In our digital world, creating an engaging user experience is the key to success for app developers. But engagement doesn’t come from a hotch-potch of innovative features or a random collection of ideas; it comes from creative, strategic planning and execution.

For instance, consider the case of Spotify’s annual Wrapped feature. At the end of every year, users can see their top songs and artists, favourite playlists, and the number of minutes they’ve listened to music and...