How would you measure the success of Change.org's petition creation tool?

Introduction

Measuring the success of Change.org's petition creation tool is crucial for understanding its impact and effectiveness in driving social change. To approach this product success metrics problem effectively, I will follow a simple product success metric framework. I'll cover core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Change.org's petition creation tool is a web-based platform that allows users to create and share petitions for various causes. Key stakeholders include petition creators, signers, target decision-makers, and Change.org itself.

The user flow typically involves:

1. Creating an account or logging in
2. Drafting the petition (title, description, goal)
3. Setting a target (e.g., government official, company)
4. Sharing the petition through social media and email
5. Tracking progress and updating supporters

This tool is central to Change.org's mission of empowering people to create the change they want to see. It fits into their broader strategy of facilitating grassroots activism and providing a platform for voices that might otherwise go unheard.

Compared to competitors like Avaaz or Care2, Change.org's petition tool is more user-friendly and has a wider reach due to its brand recognition.

In terms of product lifecycle, the petition creation tool is in the maturity stage, with ongoing refinements and feature additions to maintain its market position.