Social in the enterprise is not so much about sharing, but more about getting work done. That is what DoubleDutch Pride,a new free mobile enterprise collaboration app is designed to do.

Mobile Productivity

“It’s about productivity,” says Julia Graham, the marketing lead for DoubleDutch’s new mobile workgroup collaboration app, Pride.

Pride simplifies the way teams share information and celebrate success in the workplace. The app, which is now available for free on both iPhone and Android mobile devices, is being unveiled at the Enterprise 2.0 Conference in Boston today.

At first glance, Pride’s functionality might seem a lot like SalesForce’s Chatter or Yammer, which was recently acquired by Microsoft, but there are some key differentiators. Pride was not only developed as a mobile-first app (Vs. a Web 2.0 application turned mobile), but it is also mobile only.

As a result, it has a light, consumer-like feel; its user interface is more dependent on taps than on typing; and it was designed to leverage features such as geosocial from the start rather than having them added on as an afterthought. Pride, for example, might know which client you’re visiting, without you needing to tell it.

Pride for iOS -Activity Stream</em>
Pride for iOS - Activity Stream

Strong Support for Structured Data

Perhaps even more significant is the fact that Pride was built around the concept of structured data. Users provide status updates by checking into “work objects” (via a smartphone tap) such as “customer” (e.g. name of the client they are visiting), “project” (e.g. “sales” or “customer service”) and “location” as opposed to typing answers.

Pride - Projects on Android

Pride - Projects on Android

As a result, teams end up with structured, work-related activity feeds, each of which have their own activity feeds, rather than firehoses of data which may take longer or be harder to glean insights from. Pride has built-in, easy drill-down functionality, according to Graham. “For example, you can easily compare the number of customers a top sales person calls on, versus a sales person who isn’t doing so well, and provide coaching or make an adjustment based on the data,” she says.

DoubleDutch Pride - Analytics

DoubleDutch Pride - Analytics

Getting Adoption Through Gamification

But of course none of this functionality matters much if workers don’t use the app; and it’s well known that engagement can be a real problem in social business. Knowing this, the designers at DoubleDutch built-in lightweight game mechanics such as points, badges and leaderboards to encourage check-ins.

Because Pride has not been available to the public until today, it’s too early, for the most part, to know how workers and teams will react to it -- will they adopt it, will they engage regularly over a period of time, and will they actually get more work done.

DoubleDutch Pride - Analytics

Battle-Tested & Ready for Small Groups

That being said, there may be one company who already has an answer, and that’s Pride’s creator DoubleDutch. They initially built the tool for themselves because the communication and collaboration tools (can you say e-mail?) they were using in the office simply did not match their work.

The solution they hacked together is Pride. It has been “battle-tested” within DoubleDutch’s walls, the kinks have been worked out, and rewards have already been reaped. Not only is e-mail usage down more than 30% at Double Dutch, but the company also likes what they’ve created so much that they’re sharing the app free of charge. You can download it from the Apple or Android app store.

Please note that the app, at this time, is recommended primarily for start-ups and very small workgroups or companies.

DoubleDutch Pride: Mobile Collaboration App from DoubleDutch on Vimeo.