Sitting At Number 3, Yahoo! Says Speed Enhancements For Mail Saves Users Over 36M Minutes A Day

Oh, Yahoo! Mail. It’s one of those products that many of us used at one point, and it either stuck or didn’t. For a lot of users it did stick, as it currently sits at the #3 mail product on the web, behind Microsoft and Google’s products, of course. Today, the company announced a redesign across all platforms: iOS, Android, Windows Phone and web. Internally, the company called it the “Cuatro” release, for obvious reasons. I had a chance to speak with Adam Cahan, SVP, Emerging Products & Tech, at Yahoo!, who is in a role that’s just a month old, set up by its CEO Marissa Mayer. We talked about today’s release, and how Yahoo! is entering a shift into iterative product design and maintenance, letting user feedback and usage patterns guide their way. This is nothing new as far as products go, but for Yahoo!, this might be a complete cultural shift. ——— TechCrunch: Can you tell us a bit about this launch? Adam Cahan: I think the most important piece is that we’re really focusing on the user behaviors and what users are here to do with email. The funny line we’re using internally is “we want to re-imagine email to be email.” When it comes to email, what you want is fast and easy, anywhere access. What we learned is that speed and simplicity are features, and thats what users are trusting us with. We spent a lot of time not only on the details of the performance here, but also watching how it impacts everyone. We do a lot of bucket testing to see what happens. It takes a tiny bit of time for users to re-adapt, then we observe behavior. What we’ve found is that we’re getting more of their time. In terms of mobile, people expect that their products and providers are available anywhere they go. For email, it’s important for our users to have access to that. TechCrunch: Tell us about the cross-platform approach to your products, specifically something like Mail Adam Cahan: There’s a tremendous amount of nuance on every platform. Folks have been using webmail, so they come to expect certain things from Yahoo! and expect consistently. Each platform has its own subtlety. Nobody wants Mail on iOS and Android to act the same way. Our principles carry across though. For iPhone, infinite scroll is something that’s there. In the

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