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asked in Product Improvement by (71 points) | 368 views

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Clarifying Questions?

  • What do you mean by improvement? is there any particular aspect of the business?
  • Suppose the answer is that they want to improve customer retention?
  • Is customer retention for both business and individual users ? or any specific market segment
  • Let's assume they want to focus on the business segment.

Approach:

Well, if the goal is to increase customer retention rate we got to improve the value proposition to the customers. For the same, I will explore who are the users of Dropbox while exploring their motivations and goals for using it. After that, I will get into the user journey and along the way, I will see what are the pain points in the current product. Then, I will think of the solutions which could address the problems and finally, I will prioritize the solutions weighing between business value and efforts involved.

Dropbox is a SAS based content management software for small and large businesses to give frictionless file-sharing services. One could access his data anywhere anytime in the world.

Users:

Primarily I will divide dropbox users into two groups SMB and corporates. Since corporates segment is already crowded with Microsoft and other big players I would focus on SMB's customer base.

Use Goals:

  • Hassle free sign up process, SMB has a shorter sales cycle can expect to wait for having an up and running software.
  • Instant sync of the changes, while multiple users working on the same file or a folder. It should have an instant reflection of changes.
  • Easy process of merging of multiple folders into a single one. Sometimes different team members are working on their private files and at the end, they want to merge into a master file.
Pain Points:
  • Sign up and onboarding training is time taking process. First-Time users usually go to youtube videos to see "how to use a Dropbox"
  • There is always a latency during sync and that causes a serious interruption in team works.
  • When a group of members wants to make a single version of a work, this whole process is really time taking and hassle-prone.
Solutions:
  • There should be a single step signup process without asking tons of questions about the company. That could be faciliate having a virtual assistant who would facilitate through the process and make the software up and running. That's how it will become easy to use for novice users, this addresses a first pain point.
  • Latency problem attributes to available bandwidth. Bandwidth divides among all open apps in your device. If we would block other apps temporarily this problem could be easily solved.
  • Machine learning algorithm which captures all duplicate data and makes a single copy not losing any version of data. This would be game for designers who works in a multiple version scenario and they have to merge it manually
Recommendation:
As solution thirds would have a high impact and medium efforts. I recommend solution 3 to increase the customer retention rate and enhance the value proposition.
answered by (45 points)
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Let me tell you my understanding of DropBox. It is a file hosting service that provides cloud storage and file sync . Is my understanding correct?

            Yes

What are we trying to improve? Is it revenue, user engagement, user acquisition?

            We are trying to improve user engagement.

Why are we trying to improve user engagement? Is there a drop in a KPI recently that caused the drop in user engagement?

            Yes. There is a new competitor come in that some of our users for directed to.

Is there any particular market or area that I should focus on?

            No.

Ok give me a few moments to gather my thoughts.

When I think of dropbox, I can classify my customers into two broad segments:

  • Personal User
    • Young graduates looking for jobs – Storing copies of resume
    • People using Dropbox primarily to store and share photos and videos
    • Frequent traveler who likes to keep her files synchronized and available everywhere
  • Business User

I would like to focus on the customer segment who use DropBox to store and share photos and videos. I will name the persona Jane, a young professional who loves to travel and take pictures, and regularly shares them with friends and family.

 

As a young professional who loves to travel and take pictures:

  • I want to be able to have a move engaging experience when sharing my pictures with my family.
  • I want to be able to smartly classify my pictures and highlight the best ones

Let me create a prioritization matrix to decide the use case I should develop:

User Story

Customer Impact

Ease of Implementation

Overall Priority

More engaging sharing experience

M

H

2

Smart classification of pictures

H

H

1

 

Based on the prioritizing matrix, I would like to dig deeper into the second user story: Smart classification of pictures.

Here are some solutions that come to mind:

  1. Classify and auto-create directories based on dates and locations
  2. Facial recognition to be able to classify images based on person
  3. Sort images with best ones on top (based on quality and smart tech)
  4. Automatically recommend the best images to share with friends/family

  

1 is a very intuitive approach to achieve the goal and would have high user impact. It is also fairly easy to implement.

2 will also have a high user impact. Ease of implementation will depend on the level of image recognition technology available to DropBox.  

3 This would improve customer satisfaction by adding value to the photos viewing experience

4 This can be added on to feature 3

 

I would recommend implementing features 1 and 3. DropBox will be able to automatically create directories based on the date of travel and location information in the pictures. It will also organize images such that the best ones are on top, hence providing a better photo viewing experience. Furthermore, this would make it very easy for the user to select images to share with friends/family, since usually there are too many and very repetitive photos.

 

In order to test the success of the feature, I would like to go through the user journey of the user:

Activity:

How many users have uploaded pictures to their dropbox?

How many users shared the DropBox recommended photos with their friends/family?

 

Retention:

How many times a user uploaded/looked at/shared photos on dropbox with single, 7-day, 30-day windows?

 

Monetization:

How many users converted to the paid storage plan?

How many users who used this feature converted to the paid storage plan?

Increase in revenue since feature release?

answered by (20 points)

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