Research of the effectiveness of launching functionality in mobile applications based on big data

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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