World-Class Onboarding & Validating Hypotheses w/ Intercom & Zalando
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“Validating Your Product Hypotheses”: The greatest danger in Product is that no one will care about the thing that you’re building. That’s why it’s important to validate your hypothesis with real users before you start building. Terhi Hänninen has used Machine Learning to build customer Intent Prediction at Zalando. She will share her approach for validating hypotheses and tackling completely new customer problems never solved by the company before.
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World-Class Onboarding & Validating Hypotheses w/ Intercom & Zalando
- 1. www.productschool.com World-Class Onboarding & Validating Hypotheses w/ Intercom & Zalando
- 2. Join 35,000+Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
- 3. C O U R S E S Product Management Learn the skills you need to land a Product Manager job
- 4. C O U R S E S Coding for Managers Build a website and gain the technical knowledge to lead software engineers
- 5. C O U R S E S Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
- 6. C O U R S E S Learn how to acquire more users and convert them into clients Digital Marketing for Managers
- 7. C O U R S E S UX Design for Managers Gain a deeper understanding of your users and deliver an exceptional end-to-end experience
- 8. C O U R S E S For experienced Product Managers looking to gain strategic skills needed for top leadership roles Product Leadership
- 9. C O U R S E S Corporate Training Level up your team’s Product Management skills
- 10. BUILD WORLD CLASS USER ONBOARDING Methods, Tools and Hacks
- 11. unfamiliar to intrigued to exploring to investing ultimately satisfaction
- 12. If your company exists to change the world
- 13. Crappy onboarding means it’s changing a lot less...
- 14. In that way, And as a business, humanity is poorer your company is literally poorer
- 15. Onboarding rebuilt impact +100%+10% +106%+100% +252% KajabiHubspotAppsumoCustomer.ioGroove Conversion from trial to paid customer
- 16. 1. Capture users hearts! 2. Get sign-off from their minds 3. Path the way 4. Align in-app touchpoints
- 18. Value Prop - Context - People - Aha! moment We are going to nail 4 things
- 19. Start with an extremely clear value proposition Mailchimp is doing it right Value - Context - People - Aha!
- 20. Place it directly within the context of a familiar activity Value - Context - People - Aha! app’s place inside the context of real-world workflows.
- 21. Value - Context - People - Aha! A B Which one do you think is most irresistible? credit: Samuel Hulick
- 22. Value - Context - People - Aha! B Which one do you think is most irresistible? Because it focuses on making better people, not on a list of features
- 23. Value - Context - People - Aha! Focus on making better people This isn’t what you sell This is Potential customer Your product Awesome person doing rad shit credit: Samuel Hulick
- 24. make people better at iterating on designs Value - Context - People - Aha! Know what you are making people better at make people better at remembering things make their business personal
- 25. Value - Context - People - Aha! Find your “aha! moment” “oh! I can throw fireballs by eating flowers?”
- 26. Unlock your aha! moment as fast as possible “Wait, I can rent movies without going to the video store?” “Hold on, I just drag my files into this one folder and they’re automatically on all my devices?” “Whoa, I can have super strong passwords without having to remember any of them?” Value - Context - People - Aha!
- 27. “If your “aha moment” comes deep inside your product, you’ve already lost.” - Samuel Hulick - User onboarding expert
- 29. Now we just need to get sign-off from the mind. We’ve already captured their heart
- 30. Get sign-off from their minds 2
- 31. Think beyond features Specific ways your product exceeds all the other options How your product is just as good as all the other List your product USPs
- 32. Testimonials are effective at establishing trust and credibility Logo Face TitleName intercom.com
- 33. Transparency, confidence, and generosity can go a long way. If you were featured, let people know!
- 34. If you have the power of numbers, let prospective users know Where there’s smoke, there’s fire.lydia.com
- 35. Including with social media counters
- 37. Make your user base more successful Kind of person Slack helps people become Very specific and relevant vitality real- world indicators. Impressive! slack.com
- 38. Path the way 3
- 39. Remove frictions that slow people down We are going to focus on 2 things Don’t let users drift away
- 40. Remove frictions that slow people down Screw CAPTCHAs unless you’re absolutely dying from spam. Study about CAPTCHAs by
- 41. Do you absolutely HAVE to: ● Get their phone number at signup? ● Have them confirm email before using the app?
- 42. If many information needed, consider breaking down into consumable steps Its signup is composed of 15+ steps easy to take.
- 43. Don’t let users drift away Ever seen a field for a coupon code and opened a new tab to do a search? That’s your flow being allowed to drift, and it’s dangerous.
- 44. Requiring email address to be confirmed is a big-time drifter Allow provisional access until email is confirmed to keep user in
- 45. By now your users should have taken the first step by signing up. Let’s align in-app touch points to set them for success at every turn.
- 46. Align in-app touch points 4
- 47. First impression - One seat - Cut steps 3 rules to follow
- 48. Make sure this first impression ends with a cherry on top First impression - One seat - Cut steps
- 49. To do so provide users a taste of success Buffer first experience aligns with product essence: scheduling social updates. First impression - One seat - Cut steps
- 50. First impression - One seat - Cut steps Make first win achievable from one seat source: https://www.youtube.com/watch?v=H-gomrSqmu4
- 51. Let’s see how Google Doc shrunk a chain of dependencies down from 5 to 2. First impression - One seat - Cut steps Cut as many steps as possible
- 52. Does your Google Doc absolutely HAVE to have a name? Google just default edit to “Untitled document”. First impression - One seat - Cut steps
- 53. Do you absolutely need to save it? There’s nothing happening here that an autosave couldn’t First impression - One seat - Cut steps
- 54. Do you absolutely need to copy the link manually? In Google Doc the link is automatically selected and copied First impression - One seat - Cut steps
- 55. Google shrunk the chain and sacrificed very little power to create a doc First impression - One seat - Cut steps
- 56. Ultimately
- 57. First impression - One sit - Cut steps Align these 3 rules with activation Activation you have defined
- 58. Twitter saw a massive spike in signup retention once started encouraging people to follow instead of search or tweet. Everybody knew people they were interested in ;) Twitter activation = ~ 30 followers
- 59. 2,000 messages saves weekly for 4 weeks
- 60. Find next User Onboarding pain Roll-out improvements and repeat.
- 61. Measure each steps of your onboarding to learn where to improve Temper.io Intercom.com Medallia.com Measure customer satisfaction
- 63. 1. Capture users hearts! 2. Get sign-off from their minds 3. Path the way 4. Align in-app touchpoints Remember the process
- 64. Great books and blogs I used to write these slides ;)
- 65. THANK YOU! Enzo Avigo @0zne enzoavigo@gmail.com Let’s talk about building great products
- 66. www.productschool.com Part-time Product Management, Coding, Data Analytics, Digital Marketing, UX Design, Product Leadership courses and Corporate Training
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- introduit actuellement product manager dans un eCommerce a Berlin qui s’appelle Zalando
- jonathan Haidt: the Elephant stuff is so much more powerful, let’s tackle that first. motivate elephant, direct the rider, prime the path. For example, your “Rider self” may want to save up money in the long term, but your “Elephant self” might see the latest iPhone and, well, suddenly that savings plan can wait. The key is to create touchpoints that orient the rational Rider in the right direction, while harnessing and guiding the urges of the emotional Elephant. You also want to shape the “Path” — the environment they’re traveling in — to support forward progress as much as possible.
- Think of onboarding not in terms of activating features, but in terms of how your product makes its users successful.
- Think of onboarding not in terms of activating features, but in terms of how your product makes its users successful.
- N26 → Mastercard
- All that’s left to do is pave that path so nobody loses their way in your app!
- NO. “The database requires it at signup” is not an answer you should sleep well at night with
- N26 is a mobile bank which need many information.
- now increases the likelihood they go all-in. It pushes toward first product win.
- It also has to be something someone is highly likely to already be prepared to do. If you’re an email marketing product and your first- run experience is banking on someone sending out their first campaign right away, you better hope a large majority of your signups are coming armed with something to say. Make sure it’s a very safe bet that your quick win is harnessing not only a real intent, but a current one at the moment of signup.
- Ultimately, you want someone to walk away from their first experience feeling a little happier, a little better off, and a little more invested in your product than they were when they started. Score that first win, and your life just got a whole lot easier as far as getting them to return is concerned. To boil everything down, think of it via this litmus test: what’s the one first step in your software that, if you knew someone took it, would make you feel WAY more comfortable in betting on them ultimately becoming highly-engaged users?
- 93% more likely to stick around when a user saves weekly, for four weeks after signup
- Ultimately, you want someone to walk away from their first experience feeling a little happier, a little better off, and a little more invested in your product than they were when they started. Score that first win, and your life just got a whole lot easier as far as getting them to return is concerned. To boil everything down, think of it via this litmus test: what’s the one first step in your software that, if you knew someone took it, would make you feel WAY more comfortable in betting on them ultimately becoming highly-engaged users?