What metrics would you take into consideration for Instagram's swipe left to open camera to post a new picture? Pick one or two metrics and provide the reasons for picking them.

Mission: Instagram mission statement is “to capture and share the world's moments. It provides tools and features to its users to make this happen in a seamless fashion.

I can see how this 'swipe feature' aligns with IGs mission. So we need to consider what metrics would we measure in order to track the success of this feature.

Describe the Feature/Product( To be in Sync with Interviewer): When you open instagram, you can swipe left which will open new page in Instagram. This opens the camera functionlity and once photo is clicked, it shows options to users to either post it on thier feed or send it in msges to your friends 

Goal : Driving engagement which aligns with company goal of connecting people via sharing more photos and videos.

-----Take 2 min. time to capture thoughts on User Journey----

Users: 1. End User(B2C), 2. Business Users(B2B) 3. Advertisement Entity

Lets focus on End Users(B2C) for Mobile Device

User Journey/Key Actions : (--Get Alignment with Interviewer and if I am missing anything in the user flow--)

1. User is on IG Home Page(Mobile)

2. Users swipe Left

3.Camera Opens Up( depending if user has given IG an access to camera via phone setting, I am ssuming they have already given access)

4.Click A Picture (Assuming you can only take 1 picture at a time before posting or sharing with friends)

5. Option shown to users to 'Post on Feed' or 'Send via DM'.

6.User Selects one of the option

7.User Finally Clicks  'post or send' 

8. Stay on either Home Page(if posted on feed) or Message Screen (if sent via DM) 

----Take 2-3 minutes to capture thoughts on Metrics----

Metrics Impacted(atleast 5 ):

We are focusing on imprving engagement.

Funnel:

1. % of users swiping Left to total users per day/month 

2.% of users clicking Pictures to total users using 'swipe left'

3. % of Users Posting or Sending Pictures to total using users 'clicking pictures'.

4. Multiple 1*2*3 to get Total users using this functionality end to end per day/week/month. (Stickiness: DAU/WAU/MAU)

5. Average # of Photo shared via 'swipe' Per Day/Week/Month

6. Drop-off rate at each stages 1,2 and 3 ie % of customer closing the app or canceling the next step

7. Average Time for response/reactions from Friends on 'Swipe' pictures( This might motivate users to use this feature more often)

8. Average time gap/frequency between last visits by the users who used 'swipe' feature per day/week/month.

9. Average session time per users who used 'swipe' feature per day/week/month.

----Take 1 minute to Priorititize the metrics-----

Evaluate and Prioritization (Using RICE framework along with Frequency of Use of this feature by users- The best metrics should tie back to the Goal)

1. #5

2.#4

3.#9

Pitfall/Consideration:

1. We should keep a check on few metrics which might impact  3 above. Average session time might increase because of various other reason as well. Doesnt need to be necessaruly from this new feature. So % of DAU users are also impotant when measuring this metric

2. App Can crash while using this feature, we shouldnt consider that in our key metric and isolate them.

Summarize:

I will like to summarize by saying that there is a potential to drive engagement using 'swipe left,click photo and post feature' which can be tracked by Increase in the Avg # of Photo's shared per user, #of returning active users & aveg, increase in time spent per user on IG.