PDM_FinalProject_Melanie Zachariades

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Melanie Zachariades, Product Management 42

JOYCE

PDM 02

JOYCE

JOYCE

PROJECT HYPOTHEIS Professional women at various stages in their careers seek advise and often don’t know who to turn to for it. It takes a lot of time to find a mentor and energy to cultivate that relationship. Other tools like LinkedIn are not designed for career growth, but for job seekers and recruiters.

The same women who hit roadblocks in their careers, also have a great deal of knowledge to share. They too, would like to help out other women, but there ins’t a place that’s easy and commitment free in which to do so.

If we give professional women an easy place to both give and receive information, the community can offer support, and help each other out.

PDM 03

CUSTOMER DEVELOPMENT


TARGET CUSTOMER

1.  Professional Women 18-35, in metropolitan areas who are at the beginning to mid career level. As they’re generally starting out, they have more questions about navigating their careers, and may be seeking more guidance.

2.  Professional Women 25+, in metropolitan areas who have more experience and therefore more to offer younger professional women. These women answer more questions on the app than they ask. However, they do have questions they pose to their peers and the younger audience (especially when it comes to new an emerging technology). These women also could be experiencing career transitions of their own, and therefore seeking career advice.

WHERE TO FIND 1.  Office / professional environments

2.  Job/Career Fairs and Conferences.

3.  Professional organizations (both online and off) LinkedIn, Glassdoor, AWNY, Levo League

TARGET CUSTOMER

Secondary Target - Businesses: After building a substantial user base, going after businesses will be a secondary initiative. Business will be attracted to join after we’ve built up the members and can incentivize them to come on board as partners.


CUSTOMER INTERVIEW QUESTIONS Please tell me your name. Do you mind sharing your age? Where are you in your career? (Entry Level, Junior level, Manager, Director, VP, President, General Manager…) Who do you currently turn to for career advice? When you’ve looked for a job in the past, where have you turned? How would you describe your current job satisfaction? If you are satisfied or unsatisfied, can you elaborate on why? If you made a career shift in the past how did you do it? If you were to make a career shift today, can you explain how you’d go about it? How familiar are you with companies like The Muse, LinkedIn or Levo League? What tools do you currently use or have used in the past for career advice or information? If you wanted to connect with someone in your chosen career field, how would you go about it? Are there any tools you would utilize? What do you like most about your current job? What would you like to do more of? What do like least about your current job? What would you like to do less of? Two or three years from now, where would you like to be professionally? What would you need to achieve now to accomplish this? What new responsibilities or challenges would move you ahead? When have you ever given career advice in the past? To whom did you give it? How have you taken on the challenge of asking for a raise or promotion?


INTERVIEW RESULTS I sent out the questions above to a group of friends, past and current colleagues. I also raised some of the questions to a group of friends over brunch. Some of the initial findings reveal that women of all ages are experiencing questions in their current careers, that women generally want to help other women, and that women still feel a grandiose inequality between men and women in the work force. Another interesting insight came from a friend who said that filling out the questions was a really helpful exercise, as it made her really think about where she was in career and where she was hoping to go. “Pretty much answered everything as I actually found this to be a really good exercise for me—made me really think about where I am and where I need to be and do!” - quote from interview subject

PDM 04

TESTING AND VALIDATING YOUR IDEA

TESTING AND VALIDATING YOUR IDEA

EXPERIMENT TO TEST YOUR IDEA What is the problem you are solving? Providing real time/ actionable career support and advice to women. Who is your customer? Professional working women. What is your riskiest assumption? That women are willing to help other women, especially other women they don’t know and have never met. How would you test that riskiest assumption? I would build a landing page, provide some basic information about the site and add a built in questionnaire to gage interest. What would you measure? I would measure visits to the site, plus engagement with the questionnaire. I would also look at the data collected via the questionnaire. The questionnaire would ask questions about mentoring, and try to understand if there’s interest in an online community for women to help other women. To drive traffic to the site, I would run Facebook paid ads targeting women in metropolitan areas who are working. Alternatively I could run the questionnaire directly through a Facebook application and reduce the cost of the website landing page build.

PDM 05

BUSINESS MODEL DESIGN




PDM 06

MARKET RESEARCH

MARKET RESEARCH

MARKET RESEARCH

SIZE OF MARKET There are an estimated 121.41M people in the US labor force.

Of these, an estimated 50% are women (60,705,000M).

Of that, number, an estimated 30% of those women are business professionals. (18,211,500M)

Of that, an estimated 5% of business professionals would use the app (910,575)

PDM 07

PERSONAS AND EMPATHY MAPS

PERSONAS AND EMPATHY MAPS

PERSONAS AND EMPATHY MAPS - KATE Think & Feel (dreams & fears / what’s important to them) Kate fears she doesn’t spend as much time with her kids as her Mom did with her when she was growing up, but Kate generally feels good about being a working mom. She loves her family, and keeping a high standard of living for them is important to her. Kate is fearful of keeping a happy and healthy family, as heart disease runs in her husband’s side. Jack, her husband has a very stressful job and Kate spends a great deal of time making sure Jack eats well and works out. Kate is also somewhat fearful of what will happen to her role and position as she gets older in the company, she wants to ensure that she’s still growing and that there will always be a place for her. Hear (Who's talking to them, where do they get their opinions) Kate listens to the news in the morning at the gym, reads the New York Times on her ipad and then uses Twitter to skim through more articles and news. Kate will browse Net-A-Porter on her lunch break, and schedules time with her stylist to help curate her work wardrobe. Kate also has a very close relationship with her sister Carrie who lives in Boston with her husband and two kids. Kate and Carrie, facetime, text and talk at least 3-4 times a week. Kate also is in constant contact with her Nanny Elsa so she can stay on top of the latest changes with the kids schedules and school work. with them on holidays and on additional family weekends and outings.

PERSONAS AND EMPATHY MAPS See (Interests, distractions, environments) Kate works out most mornings, switching between yoga, spinning and Pilates. Kate is in the office from about 8:25 - 6:30pm, and orders her lunch from Sweetgreen. Kate tries to keep distractions at bay during the work day but will happily entertain a text from her kids when they get home from school. Kate’s home in the city is beautiful and kept clean with the help of the people she employs. Kate likes the best for her family and she makes sure that her home is filled with the best high quality food and that her kids have access to the best in culture and education. Pain & Gain (Goals / Obstacles) Kate’s main obstacle is time. Time for her, which she knows is essential to making her a good mother and wife, time with her kids and time with her husband. Kate would also like to spend more time with her father in Boston who is battling cancer. Kate, along with her sister Carrie spend time making sure he has the best care and that he is well taken care of during his fight. Kate is always willing to take on more and say yes, but she fears she’s spreading herself too thin. Kate has contemplated mentoring but she knows that she can’t commit right now. If there was a less time constraining way to help, one with zero to less, commitment then she would be interested. Say & Do (Beliefs, his/her friends, who they spend time with) Kate believes that taking care of herself is the only way she can then take care of work and her family. It’s not selfish, it’s smart to ensure she’s mentally and physically healthy and stable. WI\it time being such an important factor in her daily life, Kate takes a less is more approach when it comes to who she spends time with. She has a good group of girlfriends from college, as well as a handful of colleagues that she’s remained close with over the years. Kate’s time is split between work, fitness, her kids, her husband and a handful of friends. Since Kate’s parents and sister are fairly close she always makes it priority to spend time with them on holidays and on additional family weekends and outings.

PDM 08

FEATURES AND USER STORIES

FEATURES AND USER STORIES

USER STORIES As a < type of user> I want to <goal> so that I can <reason> 1.  As a busy career woman with a family, I want to be able to manage my in app notifications, so that I can control the volume

and frequency of messages. 2.  As Advertising, I would like to add in Advanced Overlay ads so that we can generate a high eCPM return. 3.  As a young woman starting out in my career, I want to be able to chat with other users so that I can network and create

relationships in my field. 4.  As a job seeker, I want to be able to choose what information is public vs. private so that I can protect my identity from my

current employer. 5.  As a mentor, I want to be able to know if my messages are being read by the people I answer, so that I can gauge if my

information was helpful. 6.  As a user who asks a lot of questions, I want to be able to purchase more questions using one click so that the process is

quick and seamless. 7.  As a woman seeking advice in a new career, I want to be able to easily browse / search for the profiles of women who are in

the career that I’m looking to switch to so that network with them. 8.  As an IOS user interested in the events put together on Joyce, I want to easily sync the events I’ve signed up for with my ical.

PDM 09

WIREFRAMES AND STORYBOARDS







PDM 11

METRICS

METRICS

Users •  Tracking current user base and current active users which will provide a baseline for improving

engagement to increase users across channels. •  Behavior of users - including the degree of usage, click throughs to ads, who answers questions,

who ask questions, how active they are, how much time they spend on the app •  Engagement metrics, how engaged are users? Where are they spending time in the app, how are

they interacting with within the app, how many questions per month are they answering. Session Interval •  Time between the first user’s session and next one will help to show frequency with which the app

is being used. •  Also look at session intervals between mobile and tablet to see if there needs to be design or

product changes between each app. Time in App •  How long users are using the apps should be looked at daily, weekly, monthly and quarterly. This

will indicate how valuable the app is to users and will give a clear view of users patterns. There could also be a certain segment of users who are consistently engaging the app, digging into the “why” can produce valuable information for the app

METRICS Acquisition •  How many users download the app, from where, (paid ads, digital display, seo,

organic search, referral links, social media etc.) Retention •  Measuring the percentage of users who return to the app after signing up will

highlight the apps most valuable and engaged users. Analyzing these users and the retention metrics will help determine what’s work on the app and what’s not over time.

Lifetime Value & Average Revenue Per User •  Knowing the net profit attributed to each customer App Launch / Load Time •  These working women are busy, if the app doesn’t load quickly enough they might

abandon ship!

PDM 12

FAQS

PDM 12

FREQUENTLY ASKED QUESTIONS Profile Questions: How do I build my profile? How do I manage my privacy? How do I delete my profile? How do I add friends and connections? How do I manage my profile How to get started: Basics of Joyce Settings Notifications E-mails Supported Languages Connecting / Asking Questions / Getting answers: How do I ask questions? How do I ask questions anonymously? How do I connect with users? How do I find my answers? How do I archive my answers? How do I manage my contacts?

PDM 12 Popular Answers: Duplicate accounts Mobile app Points: How do I cash in my points? How can I use my points? Where are my points tracked? How are points connected to brands? Events: How can I sign up for events? Where can I find the list of events? Stakeholder Questions: How are we marketing Joyce? Who are we targeting? What’s the cost per user acquisition / customer? How are we attracting new brand partners? What’s the offering for brand partners? What are we doing with all the data? Can we sell it (legally)? How are we encouraging users to asks each other questions? How are we encouraging users to answer questions? How are we acquiring new users? What are our main KPIs?

PDM 13

PRICING AND FINANCIAL MODELING

PRICING AND FINANCIAL MODELING

PDM 15

PRODUCT ROADMAP

PRODUCT ROADMAP

Documents

PDM_FinalProject_Melanie Zachariades