Trello Engagement Strategy: Choose a Goal, a Segment and the Features to Build

You are a product manager on Trello, Atlassian's tool for organizing work on boards of lists and cards, and you are asked to raise engagement. Define what engagement should mean and why it matters, pick the users to focus on, propose and prioritize changes, and explain how you would measure the result. ```hint Ask what engagement is for Before proposing features, decide what more engagement is supposed to achieve for Trello; that answer determines which users matter most and which metric proves success. ``` ### Clarifying Questions - Is the aim to reduce churn, convert free workspaces to paid plans, or bring more teammates into existing workspaces? - Should we focus on individuals using Trello for personal tasks, small teams, or larger companies that may also use other Atlassian tools such as Jira? - Does engagement mean how often people come back, how much of the product they use, or how many people collaborate on a board? - Is there a known problem behind the ask, such as a drop in active users, or is this open-ended? ### What a Strong Answer Covers - A definition of engagement tied to a business outcome, with the reasoning behind it - Trello user segments compared, with one chosen and the reason for the choice - Pain points from that segment's actual workflow that explain where engagement falls off - Solutions prioritized on explicit criteria, including how well they fit Trello's simplicity - A primary metric with guardrails that separate real value from activity for its own sake ### Follow-up Questions - How would you test your top idea, and what result would make you stop it? - How would you keep the changes from making Trello feel as heavy as a full project-management suite? - If engagement rose but paid conversion did not move, what would you conclude and do next?