A free study about user journeys and Medium as a product.

1. writers
readers
tools
new

2. Hi! I'm Vitor Guerra,
Product Leader at
Reclame AQUI and
did this study just for
fun :)
https://www.linkedin.com/in/vitorguerra/
vitor@pulegada.com.br

3. source: Crunchbase
Medium is a social publishing
network that connects ideas
and perspectives on topics
that matter
Was founded by two Twitter’s
co-founders: Biz Stone e Evan
Williams in 2012
Has already raised $ 132M in 3
rounds of investment, but still
does not seem to have found its
ideal business model

4. Big brands have
adopted medium
Super engaged
community

5. Understanding the big picture
What is so good
about Medium?
Who are the
writers?

6. Survey: Medium panorama
- 145 participants
- 142 valid answers
- Online recruitment focused on writers
Goals
Get information on consumption and
creation of content on the internet,
especially in Medium
Identify patterns of behavior and
subgroups among writers that make it
possible to create personas
Observe possible pain points and insights
from the data collected

7. Love it!
SIMPLICITY AND AESTHETICS (44.7%)
DIVERSITY OF CONTENT (22.4%)
QUALITY OF CONTENT (23.7%)
COMMUNITY AND PURPOSE (9.2%)
About Medium

8. ORGANIZATION OF THE CONTENT (33.3%)
CONTENT FORMATING (29.2%)
SEARCH (16.7%)
IMPACT OF THE PLATFORM (15.5%)
BUSINESS MODEL (8.3%)
About Medium
Need to improve

9. Work roles
Casual reader
[low activity on Medium]
Frequent reader
[high activity on Medium]
Potencial writer
[zero published articles]
Beginner writer
Regular writer
[1 to 30 published articles]
Pro writer
[+30 published articles]
ReaderWriter
Classes
About writers

10. Understanding
patterns and objectives
About writers

11. Beginner writer
[1 to 10 published articles]
• Clear Objectives
• Beginners are the key class for long-term strategy
• Larger data mass for analysis
Selected class

12. Interviews: Beginner writers
- 3 participants
- Audio messages and presential interview
Goals
Figure out what do they have in common
Explore the journey of publishing a new
article in Medium
Lucas Cruz
3 published articles
Nina Simoes
2 published articles
Aline Katyucha
1 published article

13. Joanne Nolan
Super teacher
Beyond text
She believes that other formats besides
text would leave her knowledge more
accessible and would create a greater
bond with who consumes it.
She is very keen to create a vlog with a
focus on technical programming tips in
React Native, but finds the process very
complex and has a bit of a fear of
exposing herself.
Appreciate
Freedom to write what you want
Simplicity for publishing and writing
Does not care about
Monetize your content
Remain anonymous
Winning fans
Become popular
Work as
Frontend developer
Publications on Medium
4 tecnichal articles
1 opinion based article
Main motivation to write
Teach something new to
beginner professionals
Secondary motivations
To inspire other people
To be professional recognized
Overcome their own limitations
Persona
“I want to
pass on what
I have learned
to others"

14. New idea
Creates
draft
Other
Tasks
Review
draft
Technical
research
Finish
writing the
text
Set up
article
publication
Publishes
the article
Share with
friends
View
reports
Share on
LinkeIn
Wait for
the likes
"I could write
about it!"
"Where's the
draft option?"
“I need to go
to the gym”
“"Where are
my drafts?
I just want to
underline it!”
"I think I've
read an article
about it ..."
"I've already
been there for
3 hours ..."
"I know
nothing about
this SEO stuff
..."
"It's in God's
hands!"
"How do I
share without
appearing
pedantic?"
"Has anyone
ever clapped?"
"I need to
show that I
know this"
"Microsoft's
CTO gave like!"
Excited Frustrated Distracted Unsure Focused Determined Unsure Fulfilled Reluctant Agitated Confident Ancients
Pain
point
Critical
point
Pain
point
Pain
point
Pain
point
Pain
point
Journey MapJoanne “Super Teacher” Nolan
Writing a new technical article
Kick off Technicalities RewardGive
up Foucused on writing

15. Areas of improvement
Kick off stage
How migth we…
Make the
journey easier to
start
Give up stage
How migth we…
Reduce
abandonment
risks
Technicalities stage
How migth we…
Make the
publication
process simpler

16. What are the Company
drivers for Q1 2019?
Estimate
d
complexit
y
priorization
Score/New
users
More
article
s
Increa
se
MRR
+ +( ) =
121

17. What is the more impactful area of improvement?
estimate
d
complexi
ty
priorization
Score/New
users
More
article
s
Increa
se
MRR
+ +( ) =
121
Make the journey
easier to start 3 3 0 4 1.
5
0 5 0 3 1.
7
0 4 o 2 2
Reduce
abandonment risks
Make the
publication process
simpler

18. Q1 2019
Jan Feb Mar
Make the publication process simpler [PS=2]
Designing Development Test
Make the journey easier to start [PS=1.7]
Designing Development Testing
Reduce abandonment risks [PS=1.5]
Designing Development Testing
Roadmap

19. Make the publication process simpler
Sprint A (Design Team)
Discovery
•Interview specialists
•Benchmarking
•Knowing technical
limitations
Ideate
•Designing an
ideation plan
(brainstorms,
sketches, grouping
ideas, etc.)
•Recruit required
participants
•Make dynamics
•Compile Results
Decide
•Choose path to be
followed based on
most promising data
and props
Prototype
•Set degree of fidelity
•Select tool stack
•Produce prototype
•Validate internally
Test
•Create test roadmap
•Confess benefits to
interviewees
•Recruit users
•Prepare materials
and environment
•Split tasks between
team members
•Conduct and
document tests
•Follow up with
interviewees
•Analyze results
Refine (if necessary)
•Refine prototype
•Review script or test
activities
•Redo testing
Define
•Write stories and
use cases with
maximum technical
detail and richness
of elements
•Make the transition
to the development
team through the PO
or Scrum Master
•Participate in
kick-off with
development team
to suppress doubts
and reinforce the
vision about the
product
•Track and clear
technical team
doubts

20. Thank you!