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Fixing Inbox Workflows

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Inbox workflows are screwed up because they are built by engineers who think that everyone works like they do. We need to look at what users really do and build for a wider section of the market, instead of just left-handed Chrome users who use Gmail to send sales pitches. Mailstrom is one such attempt at using customer-development to create such a tool. Many statistics are cited.

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Fixing Inbox Workflows

  1. 1. FIXING INBOX WORKFLOWS Today & Tomorrow Dave Troy Inbox Love David Troy, CEO @davetroy dave@410labs.com Made with in Baltimore410 Labs – mailstrom.co – @mailstromapp @davetroy
  2. 2. EMAIL, 1971410 Labs – mailstrom.co – @mailstromapp @davetroy
  3. 3. EMAIL, 2012410 Labs – mailstrom.co – @mailstromapp @davetroy
  4. 4. EMAIL IS A GHETTO. 3.5 Billion Email Users410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  5. 5. EMAIL IS A GHETTO. Outlook 800M 3.5 Billion Email Users410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  6. 6. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M 3.5 Billion Email Users410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  7. 7. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  8. 8. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users Gmail 425M410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  9. 9. EMAIL IS A GHETTO. Hotmail/Live.com Outlook.com Outlook 360M 800M Yahoo! Mail 300M 3.5 Billion Email Users Gmail 425M iCloud 150M410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  10. 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 50M410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  11. 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 50M410 Labs – mailstrom.co – @mailstromapp Source: http://www.email-marketing-reports.com/metrics/email-statistics.htm @davetroy
  12. 12. Well... Build for Gmail? Gmail, yay! “425 Million Users” 410 Labs – mailstrom.co – @mailstromapp @davetroy
  13. 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. 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. 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. 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. 17. 16 Personae Is Actually Pretty Believable410 Labs – mailstrom.co – @mailstromapp @davetroy
  18. 18. 16 Personae Is Actually Pretty Believable INFP... or INTJ?410 Labs – mailstrom.co – @mailstromapp @davetroy
  19. 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. 20. INBOX WORKFLOWS SUCK BECAUSE ENGINEERS ARE THE ONLY PEOPLETHAT ACTUALLY KNOW HOW TO BUILD THIS SHIT. AND ENGINEERS THINK EVERYONE IS JUST LIKE THEM.410 Labs – mailstrom.co – @mailstromapp @davetroy
  21. 21. INBOX WORKFLOWS SUCK BECAUSE ENGINEERS ARE THE ONLY PEOPLETHAT 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. 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. 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 Respondents410 Labs – mailstrom.co – @mailstromapp @davetroy
  24. 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 Respondents410 Labs – mailstrom.co – @mailstromapp @davetroy
  25. 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 Respondents410 Labs – mailstrom.co – @mailstromapp @davetroy
  26. 26. Sex: 4 Personae 300.0 225.0 150.0 75.0 0 Male Female Keeping Options Open Not Saying Source: 345 Survey Respondents410 Labs – mailstrom.co – @mailstromapp @davetroy
  27. 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 Respondents410 Labs – mailstrom.co – @mailstromapp @davetroy
  28. 28. EMAIL MAKES ANDROID LOOK UNFRAGMENTED410 Labs – mailstrom.co – @mailstromapp @davetroy
  29. 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. 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. 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. 32. Induced Cognitive Load410 Labs – mailstrom.co – @mailstromapp @davetroy
  33. 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 cant 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. 34. 1. Reveal Patterns in Existing IMAP Accounts2. “Machine Gun” (Prosthetic) to Amplify User Power3. “Fuel Band” (quant self) for Email; Esther Dyson, advisor410 Labs – mailstrom.co – @mailstromapp @davetroy
  35. 35. Aol Alto: Lessening Cognitive Load — or “Email: Large Print Edition”410 Labs – mailstrom.co – @mailstromapp @davetroy
  36. 36. Paul Graham: Frighteningly Ambitious Startup Ideas “Replace Email with a To-Do List Protocol”410 Labs – mailstrom.co – @mailstromapp @davetroy
  37. 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 Mark410 Labs – mailstrom.co – @mailstromapp @davetroy
  38. 38. Check out mailstrom.co (and let us know what matters to you!) David Troy, CEO @davetroy dave@410labs.com Made with in Baltimore410 Labs – mailstrom.co @davetroy

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