How User Experience / Growth Hacking can work together to short and long term success.

1. Growth Hacking and User Experience: A love story?

2. Not quite….

3. Growth hackers
find creative solutions to
growth-related problems
within a product.
User Experience
experiments and tests to
engineer a great experience
and solve problems for
everyone using a product.
Digital marketers promote
brands and increase
conversions through
targeted, measurable, and
interactive techniques.
Digital Marketing Growth hackers User Experience

4. Who came first….

5. Sean Ellis coined the term "growth hacker" in 2010
Growth Hacking

6. Don Norman popularised the term “user experience” while working at
Apple in the 1990’s and companies like Xerox’s PARC were conducting
formal research on computer-human interaction since 1970s.
User Experience

7. Growth hackers User Experiencevs
5 years +20 years

8. User Experience is fundamentally about the relationship
between people and technology. More than that, it’s about
identifying and designing that relationship.

9. ….and getting businesses to generate commercial value too

10. Next to its scientific roots, the User Experience field itself has been
around long enough to have developed its own best practices.

11. Growth Hackers tends to focus on tweaking
product or existing marketing to acquire users.

12. It's easy to get Growth Hacking and UX convoluted
since both advance their goals through understanding
human behaviour.

13. Growth hackers User Experiencevs
“How can we increase
conversions or brand
affinity?”
“What do our customers
need, and how can we best
serve them?”

14. Growth hackers User Experiencevs
Business view User view
QualityQuantity
Improves experiencesIncrease conversions
Making things people wantMaking people want things
All Testing (Quantitive / Qualitative)A/B Testing
StrategicTactical
Long TermShort Term

15. “If the goal of growth hacking is to
create value for the business,
then the goal of user experience is to
create value for the customer.”

16. While Growth Hacking and UX are not core-value compatible, they
are powerful assets to a company if managed wisely and held in
proper balance.

17. Growth Hackers and UX Designers should work together
because we share the common interests of understanding
human behaviour and building brand loyalty.

18. User Experience can help Growth Hackers get valuable
intelligence around how to sell or position a product more
effectively.

19. A Growth Hacker should never ask a UX Designer to…

20. “GoDaddy” a website, stuffing it full of unnecessary
crap that annoys and frustrates in the name of an
extra $7.99 a year.

21. Nor should one be asked to conceive of solutions that
exists solely to trick the user into a poor decision.

22. These types of experiences are counteractive.

23. The way that people interact with brands has changed.
It’s not enough to simply tell people you have a product
they want or need.
They need to experience it.
The need to feel it.
They need to love it.

24. And that’s exactly what User Experience will help do.

25. Can UX Designers and Growth Hacking work together?

26. Absolutely.
But only if UX Designers are given license to truly do their jobs.

27. The biggest misconception about User Experience is that it
is about creating beautiful interfaces.

28. That is just a small part…

29. There are two type of User Experience Designers.
Generalist and Specialist

30. I am a specialist.
Also known as T-Shaped.
Tim Brown, CEO of IDEO, defended this approach
(IDEO is an award-winning global human-centered design firm
founded in 1991)

31. Researcher CopywriterPsychology
Product
Design
Strategist
Information
Architect
Service
Design
Engineer
User Experience Broad Knowledge
UXDeepSkills
User
Interface
Wireframes/
Prototype
Graphic Design
Mobile/ Apps
Desktop
Wearables
Interaction Design

32. If there is just one thing you can take from all of this…

33. While Growth Hacking can generate revenue for the next two quarters….

34. Building a product/service that provides great service will
generate revenue for the next two years.

35. User Experience is its own form of growth hacking.

36. User Experience + Growth Hacking = Magic