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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
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.
Awesome to use!
Geared for growth
U S E R E X P E R I E N C E
Who am I?
M E L I S S A N G
@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
“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
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
Xin chào!
The Travelling Design Studio
@melewi
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
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
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
C U S T O M E R E X P E R I E N C E
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
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
Coder /
Hacker /
Analytics
G R O W T H H A C K I N GMarketer
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
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
Measure!
Lean UX
NOT a one-size-fits-all
Consists of other vital components
Before we jump in…
10 Simple UX Hacks for Growth
M E L E W I ’ S
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
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
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
2 people 30 mins 5 responses1 (Samsung) phone
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
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
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
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
3 people 30 mins 24 responses
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
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
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
ADAPTIVEPATH’SGUIDETOEXPERIENCEMAPPING
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
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
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
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?
Growth hacking UX: The journey to creating a kickass user experience.
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
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
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
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
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
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
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
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
Animating (pulsing) tooltips
C A S E S T U D Y: S L A C K
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
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
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
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?
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
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
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’
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
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
T R I G G E R
The Hook
The Hook
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
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
A C T I O NT R I G G E R
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
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
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?
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
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
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)
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
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/
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
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?
Scan your credit card
Remove pain points - cash payment
C A S E S T U D Y: U B E R
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
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?!’
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?!’
Overall, a delight to use
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]
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
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
Instagram
Uber
Dropbox
Buffer
E X A M P L E S
Hotmail (20%)
Nastygal
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
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
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
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
Melissa Ng
@thedesignnomad
melissa@melewi.net
www.melewi.net
Thankyou!

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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
  • 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
  • 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?
  • 39. 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
  • 40. 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
  • 41. 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
  • 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. 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
  • 47. Animating (pulsing) tooltips 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?!” 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
  • 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
  • 51. 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?
  • 52. 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
  • 53. 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
  • 54. 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’
  • 55. 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
  • 56. 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
  • 57. T R I G G E R The Hook
  • 58. 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 T R I G G E R A C T I O N
  • 60. 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
  • 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 The Hook anticipation of reward
  • 62. 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
  • 63. 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?
  • 64. 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
  • 65. 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
  • 66. 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)
  • 67. 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
  • 68. 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/
  • 69. 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
  • 70. 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?
  • 71. Scan your credit card 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
  • 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 Remove ambiguity - ‘what’s going on?!’
  • 74. 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?!’
  • 76. 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]
  • 77. 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
  • 78. 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
  • 79. Instagram Uber Dropbox Buffer E X A M P L E S Hotmail (20%) Nastygal
  • 80. 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
  • 81. 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
  • 82. 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
  • 83. 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