Zoom has introduced a new feature that allows users to send emoji reactions during meetings. How would you assess the effectiveness of this new feature?

Clarifying questions:

• Has this feature been launched on the web or the mobile app? Both
• Where has this feature been launched? (Globally)
• Has this been launched for a specific cohort of users? No for all users
• Where is this feature? In the text message box or in the controls section? (This is in the controls section)

Goal of the Product:

Zoom is a video calling platform that aims to bridge the gap digitally between users that are separated by distance & time zones. It has become a staple in office settings where employees work remote or hybrid.

For the reactions feature:

Zoom aims at boosting user engagement specifically from a user group that tends to not participate as much either visually or vocally in meeting.

Actions:

What does the user journey look like?

• user will click on the meeting link / enter the meeting code and password
• user will sign in to the zoom account
• host will let in the users.
• user will switch on / off the camera
• user will mute / unmute during the course of the meetings
• user will chat with other participants (direct message / group_
• user will raise their hand to speak up
• user will send out reactions
• user will join sub-cohorts created on zoom
• user will participate in sharing screen
• user will annotate

There were plenty of user engagement features pre-existing to the reactions feature.

Metrics:

• Average engagement rate post reactions vs before launching reactions (week-on week trend)
• Average number of reactions sent per meeting (Total number of reactions sent / Total number of meetings ) (Track this weekly)
• Impact of the engagement rate of other features like chat, raising hands etc (is reactions cannibalizing other feature)
• # Reactions sent by participants who remain on mute/ don’t turn on video vs # Reactions sent by participants who actively participate in the meeting. (cohort analysis)
• # reactions sent by people belonging to different geographies/ demographics (we need to see which age group/ gender/ language is using reactions the most)

Evaluate:

Reactions being a low effort engagement feature can potentially cannibalize the other features on zoom.

There should be an upward trend in the engagement rate for our silent group (people who are not big on engagement)