Highlights
Industry:
Game development and publishing
Project scope:
- Develop an A/B testing tool for in-house and external use
The Client
On this project, the client is a US-based developer and publisher of games for mobile devices, specializing in the creation of fun and accessible games. The company has a userbase of millions around the world.
The client needed additional expertise to develop a marketing testing tool for analyzing and increasing user engagement and revenue — so they came to XIM for help.
The Project
The ASO marketing department of the company needed a testing tool in order to predict and evaluate the potential success/failure of an application in a real online store on real potential users. The methodology they settled on was A/B testing, which produces reliable indicators of user actions and download rates for two or more different versions of an application.
The tool had to be designed both for in-house use (to save the client money spent on external services) and for use as a subscription-based SAAS (to generate additional revenue for the client).
Project duration:
29 person–months (ongoing)
Project team:
A small team of developers and testers working on a part-time basis, a project manager, and a coordinator.
Project labor costs:
29 person–months (ongoing)
Technology stack:
Python, JavaScript, Flask, Celery, Nginx and supervisor, PostgreSQL, Debian, Stripe
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The Solution
Flexible recruitment
XIM put together a team of specialists working part-time to develop the product from scratch. Various unexpected issues arose in the development process, and XIM worked flexibly and quickly to recruit the necessary additional experts to overcome these hurdles.
Agile development
The mobile app stores, Google Play and App Store, where the tool tests applications, frequently make changes to their rules and introduce new functionality. Every time such changes are implemented, the team has to rapidly make corresponding adjustments to the system, sometimes developing additional functionality at very short notice.
The Outcome
Despite the fact that the team had little experience in developing such systems, the final product compares favourably with its market competitors. The system works smoothly and is used daily by employees in several departments, who create and launch experiments and store the results to improve their business outcomes. Development on the project continues, with the addition of new functional modules and frequent updates. The client is satisfied with the product and expects to attract more external users, thus expanding the project’s user base.