You are the Product Manager for Video calls on Messenger. How would you set goals?

Introduction

Setting goals for Video calls on Messenger requires a comprehensive approach that considers user experience, technical performance, and business objectives. As the Product Manager for this feature, I'll outline a structured framework to establish meaningful success metrics that align with Messenger's broader strategy and stakeholder needs.

Step 1

Product Context

Video calls on Messenger is a core communication feature that allows users to engage in face-to-face conversations remotely. Key stakeholders include:

1. Users: Seeking seamless, high-quality video communication
2. Advertisers: Interested in user engagement and screen time
3. Facebook (Meta): Aiming to increase platform stickiness and user data
4. Engineering team: Focused on technical performance and scalability

User flow:

1. Initiate call: User opens a chat and taps the video call icon
2. Connection: App establishes a peer-to-peer or server-mediated connection
3. Conversation: Users engage in video chat, with options for filters, screen sharing, etc.
4. Termination: Either party ends the call

This feature is crucial to Meta's strategy of creating a comprehensive communication ecosystem, competing directly with standalone video calling apps like Zoom or FaceTime. Video calls on Messenger are in the growth stage of the product lifecycle, with a focus on expanding user adoption and enhancing features to differentiate from competitors.