App review: TikTok

July 17, 2019 marcabrahamLeave a comment

Lately, I’ve heard lots of good things about TikTok – which came out of Musical.ly, a hugely popular social media app – headquartered in Shanghai – that let you watch and create your own lip sync video to the music available on the app. I was familiar with Musical.ly but lost track somewhat after the company got acquired by Bytedance who merged the app with TikTok. Let’s have a look at the TikTok app:

My quick summary of TikTok before using it? I expect a highly interactive app, which lets users create and share their own music clips.

How does TikTok explain itself in the first minute? When I open the app, I see a quick succession of videos; “Real Short On the job Videos”, “Real Short Art Videos” to “Real Short Weird Videos”.

What happens next? I swipe up on one of the videos I land on what looks likes a sample personalised “For You” news feed, with a standard overlay asking me whether I’d like to receive push notifications from TikTok. The feed does suggest it has been personalised for me, but I’m unsure what this is based on since I haven’t been on any on boarding journey where I, for example, started following other TikTok users or indicated my content preferences. Presumably, I’ll need to create a TikTok account first in order to be able to get tailored content and be able to create my own content.

What’s on boarding like? TikTok’s on boarding process is pretty straightforward: (1) it asks for my birthday (which won’t be shown publicly) (2) I can then sign up via my phone or email (3) set a password and (4) slide puzzle piece in the right place to make sure I’m not a bot.

Getting started – The first video in my personalised feed is a video from “cameronisscoooool” in which she shares her realisation who she is and describes herself as a “piece of sh*t”:

I realise straight away that I’m not the target audience for TikTok, which is totally cool – painful, but cool 🙂 Understanding how I can start either discovering new videos or creating my own is very simple; tapping on the “search” icon at the app’s bottom navigation displays trending content and tapping the black “plus” icon on the same bottom navigation.

Did TikTok deliver on my expectations? Yes. Based on my previous familiarity with musical.ly I was expecting just user generated music videos, but I like how TikTok has now broadened this out, combine music and video content.

App review: Forest

August 29, 2018July 17, 2019 marcabrahamLeave a comment

My quick summary of Forest before using the app – I think I first heard Nir Eyal, who specialises in consumer psychology, talk about Forest. Given that Nir mentioned the app, I can imagine Forest impacts people behaviour, helping them achieve specific outcomes.

How does Forest explain itself in the first minute? – “Stay focused, be presented” is Forest’s strap line which I see first. This strap line is followed swiftly followed by a screen that says “Plant a Tree” and explains that “Whenever you want to focus on your work, plant trees.” This suggests to me that Forest is an app which aims to help people focus on their work and eradicate all kinds of distractions.

How does Forest work? – The app first explains its purpose in a number of nicely designed explanatory screens.

After clicking “Go”, I land on a screen where I can adjust time; presumably the time during which I want to focus and avoid any interruptions.

I set the time at 10 minutes and click “Plant”. I love how, as the time progresses, the messages at the top of the screen keep alternating, from “Don’t look at me!” to “Don’t look at me!” to “Hang in there!” Nice messages to help keep me focus and not fall prey to checking my phone. At any stage, I can opt to “Give up” which presumably means that the tree that I’ve been planting – through staying focused – will be killed.

I’m motivated to see this through and plant my first tree. When I complete my 10 minutes of uninterrupted time, I expect to see a nice tree right at the end of it. Try and imagine my disappointment when I don’t see a tree but instead am encouraged to create a Forest account.

Did Forest deliver on my expectations? – I can see how Forest helps people to focus and avoid checking their phone constantly. Just want to explore the gamification element of the app a bit more.

App review: Blinkist

March 5, 2018 marcabrahamLeave a comment

The main driver for this app review of Blinkist is simple: I heard a fellow product manager talking about it and was intrigued (mostly by the name, I must add).

My quick summary of Blinkist (before using it) – “Big ideas in small packages” is what I read when I Google for Blinkist. I expect an app which provides me with executive type summaries of book and talks, effectively reducing them to bitesize ideas and talking points.

How does Blinkist explain itself in the first minute? – When I go into Apple’s app store and search for Blinkist, I see a strapline which reads “Big ideas from 2,000+ nonfiction books” and “Listen or read in just 15 minutes”. There’s also a mention of “Always learning” which sounds good …

Getting started, what’s the process like? (1) – I like how Blinkist lets me swipe across a few screens before deciding whether to click on the “Get started” button. The screens use Cal Newport’s “Deep Work” book as an explain to demonstrate the summary Blinkist offers of the book, the 15 minute extract to read or listen to, and how one can highlight relevant bits of the extract. These sample screens give me a much better idea of what Blinkist is about, before I decide whether to sign up or not.

Getting started, what’s the process like? (2) – I use Facebook account to sign up. After I clicked on “Connect with Facebook” and providing authorisation, I land on this screen which mentions “£59.99 / year*”, followed by a whole lot of small print. Hold on a minute! I’m not sure I want to commit for a whole year, I haven’t used Blinkist’s service yet! Instead, I decide to go for the “Subscribe & try 7 days for free” option at the bottom of the screen.

Despite my not wanting to pay for the Blinkist service at this stage, I’m nevertheless being presented with an App Store screen which asks me to confirm payment. No way! I simply get rid of this screen and land on a – much friendlier – “Discover” screen.

To start building up my own library I need to go into the “Discover” section and pick a title. However, when I select “Getting Things Done” which is suggested to me in the Discover section, I need to unlock this first by start a free 7-day trial. I don’t want to this at this stage! I just want to get a feel for the content and for what Blinkist has to offer, and how I can best get value out of its service. I decide to not sign up at this stage and leave things here … Instead of letting me build up my library, invest in Blinkist and its content and I only then making me ‘commit’, Blinkist has gone for a free trial and subscription model instead. This is absolutely fine, but doesn’t work for me unfortunately, as I just want to learn more before leaving my email address, committing to payment, etc.

Did Blinkist deliver on my expectations? – Disappointed.

App review: ipagoo

September 10, 2017September 17, 2017 marcabraham1 Comment

“Accounts designed for the 21st century” is the main strapline of ipagoo, a Fintech startup that offers multi-country and cross-currency accounts. I was intrigued by this concept and decided to download ipagoo’s new iOS app and write a quick review:

My quick summary of ipagoo (before using it) – I expect ipagoo to offer services similar to the World Account that World First, the company I work for, launched a few months ago. The World Account makes it easy for customers to open accounts in specific local currencies, making it easy to receive and pay out in difference currencies.

How does the app explain itself in the first minute? – When I open ipagoo’s iOS app, the first screen is a login one. I’m somewhat thrown by this as I don’t have an ipagoo account and the calls to action aren’t as clear as they could have been.

After finding and tapping on “new to ipagoo?” I land on a screen which explains the different services that ipagoo offers:

Accounts – Open and manage multiple accounts in different countries from your smartphone.
Payments – Keep payments under control and manage counter parties from the app.
Money Transfer – Move money between accounts instantly.
Currency Exchange – Switch funds between currencies in real time.

Despite looking a bit clunky, the app does a good job in letting its users know at the start of the onboarding process about the documents required for a successful registration. There’s a clear explanation as to how take a geotagged selfie, and that users need to make sure their phones are enabled for geolocation (complete with short videos for both Android and iOS users). The two-factor authentication process ipagoo applies feels relatively straightforward and seamless; I validate my email address on my desktop, after which a “complete my credentials” screen appears on my mobile app.

However, I’m slightly daunted by the 6-step registration process and the proofs of my ID that I need to upload. The look and feel of the form isn’t compelling, and fields like “previous name(s)” make me wonder why these are necessary in the first place. I do upload my passport, but give up on the registration process when asked for a recent proof of address, a picture of myself with my ID and detailed info about my financial status. I realise that I simply don’t know enough about ipagoo and the benefits of using its services, so I decide to explore things further before deciding whether or not sign up.

Perceived benefits of ipagoo – I understand that ipagoo uses traditional banking services to provide its users with a single portal to all their bank accounts, standing orders, debit cards, etc. The ease of accessing multiple accounts and data through a single app should make life a lot easier for customers. Currently, people like me – with accounts and debit cards in different countries – are currently constrained in account access, and having to have multiple logins.

Points of differentiation (existing and future) – Whilst I believe the frictionless aspect of ipagoo will soon become a ‘hygiene factor’ (given that the likes of Curve and Varo Money offer a similarly seamless experience) in future, I expect ipagoo become more of a ‘financial hub’ for customers, using APIs and the opportunities that PSD2 offer. I wouldn’t be surprised if ipagoo do more to address cross-border payments, as well as traditional standing orders, bank transfers, etc. I was therefore pleased to see that some of these aspects are represented on ipagoo’s roadmap. What I didn’t see on ipagoo’s roadmap was predictive analytics and recommendations, being able to understand customer profiles and recommend other financial products accordingly.

Main learning point: I really like ipagoo’s proposition and see plenty opportunities for ipagoo to make the (financial) life of their customers easier. However, I do believe there’s a need to improve the onboarding and user experience of the app, before integrating new services. As it stands, there’s scope to simplify the app experience, making ipagoo a truly ‘sticky’ proposition for its customers.

Related links for further learning:

App review: Toutiao

June 7, 2017June 8, 2017 marcabraham1 Comment

Fig. 1 – Screenshot of www.toutiao.com/ homepage

When I first heard about Toutiaou I thought it might be just another news app, this coming one from China. I learned, however, very quickly that Toutiaou is much more than just a news app; at the time of writing, Toutiao has more than 700 million users in total, with ore than 78 million users reading over 1.3 billion articles on a daily basis.

Toutiao, known officially as Jinri Toutiao, which means “Today’s Headlines”, has a large part of its rapid rise to its ability to provide its users with a highly personalised news feed. Toutiao is a mobile platform that use machine learning algorithms to recommend content to its users, based on previous content accessed by users and their interaction with the content (see Fig. 2).

Fig. 2 – Screenshot of Toutiao iOS app

I identified a number of elements that contribute to Toutiao’s success:

AI and machine learning – Toutiao’s flagship value proposition to its users, having its own dedicated AI Lab in order to constantly further the development of the AI technology that underpins its platform. Toutiao’s algorithms learn from the types of content its users interact with and the way(s) in which they interact with this content. Given that Toutiao users spend on average 76 minutes per day on the app, there’s a wealth of data for Toutiao’s algorithms to learn form and to base personalisations on.
Variety of content types to choose from – Toutiao enables its users to upload short videos, and Toutiao’s algorithms of will recommend selected videos to appropriate users (see Fig. 3). Last year, Ivideos on Toutiao were played 1.5 billion times per day, making Toutiao China’s largest short video platform. Users can also upload pictures, similar to Instagram or Facebook, users can share their pictures, with other users being abel to like or comment on this content (see Fig. 4).
Third party integrations – Toutiao has got strategic partnerships in place with the likes of WeChat, a highly popular messaging app (see Fig. 5), and jd.com, a local online marketplace. It’s easy to see how Toutiao is following an approach whereby they’re inserting their news feed into a user’s broader ecosystem.

Main learning point: I was amazed by the scale at which Toutiao operate and the levels at which its users interact with the app. We often talk about the likes of Netflix and Spotify when it comes to personalised recommendations, but with the amount of data that Toutiao gathers, I can they can create a highly tailored content experience for their users.

Fig. 3 – Screenshot of video section on Toutiao iOS app

Fig. 4 – Screenshot of user generated content feed on Toutiao iOS app

Fig. 5 – Screenshot of Toutiao and WeChat integration on Toutiao iOS app

Related links for further learning:

App review: Plum

February 4, 2017March 6, 2017 marcabrahamLeave a comment

When I reviewed Cleo a few weeks ago, I also came across Plum. Plum describes itself as “your personal savings” assistant and lives in Facebook Messenger.

How did Plum come to my attention? – I came across Plum whilst reviewing Cleo, another virtual savings assistant. I then spoke to Victor Trokoudes, co-founder and CEO of Plum, who gave me a first introduction to Plum.

My quick summary of Plum (before using it) – I expect Plum to not only monitor my spending and saving habits, but to also do my saving for me and transfer savings directly to a savings account of my choosing.

How does Plum explain itself in the first minute? – From the headline to smaller print on the landing screen, it’s apparent that Plum is all about saving, helping me to save. Plum “monitors your daily spending and automagically sets money aside for you.”

Getting started, what’s the process like? – After I’ve clicked on the “Sign up for free” button, I’m taken to Facebook Messenger where I see a landing page that explains about Plum; “I’m a robot. I was built to help you save money so you don’t have to worry about it.”

At this stage, I’m not entirely sure about how exactly Plum will help me to save money, but I decide to click on the “Get Started” button to find out.

On the next screen, I’m presented with the choice between signing up and learning how Plum works. I decide to do the latter and click on “How it works”.

And I’m pleased that I asked the Plum bot to explain how it all works, because I like the response that I get in return:

I now feel more confident about how Plum works and how it can help me with saving money, so I decide to click on “Sign up”. After entering my email address, the Plum bot asks me for some more information to complete my setup. After clicking on the “Complete setup” button, I’m taken to separate page where I can enter my personal details.

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After I’ve entered my personal details, the next step is for me to link my bank account to Plum. I like how Plum is keeping me posted on progress by striking through the previous two steps of the onboarding process. There’s copy there to assure me that my bank login details will be treated securely by Plum; making it clear that Plum “will never, ever store it (my bank login, MA) on our system.”

Did Plum deliver on my expectations? – Once I’ve managed to sync my bank account info, and have completed my Plum set up, the app starts helping me to save money. For me, Plum’s biggest draw is that I can add money to my Plum savings. Plum tells me how much of my cash is still available for withdrawal, and prompts to me decide on how much money I’d like to set aside.

Similar to the standard account and transaction info that your traditional bank offers, Plum provides a neat overview of my monthly and total savings, and I can see my most recent transactions at a single glance. Ultimately, I feel I can only truly answer the question about Plum delivering on my expectations once why I’ve achieved a specific savings goal. In the meantime, I feel that Plum does offer a pretty smooth onboarding journey and a clear path to actually saving money. If you’re struggling to save or understanding how much you can save in the first place, definitely worth checking out Plum and start setting money aside!

App review: Cleo

January 7, 2017January 8, 2017 marcabraham3 Comments

I wrote about virtual assistants a few weeks ago, which made me realise that I hadn’t yet explored Cleo in more detail. Cleo is a virtual assistant that I believe can help me save money. However, my knowledge of Cleo ends there, so let’s have a closer look at Cleo and its onboarding process:

How did Cleo come to my attention? – I came across Cleo a few months ago as I was looking at so-called ‘robo advisers’ like Betterment and Nutmeg.
My quick summary of Cleo (before using it)? – When you search for Cleo, Google will tell you that it’s an “Intelligent assistant that helps you save money”. I therefore expect a virtual assistant that will give me a better view of my expenses and gives me tips on how to spend less. I expect an app that’s highly personalised, aiming to making saving fun. I guess a bit similar to Qapital, an app that I reviewed a few months ago.
How does Cleo explain itself in the first minute? – I like how how the homepage of https://meetcleo.com/ talks about Cleo being “The simplest way to manage your money” (see Fig. 1 below). The page also mentions “bank level security” although I must admit that I’m not entirely sure what that means in the context of Cleo.
Getting started, what’s the process like (1)? – Cleo’s onboarding process feels very intuitive and easy, particularly the part where Cleo syncs with my bank account (see Fig. 3 below). The messaging about how Cleo will treat my current account data instills trust and is clear, even to the point where I get a text from Cleo to say that banks are a bit slow when it comes to synching (see Fig. 8 below). However, when I’m asked to set my monthly income, I’m not sure what purpose this will serve and how I’ll benefit from sharing this data with Cleo (see Fig. 4 below).
Getting started, what’s the process like (2)? – The simplicity of the onboarding process is reinforced by the text messages that I’m getting from Cleo on my mobile whilst onboarding on my laptop (see Fig. 8 below).
Did Cleo deliver on my expectations (1) – After completing my onboarding with Cleo, I get a pretty comprehensive overview of my bills and spending (see Fig. 7 below). Perhaps I hadn’t fully set my own expectations when signing up with Cleo, but I’m left with a faint feeling of disappointment, expecting to receive more insights around my spending patterns or be able to ask Cleo specific questions about my balance. For example, when I ask Cleo about how to best increase my balance, she refers me to the generic balance call to action which she’d shared with me 3 seconds prior in the same exchange on Facebook Messenger (see Fig. 10 below).
Did Cleo deliver on my expectations (2) – Some of the machine learning parts that underpin Cleo feel like they’re working pretty well, and getting started with Cleo felt very seamless and self-explanatory. I’m, however, keen to see how Cleo will develop further over the coming months, in becoming truly ‘intelligent’ about my spending habits and ways for me to save money.