Ghostface Chillah pt 2-1

1. GHOSTFACE CHILLAH DISCOVER THE STORY OF

2. CUSTOMER RESEARCH PROBLEM RECAP ▸ Discover is underutilized ▸ disconnected from core app ▸ a lot of content to digest ▸ not associated with social interaction (snapping)

3. 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

4. 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

5. 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

6. CUSTOMER VALIDATION “When I’m on the go or at work, I like the silent app” Jordan, 24

7. Who are we making this feature for?

8. 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

9. 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

10. SOLUTION GHOSTFACE CHILLAH interactive content ghost concierge collects user preferences facilitates Discover

11. In the next snap, tap each of the ghosts that interest you okay

12. tap the ones you really like twice. alright

13. tap my name when you’re done! let’s go! GHOSTFACE

14. current events pop culture dank memes politics savory snacks baked goods sports nature random intrigue sex tech fashion skin care stand up ﬁtness GHOSTFACE

15. current events dank memes politics savory snacks sports random intrigue sex tech pop culture fashion skin care stand up ﬁtness baked goods nature GHOSTFACE

16. GHOSTFACE current events dank memes politicssports random intrigue sex tech pop culture fashion skin care stand up ﬁtness baked goods nature savory snacks

17. GHOSTFACE current events dank memes politicssports random intrigue sex tech pop culture savory snacks fashion skin care stand up ﬁtness baked goods nature

18. current events dank memes politicssports random intrigue sex tech pop culture savory snacks fashion skin care stand up ﬁtness baked goods nature GHOSTFACE

19. current events dank memes politicssports sex tech pop culture savory snacks random intrigue fashion skin care stand up ﬁtness baked goods nature GHOSTFACE

20. current events dank memes politicssports sex pop culture savory snacks random intrigue tech fashion skin care stand up ﬁtness baked goods nature GHOSTFACE

21. current events dank memes politicssports fashion skin care stand up ﬁtness sex pop culture savory snacks nature random intrigue tech baked goods GHOSTFACE

22. current events dank memes politicssports fashion skin care stand up ﬁtness sex pop culture savory snacks random intrigue baked goods tech nature GHOSTFACE

23. Ghostface Chillah Boo!Nice picks!

24. Ghostface Chillah

25. NATIONAL GEOGRAPHIC

26. VICE

27. VOX

28. How do we know we’re doing this right?

29. OBJECTIVES ARE USERS ENGAGED BY CHILLAH’S SURVEY? 80% OPEN RATE OF FIRST SNAP 50% COMPLETION RATE OF FIRST SNAP SURVEY

30. QUALITATIVE ARE USERS ENGAGED BY CHILLAH’S SURVEY? SHARPEN QUESTION PHRASING FOR BETTER RESULTS IN FUTURE SURVEY RELEASES. USER TESTS

31. 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

32. 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/

33. WHAT DOES SUCCESS LOOK LIKE? OTHER CONSIDERATIONS ▸ UX satisfaction metrics ▸ Subjective Mental Effort Questionnaire (SMEQ)

34. 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

35. 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

36. 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

38. 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!

39. MARKET SIZING IT DON’T MAKE CENTS IF WE AIN’T TALKING ‘BOUT DOLLARS 30% INCREASE IN AD VIEWS +$60 MILLION

40. boo!

41. INSIGHTS I ALMOST NEVER CHECK THEM. I THINK THEY’RE KIND OF RIDICULOUS… THEY’RE TOO SPECIFIC AND LONG Mickey, 24 on Discover channels

Ghostface Chillah pt 2-1

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Ghostface Chillah pt 2-1

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