Uncovering Caller Needs Across User Segments in Messenger App, Meta

Context 📱

Data scientists of the Messenger team identified key user segments—such as online gamers and family communicators—as high-frequency callers on large screens (e.g., tablets, desktops).

These users play a critical role in platform engagement and retention, making them a strategic focus for the product team.

To support their needs and improve the calling experience, it’s important to understand where friction exists in their current use of Messenger and what they expect from large-screen calling features.

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Research Questions 🔍

1. What are the pain points and unmet needs of high-frequency users, such as online gamers and family communicators, when using Messenger’s large-screen calling features?
2. What are their expectations and preferences for an ideal large-screen calling experience?
3. How does Messenger’s large-screen calling experience compare to other commonly used platforms (e.g., Zoom, Discord, FaceTime) in the eyes of these users?

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Goal 🎯

This study aimed to uncover the pain points, behaviors, and expectations of key user segments using Messenger for large-screen calling. The goal was to inform feature improvements and long-term design direction to better support these high-impact user groups.

Method 🧪

This was a mixed-methods study combining qualitative and quantitative approaches. I conducted in-depth interviews with online gamers and family communicators participants to explore their experiences with Messenger’s large-screen calling.

These insights were contextualized using survey data collected from a broader sample of 1,500 users, providing a fuller picture of user behavior, satisfaction, and feature expectations across segments.

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Team 🤝

This project was conducted in collaboration with a cross-functional team:

• A Data Scientist supported the study by analyzing caller segmentation and interpreting relevant platform usage metrics.
• A UX Designer contributed contextual expertise on user calling behaviors and the broader Messenger community, helping shape the study focus and direction.

I led the research by first aligning with stakeholders to identify business priorities and define the most impactful research focus. I then designed and executed the study, managing all aspects of data collection and synthesis. Finally, I delivered a comprehensive report to stakeholders, highlighting key insights and strategic recommendations for product planning.

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Outcome and Impact 📝

• Published and archived a comprehensive research report in Meta’s internal research repository, making it accessible to researchers, designers, and cross-functional stakeholders.
• Informed strategic planning for future improvements to Messenger’s large-screen calling experience, particularly for key user segments.
• Highlighted new engagement opportunities by uncovering unmet needs among high-frequency caller groups, supporting broader retention and usage goals.

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Key Findings and Implications¹ 🔍

The study uncovered key friction points in the large-screen calling experience that impact user satisfaction and continued engagement, especially among high-frequency caller groups:

• Interviews and survey data revealed gaps between user expectations and Messenger’s current feature set, particularly when compared with other widely used calling platforms.
• The findings highlighted clear opportunities to improve usability, flexibility, and feature discoverability, which are critical to supporting core user behaviors and increasing long-term retention.
• These insights informed strategic discussions around product enhancements and re-engagement pathways for high-value user segments.

1. Due to NDA, detailed data and findings are not publicly shared. ↩︎

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