Trying to disrupt the collaboration space key learnings and validations from 2015 when no one yet worked on a super app for work and everything was believed to be solved by chat bots. Startup pivoting in a crowded space. Validating and dismissing an idea

1. The Steep Learning Curve of Innovating in a Crowded Space
3LaunchesLater
T H E C R E AT I O N O F T H E W O R K S PA C E
1

2. Mid 2015. Finally hitting Growth.
3

3. 4
SWIPES PERSONAL

4. 500.000
USERS
#1 APP
MAC APP STORE
★ 4.6
US APP STORE
5

5. The Start of an Idea
8

6. Growing Team. 10+ tools. Chaos
PHOTO SWIPES INC.
9
9

7. 10

8. Most requested feature - Collaboration
11

9. 12
Robotic Team. 30 people. Using Swipes.
PHOTO AV BOTZ

10. “Let’s do team collaboration in Swipes”
13

11. How?
14
14

12. 1st Hypothesis
◦ Many things we discuss we never follow up on
◦ This gap causes misunderstanding
◦ Information gets lost
◦ People don’t know what to do next
There is a gap between communication and actions.
15

13. Test 1
◦ 6 weeks in development. Kasper pulls out a crazy hack to
make the quickest prototype
◦ 1 week of marketing preparation. One platform at focus:
Product Hunt
◦ First Slack client for collaboration before it was hip
Marry Swipes + Slack to bring chat and actions into one
16

14. MY TASKS 9
CHANNELS
DIRECT MESSAGES
stefan
kasper
olivia
mike
christian
Now
design
Business card design
2/10
#PRODUCT
#brand
# product
# development
# marketing
# support
# fitness
# office
design
Data Structure
design
Team Landing Page
money
Revise budget
olivia
Guys how are we moving with the campaign? I am almost
finished with “Prepare conent”.
kasper
Love it! @stefan there’s one more thing to take care of.
stefan
Almsot finished with the cover design. What do you think?
kasper
Can you prepare newsletter illustrations?
sofi
@kasper has created a new task “Prepare newsletter
illustrations”
Your Slack chat Your team’s Swipes tasks
17
s.o.f.i.
SWIPES FOR TEAMS

15. 18 LAUNCH DAY

16. Result 1
◦ Measurement: Conversion from page views on the landing page to
product download.
◦ Test group: Product Hunt users with Slack accounts
◦ Results: The value proposition highly resonates with Slack teams who
want to optimize collaboration.
~ 7,100 unique visits to the website within the 2 days of pushing
~ 884 app downloads within this period
~ Conversion from visit to download: 11,3% (aver. 2.5%)
Primary Test: Does the value proposition resonate with people?
19

17. Result 2
◦ Measurement: Pro"le of companies who signed up. Main learnings from
them. Day 1 retention
◦ Test group: Successfully signed up users
◦ Results: Early adopters are tech companies - digital marketing, software
development; max is 6 people teams
Secondary Test: Who are the early adopters?
20
People are really excited about the promise of Swipes for Teams.
But need a matching functionality to the main features in Slack (mainly
search & history) + more settings for tasks

18. 1st Hypothesis
There is a gap between communication and actions.
21

19. 1st Learning
People use 10s of different tools.
So we need to integrate with all of them to solve the problem.
Guys, how are we moving on the
project? I can see that the design part
is coming along @stefan
yana 12:34 pm
Now
design
Business card design
2/10
SLACK CHAT SWIPES TASKS
for messages for tasks
22

20. 2nd Hypothesis
◦ Teams are sick and tired of using multiple tools
◦ 20% of employees’ time is spent on searching for
information across tools
◦ You can speed up communication if context (reference
points such as "les, projects) is de"ned
People want their actions, content and
communications across tools in one place
23

21. Test 2
◦ Start with Slack + Asana
◦ Focus on project work: agencies
◦ 4 months in development: constant design challenges
and failing integration work
◦ Test group: Previous Slack client testers
Bring Slack, Asana and Dropbox in one interface
24

22. 25 LAUNCH DAY

23. 26 THE CONNECTED WORKSPACE

24. Result 1
◦ Measurement: Conversion from page views to waitlist
sign up
◦ Test group: Organic website conversions
◦ Results: ~12,100 website visits, ~500 waitlist signups, 4%
conversion
Primary Test: Does the value proposition resonate with people?
27

25. Result 2
◦ Measurement: Daily usage. Team spread. Actions across cards
◦ Test group: Our previous Swipes for Slack users who use Asana for task
management
◦ Results: No spread in team, individual users. 12 users, 9 teams. No daily
usage - Opening app on average 1.5 times weekly. Doing single app
actions not cross apps, working only with Asana, not dragging chat
messages from Slack to Asana; constant feature requests to match
existing apps functionality
Secondary Test: Does the product stick?
28

26. 29
Problem. We didn’t love it.
PHOTO SWIPES INC.

27. 2nd Hypothesis
‣ Integrating many interfaces in one is a disaster.
‣ As soon as a card resembles Asana, the user would
expect a full Asana’s functionality.
People want their actions, content and
communications across tools in one place
30

28. 2nd Learning
To deliver on a single place to work from, we need
to provide the core experience - actions, content,
communication ourselves.
31

29. 36
The Workspace
One place for team's goals, notes, files and
communication
Plan Create new milestone
0/9
A milestone with many…
6/9
Swipes HQ
1/4
Current Milestones Achieved
Workspace Launch

30. 33 TOP 10 FOR THE DAY

31. 38 CUSTOMER LOVE

32. 39
39
Thank you!
PHOTO SWIPES INC.