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The Steep Learning Curve of Innovating in a Crowded Space
3LaunchesLater
T H E C R E AT I O N O F T H E W O R K S PA C E
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Mid 2015. Finally hitting Growth.
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SWIPES PERSONAL

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500.000
USERS
#1 APP
MAC APP STORE
★ 4.6
US APP STORE
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The Start of an Idea
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Growing Team. 10+ tools. Chaos
PHOTO SWIPES INC.
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Most requested feature - Collaboration
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Robotic Team. 30 people. Using Swipes.
PHOTO AV BOTZ

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“Let’s do team collaboration in Swipes”
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How?
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1st Hypothesis
◦ Many things we discuss we never follow up on
◦ This gap causes misunderstanding
◦ Information gets lost
◦ People don’t know what to do next
There is a gap between communication and actions.
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Test 1
◦ 6 weeks in development. Kasper pulls out a crazy hack to
make the quickest prototype
◦ 1 week of marketing preparation. One platform at focus:
Product Hunt
◦ First Slack client for collaboration before it was hip
Marry Swipes + Slack to bring chat and actions into one
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MY TASKS 9
CHANNELS
DIRECT MESSAGES
stefan
kasper
olivia
mike
christian
Now
design
Business card design
2/10
#PRODUCT
#brand
# product
# development
# marketing
# support
# fitness
# office
design
Data Structure
design
Team Landing Page
money
Revise budget
olivia
Guys how are we moving with the campaign? I am almost
finished with “Prepare conent”.
kasper
Love it! @stefan there’s one more thing to take care of.
stefan
Almsot finished with the cover design. What do you think?
kasper
Can you prepare newsletter illustrations?
sofi
@kasper has created a new task “Prepare newsletter
illustrations”
Your Slack chat Your team’s Swipes tasks
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s.o.f.i.
SWIPES FOR TEAMS

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18 LAUNCH DAY

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Result 1
◦ Measurement: Conversion from page views on the landing page to
product download.
◦ Test group: Product Hunt users with Slack accounts
◦ Results: The value proposition highly resonates with Slack teams who
want to optimize collaboration.
~ 7,100 unique visits to the website within the 2 days of pushing
~ 884 app downloads within this period
~ Conversion from visit to download: 11,3% (aver. 2.5%)
Primary Test: Does the value proposition resonate with people?
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Result 2
◦ Measurement: Pro"le of companies who signed up. Main learnings from
them. Day 1 retention
◦ Test group: Successfully signed up users
◦ Results: Early adopters are tech companies - digital marketing, software
development; max is 6 people teams
Secondary Test: Who are the early adopters?
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People are really excited about the promise of Swipes for Teams.
But need a matching functionality to the main features in Slack (mainly
search & history) + more settings for tasks

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1st Hypothesis
There is a gap between communication and actions.
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1st Learning
People use 10s of different tools.
So we need to integrate with all of them to solve the problem.
Guys, how are we moving on the
project? I can see that the design part
is coming along @stefan
yana 12:34 pm
Now
design
Business card design
2/10
SLACK CHAT SWIPES TASKS
for messages for tasks
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2nd Hypothesis
◦ Teams are sick and tired of using multiple tools
◦ 20% of employees’ time is spent on searching for
information across tools
◦ You can speed up communication if context (reference
points such as "les, projects) is de"ned
People want their actions, content and
communications across tools in one place
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Test 2
◦ Start with Slack + Asana
◦ Focus on project work: agencies
◦ 4 months in development: constant design challenges
and failing integration work
◦ Test group: Previous Slack client testers
Bring Slack, Asana and Dropbox in one interface
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25 LAUNCH DAY

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26 THE CONNECTED WORKSPACE

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Result 1
◦ Measurement: Conversion from page views to waitlist
sign up
◦ Test group: Organic website conversions
◦ Results: ~12,100 website visits, ~500 waitlist signups, 4%
conversion
Primary Test: Does the value proposition resonate with people?
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Result 2
◦ Measurement: Daily usage. Team spread. Actions across cards
◦ Test group: Our previous Swipes for Slack users who use Asana for task
management
◦ Results: No spread in team, individual users. 12 users, 9 teams. No daily
usage - Opening app on average 1.5 times weekly. Doing single app
actions not cross apps, working only with Asana, not dragging chat
messages from Slack to Asana; constant feature requests to match
existing apps functionality
Secondary Test: Does the product stick?
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Problem. We didn’t love it.
PHOTO SWIPES INC.

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2nd Hypothesis
‣ Integrating many interfaces in one is a disaster.
‣ As soon as a card resembles Asana, the user would
expect a full Asana’s functionality.
People want their actions, content and
communications across tools in one place
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2nd Learning
To deliver on a single place to work from, we need
to provide the core experience - actions, content,
communication ourselves.
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The Workspace
One place for team's goals, notes, files and
communication
Plan Create new milestone
0/9
A milestone with many…
6/9
Swipes HQ
1/4
Current Milestones Achieved
Workspace Launch

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33 TOP 10 FOR THE DAY

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38 CUSTOMER LOVE

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Thank you!
PHOTO SWIPES INC.