The Challenge

Tonic, a music education app, faced a critical growth phase requiring new insights to guide their next steps. Data was not being effectively utilized for decision-making, the team lacked clear Key Performance Indicators, identifying growth drivers and bottlenecks was difficult, and they needed better understanding of user behavior to improve engagement and retention.

What We Did

Adasight implemented a multi-faceted approach:

1. Data integrity audit — Reviewed the full stack across Segment, Amplitude, and Braze to ensure data accuracy and consistency
2. Growth metrics refinement — Defined and refined key metrics around sign-up, retention, and stickiness
3. User behavior analysis — Analyzed behavior across the full engagement spectrum to identify patterns
4. Duolingo Growth States Model — Implemented this proven framework for user segmentation, enabling Tonic to understand where users sit in their lifecycle
5. Leadership alignment — Facilitated collaborative strategy sessions to ensure everyone was working from the same data
6. Tech stack audit and optimization — Assessed and optimized the existing technology infrastructure
7. Activation and retention analysis — Conducted rigorous analysis of user activation triggers and retention drivers

The Results

The engagement delivered better user engagement, stronger retention outcomes, and a solid growth path in the music education sector. The implementation of the Duolingo Growth States Model provided a powerful framework for ongoing user segmentation and lifecycle management.