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Messenger App Measurement Research
Role
Research Manager
Project type
Measurement/Benchmark
Stakeholders
Dir. UX Research, UXR Qualitative, UXR Quantitative, ~12 PMs + Engineering and Design.
Business Problem
No established usability metrics, lower than expected user engagement with owned messaging apps, development resources lacked data-driven prioritization method
Impact
Decreased user dropoff and increased first-attempt success in low performing messaging apps by up to 20%
Impact
Informed roadmap to optimize development on highest impact product areas allowing changes that mattered to reach market faster
Tools & Methods: Custom quantitative study design, desktop & mobile testing workaround, large-scale benchmarking, survey design.
Meta approached me with a need for a rigorous, quantitative evaluation of how their messaging apps and those of key competitors performed in terms of user attitudes and behaviors. They required high-confidence data at scale, segmented across user groups and app types.
My goal was to deliver a scalable, statistically robust research plan that could overcome technical constraints and yield meaningful comparisons across platforms, all within tight timeline and budget parameters.
UserZoom’s platform didn’t natively support the type of quantitative app testing required so I engineered a creative workaround using a hybrid of desktop and mobile methodologies. I led the end-to-end process: crafting the proposal, pricing and scoping the study, managing timelines, designing the research, and executing in partnership with participant recruitment and a senior UXR on my team. The study ultimately gathered behavioral data from over 1,000 participants.
Our research delivered high-confidence insights across all defined metrics, enabling Meta's teams—especially Instagram, WhatsApp, and FB Messenger—to benchmark performance, track updates over time, and prioritize product investments. Over the following year, Meta-owned apps rose to lead in each of the key metrics we measured.