So it's been a slightly rough week ('rough' is all relative, but I digress).
I've been reading a lot about user engagement, persuasive design and how engagement is the key for the survival of your web application. If people don't come back to your site, then why does it exist?
As we try to overcome with this challege, I decided (against the better judgement of my colleague
Kent and my wife
Sneha), that I should opt-in a lot of our users into a daily digest email.
This turned out to be a bad idea (for some people like my wife it sounded bad right from the beginning) - and I realize that now. I want to say sorry to the few people who were very upset by this; swore at us and hoped that we were inflicted with varying degrees of hurt ;)
I want to assure you that what I'm about to say is not an excuse for what I did, but just a short wade into the back story of Denso - just so you can better understand the reasoning behind this.
Hold On - Are you stupid - how does this sound like a good idea at all?
Let me explain. Denso started off its life as a pure Instapaper-like service. I personally needed a way to bookmark long lectures, talks and sometimes short funny videos (to keep for posterity - you never know if you'll find it again). We bootstrapped a working version over a long Saturday during
SHDH.sg (thanks guys for giving us the opportunity to do so) and the overwhelming response during the event was - "OMG I need this".
We even went on to win "Crowd-Favorite" (although that probably had to do with the fact that we demo'ed with a
Maru video). We quickly polished up the website, bought a domain - Denso means transmission in Japanese - built an invite-only system and we were off to the races.
We invited a few of our close friends (and later many others) and the feedback was positive - I can safely say that it was the most well-received of all the tiny web apps that I've been a part of.
But something happened
We realized that people weren't bookmarking videos that often. We kept a close eye on stats such as when and how often people bookmarked videos - and it wasn't very encouraging. This is what they mean when they say "look at what users do, not at what they say". Granted it was a small-ish sample set, but we didn't want to drag our feet.
The Pivot
This is when we realized that people needed a way to lazily consume video. It was also at this time that we read Fred Wilson's 1/10/90 rule (
he blogged about it again yesterday), i.e. 1% will create the content, 10% will curate the content, and the other 90% will simply consume it. We needed a way for people to use Denso without being a content creator, thereby increase the number of entrypoints to the app. Not everyone wants to be the ones bookmarking videos - in fact, most people just want to consume video without actively looking for it.
Cue the pivot to Denso being a platform for curation of video content. If people wanted to use Denso as an Instapaper service, they could continue to do so by bookmarking videos to their private 'Videos I Love' channel, but if you wanted to consume video without being a curator, you could too.
As part of this strategy, we felt that it will be a nice for users to get a daily digest email which includes a list of videos which were shared the previous day. This way, even if you didn't log on to the site, you could get a digest of what was shared and then if something caught your fancy, you could log on to Denso and view it.
Go On...
So the logic initially was - the daily digest email would only be sent to users who have explicitly 'followed' channels - i.e. you should either connect your Twitter and Facebook accounts to Denso *or* you should follow one of the many channels which have auto-generated content - such as Hacker News, TED Talks, Devour and so on.
On Tuesday, I thought to myself - why don't the users who are (by default) following the Denso Staff Favorites channel, receive the daily digest? We were sharing some pretty interesting and funny videos on the Staff Favorites channel, and at the time, I felt it was reasonable for users to be exposed to videos they might not have otherwise discovered. All very innocent.
Or so I thought
Within a day, I noticed that many of our users were unsubscribing from the daily digest. We had a very high "open-rate" for our daily digest emails before Tuesday, but after Tuesday it plummeted. Our learning was that people who followed channels implicitly understood why they were receiving the daily digest, but people who didn't were wondering why the fuck they were receiving more mail from a service which is still in beta.
We also received various forms of abuse (which again I feel we deserved), and so I switched the logic back to it's previous state, i.e. you will be eligible to receive daily digest emails only if you follow more than one channel *or* if you've connected your Twitter/Facebook accounts to Denso.
Lessons Learnt
I never ever want to lose our company's greatest strength - we act decisively and quickly. Stuff is generally completed 'yesterday' and I'm extremely proud of the way we work - for a three-man team we are extremely agile and hard-working and we live and breathe our products.
But I've also learnt that the community is a big part of social software. Most of you probably don't care and some of you might snicker, "Welcome to the real world", but life is shaped by experiences such as these, and in the long run, this will (hopefully) prove to be a turning point for us.
I'd like to apologize once again and take responsibility for this error and hope you continue to use Denso.
P.S. It isn't all bad - Garry Tan (previously of Posterous) has been
sharing videos on his blog from Denso, so you know - silver lining and all that :)