Head of Mobile at Travelex - Keynote Slides Mobile Moments 2016

1. PRODUCT + DESIGN
Building Engaging Apps in a Non-
Engaging Space
Adam Warburton/ @ProductAdam

2. PRODUCT + DESIGN
Overview
• What: Customersaren’talwaysright
• How: Movingfrom MVP to MLP
• Why: Outcomes

3. PRODUCT + DESIGN

4. PRODUCT + DESIGN
2 apps in under 6 months
Adam Warburton/ @ProductAdam

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2 (phenomenally successful)apps in under 6 months
Adam Warburton/ @ProductAdam

6. PRODUCT + DESIGN
Here’s how
Here’s how…

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8. PRODUCT + DESIGN
JTBD – Jobs to be done
Adam Warburton/ @ProductAdam

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10. PRODUCT + DESIGN
Product Design & Development should focus on:
Asking users what they want
Asking users what they find painful
Matching market trends
Understanding the jobs that users are trying to get done

11. PRODUCT + DESIGN
“People don’t want to buy a quarter-inch drill.
They want a quarter inch hole!”
Theodore Levitt, American Economist

12. PRODUCT + DESIGN
Storingcredit
for future use
Borrowing
credit
Transferringcredit
in exchangefor
goodsand services
Transferring credit in
a domestic currency
Transferring credit in
an alternative
currency
Transferring credit at
a distance
Transferring credit
whilst present
Adam Warburton/ @ProductAdam

13. PRODUCT + DESIGN
Spend in…
Plan Get Go Spend Return

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Adam Warburton/ @ProductAdam

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Adam Warburton/ @ProductAdam

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Adam Warburton/ @ProductAdam

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Adam Warburton/ @ProductAdam

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Adam Warburton/ @ProductAdam

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Adam Warburton/ @ProductAdam

20. PRODUCT + DESIGN
The end result
Adam Warburton/ @ProductAdam

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22. PRODUCT + DESIGN
“The minimumviable productis thatversion of a new product
which allowsa team to collectthe maximumamountof
validatedlearningaboutcustomerswith the leasteffort.”
Eric Ries

23. PRODUCT + DESIGN
“…that product which has just
those features and no more that
allows you to ship a product…”
“…aboutcreating minimal products…”
“…make it just goodenough to launch…”

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Minimum Viable Product

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Minimum Viable Product

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27. PRODUCT + DESIGNAdam Warburton/ @ProductAdam

28. PRODUCT + DESIGN
Quality
Time
“Good enough”
“Nice to have”
“Not a priority”
“Not goodenough”
“Must have”
😱
😎
Adam Warburton/ @ProductAdam

29. PRODUCT + DESIGN
Excellence ⧣ Perfectionism

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MLP ⧣ Perfectionism

31. PRODUCT + DESIGN
”Don’t Suck”
”Be Delightful”
😀
😢
Opentheapp
Homepage
FindProducts
ViewProductInfo
AddtoBasket
DeliveryInfo
PaymentInfo
Checkout
CustomerSupport
Delightful Experience
Frustrating Experience
Usable
Adam Warburton/ @ProductAdam

32. PRODUCT + DESIGN
Microinteractions

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“We do not care enough about you or
our app to tell you what we’ve done”
Adam Warburton/ @ProductAdam

40. PRODUCT + DESIGN
“We are loosing interest in our app”
Adam Warburton/ @ProductAdam

41. PRODUCT + DESIGN
“We care intently about ever element
of our app”
Adam Warburton/ @ProductAdam

42. PRODUCT + DESIGNAdam Warburton/ @ProductAdam

43. PRODUCT + DESIGN
Outcomes
• Higher ATV than .co.uk
• 5x conversionof .co.uk
• 2x the upsell rate
• 30% day 7+ retention

44. PRODUCT + DESIGN
Summary
• Understandthe job, not the ask
• Build for MLP, not MVP
• Sweatthe small stuff

45. PRODUCT + DESIGN
RecommendedReading
• The Lean Startup– Eric Ries
• Microinteractions:Designingwith Details– Dan Saffer
• Build a Winning UX Strategyfromthe Kano Model– MTP
Conference– Jared Spool
• Sweatingthe ux details – UX London Conference– Stephen
Anderson

46. PRODUCT + DESIGN
Thank You.
Adam Warburton/ @ProductAdam