Snapchat launched in 2011 with only one feature - photo sharing that disappeared. They used feedback to evolve the app over time rather than adding many features at once. When screenshots became an issue, they turned it into a playful feature. Snapchat found signatures like text formatting and dog filters that defined their brand. They also launched new features simply without explanations, relying on users to discover how they worked. This viral growth strategy allowed Snapchat to reach $10 billion in valuation within 3 years of its minimal launch.
11. Snapchat has
many features
Photo snap
Video snap
Chat
Stories
Discover
Stickers
Gifs
Video calls
Phone calls
Memories
Live Map
Search
QR code scan
…
12. So you might think:
All these successful apps have so many
features, mine should have at least a few
of them at launch!
illustration by Headspace
13. How many of these features
where here at launch ?
Photo snap
Video snap
Chat
Stories
Discover
Stickers
Gifs
Video calls
Phone calls
Memories
Live Map
Search
QR code scan
…
14. How many of these features
where here at launch ?
Photo snap
Video snap
Chat
Stories
Discover
Stickers
Gifs
Video calls
Phone calls
Memories
Live Map
Search
QR code scan
…
ONLY ONE !
21. Launch strategy we recommend:
one feature done
well, basic graphics
casual launch
idea
22. Launch strategy we recommend:
Rework on that one feature
thanks to user feedback
and metrics analysis
release new version
of same feature
No new feature!
24. Launch strategy we recommend:
Work on
a new feature
Marketing push
for new feature!
25. With this strategy you will:
• Get regular insights from your users
• Spend the right amount of time to nail each
feature
• Spare $$$ by not developing useless features
• Spare $$$ by not buying FB ads before having
good retention rates
26. With this strategy you will:
• Get regular insights from your users
• Spend the right amount of time to nail each
feature
• Spare $$$ by not developing useless features
• Spare $$$ by not buying FB ads before having
good retention rates
27. With this strategy you will:
• Get regular insights from your users
• Spend the right amount of time to nail each
feature
• Spare $$$ by not developing useless features
• Spare $$$ by not buying FB ads before having
good retention rates
28. With this strategy you will:
• Get regular insights from your users
• Spend the right amount of time to nail each
feature
• Spare $$$ by not developing useless features
• Spare $$$ by not buying FB ads before having
good retention rates
46. Understand which path your users are
taking with these methods:
1h user testing
sessions
47. Understand which path your users are
taking with these methods:
1h user testing
sessions
10min calls with
random users
48. Understand which path your users are
taking with these methods:
1h user testing
sessions
10min calls with
random users
Deep analysis of
your metrics
• Read “Rocket Surgery Made Easy“ by Step Krug for User Testing
• Use Amplitude to have a clear view of your metrics. Spend time configuring it!
+ contact us if you need help with this :)
56. Your product needs something that can easily be
shared on social media, with a clear signature.
Houseparty's
funny quotes
Zenly’s map Pokemon Go’s
collection
57. Your product needs something that can easily be
shared on social media, with a clear signature.
Houseparty's
funny quotes
Zenly’s map Pokemon Go’s
collection
58. This will make your app viral
and save you thousand of
dollars in marketing!
62. When you love your snap,
you can save it with this
button.
Previously, this icon meant
that the picture would be
saved to the Camera Roll,
so users were already
used to it.
64. Then the snap is saved in the
new Memories screen, with all
the other ones.
65. So it’s basically a cloud storage service
that backs up all user’s saved snaps.
66. But the only words the user have seen are
“Saved“ and “Memories“. Basic English!
67. • No “cloud“
• No “storage“
• No “gigabytes“
• No explanations of how things will be
synched
Memories wording:
68. • No “cloud“
• No “storage“
• No “gigabytes“
• No explanations of how things will be
synched
Memories wording:
It’s your job to understand
all this and handle it for the
user.
69. A user interface is like a joke.
If you have to explain it, it’s not
that good.
Plato probably
never said that.
70. Snapchat went further by
releasing features without
communicating around them
or explaining how they work.
73. For old people reading this:
This is a SnapStreak.
= number of consecutive days sending and
receiving snaps from a specific friend
14
74. By keeping mystery around flames, Snapchat:
• Didn’t clutter the screen with explanations
• Triggered curiosity of users
• Made teenagers feel special vs their parents
• Transformed its best users into evangelists, proud
to teach their friends what this emoji means
75. By keeping mystery around flames, Snapchat:
• Didn’t clutter the screen with explanations
• Triggered curiosity of users
• Made teenagers feel special vs their parents
• Transformed its best users into evangelists, proud
to teach their friends what this emoji means
76. By keeping mystery around flames, Snapchat:
• Didn’t clutter the screen with explanations
• Triggered curiosity of users
• Made teenagers feel special vs their parents
• Transformed its best users into evangelists, proud
to teach their friends what this emoji means
77. By keeping mystery around flames, Snapchat:
• Didn’t clutter the screen with explanations
• Triggered curiosity of users
• Made teenagers feel special vs their parents
• Transformed its best users into evangelists, proud
to teach their friends what this emoji means
78. Let your most engaged users discover
your advanced features by themselves.
79. So you can keep your product very simple
to use for everyone else!