Why D7 lies when friendship never forms
Many social products celebrate a healthy day-seven return rate while the room remains silent. People reopen the app, scroll a feed built by strangers, and leave …
Field Notes
Field Notes
Essays and working notes from our Petaling Jaya practice — written for people who ship social products and care who returns.
Activation definitions that survive a festival week
Hari Raya, Chinese New Year, and Deepavali weeks scramble social app behaviour in Malaysia. Message volume spikes inside family groups; discovery of new …
Reading mute and block without moral panic
Mute and block are uncomfortable metrics. Teams fear that naming them will brand the product as unsafe. Avoiding them, however, leaves retention work …
What to export before a retention audit
Audits stall when intake arrives as screenshots. Before you book a Social App Retention Audit, gather:
- Weekly cohorts for at least eight weeks, with your …