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Ghostface Chillah pt 2-1
- 1. GHOSTFACE CHILLAH DISCOVER THE STORY OF
- 2. CUSTOMER RESEARCH PROBLEM RECAP ▸ Discover is underutilized ▸ disconnected from core app ▸ a lot of content to digest ▸ not associated with social interaction (snapping)
- 3. 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
- 4. 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
- 5. 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
- 6. CUSTOMER VALIDATION “When I’m on the go or at work, I like the silent app” Jordan, 24
- 7. Who are we making this feature for?
- 8. 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
- 9. 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
- 10. SOLUTION GHOSTFACE CHILLAH interactive content ghost concierge collects user preferences facilitates Discover
- 11. In the next snap, tap each of the ghosts that interest you okay
- 12. tap the ones you really like twice. alright
- 13. tap my name when you’re done! let’s go! GHOSTFACE
- 26. VICE
- 27. VOX
- 28. How do we know we’re doing this right?
- 29. OBJECTIVES ARE USERS ENGAGED BY CHILLAH’S SURVEY? 80% OPEN RATE OF FIRST SNAP 50% COMPLETION RATE OF FIRST SNAP SURVEY
- 30. QUALITATIVE ARE USERS ENGAGED BY CHILLAH’S SURVEY? SHARPEN QUESTION PHRASING FOR BETTER RESULTS IN FUTURE SURVEY RELEASES. USER TESTS
- 31. 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
- 32. 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/
- 33. WHAT DOES SUCCESS LOOK LIKE? OTHER CONSIDERATIONS ▸ UX satisfaction metrics ▸ Subjective Mental Effort Questionnaire (SMEQ)
- 34. 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
- 35. WHAT’S NEXT? ROADMAP ▸ measuring, testing, user interviews ▸ assess success RELEASE OF FIRST DAILY STORY ▸ measuring, testing and preparing to launch daily snap story WEEKS 7-8 END OF 8 WEEKS 9-11
- 36. 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
- 37. $
- 38. 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!
- 39. MARKET SIZING IT DON’T MAKE CENTS IF WE AIN’T TALKING ‘BOUT DOLLARS 30% INCREASE IN AD VIEWS +$60 MILLION
- 40. boo!
- 41. INSIGHTS I ALMOST NEVER CHECK THEM. I THINK THEY’RE KIND OF RIDICULOUS… THEY’RE TOO SPECIFIC AND LONG Mickey, 24 on Discover channels