Yammer Application Review by   Ankit Chandra [email_address]
<ul><li>Agenda </li></ul><ul><li>Signup Process Review </li></ul><ul><li>Questions Feature Review </li></ul><ul><li>Approa...
Signup Process Review Signup Process Strategic Goals User Experience Minimalistic  Registration form Communicate  compelli...
Signup Process Recommendations <ul><li>Recommendations </li></ul><ul><li>Increase signups by: </li></ul><ul><li>Clearly co...
Signup Process Evaluation Metrics <ul><li>Evaluation Metrics </li></ul><ul><li>Deduce Performance metrics for Signup proce...
Questions Feature Review Questions feature Strategic Goals User Experience Intuitive/easy to use interface Limited crowd s...
Questions Feature Recommendations <ul><li>Recommendations </li></ul><ul><li>Increase Crowd Sourcing by: </li></ul><ul><li>...
Questions Feature Metrics <ul><li>Evaluation Metrics </li></ul><ul><li>Deduce the  Key Performance Indicators  to measure ...
<ul><li>Understand the macro environment  </li></ul><ul><li>Deduce appropriate growth strategy </li></ul><ul><li>Create a ...
Current Market Position Yammer Hashwork 2 Socialwok 2 Facebook SAP 1 S-Curve for Enterprise Social Software <ul><li>http:/...
Business and Functional  Strategy Analysis for Yammer <ul><li>http://en.wikipedia.org/wiki/1%25_rule_%28Internet_culture%2...
Goals <ul><li>Goals for Signup Process </li></ul><ul><li>Clearly communicate benefits for all users, including the Long Ta...
Business Application Manager (BAM!) Value Proposition Increase service levels and reduce maintenance costs of your online ...
BAM! Product Conceptualization  <ul><li>Sourcefuse’s Market Scenario </li></ul><ul><li>Leading internet solutions provider...
BAM! Product Conceptualization (continued) Product Objectives  BAM! was conceived to: - Separate the often put together de...
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What Yammer needs to do for now

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Yammer is an awesome startup creating new social software for organizations. It is on the path to revolutionize how people interact within an organization.

My thoughts on Yammer's sign up process its "Questions' feature, based on Yammer's current standing in the industry.

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  • 1. Bug in the system: Please see Appendix 7 Graph Description: This is a 2X2 graph with its axes as User Experience and Strategic Goals for signup process. The intersection of the axes is the (0,0) point. Interpretation of the graph: Magnitude of the axes increases with distance from the origin e.g. ‘Un-compelling incentives in email content’ is farther away from the origin for Strategic goals and hence should be seen as severely impacting Signup process on the strategic front At the same time, since it is not far away from User experience axis, it should be read as having lesser impact on User experience front The Four quadrants have been labeled on the graph, and depict the following cases: 1 st Quadrant: Both User experience and Strategic goals are being achieved from the entities In this quadrant 2 nd Quadrant: Entities in this quadrant meet the user experience requirements, but are not necessarily meeting the strategic goals of the Signup Process 3 rd Quadrant: Entities in this quadrant need to be improved on User experience and aligned better with strategic goals of the Signup Process 4 th Quadrant: Entities in this quadrant meet the strategic goals to varying degrees, but need more effort on the User experience side
  • Graph Description: This is a 2X2 graph with its axes as User Experience and Strategic Goals for ‘Questions’. The intersection of the axes is the (0,0) point. Interpretation of the graph: Magnitude of the axes increases with distance from the origin e.g. ‘Lack of clearly communicated Incentive for people to answer questions’ is farther away from the origin for Strategic goals and hence should be seen as severely impacting “Questions’ on the strategic front. At the same time, since it is not far away from User experience axis, it should be read as having lesser impact on User experience front The Four quadrants have been labeled on the graph, and depict the following cases: 1 st Quadrant: Both User experience and Strategic goals are being achieved from the entities In this quadrant 2 nd Quadrant: Entities in this quadrant meet the user experience requirements, but are not necessarily meeting the strategic goals of ‘Questions’ 3 rd Quadrant: Entities in this quadrant need to be improved on User experience and aligned better with strategic goals of ‘Questions’ 4 th Quadrant: Entities in this quadrant meet the strategic goals to varying degrees, but need more effort on the User experience side
  • Diagram Description: This diagram shows the ‘Bottom-up’ approach taken to arrive at the Analysis and Review. Evaluation of the Signup process and ‘Questions’ was done from two aspects: The Strategic goals for Yammer to be implement at this stage of its life cycle User experience required for better acceptance rates for Yammer’s features and signup process Interpretation of the Diagram: The two aspects were studied independently and were used as inputs for the ‘Evaluate Process/Feature’ stage. The two branches were iterated upon to get the most basic step where analysis should start. These stages have been marked as ‘Start’
  • Diagram Description: This diagram shows the position of Yammer on a Technology S-Curve. It also includes the players from preceding S-curves (Facebook from Social Networking) and SAP from enterprise software S-curve. Purpose: The purpose of the diagram is to show the current standing of Yammer w.r.t. its competitors, and in the over all industry space. It also shows some of the forces which apply at the macro-environment level to get a better idea of what Yammer should do. P.S.: Only 2 competitors have been shown from Enterprise Social Software space, but they stand representative for others too.
  • Note: The business strategy and functional strategy have been deduced from the information available on the internet. Therefore, it is at best a subset of the comprehensive Strategy needed to succeed in the market space.
  • What Yammer needs to do for now

    1. 1. Yammer Application Review by Ankit Chandra [email_address]
    2. 2. <ul><li>Agenda </li></ul><ul><li>Signup Process Review </li></ul><ul><li>Questions Feature Review </li></ul><ul><li>Approach to Review and Analysis </li></ul><ul><ul><li>Current Market Position </li></ul></ul><ul><ul><li>Business and Functional Strategy </li></ul></ul><ul><ul><li>Goals analysis </li></ul></ul><ul><li>Business Application Manager (BAM!): A B2B Web Application Management product </li></ul><ul><ul><li>Product Description </li></ul></ul><ul><ul><li>Role </li></ul></ul><ul><ul><li>Product Conceptualization </li></ul></ul><ul><ul><li>Development and Release Process </li></ul></ul><ul><ul><li>Metrics and Evaluation </li></ul></ul>
    3. 3. Signup Process Review Signup Process Strategic Goals User Experience Minimalistic Registration form Communicate compelling incentive Un-compelling incentives In email content Direct access to signup on homepage Site’s clean Look and feel Customer Quotes On Homepage Connection Pages for existing users Only 3 mandatory fields for registration Viral nature of Signup invitations Undifferentiated Value proposition on Homepage Unclear, but short product description and purpose Redundant steps (Step 3) in Signup process Lack of search feature in Connection (Step 2) Lack of field level explanation in process Missing ‘Skip’ option on actually skippable steps Bug in the system 1 Lack of differentiation between mandatory and optional fields Click here for Tabular Review 2 1 4 3 See slide notes for description
    4. 4. Signup Process Recommendations <ul><li>Recommendations </li></ul><ul><li>Increase signups by: </li></ul><ul><li>Clearly communicating tangible benefits on homepage and in email e.g. “Boost productivity” </li></ul><ul><li>Also targeting the Long Tail of users by highlighting the benefits for them e.g. “Build relationships beyond boundaries” </li></ul><ul><li>Allowing users to invite people from other companies to try Yammer </li></ul><ul><li>Reduce Drop-offs by: </li></ul><ul><li>Reducing number of steps in signup process. Move ‘Add your photo’ in Step 3 to within Step 1 </li></ul><ul><li>Enabling quick formation of an effective initial social network. In Step 2: - Sort relevant existing users by department - Provide a search feature for existing users - Enable importing contacts from Linkedin </li></ul><ul><li>Addressing users’ concerns about benefits, safety privacy etc, all across the Signup process </li></ul>
    5. 5. Signup Process Evaluation Metrics <ul><li>Evaluation Metrics </li></ul><ul><li>Deduce Performance metrics for Signup process like: - Number and frequency of signups, per organization and overall - Distribution of sources leading to the signup process (email, third party etc) - Conversion rate of all kinds of viral invitations - Percentage drop-offs and the location in the Signup process </li></ul><ul><li>Perform A/B testing with new and old messaging to measure any change in Performance metrics </li></ul>
    6. 6. Questions Feature Review Questions feature Strategic Goals User Experience Intuitive/easy to use interface Limited crowd sourcing with access only to followers, groups and Topics followed Lack of tools for consumption by Long Tail of users Strategic Coherence With organization’s goals Reduced Noise with thread/friend feed toggle Enhanced usability with tools like Bookmarks, tags, addressing people Effective solution to Issue of Information silos Enhanced product efficacy with email-able answers Immediately visible value-add Possible user perception of the feature as ‘distracting’ Lack of effective feature description (How to use/ FAQs) Lack of tools to improve quality of questions/answers Lack of contextual invitation to new members Lack of clearly communicated incentive for people to answer questions Lack of clear indicators Of tangible benefits like number of questions answered Click here for Tabular Review 1 2 4 3 See slide notes for description
    7. 7. Questions Feature Recommendations <ul><li>Recommendations </li></ul><ul><li>Increase Crowd Sourcing by: </li></ul><ul><li>Enabling members to receive interest based questions independent of topics/groups followed </li></ul><ul><li>Enabling posting questions directly to a group without being a member of it </li></ul><ul><li>Improve Question & Answer quality by: </li></ul><ul><li>Implementing Templates. Members can use these to form well understood questions and answers </li></ul><ul><li>Enabling sorting out of best answers by extending tools like ‘Like’ and creating tags like ‘Resolved’ </li></ul><ul><li>Increasing incentive to answer questions by publishing members with most liked answers </li></ul><ul><li>Enhance value-add by for Long Tail users by: </li></ul><ul><li>Enabling advance search options to effectively search through volumes of data </li></ul>
    8. 8. Questions Feature Metrics <ul><li>Evaluation Metrics </li></ul><ul><li>Deduce the Key Performance Indicators to measure the performance of ‘Questions’ </li></ul><ul><li>Some performance metrics: - Frequency of Questions asked - Volume of Responses/Question - Degrees of Separation between Responder and Questioner </li></ul><ul><li>Perform Multivariate testing to measure the correlation of recommendations with the Key Performance Indicators </li></ul><ul><li>Log the usage frequency and volume of different tools (Bookmarks, Likes, Templates etc) to have a finer evaluation of ‘Questions’ </li></ul><ul><li>Log the volume of searches on Questions to evaluate its usage only for consumption by Long Tail </li></ul>
    9. 9. <ul><li>Understand the macro environment </li></ul><ul><li>Deduce appropriate growth strategy </li></ul><ul><li>Create a tangible set of goals for Signup process </li></ul><ul><li>Establish evaluation metrics for the Signup process </li></ul>Approach to Analysis and Review Strategy based evaluation User Experience based evaluation See slide notes for description
    10. 10. Current Market Position Yammer Hashwork 2 Socialwok 2 Facebook SAP 1 S-Curve for Enterprise Social Software <ul><li>http://www.sap.com/press.epx?PressID=12100 </li></ul><ul><li>http://venturebeatprofiles.com/company/profile/yammer/competitors </li></ul><ul><li>https://www.yammer.com </li></ul>2.5 yrs Value Proposition Enhance employee efficiency by enabling easier collaboration and communication 3 <ul><li>Relatively new Enterprise Social Software space </li></ul><ul><li>Increased market acceptance of SaaS and Enterprise Social Software </li></ul><ul><li>Early mover advantage; > 90000 users </li></ul><ul><li>Low barrier to entry </li></ul><ul><li>Increasing competition from: </li></ul><ul><ul><li>Other startups </li></ul></ul><ul><ul><li>Established players </li></ul></ul><ul><ul><li>Open source software </li></ul></ul>See slide notes for description
    11. 11. Business and Functional Strategy Analysis for Yammer <ul><li>http://en.wikipedia.org/wiki/1%25_rule_%28Internet_culture%29 </li></ul><ul><li>Business Strategy </li></ul><ul><li>Differentiate the product in the increasingly crowded market </li></ul><ul><li>Increase customer awareness about the need for Yammer </li></ul><ul><li>Address users’ concerns and apprehensions </li></ul><ul><li>Achieve critical mass of users in the social network </li></ul><ul><li>Strengthen correspondence between product strategy, features and messaging </li></ul><ul><li>Functional Strategy </li></ul><ul><li>Develop product features inline with the differentiation strategy </li></ul><ul><li>Emphasize on: - need for the Yammer product - benefits to the users from it </li></ul><ul><li>Rapidly increase user registration to achieve critical mass of users </li></ul><ul><li>Use the 1% 1 rule to attract the Long Tail </li></ul><ul><li>Create metrics framework to monitor correspondence of product strategy, features and messaging </li></ul><ul><li>Develop scalable systems to: - minimize downtime - maintain service levels </li></ul>
    12. 12. Goals <ul><li>Goals for Signup Process </li></ul><ul><li>Clearly communicate benefits for all users, including the Long Tail </li></ul><ul><li>Make the Initial Signup process as efficient as possible </li></ul><ul><li>Reduce Signup drop-offs from: - Website registration process - viral email invitations </li></ul><ul><li>Provide information to: - compel user to act on an email invitation - Allay users’ apprehensions all along the Signup process - guide users through Signup form - help users better understand the product (How/why to use Yammer) </li></ul><ul><li>Encourage viral Signups </li></ul><ul><li>Goals for Questions Feature </li></ul><ul><li>Maintain strategic coherence with Yammer’s Business and Functional strategy </li></ul><ul><li>Quickly and effectively deliver the Value proposition to retain new customers </li></ul><ul><li>Assist in increasing Yammer’s user base by: - providing a compelling incentive to people to invite others to join Yammer - providing tools to enable people to invite new users from within ‘Questions’ </li></ul><ul><li>Provide information to: - Enable users to use ‘Questions’ effectively - Convince user of the value-add provided - Enable users to become local champions of the feature </li></ul>Strategy
    13. 13. Business Application Manager (BAM!) Value Proposition Increase service levels and reduce maintenance costs of your online software Product Description BAM! ( www.bamtastic.com ) is a A Web Application Management System which enables Small and Medium Enterprises (SME) to easily mange their online open source software. As a SaaS product, BAM! offers a one-click approach to technically intensive jobs for enterprises with virtually no technical know-how. Role As Project Manager at Sourcefuse technologies, worked directly with CEO to understand the market needs, defined the value proposition, scope and product roadmap. Defined complete feature set, designed user interfaces , created requirements documentation, wireframes and architected the product. Led a distributed, cross-functional team of 6 to develop and launch the product. (* http://bamtastic.com/)
    14. 14. BAM! Product Conceptualization <ul><li>Sourcefuse’s Market Scenario </li></ul><ul><li>Leading internet solutions provider with expertise in open source software (Joomla, SugarCRM etc) </li></ul><ul><li>Increasing competition created a highly price sensitive market space </li></ul><ul><li>Sustainable Competitive advantage needed expanding both vertically and horizontally </li></ul><ul><li>Sourcefuse began to launch products like Appstacks to add value around the core business </li></ul><ul><li>Product Need Identification </li></ul><ul><li>SME clients were observed to use freelancers to upgrade their open source software with new features </li></ul><ul><li>Exposing the live site to freelancers rendered the sites prone to unexpected downtimes </li></ul><ul><li>Downtime resulted in significant drop in service levels for SMEs </li></ul><ul><li>Many SMEs were also observed to not have dedicated technical resources or financial bandwidth to afford full time technical personnel </li></ul>
    15. 15. BAM! Product Conceptualization (continued) Product Objectives BAM! was conceived to: - Separate the often put together development and production environment and manage software releases between them - Reduce the website downtime for the websites owned by SMEs - Assist in moving from one hosting solution to another <ul><li>Product Features </li></ul><ul><li>Create a Sandbox application space to stage a development environment </li></ul><ul><li>Migrate an Application with one-click from one Server to another </li></ul><ul><li>Create periodic backups for different environment </li></ul><ul><li>Easily revert to any backed-up version of software </li></ul><ul><li>Perform a ‘What-if’ analysis to know the changes made to software in development environment </li></ul>
    16. 16. BAM! Development Cycle
    17. 17. BAM! Evaluation & Metrics <ul><li>Metrics </li></ul><ul><li>Measure user acceptance with: - Number of signups - Frequency of usage for different features - User drop-offs </li></ul><ul><li>Evaluate user perception by studying : - User feedback - User queries </li></ul><ul><li>Evaluate product efficiency by measuring: - Average time taken to complete one feature operation - Number and nature of issues reported per feature operation - Rate of failure of any operation on different hosting platforms </li></ul><ul><li>Evaluation </li></ul><ul><li>BAM! was reasonably well received by lead users in the market </li></ul><ul><li>Positioning was found to need refining to clearly convey the value proposition for a wider user group </li></ul><ul><li>BAM!’s architecture was found to be flexible to extend itself to many hosting solution platforms </li></ul><ul><li>Support was expanded to many open source software to meet user varied requirements </li></ul>
    18. 18. Appendix Follows Thank You! Appendix Follows…
    19. 19. Appendix 1 Signup Process Signup Process Click here to go back to Recommendations & Metrics
    20. 20. Appendix 2 Signup process Review Click here to back to Graphical review <ul><li>Strengths </li></ul><ul><li>Direct access to Signup process from Homepage supports user base ramp up </li></ul><ul><li>Minimalistic registration form prevents overwhelming the user </li></ul><ul><li>Clean look and feel of the web pages enhances site appeal </li></ul><ul><li>Customer quotes encourage new users to signup </li></ul><ul><li>Opportunity for connecting with colleagues is provided within the process which facilitates quick formation of user’s social network </li></ul><ul><li>Only 3 mandatory fields in the process make the registration process hindrance free </li></ul><ul><li>Viral nature of signup process invitation supports user base ramp up </li></ul><ul><li>Weaknesses </li></ul><ul><li>Yammer’s value proposition on homepage is not differentiated and does not address the needs of majority of the users </li></ul><ul><li>Email communication does not offer clear and compelling value proposition for leads to respond </li></ul><ul><li>Product description and its purpose is not clearly mentioned </li></ul><ul><li>Number of steps involved in complete registration could be reduced </li></ul><ul><li>Lack of search functionality in Step 2 of process slows down connecting with colleagues </li></ul><ul><li>Field level explanations needed to explain why is the field needed and how will it be used </li></ul><ul><li>Lack of visible distinction between mandatory and optional fields could deter users from signing up </li></ul><ul><li>Skip option not provided even when the step could be actually skipped </li></ul><ul><li>There are bugs in the system which could reduce users’ trust factor </li></ul>
    21. 21. Appendix 3 Questions Feature Review Click here to go back to Graphical Review <ul><li>Strengths </li></ul><ul><li>Inline with the strategy of offering performance enhancing Social Networking software </li></ul><ul><li>Effective solution to the issue of Information silos in an organization, with a Crowd Sourcing platform </li></ul><ul><li>Value addition is immediately visible when a question is answered </li></ul><ul><li>Intuitive interface makes it easy to start using ‘Questions’ </li></ul><ul><li>Increased usability with tools like Bookmarks, tagging topics and people </li></ul><ul><li>Product efficacy is enhanced by supporting the ability to answer through emails </li></ul><ul><li>Noise is reduced with thread and friend feed view toggle </li></ul><ul><li>Weaknesses </li></ul><ul><li>‘ Questions’ can be viewed as distracting and hence counter productive </li></ul><ul><li>Crowd sourcing of questions is limited only to a user’s followers, groups and tags. This reduces the value addition </li></ul><ul><li>‘ Questions’ does not yet offer tools to improve the quality of questions and answers </li></ul><ul><li>Lack of effective feature description (How to use/FAQ) limits users from fully utilizing Questions </li></ul><ul><li>‘ Questions’ is not being used to invite more users </li></ul><ul><li>Questions does not offer many tools for the Long Tail of users to usefully consume content </li></ul><ul><li>Lack of clear incentive for answering a question might hold people back from answering </li></ul><ul><li>Lack of clear indicators of tangible benefits e.g. Number of questions answered, popular questions, Leading answer providers on a topic etc </li></ul>
    22. 22. Appendix 4 Bamtastic User Interfaces Quick Registration Page Go back to BAM! introduction
    23. 23. Appendix 5 Bamtastic User Interfaces User’s Landing Page Go back to BAM! introduction
    24. 24. Appendix 6 Bamtastic User Interfaces Install software page Go back to BAM! introduction
    25. 25. Appendix 7 Bug in the Registration Process
    26. 26. Appendix 8 Bug in registration process
    27. 27. Appendix 9 Bug Screenshot 1
    28. 28. Appendix 10 Bug Screenshot 2
    29. 29. Appendix 11 Bug Screenshot 3

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