This is my deliverable to Yammer. I am interested in a product marketing position with the company. Completed 3/2/2012

1. Yammer Product Homework
Salem Stanley
Brigham Young University
MBA 2013

2. Question 1:
Please create a Yammer account as a new
user.
Part 1:
Please evaluate the new user sign-up flow. What
parts do you think are effective, and what changes
might you propose? How would you determine if
your proposed changes were successful?

4. While Yammer makes it clear that a user should sign up
using their verified company email, the language seems too
strong.
Add this phrase -
“Is your company using Yammer
yet? Enter your work email to find
out.”
Or just soften the language –
When I first landed on this page, I “Only people with a verified
assumed a network had to be company email address will be able
created in order for me to register. to join your company network”
I think Yammer’s bounce rate would Key metrics to track would be
drop and new registrations would • Overall bounce rate
increase with softer language, or • Bounce rate by traffic source
improved explanation. • New company registrations

5. Confirmation page is simple and clean.
Confirmation email arrived
in seconds. (awesome)
I tried logging in without confirming.
I liked the temporary error box that flashed
up versus a permanent error message.
Clear path to completed registration.
I would like to test this page to see if additional instruction that
popped up might help those that did not click the confirmation
email.
Something like:
“Incorrect user name or password. Are you sure you confirmed
your new account?” with a link to where they can resend the
confirmation email.

6. What is Relevance Score?
The ability to crop a photo at the upload stage can
improve profile pictures. You can measure how
many profile pics are cropped to see if the tool in
being used. Interviews or surveys with users can
measure the benefit.
Overall solid way to get a new user started.
-Super clean design.
-Does not overwhelm the user.
-Transparent pathway to completion.

7. The prompt to download the desktop app
seems misplaced and unconvincing.
Misplaced – Suggesting a user download the desktop
app upon immediate completion of the registration
seems like a poor choice. Users lack trust at this point
and ambiguous downloads don’t help.
Offering the download upon 2nd or 3rd login might
improve downloads. This is easy measured.
Unconvincing - Yammer gives the user only
a single reason to download the desktop
app, “All the features you would expect from
Yammer…”
What do users expect at this point?
Any other benefits?
Adding some additional benefits of using the
desktop app would improve downloads.
Wait, why should I download the desktop app?

8. Success!

9. Part 2:
Please perform a similar evaluation for one
Yammer's in-house platform applications (such
Questions, Events, or Polls).

10. Took me longer than 30 seconds to find the Questions app.

11. There it is.
My guess is
many of these
apps aren’t used
much as they
could be due to
lack of user
awareness. I
would test
showcasing more
than 3 apps on
the home screen.
Even rotate what
apps are visible.
Measure the
change in usage
of these apps
with this change
to understand the
effectiveness.

12. After scrolling down to click on the Questions app, I expected Yammer to take me
back to the top of the home screen. The Questions app opens but it is out of frame.
What’s the difference between these two screens?
When a file is uploaded from “select a file on Yammer”, there
is no confirmation that the file was successfully uploaded. The
only change is the “attach” button turns active(blue).
I actually uploaded a doc a 2nd time to be sure it uploaded.

13. Uploading a file directly from the
app was fine.
An icon like a green check mark, or
even just words “upload complete”
would make the process more clear
Upload complete
Also, please forgive my ugly
additions to your beautiful site. 

14. Complete!

15. Question 2:
On Facebook, play a top Facebook city-building,
mafia, or farming game as a new player
Part 1:
Please evaluate the new user flow. What parts
do you think are effective, and what changes
might you propose? How would you determine if
your proposed changes were successful?

16. CityVille!
Standard app install
“WTF, didn’t I already give you access?”
This might have been a fluke, but it asked
me for my permission two times. I tried to
recreate it but unsuccessful.

17. I wanted to see what happens if
I don’t allow access to my
information.
I think this landing page is very
effective. It address each piece
of data they will have access to
is a convincingly harmless way.
- “Our primary use of your
basic information…”
- “…We don’t post without your
permission”

18. I didn’t take screenshots of the welcome screens and introductory
instructions within CityVille.
However, my experience was no different than other games I have
played in the past.
1. There is a lack of communicating the goals of the game.
2. A character quickly walks the player through the first 3-5 steps of
the game to get the player started.
3. After 3-5 steps the user is free to learn the game through
experimentation.
I have seen these characteristics numerous times. I assume retention
rates of players willing to learn on their own are sufficient to make
certain game successful. I would guess that the retention rates could
be improved with a clearer path to however the game defines success.
I would also slow down the introductions to new things.
When the intro character introduces feature after feature after feature
without break to absorb what was being taught, a game can get
frustrating.

19. Part 2:
You may notice that as part of the new user
experience, players are regularly prompted to
post events such as achievements or gaining
levels to their Facebook wall. Do you think this
is a good practice for a game developer to
implement? How would you evaluate this?

20. I sent an update every time it prompted
me. I had 9 status updates within 5
minutes of playing.
While the viral aspects or frequent
updates are attractive, this seems like a
bit much and can create negative
connotations for a brand.
I would suggest game designers build a
smarter suggestion system where
prompts for “minor” updates are only
offered once an hour. Major
accomplishments within a game could
be more frequent, but even those should
be tempered.
Game designers should do a better job
of training their users when to post an
update. They currently expect their users
to know proper updating etiquette.

21. Hope you liked it!
Salem Stanley
salem@salemstanley.com
949-295-3302