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How would you measure the success of the Facebook photo upload feature?

Asked at Meta (Facebook)
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category Metrics category Analytical Thinking companyMeta (Facebook) companyinstagram
category Metrics
category Analytical Thinking
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Clarifying questions:

  1. Is my understanding of the feature correct? - A feature that enables users to either take pics or access pics from their gallery and post on facebook. Based on the user's privacy settings, user's friends, some of the friends, or anyone on facebook visiting the user's profile can check the post. 
  2. Is it the same feature that is used to upload photos on facebook stories, the marketplace, dating, etc.? If yes, do you want me to focus on metrics for all or just the photo uploader on the feed? I'd prefer the latter keeping the time we have for the interview.
  3. Your thoughts on why I think Facebook must have launched this feature? - Sharing pictures is a great way to stay connected with friends and doing activities with like-minded people, empowering the community
Business Goal: With users sharing pics with their network, the engagement would improve, and thereby more revenue for the business per user.

User journey:
  1. User accesses her facebook account
  2. Clicks on the "photo" option on the feed
  3. Either clicks on "camera" icon at top right or:
    1. Clicks on access gallery to give facebook the rights to access photos
    2. User selects the photo(s) to be posted
    3. User either adds the caption or leaves it blank
    4. User chooses who can see the picture
    5. User clicks on the post button at the top right
 
Activation Metrics:
  1. # of users who clicked on the photo option for the first time (on desktop, mobile, within mobile - both ios and android)
  2. # of users that clicked on the camera icon for the first time
  3. # of users who shared their gallery with facebook
Engagement metrics:
  1. Avg picture posted per month
  2. Avg time to post per month
  3. Avg # of pictures per post
  4. For the users that used the feature:
    1. Avg session duration before and after the launch
    2. % increase or decrease in # of friends after launch
    3. % increase or decrease in # of comments, likes, etc. before and after the launch
    4. Daily active time on facebook
    5. # of posts shared:
      1. with friends
      2. publicly
Retention metrics:
  1. # of users that used the feature for the second time per month
  2. Time to repeat usage per month
  3. NPS score
  4. Average Revenue Per User
 
Prioritization:

To keep tabs on the discoverability of the feature, I'd track the first activation metric, but since the primary goal of the feature is to improve engagement, I'd focus on # of pics posted per month and avg. session duration per month as my input metrics and Average Revenue Per User as my output metric. 
 
 
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Areas you did well

1.       Framework is good

2.       Clarifying questions – solid set of questions – I would also clrafy that this is the same photo upload feature that we already use in Facebook  and the feature is well established.  As a well established feature engagement is likely the goal.

3.       Set a goal – engagement –

4.       User Journey – good job

5.       Metrics – you provide a solid list of metrics and identify that you understand multiple steps in the user journey. 

 

6.       You prioritize the metrics 

 

 

Areas of improvement

1.       Metrics picked for prioritization I agree watching the number of pictures posted per month but I’m little confused on session time and revenue as related to engagement.  I think I would focus on

a.       the number of pictures posted per month

b.       the avg number of photos posted per user

c.       the % of users that post photos

2.       I’d also provide counter metrics

a.       As photos per user goes up and total photos on the platform go up what happens to the following metrics – if these hypothesis don’t hold then we need to examine if the photo uploader is really a success. 

                                                               i.      DAU – hypothesis is that more photo’s is a richer experience and therefor we should have more frequent usage. 

                                                             ii.      Session time – hypothesis as more photos are  loaded – users should spend more time on the platform

                                                           iii.      Engagement per post -  hypothesis as more photos are  loaded – users should engage with t posts more often. 

 

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