About a month ago, Adam and I were on the phone discussing the lifetime value of each user. Adam had made an argument on the day before that the value of the users are measured by how much time they spend in the app, because that is how the industry measures value - which is loosely summarised as more time equals more attention equals more marketing dollars.
"We don't want users to spend hours in VIVA. That isn't the point at all. We want them to get in, find what they want, get out, do the thing they want to do."
Adam suggested measuring stickiness some other way, maybe through looking at the daily active user metric. Again, that is a time measurement - which is loosely summarised as higher frequency equals greater attention equals more marketing dollars.
"I want to give Uber as an example. You might use Uber twice a week in a good week, but the app is highly valuable because they deliver something valuable - they meet your demand. That's what I want VIVA to be."
Eventually, everyone asks me about monetarisation
I think people are missing the point when they laser focus on revenue. Yes - this is a business; but we should not wear the "this is a business" mantra as an excuse to act like less than decent human beings.
I stumbled across an article online about pushing back against the ugly practices in the tech and design industries:
If you’re designing sticky features that are meant to maximize the time people spend using your product instead of doing something else in their life, is that helpful?
VIVA isn't about keeping users in the app all the time. We are trying to achieve the opposite - find the thing that makes you happy, get out of the app, and get out into the real world.
Our core mission is in our name - LIVE!