![]() It's not good to anger people you're in a relationship with. Your information takes up space, and we like space.īecause you support HeyTaco with your financial support, our relationship with you helps us achieve our company vision. We strive to collect the least amount of information possible. ![]() When it comes to being stewards of your information, we'll do the right thing and won't use your information without your permission. If you ever feel like the information we know about you is surprising, please let us know. Every interaction should be valuable to both you and HeyTaco. You should never feel surprised about the information we know about you or when we contact you. HeyTaco's approach to your privacy boils down to doing the right thing. This meant Japanese localization and a new integration with Microsoft Teams.See why so many people rant and rave about HeyTaco. Towards the end of my time at HeyTaco!, the biggest opportunity was to expand distribution. It helped us see where we were lacking triggers, rewards, and investment mechanisms related to our core task. This concept comes from Amy Jo Kim's principles of game design that she calls, “Game Thinking.” It's similar to habit forming loops and was useful to identify problems and opportunities in our product. In short, it's a feature bloat savior.Īfter this initial work, I turned my attention to a concept called “core-loops”. It helps prevent a team from creating features that run counter to the high-level activity you're helping someone make progress on. This is where activity-centered design can shine. Over the next year and half, we made sure we stayed laser focused on the core tasks we helped people do. Before, the business model created an incentive to focus on tasks people didn't care about as much. Aligning values was mutually beneficial, and it incentivized us to focus on the tasks we were best at. Altering what users paid for changed what success meant to them. The new pricing model improved our product strategy and set us up to grow into a profitable business over the next two years. This resulted in a 400% increase in conversion and 50% increase in retention. This was the one thing we'd been giving away for free!Īfter this discovery, we pivoted to a paid-only pricing model and released a new version of the product. We found that recognizing people with tacos was the most valuable task. It was fun to use principles I'd learned from activity and jobs theory to set learning objectives and come up with questions. To identify a more sustainable model, I conducted user interviews to identify what tasks and high-level activities HeyTaco! was helping people do. After forecasting that model out, it was evident it wasn't sustainable. ![]() ![]() We had been using a freemium pricing model where people could recognize each other for free but had to pay to redeem tacos for rewards. The goal was to see if it generated enough value for customers to support a business. My next priority was to evaluate the economics of the product. After 3 months, I helped negotiate a seed round of funding and then we got to work on the product itself. My first project, then, was getting financing so that Doug and I could focus on it full-time. HeyTaco! was fortunate to gain a large base of early adopters. This project is hard to boil down into a traditional design process.Throughout my time at HeyTaco!, my goal has been to identify the most valuable opportunities to move us forward. After some early traction, he asked me to come aboard as a co-founder in May 2016. The product helped people recognize each other with tacos, which they could save up to redeem for rewards. In February of 2016, my Motley Fool colleague Doug Dosberg created a chatbot for Slack called HeyTaco!. I’m also proud of the fact that our 2-person team grew the business to more than $400,000 in annual recurring revenue and profitability in under 3 years. That kindness is what the taco dream is all about. I'm most proud of the 20,000-plus people who use HeyTaco! every month to show appreciation and celebrate with their colleagues, classmates, and families. ![]()
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