Gartner’s Hype Cycle provide graphical timelines of growth of technologies and applications, in which their importance holds to identifying and solving business problems. The Hype Cycle is very beneficial in finding out where a company stands in their journey to success. It has a total of 5 phases that are used to identify where a company is on the slope; Technology Trigger, Trough of Disillusionment, Slope of Enlightenment, and Plateau of Productivity.
So where does the Hype Cycle put Nextdoor after my observation? Nextdoor has been moving steadily along the slope. I believe that Nextdoor is in the Slope of Enlightenment phase due to the fact that recently they have made changes to stop their “racial profiling” problems. Users of the site were reporting of “suspicious” people in their neighborhoods solely based on the color of their skin. Many of the descriptions in the reports were insufficient and they simply read “African-American, Black, or scary sketchy”. There isn’t much you can do with that information if you are trying to spot crime.
Nextdoor CEO reacted to those types of post by building a new interface to create incident reports. The interface is more complex and less user-friendly which makes it more difficult to just be able to report illegitimate incident reports. To do this, they used the local law enforcement in Oakland, California to come up with a more intrinsic follow-up questions for users to answer to complete their online incident reports efficiently.
Margaret Rhodes stated in her article that, “If a caller says “a dark-skinned man is breaking into a car,” the 911 operator asks for elaboration: “OK, what else can you describe?” This type of exchange is what Tolia and his team have baked into Nextdoor’s new interface.”
Their presence has reached many different media outlets. Dr. Phil featured the social platform on his show.
The segment from the show can be seen here: https://www.youtube.com/watch?v=gQOjc_Stm2E
On the show, Nextdoor’s CEO, Nirav Tolia, can be seen explaining the reasons that everyone should connect by signing up and using the app. They have also been featured and mentioned on CNN, New York Times Magazine, and The Wall Street Journal.