How can we make Snap Map more engaging for daily users?

Introduction

To make Snap Map more engaging for daily users, we need to analyze current usage patterns, identify pain points, and develop innovative solutions that enhance the user experience while aligning with Snap's broader strategic goals. I'll approach this challenge by segmenting users, analyzing their journey, and proposing targeted improvements to increase daily engagement.

Step 1

Clarifying Questions

• Looking at Snap Map's position within Snapchat, I'm curious about its current usage metrics. Could you share the daily active users (DAU) for Snap Map compared to the overall Snapchat DAU?

Why it matters: This helps us understand the adoption rate and potential for growth. Expected answer: Snap Map has about 30% of Snapchat's overall DAU. Impact on approach: A lower percentage would focus our efforts on increasing adoption, while a higher percentage would shift focus to enhancing engagement.

• Considering Snap Map's unique value proposition, I'm wondering about its primary use cases. What are the top 3 ways users currently interact with Snap Map?

Why it matters: Identifies key features to optimize and potential areas for expansion. Expected answer: Location sharing, discovering local events, and finding nearby friends. Impact on approach: Would guide our focus on enhancing these core features or expanding into new use cases.

• Given the competitive landscape in location-based services, how does Snap Map's engagement compare to similar features in other apps like Instagram or Google Maps?

Why it matters: Helps identify competitive advantages and areas for improvement. Expected answer: Higher engagement than Instagram's location features, but lower than Google Maps for navigation. Impact on approach: Would influence whether we focus on differentiating features or improving core functionality.

• Considering Snap's broader strategy, how does increasing Snap Map engagement align with the company's overall objectives?

Why it matters: Ensures our improvements support Snap's larger goals. Expected answer: Snap Map is seen as a key driver for increasing overall time spent in the Snapchat app. Impact on approach: Would guide us to focus on features that encourage users to switch between Snap Map and other Snapchat features.