turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2023-1-1-325-335turan-3246Research ArticleТРИБУНА МОЛОДОГО ИССЛЕДОВАТЕЛЯPLATFORM OF YOUNG RESEARCHERИсследование эффективности запуска функционала в мобильных приложениях на основе больших данныхResearch of the effectiveness of launching functionality in mobile applications based on big datahttps://orcid.org/0000-0002-5286-149XХегайЭ. Л.KhegayE. L.

Докторант.

Алматы

PhD student.

Almaty

ekhegay.sc@gmail.comhttps://orcid.org/0000-0001-9200-2780ЕсимжановаС. Р.EssimzhanovaS. R.

Доктор экономических наук, профессор.

Алматы

d.e.s., professor.

Almaty

saira_sr@mail.ruУниверситет международного бизнесаКазахстанUniversity of International BusinessKazakhstan20230204202301325335Copyright © Хегай Э.Л., Есимжанова С.Р., 20232023Хегай Э.Л., Есимжанова С.Р.Khegay E.L., Essimzhanova S.R.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/3246

Вопросы повышения успешности запуска функционала в мобильных приложениях стоят достаточно остро, особенно в период постпандемии, как следствие имплементации, развития и улучшения технологий в среде. Данный период времени показал, насколько изменился рынок и поведение потребителей с точки зрения использования мобильных приложений. В данной статье рассматриваются определения и вопросы вовлеченности пользователей приложений. Подробно описан процесс вовлеченности. С точки зрения теории изучена и разобрана концепция бережливого производства, которая впервые была описана Эриком Рисом, а в дальнейшем применена на практике в компании Innoforce, выступающей разработчиком мобильного приложения Avtobys. В качестве метода исследования был выбран метод опроса. Собрана пользовательская база для проведения интервью. Проведено несколько полуструктурированных интервью с пользователями для составления и тестирования анкеты. Полученная обратная связь от тестовой группы позволила изменить формулировку некоторых вопросов. С помощью официальных ресурсов компании было опубликовано приглашение к участию в исследовании. Полученные результаты исследования были интерпретированы, после чего внедрены в производство нового функционала на базе полученных результатов. Разработка нового функционала заняла три недели рабочего времени. По истечении одного месяца был проведен сравнительный анализ уровня вовлеченности, количество событий вовлеченности на одного пользователя и проведен анализ эффективности концепции. Были получены результаты об эффективности применения методологии бережливого производства с помощью баз данных и систем бизнес-аналитики. В качестве финального результата получен не только экономический эффект, но и увеличение вовлеченности, событий и ключевых показателей приложения от применения данной концепции в производстве. Данная работа поможет бизнесу запускать более успешные функционалы в мобильных приложениях с низкими рисками затрат на производство.

The issues of increasing the success of launching a new feature in mobile applications are quite acute, especially during the post-pandemic period, as a result of the implementation, development and improvement of technologies. This period of time has shown how much the market and consumer behavior has changed in terms of using mobile applications. This article discusses the definitions and issues of application and user engagement. The process of consumer engagement is described in detail. From the theoretical perspective, the concept of lean production, first described by Eric Rice, was studied and analyzed, and later was applied in practice at Innoforce, which is the developer of the mobile application called “Avtobys”. The survey method was chosen as the research method. A user base has been assembled for conducting interviews. Several semi-structured interviews with users were conducted to compile and test the questionnaire. The feedback received from the test group allowed us to change the wording of some questions. With the help of the company’s official resources, a call for the study was published. The development of the new feature took 3 weeks of working time. After one month a comparative analysis of the level of engagement, the number of engagement events per user and an analysis of the effectiveness of the concept was carried out. The results were obtained about the effectiveness of the lean manufacturing methodology using databases and business intelligence systems. As a final result, not only economic effect, but also an increase in engagement, events and key application metrics from the application of this concept in production was obtained. This work will help businesses to launch more successful functionalities in mobile applications with low production cost risks.

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The authors declare that there are no conflicts of interest present.