The Un-Networked: A Story About App Development in a Bubble
In early 2008, I signed up for Evernote® and became a premium subscriber. It quickly became my digital brain and I used it daily. In 2012, Evernote acquired Penultimate, a note taking app for iPad that allows you take handwritten notes. In 2014, Evernote launched a new version of Penultimate that led to their having to issue an apology to their users.
But, despite their claims of listening to feedback, many Evernote users suggest otherwise in the app’s forums. I believe this “development in a bubble” has led to the company’s CEO, Phil Libin, having to step down and to the company’s having some serious trouble with public relations if not finances, as reported by BusinessInsider.com: The inside story of how $1 billion Evernote went from Silicon Valley darling to deep trouble.
I’m no business analyst so I’ll skip the charts and graphs. But, I can tell you why I left Evernote last year as a premium subscriber and active user in favor of another app. I believe the following are some of the main reasons Evernote is struggling—all of which have to do with Evernote being un-networked to its user base.
We’re Listening But Not Really
Howard Rheingold, Author of Net Smart: How to Thrive Online, says “The aggregated by-products of digital participation add up to a marketable commodity…” (p. 135). In theory, yes, but only if the company is listening.
In Evernote’s case, I and other users called for certain features or feature tweaks for years in the user forums. What we got were new apps that eventually died (e.g. Hello and Food), features no one seemed to be asking for (e.g. Work Chat), or redesigns that turned long-standing workflows on their heads or made them impossible.
The net effect went something like this over and over again: “We didn’t get to that fix or feature you wanted, but look! We created a food app because Phil, our CEO is a foodie, and, well, food app!”
We Know What’s Best for You
At the front of the online book, the authors of The Cluetrain Manifesto: The End of Business as Usual list the 95 theses found within it. Number 25 is “Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.”
Evernote boasts over 50 million users worldwide. It’s my feeling this gave them so much confidence in what they were doing, they became dismissive of what users were saying.
Go to the forums—virtually any forum. I’ll bet you won’t have to scroll long before you find an Evernote team member effectively saying “Let them eat cake!” In other words, they indicate they understand the concerns, but they know what’s best. Whether or not a feature request is in the development pipeline or not is not the business of end-users. At least, that’s how many of us felt.
Drink the Kool-Aid or Else!
Power-user bullying of everyday users is rampant on the forums. Evernote is silent. I’ve read dozens of comments from self-identified power-users in reply to average users’ concerns that leave me speechless.
Effectively, these power-users seemingly become defensive on Evernote’s behalf and will shut-off whiney users: “Evernote is great. I use it 1,000 of times a day and have for 50 years. You just don’t know what you’re doing. I’ve given you two work-arounds, a life raft, and a helicopter! If you don’t like the way Evernote is set up or don’t like my work-around. Leave!” They don’t actually say this, but it does effectively represent their intent and tone.
The fascinating thing is that Evernote lets it go on. And, the next thing you know, that power-user bully has published a post on Evernote’s blog. You start to really feel hopeless as an average user.
A Note from the New CEO
A month ago, Evernote’s new CEO wrote to the user base explaining why the company was laying off talent and closing offices globally. He said some important stuff that may represent the bubble is being popped and Evernote will begin focusing on its user network (and hopefully employee network, if you read the Business Insider article):
“I believe that a smaller, more focused team today will set us up for growth and expansion tomorrow. Here are two things that you can expect from us over the next several months: we will launch major foundational product improvements around the core features that you care about most, and we will pull back on initiatives that fail to support our mission.”
He’s saying the company is going to focus on improving its core product THAT USERS CARE ABOUT MOST. I hope that means the same thing users have been telling Evernote all along: “Great product, but we need it do to A, B, and C, and by the way this needs fixed.”
I’m not going back to Evernote. Not yet. Maybe never. But, I’ll watch from afar to see what happens.