Wikimedia Apps/Team/25th Birthday Reading Challenge/Experiment

Experiment Requirements

Show announcement inviting users to join the Reading Challenge when opening the app after launch
Allow users to join the challenge directly from the announcement
Provide a prompt encouraging users to install the widget after joining the challenge
Prompt logged-out users to create or log in to an account if they want their progress tracked
Create a Reading Challenge widget that displays progress toward the goal
Display the user’s current reading streak within the app
Provide states that motivate continued participation and clearly communicate completion of the challenge
Allow users to restart the challenge if their streak ends and enough time remains in the challenge period
Automatically grant rewards to users who complete the 25-day goal

KR 1.1 – Practically significant increase in the overall upgrade rate (velocity) of casual readers to active readers compared to baseline (previous months)
KR 1.2 – 1% increase in overall 2-day retention for those who take part in the challenge, compared to their past behavior baseline
KR 1.4 – Users who installed the widget have a 5% higher upgrade rate compared to users who simply joined the challenge

CR 2.1 – For campaign new installs, what was their retention split? What % became casual users vs active users? How do they compare to non-campaign installs?
CR 2.2 – How many users claimed their prizes (used discount code or added custom app icon)?
CR 2.3 – How many people installed the app just for this challenge?
CR 2.4 – What was the most common drop-off point (10, 15, 20 days, etc.)?
CR 2.5 – How many accounts were created through the challenge?
CR 2.6 – Did the challenge create long-term habits after it ended?

This experiment supports efforts within the Wiki Experiences objective 3 to increase reader engagement across Wikimedia platforms.

Teams across Product and Technology are exploring experiments that encourage readers to return more frequently and engage more deeply with content.

The Reading Challenge tests whether goal-based reading streaks can improve retention and build longer-term habits.

iOS team hypothesis	Timeline	Phabricator epic
Wiki Experiences WE3.8.3 If we add a temporary 25th Birthday reading challenge module and widget on the apps that motivates users to meet a reading goal, we'll see an X% increase in the upgrade rate (velocity) of casual readers to active readers for those who join the challenge compared to our baseline upgrade rate	March – June 2026	T416648

To be added.