Post on 11-Apr-2017
INTRODUCING GROUP SNAPS BY SNAPCHAT
SEND SNAPS TO MULTIPLE PEOPLE WITH A SINGLE CLICK
Ryan Cunningham | rydcunningham.com | @rydcunningham
AGENDA
THE GAMEPLAN
‣ Understanding users
‣ The case for “why”
‣ User stories
‣ Prototyping
‣ Product roadmap
‣ 🔑 success metrics
‣ Go-to market plan
Appendix: Country Analyses
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.
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:
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.
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
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
“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
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
4. PROTOTYPING
INTERACTIVE PROTOTYPE USING PHOTOSHOP & INVISION
‣ Video of prototype in action: https://youtu.be/sSHLDaIqKFg
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
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
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?
6. 🔑 SUCCESS METRICS
HOW TO MEASURE INTERNATIONAL SUCCESS?
▸ Start with Western benchmark of 29 SPW per user
▸ MAU growth
LOYALTY BY APPLICATION CATEGORY
FREQ
UENC
Y OF U
SE PE
R WE
EK
0123456789
RETENTION OVER 90 DAYS
15% 25% 35% 45% 55%
IIIIII IV
Communication
NewsSports Scores
WeatherReference
TravelUtilities
Food & DrinkRetailPersonalizationMusic
Photo & video
Social networking
Productivity
Dating
Social games
Streaming music
Health & fitness EducationDeals
BankingBooks
Flurry Insights’ “Loyalty by Application Category” (2012)
ACTIVATION
▸ Retain ~45% of users over 90 days
RETENTION
7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet
7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet
7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet
7. GO-TO MARKET PLAN
GETTING THE WORD OUT
▸ Global snap from teamsnapchat
▸ In-app update
▸ Press release / blog post
▸ Tweet
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: #1JP 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.
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: #1HK 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.