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GHOSTFACE CHILLAHDISCOVER 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
politicssavory snacks
baked goods
sports
nature
random intrigue sex tech
fashion
skin care
stand up fitness
GHOSTFACE
current events
dank memes
politicssavory snackssports
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 storyWEEKS 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, 24on Discover channels
