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GHOSTFACE CHILLAH
DISCOVER THE STORY OF
CUSTOMER RESEARCH
PROBLEM RECAP
▸ Discover is underutilized
▸ disconnected from core app
▸ a lot of content to digest
▸ not associated with social
interaction (snapping)
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
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
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
CUSTOMER VALIDATION
“When I’m on the go or at
work, I like the silent app”
Jordan, 24
Who are we making this feature
for?
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
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
SOLUTION
GHOSTFACE CHILLAH
interactive content
ghost concierge
collects user preferences
facilitates Discover
In the next snap, tap
each of the ghosts that
interest you
okay
tap the ones you really
like twice.
alright
tap my name when
you’re done!
let’s go!
GHOSTFACE
current
events
pop
culture
dank
memes
politics
savory
snacks
baked
goods
sports
nature
random
intrigue
sex tech
fashion
skin
care
stand
up
fitness
GHOSTFACE
current
events
dank
memes
politics
savory
snacks
sports
random
intrigue
sex tech
pop
culture
fashion
skin
care
stand
up
fitness
baked
goods
nature
GHOSTFACE
GHOSTFACE
current
events
dank
memes
politicssports
random
intrigue
sex tech
pop
culture
fashion
skin
care
stand
up
fitness
baked
goods
nature
savory
snacks
GHOSTFACE
current
events
dank
memes
politicssports
random
intrigue
sex tech
pop
culture
savory
snacks
fashion
skin
care
stand
up
fitness
baked
goods
nature
current
events
dank
memes
politicssports
random
intrigue
sex tech
pop
culture
savory
snacks
fashion
skin
care
stand
up
fitness
baked
goods nature
GHOSTFACE
current
events
dank
memes
politicssports
sex tech
pop
culture
savory
snacks
random
intrigue
fashion
skin
care
stand
up
fitness
baked
goods nature
GHOSTFACE
current
events
dank
memes
politicssports
sex
pop
culture
savory
snacks
random
intrigue
tech
fashion
skin
care
stand
up
fitness
baked
goods nature
GHOSTFACE
current
events
dank
memes
politicssports
fashion
skin
care
stand
up
fitness
sex
pop
culture
savory
snacks
nature
random
intrigue
tech
baked
goods
GHOSTFACE
current
events
dank
memes
politicssports
fashion
skin
care
stand
up
fitness
sex
pop
culture
savory
snacks
random
intrigue
baked
goods
tech
nature
GHOSTFACE
Ghostface Chillah
Boo!Nice picks!
Ghostface Chillah
NATIONAL
GEOGRAPHIC
VICE
VOX
How do we know we’re doing this
right?
OBJECTIVES
ARE USERS ENGAGED BY CHILLAH’S SURVEY?
80% OPEN
RATE
OF FIRST SNAP
50% COMPLETION
RATE
OF FIRST SNAP SURVEY
QUALITATIVE
ARE USERS ENGAGED BY CHILLAH’S SURVEY?
SHARPEN QUESTION
PHRASING FOR BETTER
RESULTS IN FUTURE
SURVEY RELEASES.
USER
TESTS
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
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/
WHAT DOES SUCCESS LOOK LIKE?
OTHER CONSIDERATIONS
▸ UX satisfaction metrics
▸ Subjective Mental Effort Questionnaire (SMEQ)
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
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
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
$
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!
MARKET SIZING
IT DON’T MAKE CENTS IF WE AIN’T TALKING ‘BOUT DOLLARS
30%
INCREASE
IN AD
VIEWS
+$60
MILLION
boo!
INSIGHTS
I ALMOST NEVER CHECK
THEM. I THINK THEY’RE KIND
OF RIDICULOUS… THEY’RE
TOO SPECIFIC AND LONG
Mickey, 24
on Discover channels

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Ghostface Chillah pt 2-1