Should we build social features?

Question

Your team is considering building onboarding flow. How would you evaluate this decision?

Codemia · Accepted Answer

To evaluate the decision of building social features in Lyft's onboarding flow, we must first define the core problem. Currently, users may feel isolated while using the app, especially when they need to share rides or connect with friends. We want to establish whether adding social features will enhance the user experience, increase user retention, and drive engagement. Specifically, we need to scope the problem by identifying which social features (e.g., sharing rides, inviting friends, user profiles) could address these concerns. This involves understanding the existing user journey, pinpointing friction points, and determining if social interactions could alleviate those issues.

The primary users for this feature are millennials and Gen Z riders who value connectivity and social experiences. Lyft's customer base is increasingly looking for ways to enhance their ride-sharing experience through social interactions. Additionally, competitive analysis reveals that competitors like Uber are investing in social features, which could lead to a competitive disadvantage for Lyft if we do not adapt. Understanding that our users prioritize convenience and community, we need to explore how social features can align with Lyft’s brand values of community and connection, enhancing overall user satisfaction.

I propose developing a phased onboarding flow that introduces social features gradually. The initial phase could include a simple 'Invite Friends' feature that allows users to share their ride details through social media or messaging apps. This could be supplemented by a profile feature where users can see and connect with friends who are also using Lyft. The reasoning behind this approach is two-fold: firstly, it encourages users to engage with the app through social interactions, thus reducing churn; secondly, it leverages existing network effects, as more users invite friends, the service becomes more valuable. We can build on these features based on user feedback and engagement metrics.

To evaluate the success of these social features, we would track the following metrics: 1) **User Engagement Rate**: Measure how many users engage with the social features during onboarding. 2) **Invite Conversion Rate**: Track the percentage of invites sent that result in new users signing up. 3) **Retention Rate**: Monitor user retention at 30 and 90 days post-onboarding to see if social features correlate with improved retention. 4) **User Satisfaction Score**: Conduct surveys to assess if social features enhance the overall user experience. 5) **Frequency of Social Feature Use**: Analyze how often users engage with social features after onboarding to identify long-term value.

Implementing social features involves several trade-offs. One key trade-off is between user privacy and social connectivity; we must ensure that users feel comfortable sharing information without compromising their privacy. Another consideration is resource allocation—building social features may divert resources from other critical improvements in the user experience, such as enhancing ride efficiency or safety features. Additionally, we need to evaluate the complexity of integrating these features into the existing platform and the potential for user overload with too many features at once. We should also consider the timing of the rollout; launching too soon could lead to poor user experiences if features are not fully developed or tested.

Should we build social features?

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