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I got my invitation for @hey email and…I’m…so…impressed! As a product person I have to admire the amount of thought, care and love that went in to this product by @dhh and @jasonfried. Here’s some things I think they nailed with this product that we can all learn from (1/7)
Branding - When you’re competing with Apple and Google’s email apps you better be different than them, really different. Everything from the scribbled logo, to the large font (no sharp cornered Helvetica here), to the product itself(Imbox not inbox) says this is different. (2/7)
Messaging - Check out http://hey.com and look around. The creators want to tell you about the state of email today, what they built and why. They’ve written a manifesto. It leaves no doubt they have spent A LOT of time thinking deeply about this 
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Onboarding - If you get an invite code you’ll go through their first time UX. It is not a boring click-through of educational messaging, it is an interactive way to USE the product and its features since Hey brilliantly sends you a series of emails and tasks initially. (4/7)
URL - It pays to have an awesome URL, http://hey.com must have cost big $$$ but it’s so much better than http://hey.biz or even http://hey.email (5/7)
MVP - It’s a constant challenge to ensure the MVP isn’t too minimal. They intentionally decided to launch on all 3 platforms (iOS, Android, Web) and include some bells and whistles like keyboard shortcuts. (6/7)
What to discuss more? Hit me up at [email protected]! (7/7)
