Pick a feature from a product of your choice & tell us how will you assess the success of that feature. Assume it is being launched now.

 Before answering here, I will start by asking the interviewer about his  preferences:

  1) do you prefer that I pick a B2B or B2C product? 

  2)Should I focus on web App or mobile ?

  3) do I have any design limitation related to the feature to choose (hardwares….)?

Let’s assume that the interviewer answer was :

1) feel free to pick any B2B or b2ca product 

2)No preferences…it’s up to you

3)No hardware 

I will ask for few seconds to clear my thoughts and decide to go for Amazon mobile App. And the feature “Wishlist “.

Wish-lists are an integral part of the online shopping experience. they serve for two purposes.:

1- Suppose you're browsing through products on Amazon and see something you like or need, but don't intend on buying them right away, then you can add it to this list.it’s a good way to  receive price drop and olso the back to stock alerts 

2- it acts as a form of a gift registry, that helps family and friends to decide what to buy as a gift for a person X fo his special occasions (birthdays as an example).it guarantees that cutomers only receive gifts that they really want or need.

Wishlist here plays a key role in guaranteeing a better customer experience and drives customers engagement  .

I will ask here the interviewer if he wants me to focus on one of the mentioned focuses of wish-list or I will make an assumption to go for (2) to make the next steps more concrete and specific .

At this stage,  I will takefew minutes to map the user journey  and select  1 to 3 metrics for each phase . But before that, I will ask the interviewer if he wants me to focus on :

1-customers who are creating their wish-lists

2-customers  who are using wish-lists to buy gifts

assumption: i will go the the first user group : customers who are creating their wish-list

i will walk the interviewer through my customer journey from the beginning to the end of the interaction with the wish-list : 

Decide about what you may want for your upcoming special occasion (birthday...) 

Open the mobile app and start searching for items you may like 

Decide about the product and vendor/brand

Add to the Wishlist if existing or creating a new one

set the wish-list configuration (privacy, shipping address….)

Share the wish-list with  friends family

Receive the gifts

Leave a review

Delete the wish-list

Since the feature is just being launched, I want to choose activation and engagement as my primary high level metrics of success.  why not the rest :

-Awareness : It has been estimated that there will be 200 million paying Prime members by end of  2021.This shows how many people shop on Amazon and are familiar with it so it will be easy to get informed/notice a new feature so I will not focus on this.

-Acquisition: Amazon customers are super engaged with new features and updates so they will try new feature easly so I will skip acquisition .

-Retention also could be an option if the feature has been released for a quite good time so we can rely on good data. i will leave this for later.

-Monetisation : one of Amazon main leadership principle is customer obsession so it’s mandatory to prove that  the new feature is validated by customers first so we consider it successful so I will skip this for now

-Referral : this needs a good period of time in the beginning to start evaluation the impact of referrals . Yes it’s important but I will keep it for a later stage and focus now in the first couple of weeks  

so my metrics are: 

• Activation : number of created wish-lists with at least one purchased item
• Engagement: , number of wish-lists created, average number of products per wish-list, average number of created wish-list per Wishlist type during the last period of time ,  average number of created  wish-list during the last period of time( I will go daily in the beginning)

I will evaluate my metrics based on  impact to the user and relevance to the company mission ““serve consumers through online and physical stores and focus on selection, price, and convenience.” 

Why user do create wish-lists ?  To share their product wishes with their family and friends 

Why do people access to their friend and family circle’s wish-list ?  To make them happy by offering them what they want

When so Wishlist creator and viewer get the most value out of this new feature? when a desired product was purchased .

Given this information,my feature's North Star metric should be number of created wish-lists with at least one purchased item

Secondary metrics prioritised: 

-number of wish-lists created

- average number of products per wish-list, 

-average number of created wish-list per Wishlist type during the last period of time 

-average number of created  wish-list during the last period of time( I will go daily in the beginning) 

Google flights, multi-city option for booking tickets to airport A and return ticket from airport B.

Google flights provides a singular website which provides all ticketing information from multiple airlines to make it convenient to book flights.

Users –

1. Professional users who travel a lot for company business
2. Tourists who travel for leisure
3. Regular users traveling to meet family and friends

We will focus on users 2 and 3 because a lot of companies make the reservations for their employees on their own since they have tie-ups with airlines and get better rates directly.

Pain points:

1. A lot of times user wants to go to one city but return from another city. With the round-trip option, it shows flights to and from the same airport. User must make multiple searches for one-way tickets from 2 separate airports.
2. One-way tickets mean more time searching in different sessions and is more pricey than round-trip tickets.

Google flights multi-city booking options takes care of these pain points.

Goal – Google flights is not focused on revenue generation, so user engagement seems to be our goal.

Metrics for success:

1. # multi-city searches per day over a period of week/month/3 months. Tell us if this feature is being used by users.
2. # multi-city searches per user vs #one-way searches per user for the same user. This tells us if user prefers one option or the other
3. # CTR for the results of multi-city search. This tells how many users actually found relevant results.
4. # links skipped before clicking the first link. This tells us how relevant our search results are for the user

Priority for metrics: 1, 3 are highest priority metrics with 2 also being a relevant metric. It would be interesting to look at 4 but not necessary.

I will choose Reels from Instagram to answer this metrics question.

Instagram is a platform where creators, basically anyone, can post a picture, video, and share those with their audience. From the viewer side, you can go onto Instagram and stay up to date with friends, family, and other accounts that interest you.

So prior to Reels, there were 3 types of content people could create - posts which could be photos or videos that permanently stayed on your profile, stories which were videos that would be viewable up to 24 hours, and instagram live where you can livestream yourself and communicate with your followers over live chat. With instagram reels, these are longer video content that can be accompanied with special effects and music.

These are a few high level metric buckets we can consider to measure success of Reels:

• Engagement: How often are being engaging with the feature - are creators using it, are viewers watching Reels?
• Monetization: Given that there are no conversion features associated with Reels, I think we can skip monetization
• Retention: So of the creators that have created a Reel, do they come back? What about viewers? Are they viewing them often?

Since the feature is just being launched, I want to choose engagement as my high level metric of success. Retention could be an option as well, but would be better suited once the feature has been released for quite a while so you can measure usage of the feature across a longer period of time. Monetization can be skipped because these are no conversion features on Reels at this time.

How do people engage with Reels?

• Creators: Create and post reels
  • Reels posted
  • Comments in response on Reels
• Viewers: Watch reels, comment, like, and share reels
  • Number of reels watched
  • Number of reels liked
  • Number of reels commented
  • Number of reel shares
  • Total time watching reels

When do the creator and the viewer get the most value out of Reels? When a reel is watched. Why do people create Reels? To engage with their audience. Why do people watch reels? To be entertained. Given this information, I believe our North Star metric should be number of reels watched.

North Star metric: Number of reels watched

Secondary metrics:

• DAUs
• Number of reels posted per day, per week, per month
• Number of reels watched per day, per week, per month
• Total time spent watching Reels per day, per week, per month
• Percentage of users who have created 1 Reel, have created more than 1. 

Counter metrics:

• Usage of other features on Instagram, ie. stories, posts, etc. Has the launch of Reels affected usage on other features?