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.
Framework Overview
I'll follow a simple success metrics framework covering product context, success metrics hierarchy, and strategic initiatives.
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:
- Users: Seeking seamless, high-quality video communication
- Advertisers: Interested in user engagement and screen time
- Facebook (Meta): Aiming to increase platform stickiness and user data
- Engineering team: Focused on technical performance and scalability
User flow:
- Initiate call: User opens a chat and taps the video call icon
- Connection: App establishes a peer-to-peer or server-mediated connection
- Conversation: Users engage in video chat, with options for filters, screen sharing, etc.
- 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.
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