Readers/WE3.3 Engaging core audiences
Our objective is to demonstrate a practically significant increase in logged-in reader retention, as measured through A/B testing of one feature per platform, by the end of Q2 FY2025-26.
Context
[edit]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).
Our definition of a logged-in reader is anyone who has < x edits within the last year, where x is the threshold used for contributors metrics (for dashboarding purposes), anyone who has < x edits.
Projects
[edit]| Hypotheses | Project details | Current status |
|---|---|---|
| WE 3.3.1 Year in Review V3
If we add low to medium effort personalized elements requested by iOS users in 2024 to 2025’s Year-in-Review, we will see a 5% increase in satisfaction compared to last year, as measured through usability testing or beta testing |
Wikipedia Year in Review – 2025 | Completed |
| WE 3.3.2: Activity tab (Android)
If we expand the existing Edit tab on Android into a personalized activity hub that includes insights into reading and non-editing participation, we’ll see a 5% increase in multi-day engagement with the tab compared to the original version. |
Wikimedia Apps/Team/Android/Activity Tab Experiment | Completed |
| WE 3.3.3 Unlockable Reader Avatars (Android)
If we introduce at least one unlockable avatar in the Android app for account holders—earned through meaningful reader actions like saving a certain number of articles — we’ll increase repeated engagement with associated action by logged-in users by 10% over multiple days. |
||
| WE3.3.4 Reading lists (Desktop and mobile web)
Our hypothesis is that if we give logged-in readers the ability to save articles to a private reading list, we expect engagement on the site to increase, as measured by a 5% increase in internal referral traffic for readers who use the feature, and a statistically significant increase for all users. Owner is Jan, delegate owner is Anne. |
Readers/Reader Experience/WE3.3.4 Reading lists |  In progress
|
| WE3.3.5 Collections (Desktop and mobile web)
Our hypothesis is that if we conduct a user study that allows web readers to collect/curate content from Wikipedia, then at least 10% of participants will save two or more distinct types of content (e.g. articles, excerpts, media) to a collection. Owner is Sneha, delegate owner is Justin. |
In progress
| |
| WE3.3.6 Article topic inference data
If we make article topic inference data available via a service that meets agreed-upon scalability and availability requirements, plus any necessary data backfills, then we will have established the technical foundation necessary to support upcoming personalized reader experiences that depend on this data. |
In progress
| |
| WE3.3.9 Android Year in Review Reading list
If we release Year in Review on Android and A/B test offering engaged users a reward to save a custom reading list, we will see a 1% increase in overall app retention rate amongst readers offered the reward compared to those who were not. |
Year in Review Reading List Experiment | In progress
|
| WE3.3.10 iOS Year in Review Personalization
If we A/B test requiring an account to view the personalized reading insights of Year in Review, we’ll see a 1% increase in overall retention rate for users that were required to have an account, compared to those that were not. |
Personalization for logged-out users | In progress
|
| WE3.3.11 iOS Activity tab
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”. |
Activity Tab (iOS) | In progress
|