I love this email from Google (full screenshot below and their blog post is here): On April 7th, we announced a new version of Gmail for mobile for iPhone and Android-powered devices. Among the improvements was a complete redesign of the web application's underlying code which allows us to more rapidly develop and release new features that users have been asking for, as explained in our first post. We'd like to introduce The Iterative Webapp, a series where we will continue to release features for Gmail for mobile. Today: Outbox.
First, I love the term "iterative web app". It's not entirely new - but it is a powerful way to express ongoing advancements and innovation. It also allows Google to then message users on an ongoing basis... and it gets users excited about the forthcoming changes and communications.
It is a more digestable, interesting way to engage with users from a product and communications experience. And it positions Google nicely as an innovator committed to improving their products and interacting with their users along the way.