What is a product you currently use every day, why and how would you improve it?

What is a product you currently use every day, why and how would you improve it?

For the purpose of this exercise, I will pick Facebook Watch, an application that is part of the

Facebook platform that I have been using a lot these days.

Clarifying/Assumptions: These are some clarification questions I would ask if we were face to face. Since it is not the case I will make assumptions to complete this task.

• Are you suggesting a mobile or web product?
• In this case, what do you mean by “improvement”? 
• Do we focus on engagement? Reach? User experience? monetization? Revenue? Retention?
• Who do we improve for?

Throughout this demonstration, I will make assumptions, since you are not in front of me to respond to my clarification questions.

But first, my demonstration will be presented in different key points as following:

1. Business Goals
2. Key User segments
3. Key Problems / User needs
4. Possible Solutions
5. Prioritization of Solution
6. UX Journey
7. Key Success Metrics

1- Business Goals:

What is Facebook Watch's business goal? ⇒ From my understanding, the goal of Facebook Watch is to instantly entertain people. It makes it easier and faster for people to discover more videos they’ll like.

2- User segments

What are the users segments of the Facebook Watch app? ⇒ Everyday users go to Facebook Watch to discover, view and share videos from creators and publishers from all over the world.

A - Creators

• Influencers/Celebrities
• Developing Comedian
• Local artists
• Small Businesses

B - Publishers

These can be media companies, TV shows, Internet companies,

Celebrities, a sporting organization, a broadcasting company, a sports club like Manchester United, The Golden States Warriors, etc. They have huge followings, often from major metropolitan cities. These can also be established brands with established product offerings.

• News & Media Companies
• Broadcasters & Event Organizers
• Entertainment companies

C- Viewers: The Facebook users are here the Viewers.

For the sake of this exercise, let’s focus on the creators segment from the above list since it is a potentially large volume of users and will have a big impact on viewers and the Facebook community. Also, it helps people stay entertained while they build stronger social networks with their fun, family/friends and thus further the Facebook mission of bringing the world together and offering tools to build communities.

3- Key Problems / User needs

• Influencers / Celebrities are looking for ways to share in the moment by interacting in real time with the fans and others
• Local artists are looking for ways to create an online event, promote the event, collect payment and host the event, all in one place.
• Developing comedians and small business are looking for way to create video content, reach a larger audience and generate revenue

4- Possible Solutions

- A Premium plan : Allow fans to access videos with no ads, on-demand exclusive videos, offline viewing from selected creators.

- Pay Per View offering: Allowing fans enjoy single events and the creators to sell tickets for the content they provide.

- Exclusive Fan Content: Allow Celebrities to create exclusive fan clubs. Fans will get off stage event videos, early access and previews to video clips, music, shows, special screenings etc.

- VR based content - Allow celebrities to publish content in the VR world and provide a much more immersive experience to the fans.

5- Prioritization of Solution

Because it helps boost users engagement, reach and monetization, Exclusive fan content will give a stronger feeling of exclusivity to fans and build a stronger bond and also prompt other users to join this club. Users can have access to ways to communicate directly with the creator.

On the other hand, Pay Per View and the Premium plan could be interesting in terms of monetization and revenue generation for the creators but it can also create some friction because Facebook users are used to Free content. As for VR, the technology has not reached the mass market, it will have a small reach since few people have access to VR devices so it will have a low impact on engagement and monetization.

6- UX Journey

1. Fans that are regular subscribers can be extended this invitation to join Facebook Creator Fan Club.
2. Once in the fan club, they will have access to a celebrity page with messages, chat rooms, tickets and goodies buying options. The ability to have exclusive chats with the celebrity, get invited to personalized events.
3. Fans pay a small membership fee to get free signed poster, discounted tickets etc

7- Success Metrics

Tracking the following metrics can help us measure the success of the solution we are introducing to improve the platform on both the creators and users side:

For Creators

• Creator Total Revenue Earned
• Average Revenue Generated by Creators
• Number of Creators Creating Content Shared to Date 

For Users

• Total Number of Monthly Active Facebook Watch Users
• Total Number of Daily Active Facebook Watch Users
• Facebook Watch Paying Subscribers
• Average Viewing Session Duration
• Number of Videos Watched Per Day