How can you increase 7-day retention for new users on Messenger?

Certainly, I'll address the question of increasing 7-day retention for new users on Messenger using the structure and guidelines you've provided. I'll present this as if I'm directly addressing the interviewer in a product leadership interview.

Introduction

To increase 7-day retention for new users on Messenger, we need to focus on creating immediate value, fostering habit formation, and reducing friction in the early user experience. I'll outline a comprehensive approach that addresses user acquisition, onboarding, engagement, and retention strategies.

Step 1

Clarifying Questions

• Based on the growth challenge described, I assume we're focusing on Messenger as a standalone app, not just a feature within a larger ecosystem. Is that correct?

Why it matters: This impacts our ability to leverage cross-product synergies. Expected answer: Yes, we're treating Messenger as a standalone product. Impact on approach: We'll need to focus on Messenger-specific value propositions and engagement strategies.

• Are we targeting a specific geographic region or is this a global initiative?

Why it matters: Different regions may have varying competitive landscapes and user behaviors. Expected answer: This is a global initiative, but with a focus on key markets. Impact on approach: We'll need to consider localization and cultural nuances in our retention strategies.

• Do we have data on the current 7-day retention rate and any specific drop-off points within that period?

Why it matters: This helps us identify the most critical areas for improvement. Expected answer: Yes, we have detailed funnel data showing daily retention rates. Impact on approach: We'll prioritize interventions at the most significant drop-off points.

• Are there any specific user segments we're particularly concerned about retaining?

Why it matters: Different segments may require tailored retention strategies. Expected answer: We're especially interested in retaining younger users (18-24) who have more messaging options. Impact on approach: We'll focus on features and engagement tactics that resonate with this demographic.