Question: You are the PM of Facebook Lite. What goals would you set?

Clarifying questions:

1. Are we talking about the product as it is today or when it just got launched? As of now
2. Is there an area that interest you specifically? Acquisition/engagement? No
3. Any specific platform (mobile/desktop)? – I will focus on mobile bc that is where majority of FB Lite users are.

Product description: FB Lite is the lite version of FB created specifically for developing countries where internet connection is not stable and most users have access to old generation smartphones (device performance is low). It was launched to enable these users to have access to FB. Some features are not available in the lite version and some are modified. Is this an accurate description?

FB mission: Provide tools to build communities and bring the world closer together

Product goal: Enable users who cannot use the ‘regular’ FB to have access to FB ecosystem –

Provide them with tools to build communities and help them to get closer to the world.

Sub goal: increase FB usage, increase revenues from ads.

Users:

1. FB users in developing countries
2. FB users in developed countries without the means to own an advanced device or stable internet connection

I will focus on #1 as the product was targeting them originally and they are a bigger segment.

User journey + suggested metrics:

1. Hear about FB
2. FB lite/FB searches on app stores per day/week per local
3. FB lite/FB searches on google per day/week per local
4. Search FB app in app store + download // connect to FB in mobile browser (is there a lite version in browser?)
5. FB lite downloads per day/week per local
6. Login & create a user
7. # of total new users per day/week per local
8. Total # of users per region / overall
9. Add friend / invite friends
10. Average # or friend requests per user
11. Average # or friend requests per new user (new user = first 30 days)
12. Average # or friend accepts per user
13. Average # or friend accepts per new user (new user = first 30 days)
14. Browse around the app
15. Average time in app per user per day
16. Engage with diff features
17. DAU / WAU /MAU
18. Ave # of shares/likes/comments/saves per user per active day (in days they were active)
19. Close app
20. Repeat use
21. DAU / MAU
22. Churned users = # of users who didn’t login in 2+ weeks
23. Ads engagement (monetization)
24. Ave. Ad clicks per user per week

Prioritized metrics:

Since FB Lite is a mature product, I will focus on engagement (E), retention (R) and growth (G):

Top-line metrics to track:

1. DAU in FB Lite overall and by region=> help understand engagement and retention
2. Active = login and stayed > X min in app
3. Total # of users in FB Lite=> help understand growth (also alignes with mission)

**Tradeoffs – there might be cannibalization with the standard FB app. People also might be switching to standard FB app as their phones/internet is getting better so data can be misleading if they do. We will need some way to track moves between the apps.

More granular metrics to track:

1. Average time in app per user per day (E) – also by region
2. Churned users = # of users who didn’t login in 2+ weeks (R)
3. Churned users who switched to regular FB = # of users who didn’t login in 2+ weeks minus # of users who also became active in regular FB app. (will help to signal if FB light might not be good enough/needed anymore) (R)

Facebook mission is to connect and bring people and their social circle together virtually. Facebook lite is an established product which already has the core set of facebook experience related to friends, feeds, messaging etc., already working well. The vision for facebook lite should be to scale and grow facebook presence to broader markets and increase usage among the overall facebook lite userbase. The core market for facebook lite would be developing world or tier 2-3 cities where people have limited or unaffordable bandwidth and limited storage space. Given this, is the segment for facebook lite, below can be the two major goals.

• Acquire next 1 bn users in X years- say 4 years
• Increase DAU to x% to y% of overall userbase. Assuming DAU for facebook lite is 10% – increasing it to say 30% of userbase in 4 years

• Overall facebook has already reached 1bn+ user base. Facebook lites strategy should follow overall facebooks strategy of extending its footprint to an absolute reach of people.
• Given facebook lite users are unlikely to spend screen time in videos, games etc., constrained by device bandwidth and graphics constraint, we cannot expect users to spend significant screen time. Instead users are likely to keep look back within their friend circle to understand their what they are upto, local news and happenings which can should increase DAU, there by effectively measuring engagement.

How to start about achieving the user goal ?

• Partner with existing facebook products like instagram and whatsapp by circulating feedlinks, and content tieing back to facebook lite
• Remove barriers of bandwidth and space by partnering with telcos, device manufacturer and also by reducing app and cache size.
• Increase network effect by promoting country and region specific local content and local language features.

The question is specifically asking for a goal in this case. While you have identified the key success metrics it does not map to a measurable goal for a team for every year. IMO the goal should be the success metric tied to a company level OKR. Assuming that FB’s OKR for this year is to increase user engagement by X% YoY.

In this case my success metric would be:

1. Improve FB lite adoption in developing markets by Y% YoY.

2. Increase average time spent in FB lite across market by Z% YoY.

Both of these will have meaningful impact on overall user engagement and lift company’s key metrics.

This is a good outline for answering this specific Facebook execution int. question.

company mission:Facebook’s mission is to connect the world and give the tools to build a community

What is FB lite: Facebook lite is a lighter version of facebook in terms of the space it occupies, ram required , functionalities and data bandwidth

It’s meant for low end phones on slower networks, it’s meant for users that are from developing countries/areas where data connectivity is not as robust

Where is used: It’s primary used in tier 2 cities since in developing countries metros have better connectivity

What does is solve: It’s meant to enable the average new internet user to be able to use and enjoy facebook

From a goal setting perspective , this is a mature product so I’d focus on engagement first

Primary metrics: There can be 2 primary metrics – mission driven and product driven

Mission driven – what % of users in developing countries are using FB lite since this gives a sense of if the product is relevant/being liked by the users in target market

Product driven – Hypothesis is that the typical facebook app is too big/demanding for a slow conenction/low end phone so ideally the lite app should lead to a better experience and hence better time spent so may timespent for users on lite vs time spent for users on non lite on low end phones in tier 2 cities

Other metrics to track

play store traffic – to see if users even want a lite app, is there enough awareness/demand for it

play store conversion rate – to see what kind of conversion are we seeing and from which devices for lite vs non lite

Migration from lite to non lite and vice versa – to see if users are happy with lite and also if regular app users actually like lite for some reason

time spent: Time spent per user for lite vs non lite in tier 2 cities and metros

Depth of engagement: DAU/WAU ratio ( DAU= opened the app) for lite vs non lite in tier 2 cities and metros

Rentention:  D7, D30 retained users ( D7 = opened the app on 7th day from install) for lite vs non lite in tier 2 cities

Trade off/risks with primary metrics 

The metrics don’t track depth of engagement – you can’t tell if the user is coming 3 days or 2 days if you look at just average time spent