I've worked at WorkGroup as Head of UX for almost 2 years, through it's many iterations and pivots and it's been a great challenge in terms of product and UX.
Workgroup started as TL;DR, an email client for iOS.
The mental model: card based emails displaying a TL;DR*, with Tinder style triage.
The idea was educating the market to write short, concise emails, or if the email needs to be long, write a TL;DR to save busy people's time (that's everyone, right?)
Over time we added more features, and waited for it to explode. It didn't, so we moved on.
We needed to pivot
We knew TL;DR was not becoming viral, now growing, and a change was necessary.
The new idea was XROS, a projects based chat service, that allows users to easily create chat groups with colleagues by sending a simple link to anyone, instantly.
Our experience with TL;DR told us that spreading the product fast, and convincing people to use it, is impossible without supporting all platforms, so we built XROS for iOS, but also for Android and Web.
XROS was very similar to our end product, WorkGroup, but it had one thing missing - Differentiations from other chat clients. So we again, made a small but drastic change.
Simple, free, business messenger for projects, with integrated task management
Trying to find what would make people use your service is hard. Ami, our CEO, finally came up with the idea of using the service not just for chats, but also for action items.
The idea came from listening to a lot of slack/Whatsapp users complain about the noise the apps created in their lives. If we could add actual action items to the chats that would make the service useful.