How would you improve user engagement on WhatsApp?

1. Whatsapp Chat
2. Whatsapp Pay
3. Whatsapp Business
   1. List items
   2. Menus
   3. Support
   4. Interactions with businesses
4. Whatsapp communities
5. Whatsapp status

From the above we will take the below 4 points and brainstorm on solutions.

Based on the above information, in the short term, I would like to focus on the ability to create checklists, supporting emergency messaging and import checklists to whatsapp, while in the long term, I would also like to create features that help them build and track habits.

Also, as noted above one risk with the emergency messaging is that people might stop reading messages throughout the day unless they are marked important, so average engagement could come down. We could do a launch in one country, check the metrics before doing a wider rollout.

1. Unable to track morning routine and so this becomes erratic
2. Can't see if there are some important messages from someone
3. No checklist currently that I can cross off on whatsapp
4. Have to type while I drive

1. Add and create a routine. This tracker can also give you how many days you have continuously followed this routine and can help make you better. 
2. Visual indication of an emergency/important message along with a special sound that is different from the normal message sound. This sound can be configured by the user. As a start we can have some siren kind of sound
3. Allow users to create and share check lists
4. Allow users to import/share checklists from Notes/Alexa etc.

There are some risks associated with these, which we have also listed above 

1. Student (Genz) : College or School students who use WhatsApp for communication with friends. Sharing assignments, and notes. Creating group for the class, trip many more purposes.
2. elderly people: people who are in their 50+. Having sufficient time to talk and read messages. eager to grab recognization in their social circle so sent many messages and reply on sender's most off messages.
3. Small business owner/ Reseller: share catalog with their customer. talk to them and generate leads.

Clarifying questions:

1. Is there a particular business KPI we are looking to move? If not, I would chose to move the engagement metric as its the north star KPI for whatsapp.

2. Any platform or resource constraints?

Business objective:

I would like to increase user engagement through improvements. Whatsapp's mission is to let people communicate with each other without barriers. 

User personas:

Individual users that use a personal account

Business users that use a business account

Whatsapp platform

I would like to select individual users that use a personal account for this discussion. Let's break down into user segments, zoning in on group users:

1. Group users that have muted group messages and are not active in groups.

2. Active group users that check their group messages and participate in groups. Sending atleast 3 messages per week, or engaging with atleast 3 messages per week.

I would like to generate pain points for #2

Pain points/Needs:

1. I'd like to schedule meetings in the group, as group members don't remember when they have to be get on a group call.

2. I'd like whatsapp to remind me of important dates such as birthdays, anniversaries of group members (Especially family and friends), so I can wish them. 

For the interest of this exercise, I'd like to explore pain point #2

Solutions:

1.  Ability to set reminders in groups: Allow admin users to set reminders for members in the group. It has the following features:

a. One time or recurring reminder with a start date and end date

b. Customize the text for the reminder

c. It is delivered in the form of a whatsapp text in the group 

KPIs:

1. Awareness:

Number of group users that discover setting reminders

2. Adoption:

Number of group users that set reminders/total number of groups

3. Retention:

Number of users creating reminders in multiple groups

1. I’ll start with what WhatsApp(WA) is- WA is a messenger platform where users can send messages/voice calls/video calls with other people for free.

2. Before digging deeper, let me clarify some questions:

   1. What does engagement mean?

      1. increased user interactions/engagement on the platform
      2. new users coming to the platform

      For now, we are focusing on increased user interactions/engagement on the platform.

   2. Is there something wrong with user engagement? any decline in numbers?

      WA wants to increase engagement per user per day.

3. Business Goals: WA wants to increase the number of activities per user per day.

4. User Segment:

   Based on the kind of interactions, I can think of these user segments:

   1. Individuals: who use WhatsApp for their personal communication with friends/family.
   2. Working Professionals: who use WhatsApp for their professional work with their team
   3. Local Businesses: who runs their business operations through WhatsApp (These do not include WhatsApp Business accounts).

5. Prioritizing User Segment:

   For our discussion, I am considering the Working Professionals for whom we are going to improve the product.

   Why Working Professionals?

   1. Post-Covid, remote-working has grown exponentially. This means these professionals rely heavily on these platforms to communicate faster and effectively with their teams. Hence, their app usage time is relatively high and can be power users.
   2. Even if WA introduces some premium features in the future, these people are more capable of using and paying for them.

6. Pain Points:

   1. These professionals use WA for their personal communications also, which means it is flooded with teams chats, personal groups, communities, friends, family and distracts the users while working.
   2. Working means having tons of meetings and users have to rely on other calendars/products for reminders (like Google Calendar).
   3. Unable to find poll/quizzes options where the team can brainstorm together.
   4. Difficulty in categorizing important messages, videos, images.
   5. Difficulty in sharing large files among the groups/teams (as WA supports file size up to 100MB only)

7. Solutions:

   1. Creating a separate screen after Chats screen as “WORK” where users can have entirely professional communication with team members and groups. Users can mark these contacts as “Work” and they’ll be transferred to the Work screen.
   2. Users can get notifications/meeting reminders so that their work is aligned with the scheduled events and they don’t have to leave the platform to check their schedules every time.
   3. Provide a poll and quiz option in the attachment section so that teams can run these polls and quizzes for brainstorming and decision-making.
   4. Users can mark these messages, videos, images as important that they can access anytime when they click on more actions (3 dots) and it has an “IMPORTANT” option.
   5. Users rely on other platforms like Gmail, Slack, etc for sharing large files >100Mb. Increasing this file size makes sure users won’t leave the platform to do these tasks.

8. Prioritization: Based on the RICE framework, the following features come up in priority order:

   1. Create a separate WORK Screen.
   2. Provide poll/quiz options
   3. Mark as Important
   4. Increase file size
   5. Get notifications/meeting reminders

9. Success Metrics:

   1. Increase in session time
   2. Number of messages, videos, images shared
   3. Number of polls/quizzes created and shared

Prelim questions: 

1. (Why) What is the objective behind improvement? User experience or User acquisition or improve revenue?
2. (What) For mobile or desktop?
3. (Who) Do you have any persona in mind as target audience?

Selected Objective: User experience cause heavy penetration of app for all devices and no pre-defined persona.

Personas:

1. Heavy users:  Extroverts on social media, very active on groups and texting. Who prefers texting as a medium of communication
2. Low usage users: Ambiverts. Uses social media and messages friends in free time.
3. Occasional users: Prefers calls as a medium of communication or on other texting channels, etc.
4. Businesses: Marketing, post sales services.

Select persona-  Low usage users - they are familiar with platform, with improved user experience they spend more time on the app.

Needs/Pain points:

Individual messaging:

• Want to reply later but forgets
• Don’t want to be rude but want to know the message (feature already exists)
• Don’t want to be contacted at certain time
• ToDo action pending property to a message.

Group messaging:

• Don’t want to be added to groups
• Don’t know if the conversation is important or not
• Want to be active, but don’t know how to

Solutions/Features:

• Reminder to reply to messages
• Schedule replies
• Notes, reminders and Calendar tag to options for TODO lists and etc.
• Want to be added to group? - option

Feature specific Metrics:

• Reminders added per user
• Number of Replies to scheduled messages
• Scheduled messages delivered
• No. of tags to notes, reminders, calender, etc.

Overall metrics:

• DAU/WAU/MAU
• Session time
• Reply prediction taken

Step1: Define product

Whatapp is primarily a messaging app that is used by most individuals to communicate promptly with other individuals or groups of individuals. A user can post messages, share files, photos, etc as well as execute audio/video calls for communication. The platform is offered as a mobile as well as a web app. Recently, Whatsapp introduced a payments feature as well. There is Whatsapp for Business.

Step2: Define improvement goal

Given WA is yet to reach its maturity, we'll focus on engagement as a goal to drive the platform growth further.

Step3: Define an area of focus

Given there are so many critical functionalities within WhatsApp, we will choose an area for further improvement. We'll focus on chats as that's WA core.

Step4: Define user segments

We will segment users on the basis of their level of activity

1. Power users: high WA usage
2. Moderate users: limited WA usage
3. Dormant users: very low WA usage

We will focus on moderate users as that's a critical mass which if converted to Power users can lead to a significant uplift in engagement.

Step5: Define pain points

There are many reasons why our chosen user segment has limited WA activity on chats

On the basis of RI score, we will shortlist use case #1. Many users get added to various groups. However, they don't find those conversations interesting and hence, don't participate. We need to solve the problem of how we can make the groups interesting for such people to participate.

Step6: List Solutions

On the basis of the score, we will go ahead with #3 as the solution.

Step7: Define criteria to measure success

Our hypothesis is that by enabling users to explore groups of their interest, we will be able to get Moderate users to engage more on WA chats.

Additional engagement: No. of public groups  * Avg. no. of messages/public group/day

Primary metrics (engagement of moderate users)

• the Total number of public groups joined/moderate user
• Avg. no. of messages created by Moderate users/joined public group/day

Secondary metrics (engagement overall)

• Total number of public groups
• Avg. no. of messages created/public group/day

Watch metrics (should not degrade engagement in other areas)

• Avg. no. of messages created/user/day

Step8: Call out risks and identify mitigation plan

Risk 1: Mobile numbers will become public. Some users may want privacy in unknown groups - Allows users to join such groups anonymously.

@bijan @Eli Marcus please provide your feedback.

Improve engagement in whatsup app

Describe the product-

The app is used to share the quick communication in form of text, voice, picture message. It helps to connect between the people emotionally and purposefully.

Clarification/Assumptions

1.      Assuming the app wants to increase the engagement on mobile version

2.      Assuming that there is no restriction on age limit or governance issues on the spread of the content

3.      Assuming that uniform regulations have been applied across the countries unlike China

User groups

1.      Business account users- who uses the whats up for transactional purpose to spread the business activity and attract customers

2.      Individual users – who uses the app casually for entertainment, sharing the information via text, videos, photos, connect with the dear ones who stays nearby or far way

Goal of the application

1.      To increase the customer engagement in the application

Pain points

I would like to list down the pain points for individual users as the % of people is more who uses the whatsup and there is a sudden decline in the engagement as people are diverting to the other app like telegram

1.      I feel disinterested with too many long messages. At times I read them and realises after spending good of amount of time that it was not worth spending time

2.      Toom any videos, big size videos unnecessarily take away the storage space that I need to delete eventually and it wastes my time.

3.      I do not want to waste my time in the data management. Too much data makes it difficult to manage the relevant data that I want to save and most of the time I end up deleting relevant data haphazardly

4.      I am part of too many chat groups with dear ones having same participants who kept on sharing the similar content and thus makes it difficult to remember the exact objective of each chat group

5.      I end up sending the messages to the groups where I am not suppose to send inadvertently. It is meant for some other group but by mistake I share it to some other group. I realise my mistake when people read the message and get to know about it.

6.      I end up sending the incorrect messages to the individuals whose number is saved by similar name but slight variation may be in surnames. Like message is meant to be sent for Emma Paulson but I end up sending it to Emma Johnson.

Solutions

1.      Understand the user choices and behaviour using some data repositories and algorithm to know what kind of information does user is looking for and when too many messages are flooded then user should get to know in for small one liner summary about the topic or broad category of them message that should create interest in the user to read it or see the video messages till end. The relevant messages per user behaviour can be highlighted or blinked in specific colours. May be text font colour and the outline of the video can be blinked in specific colour to trigger the user

2.      Once the picture message is read and video is completed there should be an auto pop up message to ask the user if you want to keep a copy of it or want to delete it permanently. The whats up should also ask the user if they want to keep the message in specific folder for better data management.

3.      The system should ask the user if they want to save the data as the available store is less or about to fill.

4.      Three smiley feedback questionnaires can be sent periodically to the users to understand better on the interest level and engagement on the whatsup

5.      A feature can be added that can help users to understand the specific goal of creating a group. Hence, they can take the decision if it is not the duplicate one and would like to join it.

6.      Once the purpose of the group is defined then users should get a trigger while sending the message that is it adhering to the specific purpose of the group. If the group admin is not too strict on the purpose of it then the user should be asked if you still want to send this msg to that specific group.

7.      The admin should get an ability to define the purpose of group and an ability to allow the specific type of messages adhering to the objective This may be a strict feature that should be used for special scenarios or admin can leave the decision to the message sends but a should ask them if they want to continue sending it or not

8.      The system should have the ability to ask the user if you want to send the message to Emma 1 or Emma 2 as there are two people with similar first name

Prioritisation of solution

Evaluation

The users might find it boring to provide periodical feedback and hence might not use it on regular basis. Ability to create the group using specific might be overlooked by the users casually and they can still create the group with slight tweak in the goal description as the user group is just using the whatsup for entertainment and connecting with people.. Feature 1, 2,5  is going to break the real pain points and provide relief to the users that in turn will increase the engagement.

Core purpose of whatsapp: Enable people to communicate with each other in a private way. Core mission is to make this communication easier, and bring more people into the network. 

Core personas:

1/ Users: I will prioritize focusing on users, and to enable that if I have to improve exp for businesses, we will do so. 

2/ Businesses 

The way I will approach this problem is to look at use cases, customer journeys, pain points and the come up with solutions for the most important problems. 

Lets look at the key use cases enabled by whatsapp. 

1/ Core communication exp: 1-1 chat, Group chat. Text, voice, video modes. And sending files. 

2/ P2P Payments - I think this is possible in some countries. Not in US. 

3/ Interact with SMBs - customer support, talking to businesses.

There are two scenarios we can consider to improve whatsapp:

1/ Improve the core communication exp: 

2/ Focus on new use cases which leverage the core communication exp to provide more value for users.

At a high level both are important, and we should focus on improving the product on both fronts. 

Scenario 1: Improve core communication exp. 

Here the core mission is to enable communication for all. If I break that mission statement, we can think of key dimensions to drive improvement 

1/ Connect more people: Keep improving whatsapp experience on low cost phones, low bandwidth geos so that more people are able to get the benefits. 

b/ Break down language barriers: Especially in India, where there are so many languages, its not easy to talk to someone who speaks a different language. Basically constrains to english. If we can unlock a lot of value. For e.g, My mom should be able to talk in telugu, whereas the other person is hearing it in real-time in a different language.   

c/ Make whatsapp easy for non-tech users: Voice enabled. Again, my mom is not techsavvy. Would be great if she can just talk to whatsapp instead of typing and tappin on the phone. Call Joe. Send this message to Joe. Message should be transcribed, translated so taht the receiver can get it in whatever format they want. 

As we walk through the core customer journey, lets keep the above dimensions in mind to guide our product strategy. 

Would prioritize “making notifications relevant” feature. This is one of the key motivation for users to open the app. The cost is also M-L. 

Success metrics: Will do A/B test before we roll out. Key hypothesis we are testing: For people who have enabled notifications, after this feature rollout, we should see an increase in (a) number of clicks on notifications/weeks, (b) increase in number of app opens/week compared to control set. 

Construction of test/control sets: 1/ Users should have enabled “show notifications”, 2/ Users who are low, medium and highly engaged, 3/ Users who actually get more than xx messages per week. 

Scenario 2: Enable adjacent use cases which build on the core communication experience

1/ Payments - P2P, and paying businesses. Main transaction mechanism. So continue to invest here. 

2/ Remote fitness

3/ Remote learning 

4/ Experiential eCommerce with SMBs: Focus on e-commerce where there is another person who is walking you through products and convincing you to buy. Especially important for softlines such as clothes where you want the person to unwrap the clothes, show it an video and explain. Have seen this to be very effective in India where there are a lot of local businesses. 

We can go deeper into Scenario 2 if we have more time. 

Clarification:

Clarify what user engagement means and how it is measured ? Is it DAU, MAU #messages sent/received ? #forwards ? #voicememos sent ?

Is there any specific user segment that you would like to focus on ? Is there a specific target improvement % desired ?

Has Whatsapp seen a drop recently in user engagement ? If so any specific geographies/markets ? (Response: Not market specific, general user engagment has plateaued)

Whatsapp Mission: Is to connect the world privately by designing by designing a product which is simple to use and private.

User Segments: Whatspp is used by a wide variety of user groups and across many geographies. For the purpose of this exercise, I will consider the following user segments:

- students 

- Working professionals 

- Older people

Prioritizing User Segment: I will choose to focus on working professionals for this exercise.

User Pain Points: 

- Working professionals get so busy throughput the day that it becomes hard for them to engage on the platform.

- They may forget to initiate a conversation

- They may just use whatsapp only as needed basis to convey pointed messages to significant others, family members etc.

- They may not want to type messages as its time consuming resulting in conversations being short.

Solutions:

1)  Send a notification once a day that prompts user to initiate a conversation with their family and friends (setting can be disabled if user gets annoyed) (Effort = Low, Value = High, Impact = Medium)

2) develop an automated message initiation service that sends personalized messages to selected contacts and groups ( e.g. Happy Monday Rob ! How was the weekend ? ) (Effort = Medium, Value = High, Impact = High)

3)  Develop an AI bot service that provides suggestions for responses depending on the incoming message context (Effort = High, Value = High, Impact = High)

4) Allow users to subscribe to topics of interest such as news, medication, inspirational quotes and send relevant notifications to users once or twice a day (Effort = Medium, Value = Medium, Impact = Medium)

Prioritizing Solutions: 

Based on the effort/impact scale, I would priotitize 1 and 2 first to see the impact of the solutions on user engagment

Metrics to measure:

Primary Metrics

- DAU, MAU

- Avg #messages sent and received per day per user

Secondary Metrics

- Time spent on Whatsapp

- Avg Length of a conversation

GTM:

I would launch this with select target users first to gauge the impact on the above metrics before and after the launch. 

Summary:

I recommend whatsapp to develop a solution targetted towards working professionals to increase the user engagement on whatsapp, 

What is meant by engagement?

1. More users sending messages(any type - text, image, document, video)
2. More users launching the app
3. More sessions per user per day
4. More users view stories/status
5. More users upload status

Getting users to launch the app alone will not be useful. They should be nudged to take more actions. These actions are furthering the key propositions of the application - communication. These actions would be:

1. Send/receive messages - personal or group
2. Upload/share status

The objective is to get users to do more such things. A key way to get into this problem would be to define the various use cases of a user as per the versions of the application:

1. Personal
   1. Enabling regular personal communication
   2. Specific work-related communication
   3. Engaging with groups/family members through groups
      1. Keeping in touch with family members/friends
      2. Hobby groups
      3. Planning trips
   4. Social commerce
      1. Online shop
      2. Online presence of an offline shop
2. Business
   1. Engaging with clients
      1. Share catalog/product
      2. Convert users(sales)
      3. Negotiate prices
      4. Complete a deal
      5. Transact
   2. Maintain product catalog

Based on the above use cases, we can think of solutions on 2 broad lines:

1. Integrations with some widely used tools/applications which would allow users to do a lot of their work within the app. Eg. PiP for YouTube videos
2. Additional, expansive features that can increase the use cases for the users so that they use WA more often

Integrations:

1. Why - Communication is a basic need and WA as a product solves it well. To make it more useful, we need to find ways of seamlessly integrating the application in a person’s routine/daily activities. This should only simplify the user experience and not create friction
2. What
   1. Setting reminders/meetings - User can select a message and take actions, including setting a reminder. Minimal effort, simple deep integration with Google Calendar or other such applications.
   2. Chatbot integrations - Amazon Alexa. GA and Siri come bundled with the phone. But, Alexa can be launched as a chatbot/conversational AI on WA where regular day-to-day usage items can be ordered on Amazon through WA.
   3. News aggregators - Broadcast updates about events happening around the world within WA. Make interest gathering conversational.

New features:

Social commerce is a massive use case. It’s prevalent on every social media platform and we have entrepreneurs with small setups selling/reselling items. A big pain point for such users is to manage their product catalog and their client groups. We can create a catalog feature which would allow users to create and maintain a catalog which they can publish with ease in various groups. Building on top of that, WA can provide basic features to enable such businesses such as basic book-keeping, order management(manual entry of orders OR through message based action from chats). This would simplify the offline business management work for the users.

Prioritisation:

1. Social commerce is a major use case due to the large user base engaged in this activity. Solving this problem is more likely to yield higher engagement.
2. Integrations which offer services through WA where new products/services can utilise WA as a user acquisition channel. Think of users in Tier 3 or smaller cities who are still consuming information in traditional formats such as newspapers. They can be onboarded to e-news through WA as a conversational tool. Control the first experience, build in the stickiness.
3. Calendar integrations - works for a smaller set of users. Smaller user base will get impacted, hence smaller opportunity.

We would track the engagement using the standard DAU, WAU and MAU definitions and then also break it down against each such qualifying user action to determine it’s contribution to the increase/decrease in engagement.

To summarise, we can increase engagement on WA by addressing user pain points through deeper integrations with well established tools and solving new use cases for the users. The new use cases can be determined based on the current trends. We can then pick the most suitable solution based on the TAM for it.

Whatsapp is a text and video chat product that connects us with people we know without the need of a separate unique identifier like email id or PIN.

There are 3 major use cases for which people use whatsapp for:

1. Person to Person Communication.

    This is the Use Case of one to one Conversations. Generally, a user interacts with other users he knows. 

2. Person to Group Communication.

    This is the Use Case of Group Conversations.

     A User may interact with other users whom he may or may not know.

3. Advertiser to Person Communication.

    This is the Use Case of Companies reaching out to its customers via Whatsapp for important information.

Lets examine how we can improve engagement in first two.

Use Case 1: Person to Person Communication

I will discuss two user problems here.

1. Search on Whatsapp:  A user may want to search something while he is chatting. He might want to give some information that may make him sound credible or intelligent during a chat. Currently, he can do this by going outside whatsapp and search on Google/any other engine. If whatsapp can give the option of a search on the App itself it will stop the user from going outside the App environment. This should be a search within the App and runs in the foreground. The search engine can be an engine already present in the market or it could be a new engine which facebook develops. 

This can lead to monetisation as well as whatsapp otherwise doesn't read the messages but search query data can be used by facebook to show targeted ads to the user. Also, this might  present a challenge to Google 's dominance in the search market.

The metrics i will use to track such feature would be: The Avg Chat duration with Search and without Search, The Number of search queries per active user. Checker metric would be if the user is searching and stops chatting or closes the app right after search. Hypothesis is Search should lead to longer chats,

2. Multi User Chat: Currently, more than two people cannot chat without creating a new group. Groups have their own benefits and improvement areas. Multi user chat can address the problem of people having to create temporary groups and later deleting them. A multi user chat shows up wither in a new column or as a row. This chat remains active for a week. Chat admin can invite others to the chat with a notification message going to all members.

Metric i will used to measure is Weekly Active Users, No. of invites sent, No. of Chat messages exchanged etc. Also cannibalisation to individual chats needs to be examined.

Use Case 2: Person to Group Communication.

I will discuss two problems here.

First is Group identification from Personal Chats. When i am a member of many groups and i also talk to many people, sometimes it is difficult to separate the two. Many groups are official ones and so difficult to keep track of all of them while browsing and LIFO nature of whatsapp messages.

So, there should be two sections of Chat: Individual and Groups.

Metrics i will measure will be the avg time spent scrolling per user before and after. 

Second has to do with tagging feature. 

When someone tags me in a group message, i do not know unless i read that conversation and take notice. When there are many groups with large conversations, this might get missed out. 

Solution is to have a notification everytime i am tagged in any message, so that i can respond.

Metric to measure success is Avg Replies per user on Tag before this feature and after.

Problem: Improve user engagement on WhatsApp

Goal: Improve engagement for customers.

Scoping:

M: Is there any particular reason why you want to increase engagement?  For example are you seeing a drop in any engagement metric such as number of messages/user/day?

I: No, but we would like to always improve the engagement.

M: Is the product becoming stale? Are you getting fresh users in? People might just be bored with whatsApp?

I: Yes, are acquistion numbers are doing well.

M: All over the world? 

I: Yes.

Customers:  

     Companies, endusers, Organizations (sports, news, hospitals etc), Groups with likeminded interests

Is there a segment you would like to focus on? Any particular timeframe for this improvement

I: You can choose any of these segments and let us know why. No particular timeframe.

I would like to choose endusers keeping with the goal of why WhatsApp was formed. To allow people to communicate with each other using their phone numbers as the identity.

Pain points: 

 - too much spam

-  Not able to discover groups of like minded people unless I know them.

- Better message threading

- Messages should be delivered to the right device and service - For example, if the user is currently connected on FB messenger my WhatsApp message must reach that person.

- More interesting content creators like News organizations, Medical institutions, Sports channels, etc

I would like to focus on the spam painpoint. In my discussion with my friends, the main reason why they have been avoiding looking at messages is because they aren't able to decipher whether it is spam or not. 

Potential solutions (Impact on Engagement, Technical/cost) for reducing spam . By spam I mean all messages that are uninteresting to me.

- Create a spam protector - automatically rejects messages which have been marked as spam from coming in again and intelligently filters going forward.. (H, M-H). Protects spam across groups. i.e. same message once marked as spam doesn't keep arriving on multiple groups Uses FB's incredible AI/ML talent.

 - Mark messages by importance. Give summary of which groups I should look at. (H, M)

- Ability to block people, even within a group that you may share with that person (H, L)

- Ability to mark interest areas. - So allows forwards if only in that area - (M, M)

- Thread length. Allow the user to set max thread length. - Allow long threads only if it is in interest area. Else automatically delete messages if it is not  - (H,H)

Of these I would prioritize the High Impact, Medium to Low cost first.

Metrics:

Increase in number of messages/replies/forwards sent

Decrease in number of deletes without reading

Increase in average Time spent in reading messages.

Measure scroll to make sure the users read the entire message and correlate with time spent on the message.

Improved retention statistics,