I’ve used a couple of different ToDo-apps in my life so far, and some have been better than others. However, I think most of the teams behind these apps use the “wrong” KPI:s. I’m not sure precisely what KPI they use, but they are for sure not using any KPI directly correlated with their user’s productivity. After all, why do people use ToDo-apps? It is not because they want a ToDo-app; it is because they want to become more productive.
So maybe, ToDo-app companies shouldn’t think as much about the average user time, or how many times a day the average user uses the app. Instead, they probably should focus a bit more on the average time spent per finished task and the number of tasks completed each day.
Less complexity, fewer obstacles, less distraction, but increased productivity.