Motive recently redesigned the onboarding flow in the Motive Driver App for newly invited drivers. The new flow launched on April 1 and added a guided setup checklist for HOS, vehicle inspection, and document upload. The PM wants to know whether this product change improved retention for newly activated drivers.
Before launch, the 4-week retention rate for new driver accounts activated in February was 31% and in March was 32%. For the April activation cohort, preliminary 4-week retention is 37%. However, April also had a higher share of enterprise fleets, more Android users, and a 15% increase in activation volume due to a sales push. Leadership wants to know whether the retention improvement is real, which cohorts drove it, and whether the onboarding change improved downstream engagement in the Motive Driver App.
driver_accounts: driver_id, fleet_id, activation_date, country, device_os, app_versiondriver_app_events: driver_id, event_time, event_name, session_id, screen_namefleet_accounts: fleet_id, segment, fleet_size, sales_channel, contract_start_dateonboarding_checklist_events: driver_id, checklist_step, completed_athos_logs and inspection_events: driver_id, event_time, statusexperiments_and_releases: release_date, app_version, feature_flag exposure