How to Grow a Product with a User Journey

VIDEOHOW TO GROW A PRODUCT WITH A USER JOURNEY

BRANDON OWENS, MAURICIO ESTRELLA

PRESENTATION STRUCTURE 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

HOW TO GROW A PRODUCT WITH A USER JOURNEY PRESENTATION STRUCTURE

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

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.

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”

“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”

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

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

How to deliver your core product value as frequently

as possible.

USAGE CYCLE

SOCIAL USECORE VALUE

SEARCHING & CONSIDERING

Buying on the phone Buying online

Having questions

CHECKOUT OR LOGIN PROBLEMS & ENROLLMENT

CUSTOMER SERVICE CASES OR JUST

CLOSING THE APPEXPLORING 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

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

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

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.

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.”

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.

!

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

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 visualsToo many clicks

Too many notifications

Ads.

Micro interactions

Transitional UIs

Contextual help

Friendly faces

Power statements

Expert suggestions

Wizards & Assistants

MARKETING / PRODUCT TWITTER.COM/BILLYEVERYTEEN LINKEDIN.COM/IN/BRANDONOWENS

DESIGN / UX !DRIBBBLE.COM/MANICHO LINKEDIN.COM/IN/MESTRELLA

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Images credit Journey

www.thatgamecompany.com