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A framework for approaching this metrics question in a Facebook PM interview:
Clarifying Questions
Is there any specific improvement that you have done to Facebook Messenger ? its just a generic change and we can assume it will increase engagement
Have your A/B Tested it? Any specific metrics you have tracked? No,We have to start testing with a new set of metrics.
Goal of Messenger
The goal of messenger is to be go to platform for messaging for everyone. It allows users to connect with each other one on one or in a group conversations. The whole motive behind any improvement is to increase these conversations thus increasing engagement or time spent on Messenger which is a Facebook property.
User Journey
User comes to Facebook —> Sees his/her friends online —> starts a conversation —> the friends replies back and this continues till the end of the conversation --> may add more friends to the conversation and so on.
Alternatively user comes to Facebook —> drops a message to a friend who is offline —> he/she comes online and responds to it and so on.
Behaviours
The two main behaviours I can think of are : Sending Messages and Reading Messages
Secondary Behaviours would be starting a conversation, add more friends to the conversation or sending different types of messages to your friends such as text ,video, GIFs, Photos, Docs etc.
Metrics
Number of messages sent per user per day
New conversations started per user per day
Distribution of types of messages sent by users
% of received messages responded to
% of sent messages read by receiver
Time between messages sent and you reading it.
Response time after reading a message
Average Time between messages in one on one conversations
Active group conversations per user per day
Time between messages in a group conversation
% Active participants in a group conversation
Time spent on Messenger conversing with people / User Stickiness
% of conversations where more people were added
Prioritising them based on impact to the goal
Number of messages sent per user per day
New conversations started per user per day
% of received messages responded to
% of sent messages read by receiver
Time spent on Messenger conversing with people / User stickiness
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- Clarifying:
- Any specific improvement?
- User journey - Send and receive messages where both people could be online or one could be online and other offline. Use videos calls. Create rooms. Add in filters, gifs etc. Share docs, phots etc.
- Metrics:
- Adoption:
- Usage rate (whether people know about the product or not and whether we need to improve the awareness of the product): % of FB users who have used FB messenger at least once
- Build funnel metrics to understand the drop off like open the app, scroll through friend list, selecting a friend that opens a new chat window, sending a message.
- # of new conversations started/day/user
- Usage rate (whether people know about the product or not and whether we need to improve the awareness of the product): % of FB users who have used FB messenger at least once
- Engagement:
- Avg time spent/user to understand the % of total FB time spent on messenger
- Cohort by light moderate high activity
- # of messages sent/user/day
- % of received messages responded to
- Avg time spent/user to understand the % of total FB time spent on messenger
- Retention
- % of repeat users within a certain time frame daily or weekly
- % of conversations continued from previous day
- Adoption:
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