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FIXING INBOX WORKFLOWS
                                  Today & Tomorrow

                                          Dave Troy
                                             Inbox Love




                                            David Troy, CEO
                                               @davetroy
                                           dave@410labs.com

                                          Made with   in Baltimore




410 Labs – mailstrom.co – @mailstromapp                              @davetroy
EMAIL, 1971
410 Labs – mailstrom.co – @mailstromapp      @davetroy
EMAIL, 2012
410 Labs – mailstrom.co – @mailstromapp      @davetroy
EMAIL IS A GHETTO.



                                 3.5 Billion Email Users




410 Labs – mailstrom.co – @mailstromapp   Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
EMAIL IS A GHETTO.

                               Outlook
                                   800M




                                 3.5 Billion Email Users




410 Labs – mailstrom.co – @mailstromapp   Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
EMAIL IS A GHETTO.
                                                          Hotmail/Live.com
                                                           Outlook.com
                               Outlook                        360M
                                   800M




                                 3.5 Billion Email Users




410 Labs – mailstrom.co – @mailstromapp   Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
EMAIL IS A GHETTO.
                                                          Hotmail/Live.com
                                                           Outlook.com
                               Outlook                        360M
                                   800M

                                              Yahoo! Mail
                                                  300M
                                 3.5 Billion Email Users




410 Labs – mailstrom.co – @mailstromapp   Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
EMAIL IS A GHETTO.
                                                          Hotmail/Live.com
                                                           Outlook.com
                               Outlook                        360M
                                   800M

                                              Yahoo! Mail
                                                  300M
                                 3.5 Billion Email Users
                                                                 Gmail
                                                                     425M




410 Labs – mailstrom.co – @mailstromapp   Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
EMAIL IS A GHETTO.
                                                          Hotmail/Live.com
                                                           Outlook.com
                               Outlook                        360M
                                   800M

                                              Yahoo! Mail
                                                  300M
                                 3.5 Billion Email Users
                                                                 Gmail
                                                                     425M


                                                              iCloud 150M




410 Labs – mailstrom.co – @mailstromapp   Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
EMAIL IS A GHETTO.
                                                            Hotmail/Live.com
                                                             Outlook.com
                               Outlook                          360M
                                   800M

                                              Yahoo! Mail
                                                  300M
                                 3.5 Billion Email Users
                                                                   Gmail
                                                                       425M


                                                                iCloud 150M
                                  Aol 50M




410 Labs – mailstrom.co – @mailstromapp     Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
EMAIL IS A GHETTO.
                                                            Hotmail/Live.com
                                                             Outlook.com
                               Outlook                          360M
                                   800M

                                              Yahoo! Mail
                                                  300M
                                 3.5 Billion Email Users
                          Everything Else                          Gmail
                                    1.4B                               425M


                                                                iCloud 150M
                                  Aol 50M




410 Labs – mailstrom.co – @mailstromapp     Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm   @davetroy
Well... Build for Gmail?




                                               Gmail, yay!
                                           “425 Million Users”




 410 Labs – mailstrom.co – @mailstromapp                         @davetroy
Well... Build for Gmail?

         Web vs. IMAP Client
            Inbox Zeroer?
       Public-facing or private?
          High or Low Flow?
         Labeler or Searcher?
    Trusts Algorithms? Or Manual?
                                               Gmail, yay!
         Understands Archive
                                           “425 Million Users”
      Concerned about Privacy?
         Understands Filters
   People Who Remember Eudora
      Conversations vs. Messages
         Email as To Do List?


 410 Labs – mailstrom.co – @mailstromapp                         @davetroy
Well... Build for Gmail?                   12 Key Traits... 4096 Archetypes
                                               100,000 Users/Archetype! (sucks)

         Web vs. IMAP Client
            Inbox Zeroer?
       Public-facing or private?
          High or Low Flow?
         Labeler or Searcher?
    Trusts Algorithms? Or Manual?
                                                     Gmail, yay!
         Understands Archive
                                                 “425 Million Users”
      Concerned about Privacy?
         Understands Filters
   People Who Remember Eudora
      Conversations vs. Messages
         Email as To Do List?


 410 Labs – mailstrom.co – @mailstromapp                                          @davetroy
Maybe the market isn’t that fragmented... maybe it’s


                                            64 Personae
                                          (6M Users Each)


                    Gmail, yay!
                “425 Million Users”




410 Labs – mailstrom.co – @mailstromapp                @davetroy
Maybe the market isn’t that fragmented... maybe it’s




                    Gmail, yay!              16 Personae
                “425 Million Users”       (27M Users Each)




410 Labs – mailstrom.co – @mailstromapp                @davetroy
16 Personae Is Actually Pretty Believable




410 Labs – mailstrom.co – @mailstromapp                    @davetroy
16 Personae Is Actually Pretty Believable




                                     INFP... or INTJ?
410 Labs – mailstrom.co – @mailstromapp                    @davetroy
SOLVING A PROBLEM
  FOR A VERY WIDE AUDIENCE
  • Most    email products do not appeal to more
     than 1-2 of 16 Personae (Priority Inbox, Sanebox,
     AwayFind, ToutApp, OtherInbox, Xobni, ToutApp, etc)

  • Most     people are not like you. False consensus
     effect.Your problem is not everyone’s problem! YOU ARE
     NOT FUCKING NORMAL.

  • Use   intensive research and customer
     development to overcome your dysfunction and build
     what people actually WANT.
410 Labs – mailstrom.co – @mailstromapp                    @davetroy
INBOX WORKFLOWS SUCK
  BECAUSE ENGINEERS ARE THE ONLY PEOPLE
THAT ACTUALLY KNOW HOW TO BUILD THIS SHIT.

                AND ENGINEERS THINK
             EVERYONE IS JUST LIKE THEM.




410 Labs – mailstrom.co – @mailstromapp    @davetroy
INBOX WORKFLOWS SUCK
  BECAUSE ENGINEERS ARE THE ONLY PEOPLE
THAT ACTUALLY KNOW HOW TO BUILD THIS SHIT.

                AND ENGINEERS THINK
             EVERYONE IS JUST LIKE THEM.



                     YOUR PROBLEM IS NOT
                    THE WORLD’S PROBLEM.

   Engineers need to start LISTENING to REAL people.
410 Labs – mailstrom.co – @mailstromapp          @davetroy
Emails Per Day: 4 Personae


             150.0




              112.5




                75.0




                37.5




                       0




                                 Under 50   50-100   100-499   500+




410 Labs – mailstrom.co – @mailstromapp                               @davetroy
Desire for Inbox Zero: 5 Personae


             150.0




             112.5




               75.0




                37.5




                      0




                           Not Important   Slightly Important         Meh     Important   Very Important

                                                            Source: 352
                                                         Survey Respondents




410 Labs – mailstrom.co – @mailstromapp                                                                    @davetroy
Inbox Size: 5 Personae


             110.0




               82.5




                55.0




                27.5




                       0




                           Under 100    100 to 1,000            1,001-10,000            10,001-50,000   100,001+


                                                       Source: 352 Survey Respondents




410 Labs – mailstrom.co – @mailstromapp                                                                            @davetroy
Age: 5 Personae


             150.0




             112.5




               75.0




                37.5




                      0




                          Under 25        25-34             35-44              45-55   Over 55


                                              Source: 352 Survey Respondents




410 Labs – mailstrom.co – @mailstromapp                                                          @davetroy
Sex: 4 Personae


             300.0




              225.0




              150.0




                75.0




                      0




                          Male            Female                Keeping Options Open   Not Saying


                                              Source: 345 Survey Respondents




410 Labs – mailstrom.co – @mailstromapp                                                             @davetroy
Mail Environment: 7+ Personae?


             200.0




              150.0




              100.0




                50.0




                      0




                          Gmail (Web)   Apple Mail   Other Desktop     Outlook       Other Webmail   Tablet/Mobile   Yahoo (Web)


                                                         Source: 268 Survey Respondents




410 Labs – mailstrom.co – @mailstromapp                                                                                       @davetroy
EMAIL MAKES ANDROID
          LOOK UNFRAGMENTED




410 Labs – mailstrom.co – @mailstromapp   @davetroy
EMAIL MAKES ANDROID
          LOOK UNFRAGMENTED
                Chrome Plugin for Gmail Users
                 that solves one small problem for
                people who use email one particular
                 way (and care about productivity)?

                     5 Multiplied Personae = 5M Max
                           Addressable Market?


410 Labs – mailstrom.co – @mailstromapp               @davetroy
EVERYBODY THINKS
                THEY ARE ‘NORMAL.’
             False-consensus effect
             From Wikipedia, the free encyclopedia


             Fundamentalists and political radicals often overestimate the number of people who share their values and beliefs,
             because of the false-consensus effect.


             In psychology, the false-consensus effect or false-consensus
             bias is a cognitive bias whereby a person tends to overestimate
             how much other people agree with him or her. There is a
             tendency for people to assume that their own opinions, beliefs,
             preferences, values and habits are 'normal' and that others also
             think the same way that they do.




410 Labs – mailstrom.co – @mailstromapp                                                                                           @davetroy
ASKING WHY
  • Time     to talk to users: Really find out why they use
     email! Discover new species of users!

  • Accept          it: YOU DON’T KNOW what users want

  • Test   Relentlessly to see if you’re getting it right. ASK
     users – and STUDY their habits

  • Do   Live In-Person testing! Nothing humbles an
     engineer more!

  • Constantly              ask users if you’re getting it right!
410 Labs – mailstrom.co – @mailstromapp                             @davetroy
Induced Cognitive Load




410 Labs – mailstrom.co – @mailstromapp     @davetroy
"LOVE Mailstrom. LOVE IT. I have 150K messages in my inbox and it helps me SO
            MUCH get rid of old crap from retailers, listservs, etc. and also ID piles of email to finally
            filter." - C.P.

             "First off, Let me start by saying I LOVE the product! It saved me so much time I can't
            even quantify it. Great work!" - A.M.

            "OH HOLY GOD THIS PRODUCT IS AMAZING WHERE HAS IT BEEN ALL MY LIFE I
            WANT TO HAVE ITS BABIES AND NAME THEM MAILSTROM JR!!!!!!!!!" - L. S.

410 Labs – mailstrom.co – @mailstromapp                                                                     @davetroy
1. Reveal Patterns in Existing IMAP Accounts
2. “Machine Gun” (Prosthetic) to Amplify User Power
3. “Fuel Band” (quant self) for Email; Esther Dyson, advisor
410 Labs – mailstrom.co – @mailstromapp                @davetroy
Aol Alto: Lessening Cognitive Load —
                     or “Email: Large Print Edition”
410 Labs – mailstrom.co – @mailstromapp                 @davetroy
Paul Graham: Frighteningly Ambitious Startup Ideas



                                            “Replace Email with
                                          a To-Do List Protocol”




410 Labs – mailstrom.co – @mailstromapp                            @davetroy
• Tools   Shape Behavior: People think email works a
  certain way because they become habituated

• Fixing  Inbox Workflow is going to mean meeting users
  where they are now – so we have to understand them

• People   are not like you — they’re all unique different
  broken creatures with odd ideas about how things are and
  should be

• Ifyou really want to make something useful you
  need to forget what you think you know and become an
  Email Psychologist – And Design for 4, 6, 8 of the 16
  personae

• “Design           for continuity” great advice from Gloria Mark
410 Labs – mailstrom.co – @mailstromapp                     @davetroy
Check out mailstrom.co
           (and let us know what matters to you!)




                            David Troy, CEO
                               @davetroy
                           dave@410labs.com

                          Made with   in Baltimore




410 Labs – mailstrom.co                              @davetroy

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Fixing Inbox Workflows

  • 1. FIXING INBOX WORKFLOWS Today & Tomorrow Dave Troy Inbox Love David Troy, CEO @davetroy dave@410labs.com Made with in Baltimore 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 2. EMAIL, 1971 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 3. EMAIL, 2012 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 4. EMAIL IS A GHETTO. 3.5 Billion Email Users 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 5. EMAIL IS A GHETTO. Outlook 800M 3.5 Billion Email Users 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 6. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M 3.5 Billion Email Users 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 7. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 8. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users Gmail 425M 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 9. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users Gmail 425M iCloud 150M 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 10. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users Gmail 425M iCloud 150M Aol 50M 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 11. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users Everything Else Gmail 1.4B 425M iCloud 150M Aol 50M 410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  • 12. Well... Build for Gmail? Gmail, yay! “425 Million Users” 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 13. Well... Build for Gmail? Web vs. IMAP Client Inbox Zeroer? Public-facing or private? High or Low Flow? Labeler or Searcher? Trusts Algorithms? Or Manual? Gmail, yay! Understands Archive “425 Million Users” Concerned about Privacy? Understands Filters People Who Remember Eudora Conversations vs. Messages Email as To Do List? 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 14. Well... Build for Gmail? 12 Key Traits... 4096 Archetypes 100,000 Users/Archetype! (sucks) Web vs. IMAP Client Inbox Zeroer? Public-facing or private? High or Low Flow? Labeler or Searcher? Trusts Algorithms? Or Manual? Gmail, yay! Understands Archive “425 Million Users” Concerned about Privacy? Understands Filters People Who Remember Eudora Conversations vs. Messages Email as To Do List? 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 15. Maybe the market isn’t that fragmented... maybe it’s 64 Personae (6M Users Each) Gmail, yay! “425 Million Users” 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 16. Maybe the market isn’t that fragmented... maybe it’s Gmail, yay! 16 Personae “425 Million Users” (27M Users Each) 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 17. 16 Personae Is Actually Pretty Believable 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 18. 16 Personae Is Actually Pretty Believable INFP... or INTJ? 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 19. SOLVING A PROBLEM FOR A VERY WIDE AUDIENCE • Most email products do not appeal to more than 1-2 of 16 Personae (Priority Inbox, Sanebox, AwayFind, ToutApp, OtherInbox, Xobni, ToutApp, etc) • Most people are not like you. False consensus effect.Your problem is not everyone’s problem! YOU ARE NOT FUCKING NORMAL. • Use intensive research and customer development to overcome your dysfunction and build what people actually WANT. 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 20. INBOX WORKFLOWS SUCK BECAUSE ENGINEERS ARE THE ONLY PEOPLE THAT ACTUALLY KNOW HOW TO BUILD THIS SHIT. AND ENGINEERS THINK EVERYONE IS JUST LIKE THEM. 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 21. INBOX WORKFLOWS SUCK BECAUSE ENGINEERS ARE THE ONLY PEOPLE THAT ACTUALLY KNOW HOW TO BUILD THIS SHIT. AND ENGINEERS THINK EVERYONE IS JUST LIKE THEM. YOUR PROBLEM IS NOT THE WORLD’S PROBLEM. Engineers need to start LISTENING to REAL people. 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 22. Emails Per Day: 4 Personae 150.0 112.5 75.0 37.5 0 Under 50 50-100 100-499 500+ 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 23. Desire for Inbox Zero: 5 Personae 150.0 112.5 75.0 37.5 0 Not Important Slightly Important Meh Important Very Important Source: 352 Survey Respondents 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 24. Inbox Size: 5 Personae 110.0 82.5 55.0 27.5 0 Under 100 100 to 1,000 1,001-10,000 10,001-50,000 100,001+ Source: 352 Survey Respondents 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 25. Age: 5 Personae 150.0 112.5 75.0 37.5 0 Under 25 25-34 35-44 45-55 Over 55 Source: 352 Survey Respondents 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 26. Sex: 4 Personae 300.0 225.0 150.0 75.0 0 Male Female Keeping Options Open Not Saying Source: 345 Survey Respondents 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 27. Mail Environment: 7+ Personae? 200.0 150.0 100.0 50.0 0 Gmail (Web) Apple Mail Other Desktop Outlook Other Webmail Tablet/Mobile Yahoo (Web) Source: 268 Survey Respondents 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 28. EMAIL MAKES ANDROID LOOK UNFRAGMENTED 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 29. EMAIL MAKES ANDROID LOOK UNFRAGMENTED Chrome Plugin for Gmail Users that solves one small problem for people who use email one particular way (and care about productivity)? 5 Multiplied Personae = 5M Max Addressable Market? 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 30. EVERYBODY THINKS THEY ARE ‘NORMAL.’ False-consensus effect From Wikipedia, the free encyclopedia Fundamentalists and political radicals often overestimate the number of people who share their values and beliefs, because of the false-consensus effect. In psychology, the false-consensus effect or false-consensus bias is a cognitive bias whereby a person tends to overestimate how much other people agree with him or her. There is a tendency for people to assume that their own opinions, beliefs, preferences, values and habits are 'normal' and that others also think the same way that they do. 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 31. ASKING WHY • Time to talk to users: Really find out why they use email! Discover new species of users! • Accept it: YOU DON’T KNOW what users want • Test Relentlessly to see if you’re getting it right. ASK users – and STUDY their habits • Do Live In-Person testing! Nothing humbles an engineer more! • Constantly ask users if you’re getting it right! 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 32. Induced Cognitive Load 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 33. "LOVE Mailstrom. LOVE IT. I have 150K messages in my inbox and it helps me SO MUCH get rid of old crap from retailers, listservs, etc. and also ID piles of email to finally filter." - C.P.  "First off, Let me start by saying I LOVE the product! It saved me so much time I can't even quantify it. Great work!" - A.M. "OH HOLY GOD THIS PRODUCT IS AMAZING WHERE HAS IT BEEN ALL MY LIFE I WANT TO HAVE ITS BABIES AND NAME THEM MAILSTROM JR!!!!!!!!!" - L. S. 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 34. 1. Reveal Patterns in Existing IMAP Accounts 2. “Machine Gun” (Prosthetic) to Amplify User Power 3. “Fuel Band” (quant self) for Email; Esther Dyson, advisor 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 35. Aol Alto: Lessening Cognitive Load — or “Email: Large Print Edition” 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 36. Paul Graham: Frighteningly Ambitious Startup Ideas “Replace Email with a To-Do List Protocol” 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 37. • Tools Shape Behavior: People think email works a certain way because they become habituated • Fixing Inbox Workflow is going to mean meeting users where they are now – so we have to understand them • People are not like you — they’re all unique different broken creatures with odd ideas about how things are and should be • Ifyou really want to make something useful you need to forget what you think you know and become an Email Psychologist – And Design for 4, 6, 8 of the 16 personae • “Design for continuity” great advice from Gloria Mark 410 Labs – mailstrom.co – @mailstromapp @davetroy
  • 38. Check out mailstrom.co (and let us know what matters to you!) David Troy, CEO @davetroy dave@410labs.com Made with in Baltimore 410 Labs – mailstrom.co @davetroy

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