ghostface chillah pt 2-1
TRANSCRIPT
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GHOSTFACE CHILLAHDISCOVER THE STORY OF
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CUSTOMER RESEARCH
PROBLEM RECAP
▸ Discover is underutilized
▸ disconnected from core app
▸ a lot of content to digest
▸ not associated with social interaction (snapping)
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MVP
HOW DID WE RUN IT?
▸ 1st iteration
▸ snapchatted users questions
▸ users typed responses back in snap text
▸ 2nd iteration
▸ snapchatted users questions in multiple choice format
▸ users replied # instead of generating their own response
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MVP
WHAT DID WE LEARN?
▸ Users
▸ have a low attention span
▸ need very explicit directions
▸ need to put in absolute minimal effort to enjoy the experience
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MVP
WHAT DIDN’T WE LEARN?
▸ whether or not users would choose to open Chillah’s snaps if they weren’t participating in an MVP
▸ how UI improvements can affect the urge to explore Discover
▸ sustained usage of Discover over time when receiving tailored content
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CUSTOMER VALIDATION
“When I’m on the go or at work, I like the silent app”
Jordan, 24
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Who are we making this feature for?
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WHO IS USING SNAPCHAT?
THE CRACKHEAD
▸ constantly checks Snapchat for Recent Updates on friends
▸ produces content regularly
▸ direct snaps
▸ stories
▸ infrequent or no use of Discover
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WHO IS USING SNAPCHAT?
THE SPONGE
▸ checks less frequently than Crackhead, but still daily or multiple times a day
▸ peruses friends’ content
▸ produces content rarely
▸ more likely to explore Discover
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SOLUTION
GHOSTFACE CHILLAH
interactive content
ghost concierge
collects user preferences
facilitates Discover
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In the next snap, tap each of the ghosts that
interest you
okay
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tap the ones you really like twice.
alright
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tap my name when you’re done!
let’s go!
GHOSTFACE
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current events
pop culture
dank memes
politicssavory snacks
baked goods
sports
nature
random intrigue sex tech
fashion
skin care
stand up fitness
GHOSTFACE
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current events
dank memes
politicssavory snackssports
random intrigue sex tech
pop culture
fashion
skin care
stand up fitness
baked goods
nature
GHOSTFACE
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GHOSTFACE
current events
dank memes
politicssports
random intrigue sex tech
pop culture
fashion
skin care
stand up fitness
baked goods
nature
savory snacks
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GHOSTFACE
current events
dank memes
politicssports
random intrigue sex tech
pop culture
savory snacks
fashion
skin care
stand up fitness
baked goods
nature
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current events
dank memes
politicssports
random intrigue sex tech
pop culture
savory snacks
fashion
skin care
stand up fitness
baked goods nature
GHOSTFACE
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current events
dank memes
politicssports
sex tech
pop culture
savory snacks
random intrigue
fashion
skin care
stand up fitness
baked goods nature
GHOSTFACE
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current events
dank memes
politicssports
sex
pop culture
savory snacks
random intrigue tech
fashion
skin care
stand up fitness
baked goods nature
GHOSTFACE
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current events
dank memes
politicssports
fashion
skin care
stand up fitness
sex
pop culture
savory snacks
nature
random intrigue tech
baked goods
GHOSTFACE
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current events
dank memes
politicssports
fashion
skin care
stand up fitness
sex
pop culture
savory snacks
random intrigue
baked goods
tech
nature
GHOSTFACE
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Ghostface Chillah
Boo!Nice picks!
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Ghostface Chillah
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NATIONAL GEOGRAPHIC
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VICE
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VOX
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How do we know we’re doing this right?
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OBJECTIVES
ARE USERS ENGAGED BY CHILLAH’S SURVEY?
80% OPEN RATE
OF FIRST SNAP
50% COMPLETION RATE
OF FIRST SNAP SURVEY
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QUALITATIVE
ARE USERS ENGAGED BY CHILLAH’S SURVEY?
SHARPEN QUESTION PHRASING FOR BETTER
RESULTS IN FUTURE SURVEY RELEASES.
USER TESTS
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OBJECTIVES
ARE USERS ENGAGED IN CHILLAH’S DAILY SNAPS?
INCREASE DISCOVER
TRAFFIC BY 50% IN FIRST TWO WEEKS
GROSS # OF USERS WHO USE
DISCOVER >2 MINUTES/DAY
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KEY METRICS
ARE USERS ENGAGED IN CHILLAH’S DAILY SNAPS?
DAILY AVERAGE TIME SPENT IN
DISCOVER/ USER AVERAGE # OF
DISCOVER STORIES SNAPPED
(FWD) TO FRIENDS/
USER/
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WHAT DOES SUCCESS LOOK LIKE?
OTHER CONSIDERATIONS
▸ UX satisfaction metrics
▸ Subjective Mental Effort Questionnaire (SMEQ)
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WHAT’S NEXT?
ROADMAP
▸ establish workflow channels with engineers
▸ plan survey content
▸ build database and preference algorithm
▸ high fidelity user tests of survey
WEEKS 1-3
WEEKS 4-6
END OF 6 RELEASE OF FIRST USER SURVEY
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WHAT’S NEXT?
ROADMAP
▸ measuring, testing, user interviews
▸ assess success
RELEASE OF FIRST DAILY STORY
▸ measuring, testing and preparing to launch daily snap storyWEEKS 7-8
END OF 8
WEEKS 9-11
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WHAT’S NEXT?
ROADMAP
▸ If this goal is not met…
▸ Increase use of Discover by 30%
▸ …We cannot proceed to new user stories in product backlog
WEEK 11
WEEKS 12-13 ▸ address UI issues users flagged during customer research
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$
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MARKET SIZING
IT DON’T MAKE CENTS IF WE AIN’T TALKING ‘BOUT DOLLARS
30% OF REVENUE
FROM DISCOVER
10 CENTS/ AD VIEW
UP TO 1,000,000
VIEWS/DAY
we can change this!
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MARKET SIZING
IT DON’T MAKE CENTS IF WE AIN’T TALKING ‘BOUT DOLLARS
30% INCREASE
IN AD VIEWS
+$60 MILLION
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boo!
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INSIGHTS
I ALMOST NEVER CHECK THEM. I THINK THEY’RE KIND
OF RIDICULOUS… THEY’RE TOO SPECIFIC AND LONG
Mickey, 24on Discover channels