Here’s how I would attempt this question.

1. What – Goal: I am assuming that the goal here is to acquire and engage a customer segment and enable them to hit their healthy living goals.

2. Who – Customer Segments: I’ve thought of three segments here:

a) Students: Most active socially on FaceBook and tend to engage with anything which goes viral. They have a decent amount of time everyday to workout after their studies.

b) Working Professionals: Have very less workout time. Constantly trying to balance personal and professional lives along with their fitness. Tend to have large social networks on FaceBook but don’t spend much time engaging with them like the ‘Students’ do.

c) Elderly: Comprised of seniors who now have more to spend with friends on FaceBook. Not as technically savvy as the other groups but are definitely interested in healthy living considering their advancing years.

Of all the three categories I pick category (b) – Working Professionals for this initiative. They are a large customer segment who don’t spend enough time on FaceBook (making them spend time on FB through this initiative would be a bonus) and they also have the greatest challenge amongst all the three segments to stay fit.

3) Where – Channel – I am assumming that this initiative for starters will be on the mobile channel (iOS/Android) before it’s expanded to the Desktop Channel.

4) Problems of Working Professionals which prevent them for healhy living:

• They don’t know how much to work out
• They don’t know what to eat
• They lack goals
• They are not aware of the best practices which lead to health

I have ranked the needs from basic to advanced. The first step in healthy living is to establish a daily routine followed by goal   setting and then pivoting towards best practices.

5) Product Vision: AI based Mobile Fitness Tracker Bot within Facebook App.

• Tracks Food Intake
• Amount of calories burnt while working out/walking/running
• Measures the workout against established benchmarks and lets the user know how well they are performing week on week

6) Use Cases:

• Fitness bot stores height, weight and age and automatically calculates BMI.
• Fitness bot allows the user to set weight reduction goals.
• Fitness bot when turned on estimates the amount of calories burnt based on the activity the user takes up
• User can upload images of lunch, dinner and snacks to the fitness bot for it to estimate the amount of calories being consumed by the user
• Fitness bot alerts the user if the user falls behind weekly goals
• Fitness bot ranks you in your network based on the goals you achieved
• Fitness bot allows you to see the fitness regime of Friends who have subscribed to the bot in your network
• Fitness bot suggests foods you can consume based on what you are currently eating
• Users can high rankers within their network for exercise and diet tips

7) Prioritization of the use cases: Considering implementation time, satisfaction and time taken to grow an active user base I am going to prioritize the first fives cases for implementation as part of MVP. These five use cases also answer to the first three needs of this segment. The last need of this segment i.e. best practices will be taken care of by the last two use cases which are future features on the roadmap.

8) Trade-Offs:

• Privacy: Users would have to be reassured that their fitness data would be held private and unless or otherwise approved will not be used for advertising
• AI: Identification of lunch and dinner via photos uploaded by the user might lead to incorrect and inconsistent results. Hence when the bot is unable to identify the lunch being consumed we should allow the user to manually enter the info or give a selection of food options for the user to pick
• Notifications: When the user doesn’t enter the calories consumed via lunch/dinner/snacks that day, the bot will send a notification to the user which will be lost in the deluge of notifications that the user is receiving unless it’s explicitly made to stand-out.
• Advice of best practices in diet must be customized as per the geography. Hence it’s best to probably start this particular feature set in one geography before expanding it to the whole world
• The bot might end up turning off several users who might find it extremely difficult to attain their goals. Hence intelligent suggestions on goal tweaking must be suggested to the users who fall way behind their weekly targets.

9. Metrics: Some of the metrics that I would be tracking for this feature are:

• Number of people who have turned on bot
• Number of people who’ve entered height, weight and age details
• DAU
• WAU
• Session Time Per User Per Day
• Sucess % = Weekly Goals Achieved / Weekly Active Users
• Drop off Rate

DAU and WAU are our North Star metrics but they need to be closely inspected along with Session Times and Success % to understand how well the fitness bot is performing.

10. Summary: Fitness Bot on FaceBook iOS/Android app allows users to set fitness goals and advises them how well their exercise and diet are allowing them to reach their goals. The Bot is powered by an AI based image recognition tool which allows the user to upload images of their diet and get feedback on how well they are doing with respect to their weekly targets.

About Facebook :

Facebook is a social networking platform that connects users with families, friends and people with similar interests. It allows users to share pictures, videos and messages with others.

Scope :

For current requirement we will be looking into mobile/App features. Desktop/Web feature is currently out of scope.

Flow of the Answer :

We will start by determining the Goals and describing it. Than we will list down some user groups and talk about their personas. We will prioritise and select one user group for which we are primarily developing the product. We will talk about some of the use cases and pain points of this user group followed by prioritising the pain points. We will list down some of the solutions for the pain points mentioned and prioritise the feature, and describing about it in more details. In the end we will describe the metrics that we might be interested in and key success metric for the product. We will wrap everything in a summary and will also try to align it with the overall Facebook vision.

Goals:

The product goal is to enable users to easily share updates related to healthy living with their family, friends and followers. We will be looking into metrics related to user adoption and usages of the product features.

User Groups:

We are going to prioritise users according to their interest in health and fitness:

Power Fitness Users : These users are highly active in health and fitness. They use fitness applications like starva, NRC, use fitness trackers etc to measure their daily fitness activities.

Casual Fitness Users : These are moderately active in health and fitness. They might be casually involved into activities like running or some sports activities.

Occasional Fitness Users: These are users with very low to almost no health and fitness activities. They don’t share or like to view any fitness related content.

Prioritising User Groups :

We will be selecting “Power Fitness Users” as they will be the early adopters of our product features and since they are highly motivated segment, Product adoption and usage will be comparatively easier.

User Cases/ Pain Points:

1. Users find it difficult to post/share content related to their daily fitness activities.
2. Users might not feel the need to share their fitness activities or updates.
3. Users might not know what to share.
4. Users find it difficult to connect with other users with similar fitness goals.

Below are some of the solutions for above use cases:

1. Health Cards :

We can introduce, health cards, a new post type where Facebook will automatically collect data from fitness trackers or mobile sensors like calories burned, steps count, distance run, duration of workout or sports played etc. and generate a card out of the data. User can share healthcard with their friends and families.

1. 3rd Party Health Integrations :

3rd party integrations in Facebook stories and Facebook posts from apps like starva, NRC and other fitness applications

1. Workout story template:

 Just like boomerang, loops and time-lapse in Facebook stories, workout templates will try to capture the repetitive motion (or circuit) in a video. User can set attributes like name of the exercise, # of sets, # of reps etc. This will be cool and informative way of sharing their daily workout routines.

1. Nutrition suggestions :

 We will use AI and food image recognition to estimate calories and nutrients in the pic posted by the user. Viewers can view the estimations and nutrient values by tapping the photo ( just like we se people tagged in the photo)

Evaluation of solution:

We will use Value vs Complexity framework to prioritise the feature :

	Value	Complexity	Priority= Value/Complexity
Health Cards	6	7	0.85
3rd Party Health Integrations	4	4	1
Workout Story Template	8	6	1.33
Nutrition Suggestions (AI and Picture recognition)	6	8	0.75

Metrics For Success:

The Metrics that we might be interested in for measuring the success of the product features :

For health cards:

• No. Of users posting health cards/ month
• no. of new users posting health cards/month
• Avg no. of like, comments, shares per card posts.
• Avg no. of health cards posts per user per month.
• % of health cards post to overall post type.