What metrics would you use to evaluate Snapchat's Snap Map?

Introduction

Evaluating Snapchat's Snap Map 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.

Step 1

Product Context (5 minutes)

Snap Map is a feature within Snapchat that allows users to see their friends' locations on a map and share their own. It also displays public Stories from various locations, enabling users to explore events and happenings around the world.

Key stakeholders include:

1. Users: Seeking social connection and discovery
2. Advertisers: Looking for targeted, location-based advertising opportunities
3. Snapchat: Aiming to increase user engagement and monetization
4. Content creators: Wanting to reach wider audiences

User flow:

1. Open Snapchat and pinch to zoom out or tap the map icon
2. View friend locations and public Stories on the map
3. Interact with Stories or friend Bitmojis
4. Optionally share location or post to public Stories

Snap Map fits into Snapchat's broader strategy of enhancing social connections and providing location-based content discovery. It competes with features like Facebook's Nearby Friends and Instagram's location tags, but offers a more interactive and visually appealing experience.

Product Lifecycle Stage: Mature - Snap Map has been around since 2017 and has undergone several iterations and improvements.

Software-specific context:

• Platform: Mobile app (iOS and Android)
• Integration points: Location services, Snapchat Stories, Bitmoji
• Deployment model: Feature within the main Snapchat app