Segmented customization
Techniques to facilitate provision of different user experiences to different groups of users of a mobile application are disclosed herein. In at least one implementation, a manifest provided by an application development and optimization platform is received that defines a plurality of user segments and a plurality of feature variants individually associated with the plurality of user segments. The manifest is processed to determine a segment of the plurality of user segments associated with a user of the mobile application along with a feature variant of the plurality of feature variants associated with the segment of the user. Execution of the mobile application is monitored for an occurrence of an event that triggers a default feature of the mobile application, and responsive to the event, the default feature is replaced with the feature variant associated with the segment of the user.
1. A method to facilitate provision of different user experiences in a mobile application in A/B testing, the method comprising:
receiving, in the A/B testing involving a plurality of instances of the mobile application each installed on a mobile device, a manifest that defines a plurality of user segments and a plurality of feature variants, the manifest originated from an application developer of the application, each feature variant associated with at least one of the user segments, wherein the plurality of user segments comprise categorizations of different groups of users of the mobile application, the mobile application associated with a default feature;
processing the manifest to determine a segment of the plurality of user segments associated with a user of a particular instance of the mobile application along with a feature variant of the plurality of feature variants associated with the segment of the user; and
conducting, based on the manifest, an instance of the A/B testing for the user of the particular instance of the mobile application, the A/B testing tracking performance of the particular instance of the mobile application with respect to the feature variant, conducting the instance of the A/B testing comprising:
monitoring execution of the mobile application for an occurrence of an event at the mobile application,
enabling, responsive to the event, a changed code block instead of a default code block to be executed by the mobile application, the default code block corresponding to the default feature and the changed code block corresponding to the feature variant associated with the segment of the user, the default code block and the changed code block both being part of the application at a time the particular instance of the mobile application is installed on the mobile device associated with the user,
triggering, at the mobile application, the feature variant associated with the segment of the user instead of the default feature by executing the changed code block, and
transmitting data tracking the performance of the particular instance of the mobile application as outputs of the instance of the A/B testing.
2. The method of claim 1 wherein triggering the feature variant comprises replacing a default visual element with a variant visual element associated with the segment of the user.
3. The method of claim 1 wherein the feature variants associated with which user segments are automatically defined based on analysis of test results for the plurality of feature variants over the plurality of user segments.
4. The method of claim 1 wherein the plurality of user segments are defined manually by an application developer associated with the mobile application.
5. The method of claim 1 wherein the event that triggers the default feature comprises a function call.
6. The method of claim 5 wherein triggering the feature variant associated with the segment of the user comprises identifying an original function that invokes the function call and responsively intercepting the function call and executing the feature variant instead of the function call.
7. The method of claim 1 wherein the event that triggers the default feature comprises a user login.
8. One or more non-transitory computer-readable storage media having program instructions stored thereon to facilitate provision of different user experiences in a mobile application in A/B testing, wherein the program instructions, when executed by a computing system, direct the computing system to at least:
receive, in the A/B testing involving a plurality of instances of the mobile application each installed on a mobile device, a manifest that defines a plurality of user segments and a plurality of feature variants, the manifest originated from an application developer of the application, each feature variant associated with at least one of the user segments, wherein the plurality of user segments comprise categorizations of different groups of users of the mobile application, the mobile application associated with a default feature;
process the manifest to determine a segment of the plurality of user segments associated with a user of a particular instance of the mobile application along with a feature variant of the plurality of feature variants associated with the segment of the user; and
conduct, based on the manifest, an instance of the A/B testing for the user of the particular instance of the mobile application, the A/B testing tracking performance of the particular instance of the mobile application with respect to the feature variant, conducting the instance of the A/B testing comprising:
monitoring execution of the mobile application for an occurrence of an event at the mobile application,
enabling, responsive to the event, a changed code block instead of a default code block to be executed by the mobile application, the default code block corresponding to the default feature and the changed code block corresponding to the feature variant associated with the segment of the user, the default code block and the changed code block both being part of the application at a time the particular instance of the mobile application is installed on the mobile device associated with the user,
triggering, at the mobile application, the feature variant associated with the segment of the user instead of the default feature by executing the changed code block, and
transmitting data tracking the performance of the particular instance of the mobile application as outputs of the instance of the A/B testing.
9. The one or more computer-readable storage media of claim 8 wherein the program instructions direct the computing system to trigger the feature variant by directing the computing system to replace a default visual element with a variant visual element associated with the segment of the user.
10. The one or more computer-readable storage media of claim 8 wherein the feature variants associated with which user segments are automatically defined based on analysis of test results for the plurality of feature variants over the plurality of user segments.
11. The one or more computer-readable storage media of claim 8 wherein the plurality of user segments are defined manually by an application developer associated with the mobile application.
12. The one or more computer-readable storage media of claim 8 wherein the event that triggers the default feature comprises a function call.
13. The one or more computer-readable storage media of claim 12 wherein the program instructions direct the computing system to trigger the feature variant associated with the segment of the user by directing the computing system to identify an original function that invokes the function call and responsively intercept the function call and execute the feature variant instead of the function call.
14. The one or more computer-readable storage media of claim 8 wherein the event that triggers the default feature comprises a user login.
15. A computing apparatus comprising:
one or more non-transitory computer-readable storage media;
a processing system operatively coupled with the one or more non-transitory computer-readable storage media; and
a mobile application stored on the one or more non-transitory computer-readable storage media and including an embedded control module comprising program instructions that, when executed by the processing system, direct the processing system to at least:
receive, in the A/B testing involving a plurality of instances of the mobile application each installed on a mobile device, a manifest that defines a plurality of user segments and a plurality of feature variants, the manifest originated from an application developer of the application, each feature variant associated with at least one of the user segments, wherein the plurality of user segments comprise categorizations of different groups of users of the mobile application, the mobile application associated with a default feature;
process the manifest to determine a segment of the plurality of user segments associated with a user of a particular instance of the mobile application along with a feature variant of the plurality of feature variants associated with the segment of the user; and
conduct, based on the manifest, an instance of the A/B testing for the user of the particular instance of the mobile application, the A/B testing tracking performance of the particular instance of the mobile application with respect to the feature variant, conducting the instance of the A/B testing comprising:
monitoring execution of the mobile application for an occurrence of an event at the mobile application,
enabling, responsive to the event, a changed code block instead of a default code block to be executed by the mobile application, the default code block corresponding to the default feature and the changed code block corresponding to the feature variant associated with the segment of the user, the default code block and the changed code block both being part of the application at a time the particular instance of the mobile application is installed on the mobile device associated with the user,
triggering, at the mobile application, the feature variant associated with the segment of the user instead of the default feature by executing the changed code block, and
transmitting data tracking the performance of the particular instance of the mobile application as outputs of the instance of the A/B testing.
16. The computing apparatus of claim 15 wherein the program instructions direct the processing system to trigger the feature variant by directing the processing system to replace a default visual element with a variant visual element associated with the segment of the user.
17. The computing apparatus of claim 15 wherein the feature variants associated with which user segments are automatically defined based on analysis of test results for the plurality of feature variants over the plurality of user segments.
18. The computing apparatus of claim 15 wherein the plurality of user segments are defined manually by an application developer associated with the mobile application.
19. The computing apparatus of claim 15 wherein the event that triggers the default feature comprises a function call.
20. The method of claim 1 wherein the changed code block includes a dynamic variable.