Message Orchestration System for User Lifecycle Retention
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Solution Overview
Problem
Software providers using a subscription license model face challenges in customer retention due to excessive and irrelevant messages, which overwhelm users and inefficiently utilize computing resources.
Innovation Solution
A message orchestration system that identifies user lifecycle phases and desired outcomes to prioritize and select relevant messages for presentation, conserving resources by reducing unnecessary message transmission and display.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If multiple messages are presented to subscribers through various communication channels, then customer retention is improved by maximizing the likelihood of renewal, but computing resources are wasted by transmitting and presenting excessive or irrelevant messages
Solution Approach 1:
The subscription term is divided into multiple lifecycle phases (e.g., onboarding, growth, maturity, renewal), and messages are segmented and delivered at specific phases based on user needs and engagement levels. This ensures relevant messages are sent at appropriate times without wasting resources on unnecessary communications.
Solution Approach 2:
The message delivery system dynamically adjusts messaging strategies based on real-time user behavior, engagement metrics, and lifecycle phase. The system adapts message content, timing, and channel selection to maximize retention while minimizing resource consumption by focusing on high-value interactions.
2Loss of information
If a large volume of messages are transmitted to subscribers, then more information about software features is conveyed, but user experience deteriorates due to message overload and annoyance
Solution Approach 1:
Messages are customized to match individual user preferences, needs, and engagement patterns. The system identifies which features are most relevant to each user based on their usage behavior and delivers tailored messages accordingly, ensuring high information quality without overwhelming users with irrelevant content.
Solution Approach 2:
The system continuously monitors user engagement with messages and software features, using this feedback to refine future messaging strategies. Users who engage with certain features or message types are more likely to receive similar content, while inactive users receive reduced messaging, optimizing both information delivery and user experience.
3Adaptability or versatility
If messages are presented through multiple communication channels, then comprehensive coverage of subscribers is achieved, but device complexity increases due to coordination between different channels and product groups
Solution Approach 1:
A centralized message orchestration system serves as a universal platform that manages all communication channels (in-app notifications, email, mobile push, web notifications) and coordinates messaging across different product groups. This single system handles diverse delivery requirements without requiring complex point-to-point coordination between individual channels.
Solution Approach 2:
The message orchestration system acts as an intermediary layer between product groups and communication channels. It receives messaging requests from various product groups, prioritizes and schedules them according to user lifecycle phases, and routes them through appropriate channels, simplifying the overall system architecture.
4Productivity
If irrelevant or excessive messages are transmitted to subscribers, then more computing resources are consumed, but the cost of customer acquisition and retention increases
Solution Approach 1:
The system applies partial action by transmitting only the necessary subset of messages to users based on their lifecycle phase and engagement level. Rather than sending all possible messages, the system identifies and transmits only high-value messages that are likely to drive retention, reducing unnecessary computing resource consumption while maintaining effectiveness.
Data Source
AI summary
A current user lifecycle phase and a desired outcome for a user for a current user lifecycle phase are identified. Messages eligible to be shown to the user are identified based upon the current user lifecycle phase for the user. From the eligible messages, particular messages can be selected for delivery to the user based upon one or more governance rules, user attributes, user activity, seasonality, and/or the desired outcome for the current user lifecycle phase for the user. The selected messages can then be shown to the user. In this manner, relevant messages can be presented to the relevant users at a relevant time.