growth hacking ux: the journey to creating a kickass user experience

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.

P A 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 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

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

oneC 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

oneC 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 /

AnalyticsG 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

EngageAcquire

RetainConvert

*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 GrowthM 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 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

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 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

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

T A 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 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

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

AD

AP

TIV

E P

AT

H’S

GU

IDE

TO

EX

PE

RIE

NC

E M

AP

PIN

G

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

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

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?

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

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

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

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

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

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 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

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 Hookanticipation 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 Hookanticipation 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

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

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 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

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 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

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

Instagram

Uber

Dropbox

BufferE 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

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

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

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

Melissa Ng @thedesignnomad

melissa@melewi.net

www.melewi.net

Thank you!