How would you define the goals for the unauthenticated (login) page of Facebook?

Introduction

Defining success metrics for Facebook's unauthenticated login page is crucial for optimizing user acquisition and engagement. To approach this product success metrics problem effectively, I'll follow a simple framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

The unauthenticated login page is the gateway to Facebook's ecosystem, serving as the first point of contact for both new and returning users. It's a critical touchpoint that impacts user acquisition, retention, and overall platform growth.

Key stakeholders include:

1. Users: Seeking quick, secure access to their social network
2. Product team: Aiming to optimize conversions and user experience
3. Security team: Ensuring account protection and fraud prevention
4. Marketing team: Leveraging the page for user acquisition campaigns
5. Executive leadership: Focusing on user growth and engagement metrics

User flow:

1. User arrives at the login page
2. New users can create an account, while existing users enter credentials
3. Users may reset passwords or use alternative login methods (e.g., SSO)

The login page is fundamental to Facebook's strategy of connecting people globally and growing its user base. Compared to competitors like Twitter or LinkedIn, Facebook's login page emphasizes simplicity and offers multiple sign-up options to reduce friction.

Product Lifecycle Stage: Mature - The login page is a well-established feature, but continual optimization is crucial for maintaining and growing the user base.