The messaging application Rakuten Viber (Viber) has announced that its messaging platform increased overall engagement by 15 per cent for its 1 billion registered global users thanks to shifting its innovation strategy from being product-centric to user-centric.

Viber said that after a three-year partnership with the user analytics platform, Mixpanel, the company is continuing to make experimental platform decisions to test, iterate, and improve the entire user experience.

This user insights-driven product strategy has improved overall platform messaging by 15 per cent for its one billion users, a key factor in driving engaged conversations among individuals, as well as community members.

Through the partnership, the Viber team will continue to use behavioral insights in Mixpanel to build out the entire user journey and brand experience for its users.

“The companies that stay ahead of the curve are the ones that focus on delivering an outstanding and consistent experience across every user touchpoint including emails, ads, and customer service, as well as the app, website, and technology that make up a company’s product. Rakuten Viber is a great example of how our customers are reinventing themselves from the inside-out with the power of data-driven insights,” said Amir Movfaghi, CEO of Mixpanel.

Danny Odes, Mobile Product Manager at Viber, was a critical player in Viber’s iterative redesign: “What keeps users coming back to Viber is the fact that it’s a fun and seamless platform that keeps them feeling connected with their loved ones and favorite brands. I want to create products that help people make more meaningful connections, and I look to Mixpanel for quantitative evidence of where we need to improve the user experience so people can truly express themselves on our platform.”

Messaging platforms are 20 per cent larger than today’s social networks and messenger apps are the ubiquitous way for people to stay connected around the world.

In addition, these platforms are ripe environments for brands to apply unique strategies for users to connect with them in a more engaging and authentic way. — VNS