growth hacking ux: the journey to creating a kickass user experience
TRANSCRIPT
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G R O W T H H A C K I N G :
The journey to creating a kickass user experience.
by @thedesignnomad
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But it’s ten times more irresponsible not to think about the product.
P A U L G R A H A M
“It’s irresponsible not to think
about business models.
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Awesome to use!
Geared for growth
U S E R E X P E R I E N C E
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Who am I?
M E L I S S A N G
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@thedesignnomad Nomadic UX UI designer + Product strategist
Clients in 5 continents (21 cities)
McDonalds, Samsung, Namecheap, Citibank
Lean + Agile
Founder of Melewi: travelling design studio
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“Build pretty shoes and they will come!”
W H E N I W A S 1 9 Y E A R S O L D
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NOPE.
T H E F A C E O F T H E U N W I T T I N G LY & F O O L I S H LY O P T I M I S T I C
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Xin chào!
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The Travelling Design Studio
@melewi
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Engaging, Converting & Retaining users is both an art and a science necessary to growth.
You DON’T need massive resources
Keep it lean, 80/20 rule
Keep it agile, respond to feedback
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U S E R E X P E R I E N C E
The experience a user has interacting with your brand at one touchpoint
oneC U S T O M E R E X P E R I E N C E
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U S E R E X P E R I E N C E
The experience a user has interacting with your brand at one touchpoint
oneC U S T O M E R E X P E R I E N C E
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C U S T O M E R E X P E R I E N C E
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U S E R E X P E R I E N C E
The experience a user has interacting with your brand at one touchpoint
A series of methods & tools you use to
test and validate assumptions
one
two
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A growth hacker is a person whose true north is growth
Everything they do is scrutinized by its
potential impact on scalable growth
“
S E A N E L L I S
G R O W T H H A C K I N G
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Coder / Hacker /
AnalyticsG R O W T H H A C K I N GMarketer
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G R O W T H H A C K I N G
U S E R E X P E R I E N C E
+B U I L D
M E A S U R E
L E A R N
Measure & Optimize
EngageAcquire
RetainConvert
*Acquire, Activate, Retain, Refer, Rev
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A great UX can only help growth; without it, it will be extremely
difficult to Engage, Convert & Retain.
F I X T H E L E A K Y B U C K E T P R O B L E M
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Measure!
Lean UX
NOT a one-size-fits-all
Consists of other vital components
Before we jump in…
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10 Simple UX Hacks for GrowthM E L E W I ’ S
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A C Q U I R E
E N G A G E
C O N V E R T
R E T A I N
01Don’t drive blindfolded
D O , M E A S U R E , L E A R N , R E P E A T
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End goal: Validate & convert
Process: Optimizing
Get feedback & decide hypothesis
Implement incremental tweaks
B U I L D
M E A S U R E
L E A R N
Measure engagement (middle of the funnel)!
Feedback = Quantitative + qualitative
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Acquisition, no problemo
BUT, users weren’t returning
What made users come back?
C A S E S T U D Y : T W I T T E R
Discovery: Following 5 - 10 accounts
Rebuilt a new UX around following others
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2 people 30 mins 5 responses1 (Samsung) phone
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T O O L S
User surveys
Focus groups
Usability testing
Google Analytics
KISSmetrics.com
optimizely.com
mixpanel.com
crazyegg.com
F U R T H E R R E A D I N G
@hnshah - Hiten Shah
@neilpatel - Neil Patel
@unbounce - Unbounce
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A C Q U I R E
E N G A G E
C O N V E R T
R E T A I N
02Talk to everyone, reach no one
K N O W W H O Y O U R U S E R S A R E - I N S I D E & O U T
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Know who you’re targeting inside and out
What do they like and value? How do they think and behave?
You cannot target everyone!
Does your target audience segment even exist?
Cater your UX and messaging accordingly
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Pretend you’re an actor in a film
Who’s your character?
Mimic them
Research them
Talk to them
T A C T I C : A N D … A C T I O N !
Be a creep without getting arrested
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3 people 30 mins 24 responses
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T O O L S
User research - includes secondary research online
User personas
User surveys - shoulder taps, camp out at cafes, offer vouchers
Focus groups
F U R T H E R R E A D I N G
1. ux-lady.com/introduction-to-user-personas
2. pinterest.com/bearclaws75/ux-personas
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A C Q U I R E
E N G A G E
C O N V E R T
R E T A I N
03Map the journey
I D E N T I F Y O P P O R T U N I T I E S W I T H I N A U S E R ’ S J O U R N E Y
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The journey begins before the ‘Buy now!’ button appears
Understand the journey (highs & lows) to leverage them
User Experience Mapping or User Journey or Consumer Journey Map
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AD
AP
TIV
E P
AT
H’S
GU
IDE
TO
EX
PE
RIE
NC
E M
AP
PIN
G
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Identified who user was
Mapped out a typical day
Identified opportunity to leverage MySpace
C A S E S T U D Y : Y O U T U B E
INSANE growth!
Never would have happened otherwise
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T O O L S
User experience mapping User interviews User research
F U R T H E R R E A D I N G
1. smashingmagazine.com/2015/01/15/all-about-customer-journey-mapping
2. adaptivepath.com/ideas/the-anatomy-of-an-experience-map
3. mappingexperiences.com
4. Case study: Airbnb & Craigslist
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E N G A G E
04Trust me
M A K E U S E R S F E E L S A F E
A C Q U I R E
C O N V E R T
R E T A I N
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Not convincing to say you’re trustworthy
Proof comes externally
Social proof: Actions of the group influence actions of the individual
Make it as relatable as possible
Credibility can be borrowed
Perception of security level
Can I talk to you?
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T O O L S
Testimonials
Face piles
Real names
Press / Biz logos
Social media widgets
Support / live chat
Credit card merchants
Security seals
F U R T H E R R E A D I N G
1. blog.kissmetrics.com/social-proof-factors-2
2. slideshare.net/QuiffBoy/pet-designing-for-persuasion-emotion-and-trust
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E N G A G E
05Be the best hotel concierge
O N B O A R D I N G : G E T U S E R S S T A R T E D , E N G A G E D & I N V E S T E D
A C Q U I R E
C O N V E R T
R E T A I N
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Increase pleasure, decrease pain
Preempt confusion and questions
Don’t talk at them (the lazy way)
Guide by getting users to take action
Get them invested!Have them give you a reason to be back in touch
F A C E B O O K , L I N K E D I N , I N S T A G R A M , A M A Z O N
S L A C K
B U F F E R , T W I T T E R
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Step-by-step signup
Friendly & guided
Preempt possible issues
C A S E S T U D Y : S L A C K
Clear hierarchy + CTA
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Step-by-step signup
Friendly & guided
Preempt possible issues
C A S E S T U D Y : S L A C K
Clear hierarchy + CTA
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Step-by-step signup
Friendly & guided
Preempt possible issues
C A S E S T U D Y : S L A C K
Clear hierarchy + CTA
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Step-by-step signup
Friendly & guided
Preempt possible issues
C A S E S T U D Y : S L A C K
Clear hierarchy + CTA
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Step-by-step signup
Friendly & guided
Preempt possible issues
C A S E S T U D Y : S L A C K
Clear hierarchy + CTA
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Animating (pulsing) tooltips
C A S E S T U D Y : S L A C K
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Animating (pulsing) tooltips
Status indicator - no “how long is this gonna take?!”
C A S E S T U D Y : S L A C K
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Animating (pulsing) tooltips
Status indicator - no “how long is this gonna take?!”
Ability to skip
C A S E S T U D Y : S L A C K
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Animating (pulsing) tooltips
Status indicator - no “how long is this gonna take?!”
Ability to skip
C A S E S T U D Y : S L A C K
What’s this?! IT’S A TALKING ROBOT
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Animating (pulsing) tooltips
Status indicator - no “how long is this gonna take?!”
Ability to skip
C A S E S T U D Y : S L A C K
What’s this?! IT’S A TALKING ROBOT
This is so exciting; does this feel like a form?
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T O O L S
Usability testing
User experience mapping
F U R T H E R R E A D I N G
1. useronboard.com
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E N G A G E
C O N V E R T
06Get rid of the ‘ugh’ parts
R E D U C E F R I C T I O N , R E M O V E O B S T A C L E S , R E P A C K A G E R E Q U E S T S
A C Q U I R E
R E T A I N
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Increase pleasure, decrease pain
Reduce to the bare minimum
Ease the pain
Get creative (but test this)
Make it look simpler (than it actually is)
Offer value in exchange
Identify what that makes you go ‘UGH’
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T O O L S
Usability testing
KISSmetrics.com
mixpanel.com
crazyegg.com
F U R T H E R R E A D I N G
1. Web Form Design: Filling in the Blanks by Luke Wroblewski
2. @lukew
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E N G A G E
R E T A I N
07⌘ + t f + ↵
C R E A T E A H A B I T
A C Q U I R E
C O N V E R T
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T R I G G E R
The Hook
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The Hook
T R I G G E R A C T I O N
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V A R I A B L E R E W A R D
The Hook
T R I G G E R A C T I O N
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V A R I A B L E R E W A R D
The Hookanticipation of reward
A C T I O NT R I G G E R
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T R I G G E R A C T I O N
V A R I A B L E R E W A R D
The Hookanticipation of reward
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T R I G G E R A C T I O N
V A R I A B L E R E W A R D
I N V E S T M E N T
The Hook
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Way too addicted to Facebook
Identify a compelling reward
Understand what drives your users
Leverage that
* Not all businesses need habit-forming products
How can you be more present / accessible? Chrome plugin?
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T O O L S
Incentivize to share
Backlinks
Connect your network (viral loops)
Promo codes
User experience mapping
F U R T H E R R E A D I N G
1. Hooked by Nir Eyal
2. @nireyal [Twitter]
3. Viral Loop: From Facebook To Twitter, How Today’s Smartest Businesses Grow Themselves by Adam L. Penenberg
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08So close… Click ‘Buy now’ *
R E D U C E C A R T A B A N D O N M E N T R A T E S + C L O S E T H A T S A L E
C O N V E R T
A C Q U I R E
E N G A G E
R E T A I N
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Guest checkout - 30% abandon cart when forced to register
Stop with the insane forms!!
Identify areas for possible duplicates (e.g. shipping & billing address)
Autofill, but leave editable
Trusted payment gateways / 1-click payment
Step 1 of 4: Progress indicator
Be helpful with extra info (but don’t surface them until needed)
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Abandoned just before checkout
Replacing "register" button with "continue"
What made users come back?
C A S E S T U D Y : $ 3 0 0 M I L L I O N B U T T O N
1st month: Sales went up 45% ($1 million)
1st year: $300 million
S U P P O S E D LY
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T O O L S
Usability testing
A/B split testing
crazyegg.com
mixpanel.com
KISSmetrics.com
usertesting.com
F U R T H E R R E A D I N G
1. rjmetrics.com/resources/webinars/a-marketers-guide-to-ecommerce-growth-hacking
2. grow.kissmetrics.com/optimize-growth-with-km
3. uie.com/brainsparks/2011/10/17/the-back-story-for-the-300-million-button/
4. smashingmagazine.com/2012/09/04/the-state-of-e-commerce-checkout-design-2012/
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E N G A G E
C O N V E R T
R E T A I N
09Go the extra mile to delight
I N C L U D E L I T T L E T O U C H E S T O M A K E A N A W E S O M E E X P E R I E N C E
A C Q U I R E
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Increase pleasure, decrease pain
Keep it accessible, friendly, welcoming
A step-at-a-time, don’t overwhelm
Transparency
Preempt questions
Is there a way to do things better?
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Scan your credit card
Remove pain points - cash payment
C A S E S T U D Y : U B E R
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Scan your credit card
Keep me in the loop
Remove pain points - cash payment
C A S E S T U D Y : U B E R
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Scan your credit card
Keep me in the loop
Remove pain points - cash payment
C A S E S T U D Y : U B E R
Remove ambiguity - ‘what’s going on?!’
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Scan your credit card
Keep me in the loop
Remove pain points - cash payment
C A S E S T U D Y : U B E R
Give users a voice - rate drivers
Overall, a delight to use
Remove ambiguity - ‘what’s going on?!’
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Overall, a delight to use
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T O O L S
User Personas
Use Cases & Scenarios
User Stories
Storyboards
Brand’s Tone of Voice
F U R T H E R R E A D I N G
1. abookapart.com/products/designing-for-emotion
2. developers.google.com/events/io/sessions/326368573 [pg 89]
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A C Q U I R E10Deliberately share the goodnessA G O O D R E A S O N T O S H A R E + I N B U I LT S H A R I N G M E C H A N I S M S
E N G A G E
C O N V E R T
R E T A I N
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Chuck in social media buttons and… MAGIC!
Don’t include sharing as an afterthought
Build sharing INTO your product
User: what does this do for ME?
Repackage what you want them to do into what they want from you
Piggyback off actions users takeH O T M A I L , B U F F E R
D R O P B O X , U B E R
N A S T Y G A L
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Uber
Dropbox
BufferE X A M P L E S
Hotmail (20%)
Nastygal
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T O O L S
Incentivize to share
Backlinks
Connect your network (viral loops)
Promo codes
User experience mapping
F U R T H E R R E A D I N G
1. Crunched presents Growthhacking - vimeo.com/55465048
2. @mattangriffel
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conclusion1. Don’t drive blindfolded
2. Talk to everyone, reach no one
3. Map the journey
4. Trust me
5. Be the best hotel concierge
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conclusion6. Get rid of the ‘ugh’ parts
7. ⌘ + t f + ↵ - Make it a habit
8. So close… Click ‘Buy now’
9. Go the extra mile to delight
10. Deliberately share the goodness
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RememberGood growth hacking vs. Bad growth hacking =
Good UX vs. Bad UX
Go through the funnel! Don’t just focus on ‘Acquire’
Deck: slidesha.re/1A5xY4x
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Melissa Ng @thedesignnomad
www.melewi.net
Thank you!