Stabilising activation reporting for a Bangkok lifestyle app
Client context: Consumer lifestyle app, ~180k monthly actives
Situation: The product team shipped a redesigned onboarding while growth continued buying installs. Activation looked chaotic because old and new events overlapped.
Approach: We ran a metric workshop, froze a dual-period definition for the transition month, then built separate product and leadership dashboard views with annotated real-time KPI tiles.
Outcome: Leadership meetings shifted from debating exports to reviewing a single activation trend. Monthly reporting now calls out release windows so dips are interpreted against ship dates.