What metrics would you use to evaluate Change.org's signature gathering feature?

Introduction

Evaluating Change.org's signature gathering feature requires a comprehensive approach to product success metrics. This critical functionality is at the heart of the platform's mission to empower people to create change. To assess its effectiveness, we'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Change.org's signature gathering feature allows users to create and share petitions, collect signatures, and drive social change. Key stakeholders include:

1. Petition creators: Individuals or organizations seeking support for their cause
2. Signers: People who support petitions by adding their signature
3. Change.org: The platform facilitating the process
4. Target decision-makers: Individuals or entities petitions aim to influence

The user flow typically involves:

1. Petition creation: Users craft their petition, set a goal, and provide context.
2. Sharing: Creators distribute their petition through various channels.
3. Signing: Supporters add their signatures and optionally share the petition.
4. Updates: Creators provide progress updates and engage with signers.
5. Delivery: When goals are met, petitions are delivered to decision-makers.

This feature is central to Change.org's mission of empowering people to create change. It differentiates itself from competitors like iPetitions or Avaaz by focusing on user-friendly design and robust sharing capabilities.

The signature gathering feature is in the growth stage of its product lifecycle, with ongoing refinements to improve engagement and effectiveness.