Background
As the Foundation focuses on creating a multigenerational platform, the mobile apps are being leveraged as a flagship experience for deep readers and knowledge lovers.
Through last year’s experiments with Year-in-Review (T371946), an activity tab on iOS (T391997) and Contributions Dashboard, we learned that many of our users appreciate seeing insights about their behavior. It was also clear based on user feedback that users want to have control over what is displayed and ensure privacy is honored, which is why with the exception of editing data that is already public, we will leverage local data for this implementation.
The Android app has already built and A/B tested a production Activity tab (T399727) that was tested against the edits tab in August 2025. The iOS app will learn from Android’s implementation and create an iOS version to test during Q2.
Hypothesis
If we A/B test adding an “Activity” tab on iOS that highlights reading, editing and other participation behaviors, we will see a 1% increase in overall app retention compared to our control experience of “History”.
Our hypothesis rolls up to the 3.3 KR of engaging core audiences.
The full key result reads:
By the end of Q2, demonstrate a practically significant increase in logged-in reader retention, as measured through A/B testing of one feature per platform.
Additional Context:
This KR will focus on improving the reading and learning experience for existing and experienced readers, with the goal of retaining our current audience and deepening their connection to the site so they can learn more, as well as be ready and open to take paths towards donation and editing. Work here will focus on improving the reading experience on the web and apps (readability improvements, better navigation and discovery), as well as building out and iterating on our curation and personalization offerings (Reading lists, personalized suggestions, user and article history, etc)
How will we know we are successful?
Key Results
- Primary KR 1.1 - Users with access to the activity tab have a 1% higher overall app retention rate among logged-in readers of experiment group compared to control
- KR 1.2 - 5% higher multi-day visits of activity tab among logged-in users who have the new activity tab vs those that have the history
Guardrails
- GR 2.1 No more than 10% of users turns feature completely off
- GR 2.2 At least 80% of qualitative feedback received is positive or neutral
Curiosities
- CR 3.1 – What % of people switch their Activity Tab experience to something other than the default? Which modules are people turning off and at what rate?
- CR 3.2 - By how much did account creation increase for the experimental group compared to control? What did the log-in/account creation funnel look like?
- CR 3.4 - How many new accounts took an action on the activity tab? View an article, or making an edit
- CR 3.5 - How does engagement with “History” compare with engagement with Timeline on Activity?
- CR 3.6 - How does the return rate compare to the Activity tab V1 prototype’s return rate?
Requirements
Must have:
- Update Navigation bar to read Activity instead of History
- Require user to have an account to see activity
- Temp accounts should receive the logged-out experience
- Show survey to collect feedback on 3rd visit to activity tab
- Show an onboarding screen the first time they click into activity (Logged-in and logged-out)
- Remember scroll position in the activity tab when someone clicks on a module and then returns
- Experiment is run as an A/B or A/B/C test
- A: History tab (no change)
- B: New activity tab
- Add overflow menu with
- Ability to customize and hide/show elements of the module
- Access to an info page that leads to mediawiki
- Ability to clear their reading history from within the Activity Tab
- Allow clearing donation history from Activity tab
- Clearing donation history in settings should also clear the donation module in Activity
- Clearing history should also clear insights based on History in Activity
- In the customization screen, communicate where local data is being used
- Empty state for when all activity modules are turned off
- Show Standard history tab with CTA to turn modules on
- Empty state for logged-out users
- For donations made from the donations module, they should be counted as App menu, but attributable to the activity tab
- Show Standard history tab with CTA to log-in to see Activity
- Insights should cover all app languages, except where necessary they can be solely based on the primary app language
- The order of the modules in the activity tab should be as follows.
- Time Spent reading this week
- Monthly Reading Insights
- Articles read
- Articles Saved
- Top categories
- Impact
- Most viewed since your edit (Primary app language only)
- Monthly Editing Insights (Primary app language only)
- Edits this month
- Edits last month
- All time Impact (Primary app language only)
- Total Edits
- Thanks Received
- Best Edit Streak
- Last time edited
- Your recent activity (last 30 days)
- Total views on articles you’ve edited Article edited with most views
- Total edits across projects (all projects)
- Last in app donation (hidden by default)
- Timeline of behavior
- Reading history
- Articles saved
- Editing history (Primary app language only)
Nice to have
- Ability to search page
- Charts to visualize activities
- Icons to demonstrate how the user got to the reading history (via Link or Search)
- Reminders for reading and editing goals
Designs
Core Screens
TBA
Test Languages
The feature will be broadly AB tested. However, QA and any qualitative testing should happen in:
- Chinese Wikipedia
- Spanish Wikipedia
- English Wikipedia