What metrics would you use to evaluate Meetup's mobile app user engagement?

Introduction

Evaluating Meetup's mobile app user engagement requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic understanding of how users interact with the app and identify areas for improvement.

Step 1

Product Context

Meetup's mobile app is a social platform designed to facilitate in-person and virtual gatherings based on shared interests. Key stakeholders include:

1. Users (both event organizers and attendees)
2. Advertisers
3. Meetup's business team
4. App developers

The user flow typically involves:

1. Browsing events or groups
2. Joining a group or RSVP'ing to an event
3. Attending the event
4. Engaging in post-event activities (e.g., discussions, photos)

This app is crucial to Meetup's broader strategy of fostering community connections and monetizing through premium features and advertising. Competitors like Eventbrite and Facebook Events offer similar functionality, but Meetup's focus on recurring interest-based gatherings sets it apart.

In terms of product lifecycle, Meetup's mobile app is in the maturity stage. It has an established user base but faces challenges in maintaining growth and engagement in an increasingly competitive market.