22
INTRODUCING GROUP SNAPS BY SNAPCHAT SEND SNAPS TO MULTIPLE PEOPLE WITH A SINGLE CLICK Ryan Cunningham | rydcunningham.com | @rydcunningham

Snapchat Group Snaps Proposal

Embed Size (px)

Citation preview

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

3. USER STORIES

MEET JACLYN

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

THANK YOU.

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.