Effectiveness of Story Features

Requirements Clarification & Assessment

Objective:

• Increase user engagement and time spent on Facebook through the stories feature.
• Encourage both organic content sharing and interaction with advertising content.

Understanding User Interaction:

• Producer Side: Utilizes camera features, editing tools, and shares ephemeral content.
• Consumer Side: Engages through views, replies, shares, reactions, etc.

Entry Points & Segments:

• Stories can be accessed via the news feed, profile photo, or direct messages.
• Both organic and marketing segments are potentially affected.

Constraints:

• No traditional A/B testing or statistical tools like bootstrapping or simulations.
• Focus on non-statistical, observational, and qualitative methods.

Active User Definition:

• A user who either creates or views a story within a given timeframe.

Core Metrics:

• Story views, average watch time, completion rate, time spent on stories, feedback rate, and story production rate.

Counter-Metrics:

• Time spent on the news feed, number of stories created, story abandonment rate, reported stories rate, and churn rate.