Increasing WhatsApp Group Engagement PM case study - Shriyashish MishraQuestion: As a PM at WhatsApp, you found that there is a gradual decrease in the engagement of WhatsApp groups. How will you make enhancements in such a way that this engagement is improved?User Problems: + As offline era is coming back, the online group interactions necessity has decreased Privacy concerns Groups are gradually becoming only admin that has led to decrease in sharing of data With the archived chat feature, most users tend to mute/archive groups and hence don't get notifications be youtendte achive WhatsArp grou? Dees WhatsApp privacy affect your usage ofthe application?5 coats: edd ‘Ayush wants to use WhatsApp_ ‘Sie orca communications tits the most engaged platform shahecrpects ae responce Mr. Ayush Sharma fl 27 ys Profession: CEO of a startup Current Location: Bangalore, India MOTIVATION: ‘Organised agendas and Need: A platform for threads to communicate ———> communications with his employees (12-15 as of now) Groups and sub-groups =—> Read Receipt off for —_~ groups for mental peace Privacy security ex==r—> Files organization <=> PAIN POINTS: + No organised method of ‘communicating with employees Fear of losing important data Mental-toxicity among employees as they perceive WhatsApp ‘a an informal space + Privacy scare PLATFORM ALTERNATIVE: Chooses platforms like Slack or Teams instead of WhatsAppUser Persona: Mr. Rohan Dutta Wyts Interest: Gaming Professional Status: Student Current Location: Bangalore, India Need: An informal platform for communications with fellow gamers. GOALS: Rohan wants to use WhatsApp for interacting with his gaming friends and wants to be a part of such a huge community MOTIVATION: ‘Organised threa ‘communicate Groups and sub-groups <=> Voice Channels to hop in e=xar—> ‘and discuss different ‘toples and agendas. Huge community--large <== ‘no. of participants PAIN POINTS: + No organised method of ‘communicating on different topics + Only 256 ppl can join a group + Not community friendly + Doesn't have subgroups to discuss different communications ete. PLATFORM ALTERNATIVE: Chooses platforms like Discord instead of WhatzAppCOMPETITIVE ANALYSIS The main competitors of WhatsApp: + Slack retin sant + Discord + Telegram During whatsApp outage, most users go to these platforms and now are slowly ic aeons Bre pets your? switching, leading to decrease in a whatsapp user engagement and increase in churn rate overall.COMPETITIVE ANALYSIS- SLACK Why do people use Slack over WhatsApp? People choose Slack over Whatsapp groups for all formal communications because: + Professionalism + Announcements + Community generation Reaction to individual messages + Threads + Channels + Upto 8.5K members per community + File upload limit: IGB and file storage + More organized conversationsCOMPETITIVE ANALYSIS- DISCORD Why do people use Discord over WhatsApp? People choose Discord over Whatsapp groups for all informal communications because: + Fun and engagement + Announcements + Community generation + Reaction to individual messages + Text and Voice channels + Upto 250k members per server + Discord bots: eg: music together!COMPETITIVE ANALYSIS- TELEGRAM Why do people use Telegram over WhatsApp? People choose Telegram over Whatsapp groups for ail formal communications because: + Mass communication + Group limit: 200k members + Find suitable groups via internet + Save messages for later use: Unlimited storage + Sense of security + Communicate without contact saved + Secret Chat + Telegram Bots STL, soma Dae 7 a9 6 Q mewn Q manne GO mmaCOMPETITIVE ANALYSIS FEATURES. WHATSAPP | SLACK DIscoRD TELEGRAM THREADS No YES YES (24 hrs) NO. Voice No No YES No CHANNELS TEXT CHANNELS | NO YES YES No GROUP MEMBER | 256 8.5K 250k 200k LIMITS E2E YES No PARTIALLY YES (NOT DEFAULT) PAYMENT YES No No NoSuggested Features: + Inbuilt splitwis is can help in increasing group ‘engagement and also encourage users to use the new WhatsApp payments feature. Survey response: Ftsay that Whats having inbuilt Spite featur, il you beinterestedin using it oe Shae concent ture: omens oun erea (est) Signy ram ‘ston wn wavy arte ae e00 eq =Suggested Features: + POLLS: a This can gamify the chatting see ‘experience and increase engagement eoe- with easy group de What about group pals feature for micromanagement?Suggested Features: + Inchat games: In order to gamify a user's experience and increase the no. of messages circulated DAU- small games like tic tac toe or dots. In-chat games lke dots, sounds interesting?)Suggested Features: + Groups & Subgroups: For community creation and organising messages for a larger number of audience. Also brings back the small groups from competitors to rely more on WhatsApp. ‘We often tend to use other apps for communities and work-related communications. wnat f we cou have sub-groups featur to create communities at WhatsAp its wilyou use it?Suggested Features: + Other features: 1. Different sections for 1-1 chats and groups. 2. Pinning important messages for micromanagement. Why | didn’t choose Threads as one of the features? 1. Many gen-Y users will find it complicated. 2. Indicate replication of competitor's features. 3. Take away the essence of whatsApp messaging in general. # View Pinned MessagesAfter understanding the pain points of most users and reasons behind less engagement, | aimed to gamity the experience and make usage of features like WhatsApp payments to enhance the growth overall hoping to target both formal and informal spaces. Thank you. Hope you like my work! :) Shriyashish Mishra M shriyashishmishraov@gmailcom (BD https tinkedin.com/in/shrivashish-mishra/