Effective user engagement with ecosystem services enables companies not only to retain customers but also to actively offer new products and services, thereby increasing market share. The quality of user experience directly impacts key business metrics such as cross-selling, customer engagement, and retention. The better the interface and functionality of a core app, the easier it is for users to explore new services and products within the ecosystem.
Markswebb researchers analyzed how well the leading digital ecosystems are addressing these challenges, conducting a comparative study of digital experiences in the apps of several major digital ecosystems.
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Markswebb’s research sought to answer three key questions:
To objectively compare ecosystem apps, we developed a custom evaluation system and used it to compare services on the Android platform, analyzing apps from several leading digital ecosystems.
The evaluation system consists of 17 user task blocks related to the effective use of ecosystems and includes over 400 criteria. These criteria address how services should be organized, which capabilities should be integrated within the core app, and how deeply services should be interconnected.
To evaluate not just the presence and completeness of scenarios but also their importance to users, we conducted an online survey of 500 respondents.
Age distribution of participants:
Gender distribution:
The target group included users of various ecosystem apps. Respondents evaluated the frequency of use and importance of tasks in the app.
Examples of survey questions that helped us establish the prioritization of user tasks:
Statistical significance of responses regarding the importance of tasks was identified using coefficients from 1 to 3, and task frequency was marked with coefficients from 1 to 5. These coefficients were multiplied to obtain a priority score for each task in the evaluation system.
For app evaluations, each scenario is assigned a weight reflecting its contribution to the overall digital experience. The greater the weight, the more significant the business impact, and such scenarios should be prioritized by product teams.
Unlike the online survey, these interviews were not aimed at validating task prioritization quantitatively but rather at identifying ecosystem usage patterns and subjective opinions on service convenience and usefulness.
Focus areas included:
The results of the project are used as insights and an additional source for forming the product backlog. Approximately 20% of the recommendations are planned for immediate implementation to quickly assess their potential and impact on key product metrics.
Experts examined app interfaces based on the selected scenarios, tested each scenario, noted application flaws, and highlighted best practices using screenshots and screencasts. A checklist of hundreds of digital experience quality criteria was used to systematize all data, with most criteria evaluated on a scale of "yes" (1 point), "no" (0 points), and "partially" (0.5 points). An adjustment was made based on task importance, as discussed in the results of the quantitative survey.
Markswebb researchers compiled a rating of core apps within digital ecosystems, performed comparative analytics, and described the key advantages and growth points of the app. The data allowed us to objectively identify the strengths and weaknesses of the app, providing clear directions for improvement.
A rating of the digital experience among selected ecosystems was provided, with scores based on Markswebb’s evaluation system.
The top 3 apps show high competition, with close overall scores but noticeable differences in how specific tasks are addressed. The detailed analysis allowed us to create a roadmap of opportunities for enhancing digital ecosystem apps and improving user experience, ultimately boosting engagement, cross-selling, and long-term business success.
In the full report, we compiled over 100 recommendations for improving the digital experience across ecosystem apps. Each recommendation was either already implemented in various ecosystem apps or adapted from relevant best practices in other apps.
At Markswebb, we are equipped to analyze virtually any digital service. We would be glad to collaborate and assist you in optimizing your services to meet business goals and exceed user expectations. Ready to take your digital ecosystem to the next level? Let us guide you to success with actionable insights and proven best practices.
Every year we conduct up to 15 studies of digital services. These are industry benchmarks that reflect the state of the market and trends.