Purpose of the strategy
This strategy is meant to establish Zazzle as a destination for online creativity. It outlines a systematic to approach to product development in the online creativity space.
Existing Product Upkeep
In our first round of iteration, we attempted to address the lows that were identified in the journey map.
User retention
From One-time User to Lifetime Customer
Acquiring new users is much more expensive than retaining existing users. A lot of people visit Zazzle due to seasonal or special events, perhaps during a wedding, birthday, or holiday. We must continue to find ways to transform them/their children into lifetime customers and daily users.
New Product Development
A plan for coming up with new products
Visioning
How to Address Fundamental Human Needs
We must articulate our vision based on one or more fundamental human needs. We must also be aware of vision creep. All products that we build must relate directly to the vision. Any products that move away from it, even a little bit, should be cut even though they might be perfectly good ideas.
Habit Formation Framework
We developed a framework for creative habit formation. This framework may be used to generate new concept for new products that encourage creative habits. It may also be used to evaluate and improve upon existing product concepts. This framework is based on a considerable body of literature into creativity and habit formation, including Nir Eyal's book "Hooked," and various papers by BJ Fogg.
Motivation
Does the product address a fundamental human need?
Trigger
Is there a powerful just-in-time trigger that taps into a fundamental motivation?
Creative Act
Is there a creative act at the heart of the product?
Reward
Is there a meaningful, variable reward at the end of the act? Does the reward tie back in with the user’s original motivation?
Investment
Does the product invite the user to invest more information/ resources/ attention over time?