You are the PM of Facebook Lite. What goals would you set?
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in Execution by (38 points) | 46 views

1 Answer

+1 vote

company mission:Facebook's mission is to connect the world and give the tools to build a community

What is FB lite: Facebook lite is a lighter version of facebook in terms of the space it occupies, ram required , functionalities and data bandwidth

It's meant for low end phones on slower networks, it's meant for users that are from developing countries/areas where data connectivity is not as robust 

Where is used: It's primary used in tier 2 cities since in developing countries metros have better connectivity 

What does is solve: It's meant to enable the average new internet user to be able to use and enjoy facebook

From a goal setting perspective , this is a mature product so I'd focus on engagement first 

Primary metrics: There can be 2 primary metrics - mission driven and product driven

Mission driven - what % of users in developing countries are using FB lite since this gives a sense of if the product is relevant/being liked by the users in target market

Product driven - Hypothesis is that the typical facebook app is too big/demanding for a slow conenction/low end phone so ideally the lite app should lead to a better experience and hence better time spent so may timespent for users on lite vs time spent for users on non lite on low end phones in tier 2 cities 

Other metrics to track

play store traffic - to see if users even want a lite app, is there enough awareness/demand for it 

play store conversion rate - to see what kind of conversion are we seeing and from which devices for lite vs non lite

Migration from lite to non lite and vice versa - to see if users are happy with lite and also if regular app users actually like lite for some reason

time spent: Time spent per user for lite vs non lite in tier 2 cities and metros 

Depth of engagement: DAU/WAU ratio ( DAU= opened the app) for lite vs non lite in tier 2 cities and metros

Rentention:  D7, D30 retained users ( D7 = opened the app on 7th day from install) for lite vs non lite in tier 2 cities 

Trade off/risks with primary metrics 

The metrics don't track depth of engagement - you can't tell if the user is coming 3 days or 2 days if you look at just average time spent 

by (135 points)
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Great structure and answer. My primary feedback is that 1) there are too many metrics 2) time spent is in both primary and other metrics 3) tradeoffs were not clear. One possible tradeoff is that if there is higher adoption and engagement on Lite, then it takes away users from Non-Lite which possibly has more monetization channels given that it has more functionality and is more established
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Yeah I missed the time spent bit and good call out on trade off.

On the too many metrics point, I've clearly called out the primary metrics and added a few defensive metrics so not sure if that's an issue or not
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The question asks for goals though. So the answer provides a very nice structure to identify the key metrics but don't you still have to rephrase it into a goal?

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