Define Success Metrics for Facebook's Logged-Out Sign-In Page

When someone visits Facebook without being signed in, they land on a logged-out page that offers a way to log in and a way to create an account. You are the product manager who owns this page. Define what its goals should be, and explain how you would measure progress against them. ```hint One page, several jobs Most people who reach this page already have an account, but not all of them, and some visitors should not get in at all. Work out who arrives and what each group needs before choosing a number. ``` ### Clarifying Questions - Does the scope include the sign-in screens of the mobile apps and mobile web, or only the desktop web page? - Is account recovery, such as a forgotten password or a hacked account, part of this page's responsibility, or owned by another team? - Right now, does the company care more about gaining new sign-ups or about bringing back existing users who have drifted away? - How much can the page change: may it show visitors a preview of Facebook, or must it stay a log-in and sign-up form? ### What a Strong Answer Covers - The groups of visitors who reach the page (returning users, lapsed users, people locked out, new visitors, automated or malicious traffic) and what each needs. - A goal for the page that connects to Facebook's broader mission and growth, and a precisely defined primary metric. - Supporting funnels for log-in, recovery and sign-up, cut by visitor group, platform and country. - Guardrails covering account security, fake accounts, speed and accessibility. - How the goals would settle trade-offs and guide experiments on the page. ### Follow-up Questions - After a redesign, sign-ups rise, but fewer new accounts are still active a week later. How do you interpret this, and what do you do? - The log-in success rate drops sharply on one platform overnight. How would you work out why? - How would you weigh making log-in faster against adding checks that stop account takeovers?