This product-market fit investigation resulted in saving millions of dollars in development costs. By utilizing secondary market information and previous research findings, I developed a market segmentation that identified the most promising target audience for a controversial new product concept. This fresh perspective gained the trust of my product partners. I then led a limited alpha launch, which uncovered complex integrity risks. Having a clear understanding of the challenges ahead, it became apparent that the significant engineering investment required to provide a secure experience was not justified by the limited potential for growth.
Context:
The decline in engagement with communities, a significant driver of overall app session time on Facebook, prompted efforts to increase engagement among existing users and expand to new users. However, the pool of potential new users interested in joining Facebook is limited, particularly in markets like the US.
To address this challenge, an opportunity was identified to enable offline (IRL) communities to engage with their members through Facebook Communities without requiring a Facebook account.
The primary research goal was to understand the value and risks associated with this opportunity.
Approach:
The approach involved identifying existing IRL communities with a substantial number of members who were active on Facebook Groups but not on Facebook itself.
The Alpha release of the product was made available to these groups, and the impact of the experience on both community members and group administrators was assessed.
Key Lernings:
The research yielded valuable insights into how individuals perceive their identity as a Facebook member.
A comprehensive understanding of the new account type required for non-Facebook users was gained.
Integrity risks and concerns for both community members and administrators were identified and effectively addressed.
The research highlighted the value that both administrators and community members derived from this engagement model.
Impact:
The early learnings from this research shed light on the complexity of user data storage and the legal requirements for establishing and explaining a non-Facebook user identity, while also effectively addressing integrity risks and concerns.
These insights played a crucial role in saving the company from significant financial investments in setting up new databases and navigating complex discussions with regulatory bodies such as the Federal Trade Commission (FTC) regarding user data management.
Contribution:
This research made a significant contribution by showcasing the potential leverage of research in the product development process.
In the absence of comprehensive analytics, the valuable insights provided by users regarding their expected value and anticipated risks served as additional data points for leadership, enabling a more informed assessment of the product investment.
