Is Engagement A Reason To Build New Features?
Few years back, I had a discussion with a fellow PM on whether improving engagement can be a goal for shipping new features. My argument was — engagement that doesn’t indirectly/directly leads to increase in revenue (or improve the profitability ) is a *distraction* for users. In other words, we build features to improve profitability of the product; engagement is a by product. His POV was that increasing engagement can be the sole driver for shipping new features.
Recently, I came across this assignment on ‘How To Improve Engagement In Trello?’. I thought to give it a try but with an open mind. I started jotting down the ideas, then I discovered that my approach still tried to find out the reasons behind improving engagement.
How would you improve engagement in Trello?
*Read about this assignment in a forum and thought to give it try*
Steps to improve the engagement should depend on ‘why do we want to improve engagement?’.
Underlying reasons to increase engagement are — Reduce churn, Increase revenues (e.g. product might offer few paid and free features; increasing engagement on paid features can help increase the revenue), and acquiring new users (e.g. if collaboration between development and design teams can be improved,more users might use Trello to manage their projects.)
- For this case, let’s assume we want to increase the engagement to reduce the churn by making few changes in the product. Churn can be reduced by increasing the lifetime of users or stickiness of the product. Let’s say we want to target increasing the stickiness (DAU/MAU) of the product. In order to improve stickiness we need to find out what else we can offer to the users that they can use frequently.
- We can either take an approach of building something that can be used by all types of user personas or by top N types of user personas.
Feature Recommendation — Prioritization
Many times, even though we have listed all the tasks at hand in the board, we are unsure about which one to pick first. By solving this problem, we enable users to get more from the board and bring users to the board more frequently. For example, users can assign a score of Impact and Effort to each card. Trello can order the cards based on (high) impact and (low) efforts to pick first in ‘To Do’ list.
Impact | Slider ►►►
Effort | Slider ►►
Add a Card
What metrics we should measure?
DAU/MAU for both groups — the one which is using ‘prioritization feature’ and the one which is not. This should help us measure the impact of this feature on stickiness of the product.
What other metrics we should measure if our goal is to track the impact of the feature and get ideas on how to improve this feature further.
#1 % of cards being moved to ‘Done’ list by the users as per the order auto-suggested by Trello in ‘To Do’ list. This will help in understanding how accurate was the recommendation and whether it really helped the user achieve his goal.
#2 % of repeat users using the ‘Prioritization’ feature. This will help us understand whether users continue to get value from the feature even after initial interest to try out a new feature has waned.