Should AllTrails prioritize adding more user-generated content or improving map accuracy?

Introduction

The trade-off between prioritizing user-generated content (UGC) and improving map accuracy for AllTrails is a critical decision that will shape the platform's future. This scenario touches on the core value proposition of AllTrails and how it serves its community of outdoor enthusiasts. I'll analyze this trade-off by examining the product context, potential impacts, key metrics, and experimental approaches to guide our decision-making process.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking about AllTrails' current market position. Could you share any recent changes in user growth or engagement that might be driving this decision?

Why it matters: Helps understand if there's a specific pain point or opportunity we're addressing. Expected answer: Steady growth but plateauing engagement in certain user segments. Impact on approach: Would focus on which aspect (UGC or map accuracy) is more likely to re-engage users.

• Business Context: Based on AllTrails' business model, I assume there's a freemium structure. How does the revenue split look between free and paid users, and how might this trade-off impact conversion?

Why it matters: Aligns the decision with revenue goals and user acquisition/retention strategies. Expected answer: 70% free users, 30% paid, with paid users contributing 80% of revenue. Impact on approach: Would prioritize the option that's more likely to drive premium conversions.

• User Impact: I'm curious about user feedback. What are the most common complaints or feature requests related to UGC and map accuracy?

Why it matters: Ensures we're addressing actual user needs rather than perceived issues. Expected answer: Mixed feedback, with some users wanting more social features and others demanding more accurate trail information. Impact on approach: Would help balance the trade-off based on user priorities.

• Technical: Regarding map accuracy improvements, are we considering integrating third-party data sources or focusing on our own data collection methods?

Why it matters: Affects the feasibility and scalability of improving map accuracy. Expected answer: Combination of both, with a focus on proprietary data collection. Impact on approach: Would influence the resources and timeline needed for map accuracy improvements.

• Resource: What's our current team composition in terms of content moderation vs. geospatial experts?

Why it matters: Helps understand our capacity to execute on either option effectively. Expected answer: Smaller team for content moderation, larger for geospatial data. Impact on approach: Might lean towards the option that aligns with our current team strengths.