Insights

We discovered that making an "exclusive inbox" for their most important contacts was not going to work. People still needed to go back to their regular inbox to verify they haven't received a new email. At this point, we were making them work more than before. The new version would have both, the "chat" view and their regular inbox.

The product had to be a hybrid. Making it "too chatty" would destroy the essence of email and become too informal. But making it too formal would damage the "chat experience" we offered. We agreed on a hybrid approach that would make users experience email as a conversation but with user experience, they are used to.

One of the features that users loved the most was the files organized by contact. They liked the easy access and search features we offered.

Most users complain about tasks. Emails, in their core, are a "When, what, how, and who". Emails communicate an intention, that generally ends up being a task to do. We got an idea of adding task management to the product, where people could assign emails to tasks and visualize them in a"Trello-like" board.

Students and Millenials came out of nowhere! They were not even a persona when we started the product, but all of them loved the idea of making the email look like a chat. They can organize emails by their classes, professors, and job applications. Apparently, this generation really hates email!! Making email look like messaging fits perfectly with the apps they grew up with.

People in the VC and Private equity were not that interested since they already use a CRM. Partners only care about finding the best deals and not how much time they are saving from their Analysts.