Attribute #1. Delivers on a singular value proposition in a world-class way (purpose): Grade – B
In my opinion, the Skimm exists to make sure you never feel stupid during a discussion of the news. The value proposition of the Skimm isn’t just synthesis of news. It is never walking into a discussion with a fear that you may be perceived as someone who doesn’t even keep up with the news. It delivers on that value proposition very well.
However, I give it an B because I think it targets readers in the US and does well to serve this demographic. I do find myself wondering if they could provide more color on what happens globally. At the very least, I’d love to have that option.
Attribute #2. Simple, intuitive, and anticipates needs (design): Grade – A
This is an area where The Skimm does really well. The email shows up every morning and is typically a 5-7 minute read. They pick out around 5 key pieces of news and ensures you know enough to be going on with while also having options to click through in case you are reading more.
The Skimm understands that users want a byte sized news meal in the morning. And, it delivers on this really well.
Attribute #3. Exceeds expectations (customer love): Grade – A
I’ve had no reason to feel anything less than satisfied. I definitely love it and recommend it.
Attribute #4. Emotionally resonates (feel): Grade – A+
Another strength. The Skimm is witty and fun. This personality is a big part of what makes it an enjoyable read.
As I review products, I am learning that emotional resonance is so critical. Products can’t just be functional. They need to have an identity. And, the Skimm feels like that smart, witty friend who always has something interesting to say.
Attribute #5. Changes the user’s life for the better (impact): Grade – A
I’ve experimented a lot with my consumption of the news over the years. I think it is important to stay abreast of what is going on. However, I also think spending an hour reading the news isn’t going to be my preference. So, I’ve ended up zero-ing on reading headlines and a short description on my Feedly / feed reader and defaulting to The Skimm for a slightly more in-depth read.
It has definitely had a positive impact.
Overall Rating – A
Really simple and really well done. I think it is the emotional resonance that sets the Skimm apart. The team recently celebrated the 3rd birthday – congratulations and well done.
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