Snapchat is an awesome messaging app, but why can users not yet communicate with groups in-app? This presentation shows how Group Snaps can fit snugly into the existing Snapchat app, from start to finish in the product development cycle.

1. INTRODUCING GROUP SNAPS
BY SNAPCHAT
SEND SNAPS TO MULTIPLE PEOPLE
WITH A SINGLE CLICK
Ryan Cunningham | rydcunningham.com | @rydcunningham

2. AGENDA
THE GAMEPLAN
‣ Understanding users
‣ The case for “why”
‣ User stories
‣ Prototyping
‣ Product roadmap
‣ 🔑 success metrics
‣ Go-to market plan
Appendix: Country Analyses

3. 1. UNDERSTANDING USERS
WHAT KIND OF USERS DO WE HAVE
‣ The average Snapchat user sends at least 29 snaps per week (SPW) and browses the app at
least 33 times per week (BPW)
‣ 86% of users 15 - 26 years old, most active users usually female
0
10
20
NUMBER OF MESSAGING APPS USED
1 2 3 4 5 6
They have a median of 3 messaging apps on their phone
Source: Survey conducted from February 17 - 23, 2016.

4. 1. UNDERSTANDING USERS
HOW DO WE SEGMENT OUR USERS
POWER USERS
10+ SPD
25% of user count
61% of snap volume
CASUALS
1-5 SPD
52% of user count
38% of snap volume
LURKERS / DERELICTS
Very few SPD
23% of user count
1% of snap volume
Three distinct categories:

5. 1. UNDERSTANDING USERS
WE HAVE A LARGE DROP-OFF FROM “I USE” TO “I PREFER”
0
10
20
30
40
50
MESSENGER IMESSAGE SNAPCHAT GROUPME WHATSAPP OTHER LINE WECHAT
"I use this app" "This is my preferred messaging app"
Source: Survey conducted from February 17 - 23, 2016.

6. 1. UNDERSTANDING USERS
SO WHAT FEATURES DO EXISTING USERS LIKE THE MOST?
‣ Feature audit suggests that photo filters and messaging are the most important features to users
‣ Other features are still fun, but the most important thing about communication is the connection
to the audience - using a platform that your friends use
😍😴
Photo filters
Messaging
Speed modifiers
Lenses
Discover
Snapcash
0
Source: Survey conducted from February 17 - 23, 2016.
Emojis quantified on a 4 point scale in increments of 1. 😍 : 2, 😀 : 1, 😐 : 0, 😴 : -1

7. 1. UNDERSTANDING USERS
WHAT ARE THEIR PAIN POINTS?
‣ 362 reviews in the past 90
days have requested a
group feature across all
country App Stores
‣ In our survey, group
functionality was the most
requested feature

8. “SNAPCHAT SHOULD CREATE A GROUP
MESSAGE FEATURE… INSTEAD OF HAVING
TO SCROLL THROUGH ALL YOUR CONTACTS
AND SEND TO EACH PERSON INDIVIDUALLY”
1. UNDERSTANDING USERS
WHAT USERS WANT IS LOUD AND CLEAR

9. 2. THE CASE FOR “WHY”
WHY SPEND RESOURCES ON THIS FEATURE?
ELIMINATE COMPETITORS’ EDGE
▸ Snapchat is the only messaging heavyweight that does not have group functionality
▸ Eliminates the need for a separate mobile app just to communicate with friend groups
NECESSARY FOR ACCELERATED INTERNATIONAL EXPANSION (ASIA FOCUS)
▸ Erodes “stickiness” of users on other platforms like LINE and WhatsApp
▸ Currently perceived as an “incomplete” app by users accustomed to feature-rich local apps
that have group functionality in addition to expressive filters, stickers, etc.
IN LINE WITH VISION
▸ Fosters intimacy not just with individuals, but with close friend groups as well

10. 3. USER STORIES
MEET JACLYN

11. 4. PROTOTYPING
INTERACTIVE PROTOTYPE USING PHOTOSHOP & INVISION
‣ Video of prototype in action: https://youtu.be/sSHLDaIqKFg

12. 5. PRODUCT ROADMAP
ILLUSTRATIVE ROADMAP FOR MVP (ESTIMATED 3-4 WEEKS)
WIREFRAME “GROUP
MANAGER” PAGES
PROTOTYPE “GROUP
MANAGER” PAGES
ADJUST USER ATTRIBUTES
TO INCLUDE GROUP
MEMBERSHIP
DEPLOY BETA TEST FOR
POWER USERS
DESIGN TEAMSNAPCHAT ANNOUNCE VIDEO
GET FEEDBACK FROM USER
TESTING
APPLY
CHANGES FROM
USER
FEEDBACK
PREPARE
APP
STORE
UPDATE
COORDINATE WITH
MARKETING RE:
ANNOUNCEMENT
COPY
LAUNCH
LAUNCH
BUY DRINKS
FOR
EVERYONE
PRODUCT
ENGINEERING
DESIGN / UX
March 7 - 11 March 14 - 18 March 21 - 25

13. 5. PRODUCT ROADMAP
FURTHER ON DOWN THE LINE
Customize Group icons
‣ Helps users win by distinguishing
between groups, more intimacy
‣ Emojis
‣ Preset icons
‣ Minor but personal improvement
Group Stories
‣ Local and Global stories already exist
‣ People can stay “in the moment” with
their closest friend groups wherever
they are
Group Chat
‣ A Snap is worth a thousand words,
but sometimes a few are just fine
‣ Eliminates competitive edge from
other messaging apps with group
functionality
NEAR-TERM LONG-TERM

14. 6. 🔑 SUCCESS METRICS
HOW CAN WE MEASURE IF GROUP SNAPS IS HELPING USERS?
🔑S TO SUCCESS
ACTIVATION
‣ Has she created her first
Group?
‣ Has she sent a Group Snap?
RETENTION
‣ Has she created more Groups?
‣ How often does she send Snaps
to Groups vs. individuals?

15. 6. 🔑 SUCCESS METRICS
HOW TO MEASURE INTERNATIONAL SUCCESS?
▸ Start with Western
benchmark of 29
SPW per user
▸ MAU growth
LOYALTY BY APPLICATION CATEGORY
FREQUENCYOFUSEPERWEEK
0
1
2
3
4
5
6
7
8
9
RETENTION OVER 90 DAYS
15% 25% 35% 45% 55%
III
III IV
Communication
News
Sports Scores
Weather
Reference
Travel
Utilities
Food & Drink
Retail
Personalization
Music
Photo & video
Social networking
Productivity
Dating
Social games
Streaming music
Health & fitness
Education
Deals
Banking
Books
Flurry Insights’ “Loyalty by Application Category” (2012)
ACTIVATION
▸ Retain ~45% of
users over 90 days
RETENTION

16. 7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet

17. 7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet

18. 7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet

19. 7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet

20. THANK YOU.

21. APPENDIX: COUNTRY ANALYSIS
SNAPCHAT IN JAPAN
IMAGE: WESTERN
▸ “The only people I know who use Snapchat
are people who went abroad, etc.”
USERS PREFER: LINE
▸ LINE is synonymous with messaging in Japan:
consumers, businesses, everyone is on LINE
▸ “Cute” stickers and characters have high
appeal - “There’s a whole market for stickers,
people are willing to pay for them”
RECOMMENDED PRODUCT STRATEGY
A. Invest in group functionality to organically
expand user base from existing power users
B. Invest in cuter features, Lenses, stickers
US Photo/Video: #1
JP Photo/Video: #10
Potential users: 14.8mm
Source: Japan Statistics Bureau, App Annie.
Potential users defined as between 15 and 26 years old. App Annie rankings as of 2/21/16.

22. APPENDIX: COUNTRY ANALYSIS
SNAPCHAT IN HONG KONG
IMAGE: WESTERN
▸ “Snapchat is relatively new in HK - the people who use it
are all pretty Westernized”
USERS PREFER: WHATSAPP / LINE
▸ “You cannot survive in HK without WhatsApp”
▸ “LINE interface is fun, customizable, very cute. Send
stickers, make weird noises, etc.”
▸ “HK users take so many selfies, but they want to
download, keep, and show off those selfies”
RECOMMENDED PRODUCT STRATEGY
Small potential HK users betrays potential network effect to
other countries - many HKers connected to friends in Taiwan,
Japan, and other large markets via LINE or WhatsApp
A. Invest in group functionality to organically expand user
base from existing power users
B. Invest in cuter features, Lenses, stickers
US Photo/Video: #1
HK Photo/Video: #6
Potential users: 1.0mm
Source: Hong Kong Census and Statistics Department, App Annie.
Potential users defined as between 15 and 26 years old. App Annie rankings as of 2/21/16.