{"id":6374,"date":"2014-10-16T08:37:33","date_gmt":"2014-10-16T15:37:33","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=6374"},"modified":"2020-07-30T13:02:26","modified_gmt":"2020-07-30T12:02:26","slug":"shareable-map","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/shareable-map\/","title":{"rendered":"This is not a map"},"content":{"rendered":"<p class=\"opening_paragraph\">Customers will always surprise you with the creative ways they use your product. It&#8217;s not deliberate on their behalf though. They&#8217;re just adapting your product to their needs.<\/p>\n<p>Peter Drucker is famous for saying, &#8220;The customer rarely buys what the company thinks it&#8217;s selling&#8221;. The implication of this quote is that to improve a product you must first understand what it is being used for.<\/p>\n<p>Let&#8217;s explain with an example.<\/p>\n<p>Not long after we launched Intercom, we added a map feature, so you could see where your customers were around the world. (<strong>Worth noting:<\/strong> We kept the feature live for 3 years but recently <a href=\"https:\/\/www.intercom.com\/blog\/how-to-sunset-a-feature\/\" target=\"_blank\" rel=\"noopener noreferrer\">sunset it<\/a> \u2013 it was popular for reasons I&#8217;ll describe below, but ultimately it was not a use case we were continuing to focus on for the product.)<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2014\/10\/Original-Map-600.png\" \/><\/div>\n<p>It was a classic &#8220;<em>this is pretty cool but we don&#8217;t know why<\/em>&#8221; type feature. And we could see by its traffic, it became popular quickly. But marketing the map as a feature was difficult, because it was hard to work out <em>why<\/em> you&#8217;d use it.<\/p>\n<ul>\n<li>Work out where you had most customers? Nope, lots of products already do that.<\/li>\n<li>See who is in a given city? No, our user list does that much better.<\/li>\n<li>See how many users you have in a given country? No, our user list does that better too.<\/li>\n<\/ul>\n<p>So what does it do, aside from look impressive? We looked at 3 ways it was used:<\/p>\n<p>People like to show it off at trade shows &amp; conferences (see the laptop)<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2014\/10\/Exhibiton-demo-600.png\" \/><\/div>\n<p>People like to show it off on Twitter:<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2014\/10\/Freckle-map-share.png\" \/><\/div>\n<p>People like to show it off to investors:<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2014\/10\/Demo-Days.png\" \/><\/div>\n<p>So what does it do? It looks impressive. It makes our customers look impressive. That&#8217;s what it does.<\/p>\n<h2 id=\"improvement-based-on-usage\">Improvement based on usage<\/h2>\n<p>If we tried to improve the map before we knew how it was used, we&#8217;d try to make a better map. Here&#8217;s the types of things we would have focussed on:<\/p>\n<ul>\n<li>geographical accuracy<\/li>\n<li>clustering<\/li>\n<li>better country\/city borders<\/li>\n<li>drag to create &#8220;regions&#8221;<\/li>\n<li>various other cartographical improvements<\/li>\n<\/ul>\n<p>All of those &#8220;improvements&#8221; would have taken us weeks\/months and would have resulted in a worse product. Because the customer wasn&#8217;t buying what we thought we were selling. It&#8217;s not a map. It&#8217;s a show piece.<\/p>\n<p>What would make it better at that job?<\/p>\n<ul>\n<li>A map that&#8217;s designed to look good, first and foremost<\/li>\n<li>A map that hides sensitive data automatically, making it shareable<\/li>\n<li>A map that&#8217;s easy\u00a0for customers to share<\/li>\n<\/ul>\n<p>So that&#8217;s exactly what we created. We offered our customers the chance to publicise a beautiful animated map, and gave a unique shareable URL to them:<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2014\/10\/Intercom-map.png\" \/><\/div>\n<h2 id=\"a-worse-map-does-a-better-job\">A worse &#8220;map&#8221; does a better job<\/h2>\n<p>When you focus purely on how a feature is used, ignoring the &#8220;category&#8221; it&#8217;s in, or &#8220;type of feature&#8221; it is, you quickly learn how to improve it, and those improvements resonate immediately&#8230;<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2014\/10\/shareable-tweets.png\" \/><\/div>\n<p>Look <a href=\"https:\/\/twitter.com\/intercom\/timelines\/522786257244405760\">here<\/a> for even more customer reaction to the shareable map.<\/p>\n<p>Credit to <a href=\"https:\/\/www.linkedin.com\/pub\/hongyuan-jiang\/19\/859\/7b6\">Hongyuan<\/a> for design and <a href=\"https:\/\/twitter.com\/eoinh\">Eoin<\/a> and <a href=\"https:\/\/twitter.com\/patrickod\">Patrick<\/a> for developing the feature. If you&#8217;ve any feedback or thoughts on it they&#8217;d love to hear it.<\/p>\n<hr \/>\n<p>Our fourth book, <em><a href=\"https:\/\/www.intercom.com\/blog\/books\/jobs-to-be-done\">Intercom on Jobs-to-be-Done<\/a><\/em>, is a collection of our best thoughts and ideas on the topic. The goal: help you understand what needs customers meet with your product, and how to ultimately improve upon that experience.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/books\/jobs-to-be-done\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/05\/blog-banner-JTBD-book.png\" alt=\"\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customers will always surprise you with the creative ways they use your product. It&#8217;s not deliberate on their behalf though. They&#8217;re just adapting your product to their needs. Peter Drucker is famous for saying, &#8220;The customer&hellip;<\/p>\n","protected":false},"author":5,"featured_media":6390,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[83,143,26,161],"coauthors":[348],"class_list":["post-6374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-design","tag-intercom","tag-jobs-to-be-done","tag-product-development"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>This is not a map - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Customers will surprise you with creative ways they use your product. Looking at customer usage led us to introduce the new shareable map in Intercom.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/shareable-map\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This is not a map\" \/>\n<meta property=\"og:description\" content=\"Customers will surprise you with creative ways they use your product. 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