a story of a product launch for Intel
I launched Intel Easy Migration, a migration tool that shipped on all Intel powered chrome books and helped users easily transfer files from their iOS, Android devices and PCs to the chromebook cloud, saving them time.
The app is simple and offers only two features: quick migration and custom migration, quick migration allows to simple photos and contacts upload from iPhone and outlook, the custom option offers the same that quick one plus the ability to select photo albums and resize images for optimum storage in the google drive.
Intel had low market penetration with their chromebooks in the consumer market, even though their share in the education market was close to 50%, the consumer market was lagging at single digits.
In addition to low penetration the users in the consumer segment had lower engagement compared to the users in the education one. Intel approached Sourcebits to help solve this problem through mobile app design.
There were many external market factors influencing Intel’s situation: the rise of the tablet as laptop companion offering similar advantages as chrome books, the emergence of cloud platforms like box and dropbox acting as partial substitutes for cloud storage and platform similar to google cloud, chrome books priced at a low end and being perceived as cheap, etc.
Process — Solution
We started by running an innovation workshop at our offices in San Francisco, the stakeholders were Intel Marketing and Product teams and Acer as manufacturing partner. The goal of the workshop was to come up with possible ideas that would explain the lower engagement and the lower adoption of chrome books in the consumer market.
During the workshop we brainstormed ideas through structured creativity exercises, we narrowed down to three ideas, these ideas needed to be validated with real customer data to decide which to build.
We sent three different email surveys to chromebook users, one per idea, we collected a lot of data on each idea: we learned one of the main reasons users buy chromebook is to have all their data safely stored and easily available to share (documents, photos), we also learned that people used their chrome books the most in the evenings and on the weekends.
The most interesting finding was that the most active users (someone who uses the chromebook at least 10 hours a week) spent anywhere between 1 and 4 hours manually uploading photos, files and contacts from their iOS and Android devices to the google drives in the first seven days right after they bought their chromebook.
We saw this as an opportunity to improve the new user experience and user engagement. Our hypothesis was that if we could make the data migration easier and faster users would get to use the chromebook apps faster and for longer since the apps would be already loaded with their data (photos, files and email contacts).
Testing — Metrics — Launch
Before releasing the tool to the public we launched a beta version to 10% of our users and ran A/B test to measure the adoption rate of the tool and the effect in user engagement, time spent per session on google apps and frequency of chromebook use.
We used google analytics and apptimize to run the tests and measure results. We ran the test for 30 days and collected data. We found out that the use of the tool was correlated with longer sessions, they went from 2 to 2.2 hrs and deeper engagement with google apps, it went from 2.8 to 3.4 hours per week.
As we analyzed the usage of the tool we found out the most migrated data was the one from email contacts and photos, long behind were videos and bookmarks. We also found out that out of those uploading photos only a small percentage (less than 10%) were using the photo resizing feature.
We saw this as an opportunity to simplify the tool’s UX and encourage its adoption, the initial adoption rate was only around 14%. We decided to break down the tool features into two groups: quick migration would include contacts and photos in its original size and custom migration where users could select photo folders and resize photos for optimal storage.
We ran the test again with the new UI for another 30 days, we tested again with 10% of population and saw an increase in tool adoption going from 14% to 18%, the effects on google apps engagement and session length remained the same, 2.2 hrs/session and 3.4 hrs/week respectively, but we had a larger tool adoption and user base due to the simpler and final UX.
After 60 days of testing and two pilots we settled on the UI and proceeded to launch, we assisted Intel with product marketing and app store optimization. At launch the trends in tool adoption, google apps usage, and session length remained in line with the test results.
Our engagement with Intel ended 3 months after launch, in conclusion, as a way to keep users engaged in the chromebook platform, this tool contributed significantly, especially when you consider the compounding effects of higher engagement/retention.