App Sketchbook in 30 Days, Lessons in Releasing a Product

Oct 15

Stephen MartinGeneral, iphone, sketchbook , , , , , No Comments

It’s been a few months since I released the App Sketchbook. Here’s what I’ve learned.

Packing and Shipping

After sending out the first hundred or so sketchbooks I started to receive complaints of damaged books. I had previously been sending the sketchbooks in a padded envelope that was a nice secure fit, relatively inexpensive and easy to seal, label and process with the post office.

Unfortunately, the post office machinery was damaging some of sketchbooks. Sometimes, completely destroying the book and crushing the binding. Although each book comes with tracking, it does not come with insurance. I’ve sent a bunch of new sketchbooks to folks who have received damaged books (at no charge, of course.) Now, the sketchbooks ship in a sturdy cardboard box, very similar to boxes Amazon uses to ship their books.

I was actually able to turn this small problem into a marketing opportunity and purchased a stamp of the App Sketchbook logo, that I use to stamp the logo onto the book boxes in blue ink. Looks more professional and gives me some more visibility for the brand.

World-Wide Adoption

It’s been amazing to watch the App Sketchbook spread and become the worldwide de facto sketchbook for iPhone design. Here’s a map showing the spread of App Sketchbook purchases.

But, unfortunately, there is no cost effective way to send the sketchbooks overseas with minimal cost and relatively short delivery times. I ultimately ended up using USPS International Priority Mail, which is delivered in about 6-10 days anywhere in the world for $12.00. The sketchbook fits into a flate-rate envelope, so the cost is always the same. I add a little bit of bubble wrap to protect the binding and it seems to be performing well.

The best thing for international customers to do is purchase 4-5 books. This keeps the cost at a flat-rate $40 and allows me to use a larger box (Medium Priorty box) with more bubble wrap and wiggle room. This makes for a more cost effective order and a safer shipment. This type of shipment also comes with international tracking from the USPS which has been very helpful.

“Time to Pack the Sketchbooks”

I’d say the next biggest issue I came across is time and money. I actually pack and ship all of the sketchbooks myself (with some occassional help from my twin daughters who run around the house squishing bubble wrap.) Stroud’s Printing, in Roswell, GA, has actually been a great help. The number of orders that came in for the September 15th back-order was quite overwhelming. Stroud’s was able to help by delivering the sketchbooks to me already packaged in their boxes and ready ship.

All payments for the App Sketchbook come through PayPal, it’s the easiest way to get things moving when you have a product to sell online. It’s relatively inexpensive item, so the fees are reasonable. I started using the label printing system in PayPal (which connects to the USPS to print postage.) It seemed to be a little to limited in terms of international shipping so after the first few hundred orders, I switched over to Endicia. I use the Endicia for Mac program which has a great mailing log, allows you to save favorites (since I basically ship a standard item) and allows you to purchase postage directly from the application.

Customer Feedback

Customer feedback is now driving all future versions of the App Sketchbook. I’m very happy to say that negative feedback has been few and far between. The feedback I have received has been more than constructive and has actually influenced the next two versions of the sketchbook. I now have in stock a 50-page version and a 50-page perforated versions. A bunch of customers were complaining that the sketchbook was too thick and didn’t fit comfortably into their laptop bag. It’s fairly thick paper, so it makes for a thick 100-page sketchbook.

I also introduced a perforated version which has been on my list since the I received the first prototype and received feedback from one of my MailChimp colleagues. You can tear out the pages, add them to other project documents, make copies, hang them on a white board, etc. This really makes a great paper prototyping session easier.

Support from a Chimp

How awesome would it be if your employer supported you in ALL aspects of your life? Well, I can say without a doubt, I receive that kind of support from my employer. I currently work at MailChimp in their Design Lab. When I first told them about the sketchbook they were just as excited as I was and commended me on my hard work. Wow. I don’t think I need to say any more about the Rocket Science Group after that.

Taking their support a step further, future shipments of the App Sketchbook will include a coupon from MailChimp. If you’re looking for an email marketing service, you’ve just received a coupon which basically pays for your sketchbook. If not, maybe you know someone who would use it!

Competitors

There have been numerous competitors that have cropped up in the past few months. We’re all basically trying to solve the same problem. Designers and developers have personal preferences, so I would imagine we’ll all be pretty successful. Welcome and good luck!

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