BasecampProduct Management Presentation

Radhika Aggarwal · Neha Mohan · Laura Schulz · Frank Zepeda

Presentation OutlineOverview

Company: 37 signalsProduct: BasecampPersonas Use Cases Usability Test ResultsRecommendations for future

Chicago, 1999 Jason Fried, Carlos Segura,

& Ernest Kim $3.6 – 5.o million (2008) 8- 12 people (2008) developer and provider of business & personal productivity web applications

Marketing strategy focus on usability, simplicity,

& clarity in design & writing open and transparent as possible NO charts, graphs, tables, reports, stats

“We believe software is too complex. Too many features, too many buttons, too much to learn. Our products do less than the competition — intentionally. We build products that work smarter, feel better, allow you to do things your way, and are easier to use. “ From “Getting Real”internally-developed Agile software development methodology

Company Selected

Open source web application framework software Ruby on Rails Generic scripting language for productive web development with interface for SQL database

Distribution channelsInternetSolely SaaS, no box softwareFree - $149/mo.

BasecampProject management is communication

BackpackBring life’s loose ends together

CampfireGroup chat over IM sucksTa-da

List Competing with a post-it note

Writeboard Word is overkill

Company Selected

Highrise Know who you’re talking to

Basecamp Project Management

Product description Simple-to-use, web-based project

management application Essential project management functions:

Create Projects Assign Tasks Track Time Communicate with Team Members Share FilesEstablish Deadlines

Company Selected

Basecamp Project Management

Company Selected

Basecamp Project Management

Company Selected

Positioning Basecamp

Target Customer Creative (marketing) groups, small businesses, non-profits, entrepreneurs

Benefit Quickly established, simple to use, reinforces collaboration

Product Category Web-based project collaboration tool

Alternative MS Project, email, web-based file sharing,

Differentiation Easier to use, simplified

Stephanie,50Product Personas

Tools /Products

used

Newspaper

MS Office:ExcelWord

Google Mail

Cell PhoneVoicemail

Stephanie Sanchez, 50 Los AngelesEducation: Bachelor of ScienceMarital Status: MarriedHobbies: Dancing, flower arrangements

Key influencers

Husband

Team Members

Pastors,Clergy

Vendors

Clients

InteractionsWith

BaseCamp

Once daily

Create To-Do Lists

Track hours Of TeamMembersStatus of Multiple

SimultaneousProjects

Set Milestones

Assign Tasks

Digital Touch Points

Home Computer

Cell Phone

Job Description Title: Wedding Planner Work years:15 years Management Culture: Small Business Sign Off Authority: $ 10kPrevious Jobs: Teacher, Real Estate AgentShe works with: Small business vendors, Churches, Temples, Contract TeamCustomer/Partner Contact: client family members, vendorsPersonal Objectives & Job Success Criteria: Increase revenues by 50% over previous year. 100% customer satisfaction.

Michelle,36Product Personas

Tools /Products

used

Adobe Suite

MS Office:ExcelWord

Access

Vertical Response

Michelle Campos, 36 Upstate New YorkEducation: MS Biology &

EducationFamily Status: Married, 2 kids,3 dogs, 2 birds, various rodentsHobbies: Crafting, photography, nature, scuba diving

Key influencers

Volunteers

PeersTeachers/

Clients

SysAdmin

InteractionsWith

BaseCamp

Many times daily

Create To-Do Lists

Create Contact ListsStatus of Multiple

SimultaneousProjects

Set Milestones

Assign Tasks

Digital Touch Points

Home Computers

iPhone

Job Description Title: Education Director Work years:10 years Management Culture: Small-Mid size Sign Off Authority: n/APrevious Jobs: Teaching, Management, Museum IndustryShe works with: Other branches of organization, educational institutions, vendors for fundraisingCustomer/Partner Contact: other non-profits, media, vendorsPersonal Objectives & Job Success Criteria: Organize with minimal time investment and budget

AdWords & Analytics

Vendors For

Special Events

Tom TomGPS

Drupal

Joshua,30Product Personas

Tools /Products

used

Outlook

MS Office:Excel

Saleforce

Joshua Soros, 30San FranciscoEducation: BS Fine ArtsMarital Status: SingleHobbies: Snowboard, golf, photography

Key influencers

Consultants

PeersIndustryExperts

CrossDisciplinary

Experts InteractionsWith

BaseCamp

Once daily

CustomizationOf Database

Concise, Accurate,

Follow Structure

Easy to Post Requirements &

Allocate Jobs

Email Manager

& Contact Manager

Allows Multi- projects

& RecordStorage

AdWords

Digital Touch Points

ConferencesCEO

Strategies

Black HatForum

SEO Bloogers

Job Description Title: Director Work years:15 months Management Culture: Start Up Sign Off Authority: $ 50kPrevious Jobs: Internet Marketing, TeachingHe works with: Business Development, Marketing & Advertising, Web Development & Online FirmsCustomer/Partner Contact: manufacturers, distributors, non-profits, mediaPersonal Objectives & Job Success Criteria: Achieve Top 5 or higher SERPs on his websites

Micro-communication

One: Create a To-Do List Product Use Cases

User enters the To-Do List screen to enter the new

To-list to the project

User Enters the To-Do Item in the list

Confirm the To-Do item is correct?

System updates the list with the new item

User edits the To-do Item

User exits the TO-Do list

Confirm the To-Do List is correct?

Confirm whether the To-Do items are

in correct order

User re-arranges the order of the To-Do Items in the

List(s)

User edits the To-Do List

NO

NO

NO

YESYES

YES

NO

User Assigns the tasks to appropriate asignees

Assign Email Notification?

User selects the email notification box

NO

YES

Repeat steps for multiple items

Two: Create a Milestone

Product Use Cases

User enters the Milestones screen to enter the new Milestones to the project

Enter a new milestone?

User enters the milestone, selects the date, and the responsible party for the milestone (upto 10 at a

time)

User exits the Milestone screen

YES

NO

User tracks the milestones in the calendar on the

screen

Confirm milestone status is correct?

User changes the status of the milestone

YES

NO

NO

System updates the new milestone information

Three: Share a File

Product Use Cases

User enters the Files screen to manage project files

User selects the file to be uploaded, category of the file

and the optional file description

Sort a file?

System sends notification to the recipients

User exits the TO-Do list

Upload/add a new file?

User continues with the activities on the Files

screen

NO

User sorts a file by Date & Time or Alphabetically

Version control a file?

User uploads a new version of the file by

selecting the updated file

Select email recipients?

User selects the email recipients

System updates the selected information

System displays the sorted list as per the user

selection

YES

YES

YES

YES

System updates the newly uploaded file

NO

NO

NO

NO

User exits File screen

OverviewUsability Tests

The Basecamp Project management Application is taking an iterative approach to development where the website and software prototypes are developed and tested with end-users.

The results of this testing feedback into development to assess the good and bad aspects of the design so far, and for rapid identification of services and functionality that has not been included but is in demand by end users.

Target AudienceUsability Tests

Some exposure to technology

Willingness to adopt new technology &

information gathering methods

Non-specialist users

Medium Computer literacy

Work FlowUsability Tests

Prepare Script

Recruit Target Audience

Orientation

Take Test

De-Briefing

Result #1: Create a To-Do ListUsability Tests

% Success

Avg. Time

Comments

Add a task 5 of 5 30 secs All users saw the To-Do button, and understood where they were supposed to enter the information and create a new To-Do item

Assign a task & send email notification

5 of 5 15 secs All users had no problem. They saw the Who’s responsible tab right below the Enter a To-Do item and were easily able to Assign a task by checking the email notification checkbox

Reorder tasks within a list

4 of 5 20 secs Most users had no problem. One user wasn’t able to drag it and kept dragging for a while and when it didn’t configure went back to dashboard for help.

Result #2: Create a MilestoneUsability Tests

% Success

Avg. Time

Comments

Add a new milestone

5 of 5 15 secs All users saw the add a new milestone button in the milestones tab, and understood where they were supposed to enter the information

Change the milestone status

3 of 5 1 minute

Some users had a problem. One user tried to edit the current milestone status and got worried when it showed as cancelled in the overview. Another member got lost after creating the milestone and looked for change status button and when she couldn’t find it he gave up on the task

Track a milestone 5 of 5 45 secs Project start and end dates were highly visible in the calendar on the right side of the screen and on the main screen under the late events section, upcoming events section, and the completed events section

Result #3: Share a FileUsability Tests

% Success

Avg. Time

Comments

Upload a File 5 of 5 30 secs All users saw the Upload a File button on the Files Tab, and understood where they were supposed to upload the files

Sort a File List 4 of 5 40 secs Most users had no problem and located the sort file section right below the upload file button. However one user could not figure out and browsed through all tabs until he located it.

Version control a File

5 of 5 50 secs Option of uploading the new version of the file was very easily visible on the Files screen. Once a new file was uploaded it was displayed on the screen as the main file and the older versions of the files were shown at the bottom of the list in smaller fonts

Product RecommendationsConclusion

Change the milestone status More formalized micro-communication

system (permissions)

Basecamp