New Product Mistake – the Evernote case

If you participate in an organization where you want to share information, Evernote is a great application.  It’s a wiki that people can upload documents to, search on documents, and get up to speed on a project. 

Evernote just introduced a new version of their interface.  What a mistake!  As a new product professional, one of the first rules is to make sure your product delivers on the promise.  Evernote violated this rule with their new interface.  I was frustrated with not being able to upload a document to a shared notebook.  I finally contacted their customer service and got this answer back:

“The following features in “Old Evernote” will be implemented gradually in the new version of Evernote web interface.
* Print
* Note History
* File Attachment
* Usage Meter
* Saved Search Creation
* Opening of encrypted notes
In the meantime please switch to old Evernote if you want to use the currently not available options.”

Well, this is basically all anyone would ever want to do with Evernote.  If you don’t have that functionality now, don’t introduce the new version!  If you want someone to beta test your new version, then ask them!  Don’t just upgrade people to the new version and take away the functionality they expect from your product!

This is a good way to lose customers.


About Karen Pelletier

Karen Pelletier is an independent Marketing Consultant. She has over 30 years of experience in consumer packaged goods, new product development, technology marketing, and Internet Marketing. She can be reached at
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