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How to Grow a Product with a User Journey

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How to Grow a Product with a User Journey
Brandon Owens - http://linkedin.com/in/brandonowens
Mauricio Estrella - http://linkedin.com/in/mestrella

Too often growth is assumed to be a marketing problem but the overall pace of growth is frequently governed by how well the product converts new users into heavy users.

This presentation highlights how you can create a User Journey to identify the most important parts of a product experience that drive or inhibit growth.

i. How we related a User Journey to Growth
ii. 3 things to focus your teams on for Growth
iii. Then what? User Journey
iv. What is the “aha moment”
v. Things you can do to build a user journey
vi. Final recommendations

Presented at Barcamp Shanghai, Spring 2014

Veröffentlicht in: Business, Marketing, Technologie
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How to Grow a Product with a User Journey

  1. VIDEOHOWTO GROW A PRODUCT WITH A USER JOURNEY BRANDON OWENS, MAURICIO ESTRELLA
  2. PRESENTATION STRUCTURE I. HOW WE RELATED A USER JOURNEYTO GROWTH II. 3THINGSTO FOCUSYOURTEAMS ON FOR GROWTH III.THEN WHAT? USER JOURNEY IV. WHAT ISTHE “AHA MOMENT” V.THINGSYOU CAN DOTO BUILD A USER JOURNEY VI. FINAL RECOMMENDATIONS HOW TO GROW A PRODUCT WITH A USER JOURNEY PRESENTATION STRUCTURE
  3. 1. We “Borrowed” a simple outline of product growth from Chamath Palihapitiya, “How we put Facebook on the path to 1 billion users” 
 Watch the youtube video here.
 2. Then we mixed in our own experience with User Journeys
 3. Came up with simple presentation to share our ideas i. HOW WE RELATED A USER JOURNEY
 TO GROWTH
  4. II. 3 THINGS TO FOCUS YOUR TEAMS ON FOR GROWTH Chamath  Palihapi+ya,  “How  we  put  Facebook  on  the  path  to  1  billion  users”   1. How to get customers in the Door 2. How to get users to the “Aha Moment” * 3. How to deliver your Core Product Value as frequently as possible. 
 * Often overlooked, extremely valuable and is often an inhibitor or an enabler of growth. 
 * It does not matter how many people try your product if it takes people too long to ‘get it” - your core value.
  5. III. THEN WHAT? 
 CREATE A USER JOURNEY Use a User Journey to answer for your product… 1. What is your “Aha Moment” ? 2. Where are you losing users in the process? (funnel analysis) 3. What hassles, barriers or confusion exist in the early-user flow? Then use design, UX & emotions to put people on path to your product’s “core value”
  6. “A simple, intuitive expression of what a user needs to do, by when, to really understand the core value of your product - when they ‘get it’.” 
 Facebook example - Get a new user to add 7 friends in their first 10 days ! Brandon w/ online Spanish example - Study more than 15 hours (3 hours speaking) in his first 21 days IV. WHAT IS THE “AHA MOMENT” “Aha Moment”
  7. III. THEN WHAT? USER JOURNEY • User Test - on the street, with friends or services like usertesting.com ! • Search through customer service cases for common feedback or common stumbling blocks
 “Give a study guide! There are so many tools that I don't know which one to use for my needs.” ! • Use analytics to construct funnels
 - Major flows (homepage, click join, create account, confirm email)
 - Key parts of service (attempt to search, get results, click results, book, share) ! • Survey your users 
 - http://blog.kissmetrics.com/best-ways-to-get-feedback/
 - http://en.wikipedia.org/wiki/ Customer_feedback_management_services Things you can do to build User Journey • User Test - on the street, with friends or services like usertesting.com ! • Search through customer service cases for common feedback or common stumbling blocks
 “Give a study guide! There are so many tools that I don't know which one to use for my needs.” V. THINGS YOU CAN DO TO BUILD USER JOURNEY
  8. III. THEN WHAT? USER JOURNEY • User Test - on the street, with friends or services like usertesting.com ! • Search through customer service cases for common feedback or common stumbling blocks
 “Give a study guide! There are so many tools that I don't know which one to use for my needs.” ! • Use analytics to construct funnels
 - Major flows (homepage, click join, create account, confirm email)
 - Key parts of service (attempt to search, get results, click results, book, share) ! • Survey your users 
 - http://blog.kissmetrics.com/best-ways-to-get-feedback/
 - http://en.wikipedia.org/wiki/ Customer_feedback_management_services Things you can do to build User Journey • Use analytics to construct funnels
 - Major flows (homepage, click join, create account, confirm email)
 - Key parts of service (attempt to search, get results, click results, book, share) ! • Survey your users 
 - http://blog.kissmetrics.com/best-ways-to- get-feedback/
 - http://en.wikipedia.org/wiki/ Customer_feedback_management_services V. THINGS YOU CAN DO TO BUILD USER JOURNEY
  9. How to deliver your core product value as frequently as possible. USAGE CYCLE SOCIAL USECOREVALUE SEARCHING & CONSIDERING Buying on the phone Buying online Having questions CHECKOUT OR LOGIN PROBLEMS & ENROLLMENT CUSTOMER SERVICE CASES OR JUST CLOSING THE APP EXPLORING PRODUCT UPSELL or NICHE FEATURES CRM Emails Welcome Get started Google & Friends? Landing pages or your homepage? Username Fill in a profile? Credit card? Now what? Take a tour? Explore the product ? Watch an onboarding video? Anything? Big source of info & problems What very few people actually do but is valuable to you & important for retention. Pride & Enjoyment in use will lead to invite others. An example User Journey
  10. Importance of early emotional reaction EMOTIONS, DESIGN & DETAILS MATTER AS THEY POWER CYCLES. ! You only have a few moments where new users are evaluating your product and deciding ‘do I understand this’ ‘can I use it’ and ‘will it be valuable’. Their emotional reaction powers positive or negative cycles that can drive them in or out of your product. ! Graphic recreated from Pride Frustration model psych paper here
  11. 1.How to get to your product’s “Aha moment” ! 2. Designing for early emotional reaction ! 3. UX checklist for early adoption ! 4. Connecting the dots VI. FINAL RECOMMENDATIONS
  12. 1. How to get your product’s “Aha moment” 1. User Journey gives you the customer-centric experience and context to properly understand your data.
 2. Data analysis & creating funnels show you where you lose most users.
 3.Work back from “power users” of your product
 - how did their early activities differ compared to regular users 
 - how did it differ compared to ‘abandoned’ or ‘inactive’ users
 4. Add a healthy load of common sense on when, how, why users first try your product
 5. Synthesize into “Aha moment” & focus teams to improve it for growth.
  13. 2. Designing for early emotional reaction Design answers: ! Does this “feel” right? Do I trust this product with my information? (design) ! Almost all products require some information from a user. ! “Does the ‘look’ and ‘feel’ of the product align with user expectations? If not, you will continue to have more and more users who shy away from providing you data. 
 
 As they shy away, fewer and fewer people get far enough along to understand you product’s core value.”
  14. 3. UX checklist for early adoption! ! UX = Confusion can lead to friction When getting users to their “aha moment”, remove all confusion and all friction possible. If they don’t understand something or it does not function as they expect, that creates confusion & friction. ! UX = All Friction adds up towards critical point of frustration This is obvious – every time you try something new that requires too much information or doesn’t make sense, you get frustrated. That fuels the negative appraisal cycle and pushes users right out of your product. ! UX = Simplify by remove barriers, remove confusion Every step required reduces the percentage of new users who continue. Is there substantial value in every step such that it compensates for all those customers who abandon at that stage? Or who abandon at that field? Use funnels to measure overall progress as well as form progress. !
  15. FUNCTIONAL DESIGN PROBLEMS THOUGHTFUL DESIGN PRACTICES 4. CONNECTING THE DOTS COMMON PROBLEMS AND SOLUTIONS FOR CHECKOUT Too many fields No sense of security Template-style Robotic language https:// page Intimidating Unbranded Testimonials Privacy statement Simple fields Security badges Autocomplete Crystal-clear UI
  16. FUNCTIONAL DESIGN PROBLEMS THOUGHTFUL DESIGN PRACTICES 4. CONNECTING THE DOTS EXAMPLE: MOST COMMON PROBLEMS AND SOLUTIONS FOR ONBOARDING Long signup forms Poor copywriting Poor design The “Kitchen Sink” effect Great visuals Too many clicks Too many notifications Ads. Micro interactions Transitional UIs Contextual help Friendly faces Power statements Expert suggestions Wizards & Assistants
  17. MARKETING / PRODUCT 
 TWITTER.COM/ BILLYEVERYTEEN LINKEDIN.COM/IN/ BRANDONOWENS DESIGN / UX ! DRIBBBLE.COM/ MANICHO LINKEDIN.COM/IN/ MESTRELLA GET INTOUCH Images credit Journey www.thatgamecompany.com

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