Threads
Improve the user experience and user feed of threads
2 weeks
Jan - 2024
Product Manager
Brief
You are
Product Manager
Challenge
Threads in an Instagram app that focuses on conversations rather than the visual content. Users log in with their Instagram account and share thoughts in text either personally or in public discussions. Now that the app is launched, you should primarily focus on improving the ux and user feed of threads. Focus on:
Competitors.
Personas.
Possible solutions.
Prioritization.
Go-to-market strategy.
Success metrics.
Overview
6 July 2023
Countries
100
Social Media
Users
100 million
45 million
DAU
15 million
150 million
X (Twitter)
Tumblr
Secondary Competitors
Linkedin
Reddit
Bluesky
WeChat
Competitor Analysis
Twitter, Inc. was an American social media company based in San Francisco, California.
User Appeal
Real-time microblogging, trending topics, direct messaging, and moments.
App Downloads
1 billion +
450 million
DAU
200 million
Tumblr
Tumblr is a microblogging and social networking website owned by American company Automattic.
User Appeal
Microblogging, multimedia content sharing, and a strong emphasis on creative expression.
App Downloads
200 million +
400 million
DAU
100 million
Reddit is an American social news aggregation, content rating, and discussion website.
User Appeal
Community-driven content, discussions, and niche-focused subreddits.
App Downloads
500 million +
430 million
DAU
130 million
LinkedIn is a business and employment-focused social media platform that works through mobile and web.
User Appeal
Professional networking, job opportunities, and industry-specific content.
App Downloads
700 million +
310 million
DAU
100 million
WeChat in Chinese is a Chinese instant messaging, social media, and mobile payment app.
User Appeal
Messaging, social media, mobile payments, and integrated services like taxi booking.
App Downloads
1.2 billion +
750 million
DAU
300 million
Personas
Possible Solutions
Feature 1 - Spaces
“Spaces” is a collection of threads that enables users to make personalised groups according to their desires.
What it does
It helps users group together thread accounts that the user deems as similar to focus on specifically what they would like to view.
Feature 2 - Collections
“Collections” is a feature where users can curate communities that are available publicly and manage them by creating different groups of topics of interests.
What it does
It helps users create interesting topic of conversation that can be followed/participated by anyone on the app which drives engagement.
Prioritization - RICE framework
Collections
4
Impact
3
Confidence
4
Effort
4
Total
12
Spaces
5
Impact
4
Confidence
4
Effort
5
Total
16
Go To Market Strategy
Research & Design
Conduct user surveys and feedback sessions to refine features. Collaborate with designers for a seamless interface.
Testing
Launch a beta version for a select user group to gather real-world feedback.
Launch
Gradual rollout to ensure server stability and positive user experience.
Marketing & Promotion
Leverage Instagram's existing user base. Run targeted ads emphasizing enhanced expression and sharing.
Success Metrics
Growth
New Daily Users.
New Weekly Users.
Daily Active Users.
Monthly Users
Engagement
Average Session Duration.
Post Update Frequency.
List Growth.
Retention
Monthly Retention Rate.
User Churn Rate.