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?
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?
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:
Ease of Implementation
More engaging sharing experience
Smart classification of pictures
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:
- Classify and auto-create directories based on dates and locations
- Facial recognition to be able to classify images based on person
- Sort images with best ones on top (based on quality and smart tech)
- 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:
How many users have uploaded pictures to their dropbox?
How many users shared the DropBox recommended photos with their friends/family?
How many times a user uploaded/looked at/shared photos on dropbox with single, 7-day, 30-day windows?
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?