Before I get started, I want to make sure that I understand the product and its features clearly.
Facebook Groups let users organize groups based on shared interests to further discuss, engage, discover and make new connections with each other. These groups can be public or private and users can invite other members, create content and engage with created content. Does that sound correct to you?
1) This is a mature product, what do we know about the product so far? How is it doing?
2) I can think of several goals, and I would propose engagement but I am open to suggestions
What problems does it solve?
1) Having a dedicated forum based on interests for like-minded people to connect, interact, communicate and engage with each other and discover new features
2) Giving a channel for small and medium sized businesses to promote their brand, increase their outreach and awareness, specifically address any questions, sell merchandise, product services etc.
Two user personas: group creators and admins and group participants
How is the product currently designed?
1) User can discover groups through their news feed, invites and by specifically searching for groups
2) User can view the group page and depending on their interest, group content, they can choose to join the group
3) Users go back to the group their posts shown on their news feed, notifications, mentions or proactively based on their interest
4) Users can create their content or engage with the content
5) Users can make purchases
6) Users can be motivated to create a new group
1) Create groups
2) Invite users
3) Can use ads to publicize groups
4) Create posts, respond to queries when appropriate
5) Set ground rules to keep the groups safe and make users feel safe, secure etc
There are different aspects that one can focus on - discovery, onboarding, CX in a group and I am specifically interested in the experience within a group as it directly relates to the business goal as well as the user goal for group participants and will have a higher impact
Use cases and pain points of group participants:
- I can't easily discover files, attachments or previously shared items in a group
- I want to post but I feel that I will be judged and hence don't share content on a group - high impact- would like to focus on it
- I want to be able to set up appointments for coffee etc. with like-minded people on the calendar - more authentic connections, more traffic to facebook but may lead to a lower engagement
- I can't keep track of updates as I part of so many groups
The solutions have been analyzed for their impact and implementation cost
- Incentivize users to respond through badges, points - high impact, inflated likes, lower quality of responses/comments, medium effort
- Provide pre-designed templates - low-medium impact, takes away authenticity from users, need a balance of pre-design vs. user input, easy to build
- Provide support for proof-reading through a bot or another user - low-medium impact, time-consuming for users, harder to build
- Require approval of comments - low-medium impact, will not scale and decrease overall engagement, medium to build
- Automatically detect words that may be perceived as humiliating - medium impact harder to build and users many still not feel encouraged to post
By considering how the solutions meet the user needs and the associated tradeoffs, I would recommend building a feature to incentivize users to respond to posts in the short-term and building a tool to automatically screen inconsiderate words in the long-term. This strategy would encourage more users to create content and react to posts thereby spurring the overall activity within groups and increasing engagement for facebook groups.
- # of posts created within groups (hypothesis that this will go up as users will feel more encouraged to post more)
- # of likes, reactions, comments within per post (hypothesis that this will go up as users will more incentivized)
- # of invites sent by a user (hypothesis that users are having a +ve experience)
- # time spent by users within a group pre and post launching this feature
- NPS score for users
- Sentiment analysis based on posts (if possible)