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Growth hacking UX: The journey to creating a kickass user experience.

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Growth hacking: The journey to creating a kickass user experience.

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Growth Hacking Asia
Feb 25 2015 at Silicon Straits coLAB, Singapore

by Melissa Ng (@thedesignnomad)
Founder of Melewi
www.melewi.net

Publicado en: Diseño
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Growth hacking UX: The journey to creating a kickass user experience.

  1. G R O W T H H A C K I N G : The journey to creating a kickass user experience. by @thedesignnomad
  2. But it’s ten times more irresponsible not to think about the product. PA U L G R A H A M “ It’s irresponsible not to think about business models.
  3. Awesome to use! Geared for growth U S E R E X P E R I E N C E
  4. Who am I? M E L I S S A N G
  5. @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
  6. “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
  7. NOPE. T H E FA 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
  8. Xin chào!
  9. The Travelling Design Studio @melewi
  10. 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
  11. 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 one C U S T O M E R E X P E R I E N C E
  12. 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 one C U S T O M E R E X P E R I E N C E
  13. C U S T O M E R E X P E R I E N C E
  14. 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
  15. 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
  16. Coder / Hacker / Analytics G R O W T H H A C K I N GMarketer
  17. 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 Engage Acquire Retain Convert * Acquire, Activate, Retain, Refer, Rev
  18. 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
  19. Measure! Lean UX NOT a one-size-fits-all Consists of other vital components Before we jump in…
  20. 10 Simple UX Hacks for Growth M E L E W I ’ S
  21. A C Q U I R E E N G A G E C O N V E R T R E TA I N 01 Don’t drive blindfolded D O , M E A S U R E , L E A R N , R E P E AT
  22. 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
  23. 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
  24. 2 people 30 mins 5 responses1 (Samsung) phone
  25. 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
  26. A C Q U I R E E N G A G E C O N V E R T R E TA I N 02 Talk 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
  27. 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
  28. Pretend you’re an actor in a film Who’s your character? Mimic them Research them Talk to them TA C T I C : A N D … A C T I O N ! Be a creep without getting arrested
  29. 3 people 30 mins 24 responses
  30. 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
  31. A C Q U I R E E N G A G E C O N V E R T R E TA I N 03 Map 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
  32. 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
  33. ADAPTIVEPATH’SGUIDETOEXPERIENCEMAPPING
  34. 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
  35. 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
  36. E N G A G E 04 Trust 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 TA I N
  37. 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?
  38. 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
  39. E N G A G E 05 Be the best hotel concierge O N B O A R D I N G : G E T U S E R S S TA 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 TA I N
  40. 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 FA C E B O O K , L I N K E D I N , I N S TA 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
  41. 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
  42. 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
  43. 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
  44. 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
  45. 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
  46. Animating (pulsing) tooltips C A S E S T U D Y: S L A C K
  47. 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
  48. 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
  49. 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
  50. 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?
  51. 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
  52. E N G A G E C O N V E R T 06 Get 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 TA C L E S , R E PA C K A G E R E Q U E S T S A C Q U I R E R E TA I N
  53. 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’
  54. 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
  55. E N G A G E R E TA I N 07 ⌘ + t f + ↵ C R E AT E A H A B I T A C Q U I R E C O N V E R T
  56. T R I G G E R The Hook
  57. The Hook T R I G G E R A C T I O N
  58. 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
  59. V A R I A B L E R E W A R D The Hook anticipation of reward A C T I O NT R I G G E R
  60. 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 Hook anticipation of reward
  61. 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
  62. 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?
  63. 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
  64. 08 So 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 AT E S + C L O S E T H AT 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 TA I N
  65. 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)
  66. 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
  67. 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/
  68. E N G A G E C O N V E R T R E TA I N 09 Go 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
  69. 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?
  70. Scan your credit card Remove pain points - cash payment C A S E S T U D Y: U B E R
  71. 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
  72. 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?!’
  73. 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?!’
  74. Overall, a delight to use
  75. 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]
  76. A C Q U I R E10 Deliberately share the goodness A 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 TA I N
  77. 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 take H 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
  78. Instagram Uber Dropbox Buffer E X A M P L E S Hotmail (20%) Nastygal
  79. 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
  80. conclusion 1. Don’t drive blindfolded 2. Talk to everyone, reach no one 3. Map the journey 4. Trust me 5. Be the best hotel concierge
  81. conclusion 6. 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
  82. Remember Good 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
  83. Melissa Ng @thedesignnomad melissa@melewi.net www.melewi.net Thankyou!

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