptions Percentage Weekly, Monthly
Notification Led Sessions Number Daily
Retention Percentage Daily, Weekly, Monthly
Average Session Duration Minutes Daily
Pages per Session Number
AU to EU to PU to UPU Conversion Percentage Weekly
Trial to Paid Auto Conversion Percentage Weekly
Bounce Rate Percentage Daily
Content Error Rate Percentage Daily
Algo Success Rate (NQE: >10 attempts, Search Result CTR near 100%, etc.) Percentage Daily
Content Load Time (Media, Question Types- esp FIB, Solve With Us) Milliseconds Daily
Content Completion Percentage Daily
Number of Experiments Number Daily

L2 PROBLEMS OWNED

We believe in building an organisation at the intersection of domain modelling and problem intuition. While the L1 teams give us the flexibility to have a multi-faceted view of the problem and cluster similar problems together, the L2 structure ensures independent and focused problem-solving. The following L2 teams have been suggested for the L1 problem stated above:

  • Embium Service and Gamification: To build an engine to define and roll out gamification principles to increase retention. The Embium rewards service will be a tool for this team to reward positive behaviours.
  • Notifications: To design relevant, spontaneous nudges that build an addiction to the platform and brings the user back to the platform again and again
  • Marketing Automation and Funnel Improvement: To build an intelligent and automated marketing communication flow to increase engagement and retention
  • Product Feature Growth Hack : To maximise user engagement by optimising UX, running experiments, monitoring user interaction trends
  • Academic Growth Hack : To improve learning outcomes; hence, ensuring a successful journey for each child through engagement and continuity by delivering 100% accurate and appropriate content along with continuous evaluation and improvement in terms of academic as well as behavioral outcomes
  • User Intelligence : To have a single point of ownership on the user’s calling card on Embibe. Any microservice (MS) or dashboard seeking a reliable understanding of Embibe users has one go-to team. Also, this function has to derive the most important Machine Learning (ML) attributes that drive deeper personalisation and understand user retention.
  • A/B Testing Platform : To build a flexible self-serving platform to run experiments and analyse metrics to make data-driven decisions for change management

L1 SKILLS REQUIRED

  • Student, Parent, Teacher Psychology
  • Behaviour Science and Pedagogy
  • Creativity
  • Gamification
  • Growth Hacking
  • Analytics and Data Visualisation
  • Marketing Automation Tools
  • User Research
  • UI/UX Design
  • Product Centric Thinking

IP DEVELOPED SO FAR

  1. Embium Rewards
  2. Embium Earning Logic
  3. Literature Survey on Gamification
  4. Embium motifs
  5. Embiums v2 | Goals Gamification | State Transitions
  6. Fiber Embium- Fundamentals

To Join the Tribe, send us an email on [email protected]