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Doubling activation and Fixing remote work at Kosy

Intro

Kosy’s vision is “to improve the way you work as a team” - Yanis Mellata (CEO & Co-founder)

To achieve that the team is building a virtual space where you and your remote team can work and hang out together. Kosy wants to make spending time with your remote team fun & productive.

The Background

Kosy started using June.so around a year ago. Back then the team had freshly launched their product and started to onboard users at scale.

They decided to leverage product usage information to build a sticky product that would then become a healthy business.

The Challenge

Building a virtual office space from the ground up is quite challenging.

The bar to build a communication tool for businesses is really high (Hi Slack 👋). As such, the team challenge was to make sure they’d prioritize the right features and feedback, from the right customers only.

The solution

First, Yanis and his team decided to work on the user retention at week 1. In other words the % of users that came back on their product after 7 days. He referred to it as activation:

“Activation is a short term win.
That’s why we decided to make it our first priority.

Working on 60 days retention is also key but it’s an ongoing work that I see as a proxy of Product-Market Fit.”

Finding what drives activation

To improve their product activation, Yanis and his team looked for patterns across their users that activated the most.

To drive this discovery they used an event property. When someone was joining a call they would trigger an event together with the rank of the person who joined as a property.

They found out that workspaces with at least 5 teammates were 5 times more likely to retain that workspaces with teams of 2 or 3.



Based on this discovery, the team set a new goal: to have the majority of their workspace with 5 teammates (4 teammates invited).

Using a similar method, Yanis found out that two other features had strong correlations with the product activation:

  1. Using the chat - companies were switching from Slack and MS teams
  2. Customizing the floor - a more personalized workspace was more engaging

The next step was to introduce initiatives to improve the activation using these learnings.

Here were some of the initiatives that the team ran that were successful:

  • They shaped the product for more invites to happen
  • They reduced the number of steps to join a session
  • They sent onboarding emails to guide the users, including best practices of what rituals team can do together
  • They re-engaged by emails with users who missed an in-app messages

Data stack

Yanis and his team used Segment to collect events once and send it to multiple actionable destinations.

They used customer.io to target the right people and pull them back into the product.

When the property “is_offline” was set to “true” they would send a follow up email through customer.io.

Event name: Message_sent

Property: = true

Next, Yanis shared the critical analytics with his team using the Slack integration. This way his colleagues could be on top of their data without having to open their analytics.



Listening to relevant customers feedback

Once that Yanis and his team were able to understand who was engaging the most in their product - and why - they used this information to filter feedback.

The team used this automate.io task to push email feedback into Slack channels.

Each email labeled « feedback » and Intercom message label “feature request” pushed to Slack.


The team then organized feedback into a Notion database categorized using tags (like this one):


Using this mix of feedback and usage data, Yanis and his team knew top of mind if user feedback came from engaged users or not, and weighted accordingly.

The outcome

Yanis and his team started by having 10% of the workspaces that would reach 5 teammates. Within a few months the number went up to 25%.

Using a combination of qualitative and quantitative feedback, Kosy team was able to prioritize their roadmap the right way to move up their long term retention!

How Specify increase by 20% their product activation

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