THE ZEALOTSWHO BUILTALTO

I’mBILL@bwetherell

THIS isA STORY

ABOUT ZEALOTS

A STORYABOUT EMAIL

THIS is

DESPERATE TIMES BREED ZEALOTS

we’re in last

place!

ZEALOTSKNOW THEIR history

@aol.com

@hotmail.com@yahoo.com

@gmail.com

@facebook.com

ZEALOTS NEED ACAUSE

TEXT daily

57 %email daily

91 %

EMAIL IS NOT DEAD

EMAIL HAS CHANGED

free emailSocial notifications

bills Receipts

Daily DEALSREMINDERS

Bottomless storage

LIFE MANAGEMENT+

INBOX FATIGUE

free emailSocial notifications

bills Receipts

Daily DEALSREMINDERS

Bottomless storage+

ZEALOTS TURN weaknessinto strength

YOUR ADDRESSSAYS A LOTABOUT YOU

@gmail.com

@yahoo.com

@hotmail.com

@outlook.com

@aol.com

NO ONE NEEDSANOTHER

EMAIL ADDRESS

ZEALOTS CONVERT OTHERS TO THEIR CAUSE

on the inside EMAIL IS LIKE...

YOU’VE GOTA SUCTION PROBLEM

YOU’VE GOTAN INBOX PROBLEM

YOU’VE GOTAN organization PROBLEM

ZEALOTSBELIEVE

WE BELIEVEORGANIZATION IS

BEAUTIFUL

DEMO

ZEALOTS CONTINUALLY ADJUST TACTICS

WE FAILEDA LOT

FIX

onebox

UPbox

digests

small world

project oh

phoenix

phoenix

WE BUILT ON INCORRECT

ASSUMPTIONS

SO WE WENTOUT INTO

THE REAL WORLD

we saw

7 key things

1.

Email is reallydepressing

2.PEOPLE ASK FORFEATURES THATALREADY EXIST

3.PEOPLE’s inboxes

ARE ENDLESS listsof emails

4.MOST people

DON’T MANAGE THEIR INBOX

CREATE A filterGO TO HELPMISS A MESSAGEDELETE FILTERINBOX GROWSPAN AND SCAN

Familiar?

5.people scroll to find

messages before they search

6.PEOPLE RELY ON WORKAROUNDS

MARK UNREADSTARSLABELSFOLDERS

7.PEOPLE ARE MORE

LIKELY TO BE KEEPERS THAN DELETERS

ZEALOTSNEED TO BEINSPIRED

WE WERE INSPIREDBY SNAIL MAIL

WE WERE INSPIREDBY MY WIFE

STORIES CREATEZEALOTS

ZEALOTS NEED AN IDEOLOGY

We collected our DESIGN principles

AS WE WENT

pass the15-foot test

open spaces

reveal inbox

treasure

tell the storywith motion

ZEALOTS NEED FUNDING

ZEALOTS NEEDA HIDE OUT

OCT 2012PRIVATE BETA

PRESS

Techcrunch:

"As Temkin and Ramirez demonstrated the product, I was less impressed by any one feature and more by the sense that Alto was built up from lots of smart touches. And with a design that’s driven by images and icons rather than row after row of text, it just looks good — as I kept glancing back-and-forth between the demo screen and my own computer, where Gmail was open in the background, I couldn’t help thinking about how cramped Gmail looked in comparison."

- Anthony Ha, Techcrunch

Fast Company:

"AOL is trying again with a platform called Alto, which launched on October 18. But unlike Phoenix, which merely tweaked the email experience, Alto is a complete reimagination of it. And here's a real shocker: AOL produced Alto through the kind of speedy, agile development process you'd associate with a startup, not a $3 billion corporation that defined web 1.0."

"Visually, Alto won't be mistaken for its competition. "We wanted a product that could attract people from across a coffee shop," says Temkin, who relied on design director Bill Wetherell to create a user interface that passed "the 15-foot test.""

- Adam Bluestein, Fast Company Magazine

CNET:

"With Alto, the much-maligned AOL is attempting to give users an entirely new way of organizing their e-mail. It has the potential to make people's inboxes much more useful."

- Daniel Terdiman, CNET

From Fox News:

If you’ve ever missed an email from your sister under that deluge, you’ll find Alto a wonderful answer to the problem.

-Jeremy Kaplan, Fox News

Wired

…timeline-based tools to help you sort through the years and years’ worth of mail you likely have clogging up your mailbox.

-Mat Honan, Wired

PC World

Alto has a clean, well-designed user interface that's fairly intuitive.

-Caitlin McGarry, PC World

Gizmodo

AOL has launched a new cloud-based email client called Alto and it manages to achieve the seemingly impossible: it makes email look kinda... pretty.

Jamie Condliffe, Gizmodo

170 pieces

TWEETS@rajeevnath

Going to make @altomail my primary email client, managing 6 email account simultaneously is a mess.

@pixeldiva

Hello @altomail. Don't let the door hit you on your way out, Google Mail interface.

@danielscenery

@altomail THANK YOU. Alto is the best thing I ever used. Recommending it to everyone

@superpixels

Giving Aol’s @altomail a spin as a Gmail front-end. Really gorgeous UI. Props to the designers!

@MrJamesPorteous

Having to use Apple Mail after @altomail is an awful, awful experience. I mean, Apple Mail's always been bad, but now it's really apparent.

@c_vollmer

Trodde aldrig jag skulle tycka att något från AOL var "fantastiskt". Men Alto Mail är faktiskt just fantastiskt. http://www.altomail.com/

@rchampourlier

Truly innovative email web client: @altomail. Loving the stack concept, that's how I imagined creating filters should be!

@rjzaworski

Never thought I'd say this about mail from AOL, but so far Alto's solid!

@mariolg

Don't count #AOL out. I'm impressed with the interaction of @altomail. True single-page app, smart nav design, UI transitions. Makes sense.

@krisnair

Alto mail by AOL is so awesome and silk smooth.

@emma_park

Just as I forget @AOL even exist, they come out with Alto Mail and it's great. So clean, simple and organised.

@themusing

Beta testing @altomail. Suggested new features, received a personal response thanking me less than an hour later. #takingcareofbusiness

@jenny_wales

Giving AOL's alto a whirl...so far, I like where it's headed. Email has definitely needed this kind of facelift.

@SouthBeachDad

@altomail = #Bliss

@hogatra

Just like to point out that I'm moving into 2013 with my new favourite email client: Alto! Thank-you :) Keep up the hard work!

@valenzine

Hoy llegó mi remera de @altomail. Lo divertido es que dice "ALTO" en el frente. Es decir, es divertido cuando la uso yo.

@LorenMcDonald

Been playing with AOL's new Alto email service - really like it so far; easy to organize emails by type and then view en mass

@Yome_Gui

fait ses premiers pas sur #Alto, la nouvelle application d'AOL et c'est plutôt pas mal pour l'instant !

@_maira_andrea

@altomail best email application!!! :-)

@faction18

Just got my beta invite to AOL Alto. All I can say is WOW. So unbelievably refreshing!

@MatthewKnell

A month into using @altoemail and I've never once gone back to Gmail. It's really that good.

@sovadusyu

Muito, mas MUITO bom esse @AltoEmail. Recomendação do @dinoderpy. Convite pro closed beta chegou em 8 horas.

@LMSandelin

If first impressions count, @AltoEmail, it's love at first sight.

@Ahuri

Très bon #Alto mail de #Aol. Bravo!

7000+ at launch

IT’s OUR JOB TO CREATEZEALOTS

THANKS!SIGN UP AT

altomail.com

Bill Wetherell@bwetherell