Development Case Study: MindMeister

by Michael Hollauf

The Story of MindMeister

why we think the usability is the key!
(ab)using viral marketing
some other experiences and observations

MindMeister

collaborative web-based mind mapping tool
based in RoR & Ajax
it's like Google docs, but for mind maps!

History

2006 idea
2007 Private Beta (fev)
     Live (1/2months after private)

Background

Our past 

    8y in IT
    quit to startup a company

Drivers for change

    liked web2.0
    RoR 2005
    Free resources in company (put them on pet projects!)

The idea

using google docs and mindmanager

The Plan

create a web-based mind mapping tool

    based in HTML/CSS/JS/... all browser based technologies

focus on

    simple and intuitive interface
    fewer features, no learning required
    appealing design

UI design

very unique, non business like interface

The name

it should be
    unique
    memorable
    innovative
    in the end it doesn't matter most...
    took them about an year to decide

Private Beta Test

two launches    
"private" make it exclusive
you get lots of feedback from the first round
newsletter

tips
    invite everyone you know (200+)
    add an invitation button/code
    no longer than 2 months
    upgrade offer at the end of the private

Prized Company

best user centered design company 2007

user numbers

at the moment 30000 users
the conversion rate isn't what's supposed to be...

Site Scores

on top rated german based sites 
google page-rank: 6
...

Design & Usability

lessons learned
    the differentiator for MM
    every euro spent on design was an euro well spend
    less is so much more
    prototype a lot!
    iterate a lot!

recommendations
    get a great designer on board
    target non-technical users
    watch every apple demo! :O

Marketing

do's
    write to bloggers
    post sit to app portals
    create an API
    write regular newsletter & blog posts
    "add to de.icio.us/digg" button
    spend time and money on SEO
    be generous with premium accounts


dont's      
    comment spam
    pay for placement and ads
    give premium accounts to everyone

Other experiences

business model
    don't start charging before it REALLY stable
    carefully select premium features
        spread the word features
        business use features
    think of students et all