Suppose you're a PM for Instagram and someone suggests that all Instagram content formats (posts, Reels, stories, live, etc.) be shown in a single feed, instead of in separate tabs as they are now. How would you decide whether or not to implement this idea?

Use the following list to answer this type of Facebook execution question. 

1. Clarifying Questions: 
   • The context is the instagram gram where today, the user has a few navigational tabs on the top. User is put into the main feed tab by default; but can click and go to other tabs.
   • Can I assume that we are referring to the native app and not the web app as majority of users are on the app? Y
   • Is there a specific goal to keep in mind, such as engagement, retention or ad revenue? Let's focus on engagement. 
2. Decision to be made: Should we have multiple tabs or put all content into the same tab?
   • With Tabs: Users are only shown one type of content. There is a potential to miss out other types of content.
   • Without tabs: Users will be shown multiple types of content and they can pick and chose what they interact with; but this could get overwhelming. 
3. How will I decide: I will use the followine criteria and steps
   1. Step 1: Look at the data
      • What percentage of users click on the other tabs such as reels, live etc. If <5% of users click on the tabs and >95% of users stay on the main tab, then it gives us a 
      • Deeper look into the metrics
        • Awareness: Is it a problem of awareness, are users aware of the tabs
        • Engagement: Does engagement vary between users who click on tabs vs those who dont.
        • Retention: Does retention vary between users who click on tabs vs those who dont.
        • Monetization: Do users who click on tabs have drive higher ad revenue?
        • Customer Satisfaction: Do users who click on tabs have more c-sat?
        • Referrals: Do users who click on tabs, tend to refer more?
   2. Step 2: Build a prototype and do user testing/ user research
      • As a next step, I would build a low cost prototype/wireframes and validate this idea. We would interview users/ follow along with guided/ unguided questions and see how they interact with the tabbed and un-tabbed approach. 
   3. Step 3: A/B test it 
      • Hypothesis: The hypothesis is that removing tabs and showing different content formats (reels, stories etc) in the main feed, users would interact with all formats of content and hence have greater engagement. 
      • I will launch an A/B test with low exposure with control having the same experience and today and treatment group users shown a single tab.
      • Slice the data by different user segments
        • It is likely that power users (whi spend >4 hours a day on instagram) are very comfotable with the tabbed approach and amateur/new users who spend <1 our per month on the app like the tabbed approach. We may need to refine our hypothesis further and test again