First, I want to clarify what is the FB new user experience. Does it mean that we consider users who are first time on Facebook? – Yes (other sense that I see here is we consider a new feature on Facebook, “new experience for users”)

So we want to check whether they have any particular problems that we don’t cover – Maybe, move on.

Okay, so first, we turn to Facebook’s mission: to give people the power to build community and bring the world closer together.

So our goal for new users is as quickly as possible to become those active users who build communities and bring the world closer.

So what is an active user, and what actions does he do?

Actions:

watch newsfeed, stories, live

add content (info, photos, posts, stories)

interact with the newsfeed (like, comment, share, follow)

participate in events, create events

discover weather

search

look through the marketplace and write to the seller

start using a dating app

etc.,

There are so many activities on Facebook, but what is essential for us, is that this user becomes our active and permanent participant. Does it make sense?

 So how can we track that?

The main metric that I keep in mind is retention for the new users cohort:

time to the next session

time between sessions with actions (we can prioritize actions and give them different weight). This metric is critical in the first days and weeks of use.

We need to understand what actions increase retention and engagement and track them separately for new users.

The following vital metric to track is churn.

If we see significant churn, there is smth wrong, and it may be hard for new users.

 I will suggest separating those users and looking at the funnel, and trying to find coincidences in their behavior. If we see some points where the bounce rate jumps up, we should do the UX research on user problems there.

After defining the solution, I would suggest tracking the bounce rate in AB-test.

Does it make sense for you?

Time on site is also a good metric to track for new users because it is correlated with engagement, but there are some pitfalls here: time can be extended because of users’ confusion.

It’s valuable to track also such things as track sentiment to make sure we’re creating a positive experience for new users.

To summarise, I suggest tracking:

• the time between sessions with meaningful actions(those should be investigated separately from data)
• churn
• bounce rate
• time on site
• sentiment

The Nord Star metric for turning the user into an active user is the time between sessions with meaningful actions.

I don’t say about reports and polls about satisfaction: any actions for new users require more effort than those aware of Fb, so I think that reports will be too hard even to find. Polls will annoy users more than give us helpful information.