Business Context

Asana launched a new project template and onboarding workflow aimed at improving team adoption for mid-market customers. Six weeks after launch, leadership wants a clear framework to determine whether the project was successful, beyond simply saying the feature shipped on time.

Metric Scenario

The launch reached 12,000 workspaces. Of those, 7,800 viewed the new template gallery, 4,100 created at least one project from a template, and 2,300 had 3 or more team members actively collaborate in the created project within 14 days. Among exposed workspaces, 8-week workspace retention increased from 71% to 74%, weekly projects created per active workspace rose from 2.8 to 3.2, and NPS for new admins moved from 36 to 41. However, customer support tickets tagged "setup confusion" also increased from 4.2% to 6.1% of onboarding-related tickets.

The Head of Product asks you to define how project success should be measured, which KPIs matter most, and how to separate short-term adoption from durable business impact.

Requirements

1. Define a primary success metric for this project and explain why it is the best KPI.
2. Identify 3-5 supporting metrics, including leading and lagging indicators.
3. Explain how you would determine whether the project was successful overall if some metrics improved while others worsened.
4. Describe how you would segment or decompose the results to diagnose performance.
5. Recommend what threshold or benchmark would justify rolling the experience out to all customers.

Data Available

• workspace_experiments: workspace_id, variant, exposure_date, plan_type, company_size
• project_creation_events: workspace_id, user_id, template_id, project_id, created_at
• collaboration_events: project_id, user_id, event_type, event_time
• workspace_retention_weekly: workspace_id, week_number, active_flag
• nps_responses: workspace_id, respondent_role, score, response_date
• support_tickets: workspace_id, created_at, ticket_tag, resolution_time