Find where users churn in a major Meta app and design fixes to keep them

You are a product manager at Meta. How would you get more people to keep coming back to one of its main apps? ```hint Retention is not one number Look at where on the retention curve people drop off (in the first weeks after joining, after months of use, or after a period away) and pick the stage where a product change can keep the most people. ``` ### Clarifying Questions - Which app is in scope (Facebook, Instagram, WhatsApp, Messenger or Threads), or is choosing one part of the exercise? - Is there a known retention problem to fix, such as a weakening cohort curve in one market or age group, or is this a general push to raise retention? - Which kind of retention matters most here: new users returning in their first weeks, established users staying active month after month, or lapsed users coming back? - Is success judged on this app's retention alone, or on whether people stay active anywhere across Meta's apps? ### What a Strong Answer Covers - A chosen app and a precise retention definition, with the reason that stage of the user lifecycle matters most. - A segment of users who churn, with the reasons they stop returning tied to the app's core value for them. - Product ideas that build lasting habits or value rather than short-term returns, prioritized with explicit reasoning. - A primary retention metric read by cohort, with guardrails against notification fatigue and engagement users regret. - How the plan would be tested, including how long-term effects are separated from a first-week boost. ### Follow-up Questions - Your top idea lifts day-7 retention, but day-90 retention is unchanged. What do you conclude and what do you do next? - A growth team proposes sending more push notifications to lapsed users. How do you evaluate the proposal? - How would you tell a real retention gain apart from a change in the mix of new users joining the app?