Introduction of UX/UI & Growth Hack and Management for Rapid Growth

Introduction of UX/UI & Growth Hack and Management for Rapid Growth

29th Mar 2015: Exabytes Japan Tech DayYoshi (Yoshiaki Ieda)

CEO, JOB Forward

YoshiCEO, JOB Forward

12 year experience in Marketing, Digital, and Human Resource

Previously, Marketer in P&G Singapore.Before that, new business incubator at Recruit, No.1 HR conglomerate.

Marketer, Internet business incubator, Growth Hack and UX/UI practitioner, and global business leader

Social Recruiting platform DIY web publishing tool for recruiting

Startup Essence

Distribution Content Generation

Revolutionize Social Recruiting

http://job-fw.sg/ http://job-fw.sg/startup-essence

Today’s topic

UX/UIGrowth

Hack

Management

Advertising trend in Japan

0%

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30%

40%

50%

60%

70%

80%

90%

100%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Radio

Magazine

Newspaper

TV

Internet

Internet Ad spending has been No.2 with 25+% share at 10+ billion USD market size.

Trend in UX/UI and Growth Hack

No data

User Experience Growth Hack

JP

MY

Data source: Google Trend

2010

2013

2013

Today’s topic

UX/UIGrowth

Hack

Management

User Experience & User Interface

UX/UIGrowth

Hack

Management

User Experience Design is

a comprehensive approach to review your product/service from user’s eyes and experience and improve it to satisfy the users.

Discovery: Mapping the journey

Making sense of cross-channel customer journeys

Utilize User Experience or Customer Journey Mapping

Paper Prototype Final execution

Get quick feedback!

Not necessary to write a single code!

Tools Further reading

User PersonasQualitative research (User interview)Quantitative researchExperience MapCustomer Journey MapPaper-prototype

And, more

http://mappingexperiences.com/http://www.slideshare.net/fred.zimny/adaptive-paths-guide-to-experience-mappinghttp://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/http://www.smashingmagazine.com/2015/01/15/all-about-customer-journey-mapping/The journey to creating a kickass user experience

UX/UIGrowth

Hack

Management

Growth Hack

QUIZ

??V

(A) (B)

Higher Conversion Rate?

+150%

Answer!

(A) (B)

Higher Conversion Rate?

(A) (B)

Answer!

(A) (B)

+50%

Growth Hack is

a rapid and scientific approach to increase ROI (Return of Investment) of resource and spending.

Growth Hack is

Growth = Resource x Spending

Increase this ROI by rapid and scientific approaches!

1) Growth = Resource x Spending

2) Resource allocation is equally important to spend allocation.

3) Thus, focus on impact.

The principles of Growth Hack

Framework of Growth Hack

Acquisition

Revenue

Activation

Retention

Referral

Attracting new users

Generating ongoing revenue

Enticing users to refer their friends

Turning users to repeat visitors

Motivating users to take action

Optimize growth by AARRR model

FIX THE LEAKY BUCKET PROBLEM

Framework of Growth Hack

Acquisition

Revenue

Activation

Retention

Referral

First stepProduct value metrics

Framework of Growth Hack

Acquisition

Revenue

Activation

Retention

Referral

Second stepGrowth metrics

Focus on objective, identify where to fix, think of how to achieve it, and execute & learn.

Strategic optimization process

Identify the most impactful problems, define objective, and set target metrics.WHAT1

Choose the areas to fix. Split issues into tentative/permanent ones may help.WHERE2

Build a hypothesis based solution with the most promising assumptions.HOW3

Implement & measure the testing and reflect the learning to next steps. Iterate the cycle!EXECUTE & LEAN4

Five key elements which compose user interface1) Page layout2) Copy writing3) Eye-catching visual4) Action navigation5) Call-to-Action

Practical TIPS to improve user interface

1) First view is critical.2) Focus on the most important action

and simplify the page drastically to make the action happen.

3) Reduce unnecessary links.

1) Page layout

Explain the user benefit in a simple and easy way with some attractive tweaks.

2) Copy writing

Register with just 30 seconds, 70% OFFNumbers

Limited offer for NOW, Last 3 hoursSense of urgency

FREE to sign up, Learn Japanese by just listening to audioAttraction

Examples:

3) Eye-catching visual

Less is More.

Color

Highlight

Animal

Mono tone

Visual Effect

Icon

1) Make the action button explicit.2) Make the action button looking

clickable.3) Show it together with motivating

texts.

4) Action navigation

Higher Conversion Rate?

CVR 3% -> 13.5%

Answer!

A call-to-action (CTA) is a) Offer or b) Button or link that you place on your website to drive prospective customers to become leads by filling out a form on a landing page.e.g. Free e-book, free trial, make an appointment

5) Call-to-Action

1) Visually striking2) Compelling and concise copy 3) Action-oriented4) Make it explicit

Higher Conversion Rate?

Watch demo See the video

Watch demo See the video

Answer!

+50%

Original Price offer

How strong is the explicit price offer?

Original Price offer

Answer!

+100%

Ready to Growth?

Acquisition

Revenue

Activation

Retention

Referral

Second stepGrowth metrics

Acquisition Channel CPA Volume Agility

1.Viral Marketing

2.Public Relations (PR)

3.Unconventional PR

4.Search Engine Marketing (Ad Words)

5.Social and Display Ads

6.Offline Ads

7.Search Engine Optimization

8.Content Marketing

9.Email Marketing

10.Engineering as Marketing

11.Targeting Blogs

12.Business Development (Partnering)

13.Sales

14.Affiliate Programs

15.Existing Platforms (Facebook etc)

16.Trade Shows

17.Offline Events

18.Speaking Engagements

19.Community Building

20.Reseller programs

Identify your Acquisition channels

Utilize Bull’s eye framework.

Traction Book

Landing page Further reading

http://landerapp.com/http://unbounce.com/

And, more

- Growth Hacking Basics- Introduction to Growth Hacking- Dave McClure@500Startups- http://500.co/blog- Rational Growth (PDF): An intro to growing user signups via data and analytical thinking- 21 Actionable Growth Hacking Tactics @yongfook- 22 Resources To Help You Master Growth Hacking Analytics- Traction BookVideos:Crunched Presents: Growth HackingUnderstanding the People Behind the Data

https://www.optimizely.com/https://kaizenplatform.com/

A/B testing

https://usabilityhub.com/http://www.netizentesting.com/https://www.inspectlet.com/

Usability testing

https://www.kissmetrics.com/http://www.crazyegg.com/

Analytics

Management toward UX/UI & GH

UX/UIGrowth

Hack

Management

Management toward UX/UI & GH is

commitment from executives and creating culture and mentality to adapt and unleash new methodologies.

The central idea is to get through this loop as quickly as possible to validate a hypothesis (or vice versa).

In the digital era,

iteration of Build-Measure-Learn is key.

The Four Steps to the EpiphanySteve Blank

There are multiple things you can do, or consider, at each stage of this loop to help you get through it quicker.

How quick can you iterate the cycles?

UX/UI & Growth Hack are actions and results backed-up by culture, principles, and mentality.

Results

Actions

Mentality

Culture, Principles

How quick can you iterate the cycles?

1) Delegation for rapid iterations2) Data-driven decision making3) Learning from failures

KPI is the enabler.

*KPI (Key Performance Indicator)

How does it work?

Unique User, Page View, Revenue, Cost Per Acquisition…Focusing on the final results only.=> Track prior indicators.

Examples:

Typical mistake for KPI setting (1)

UU, PVRevenue

CPA

vsvsvs

Share, RetweetDAU, New User

CTR, CPC

Need to improve Repeat rate, New user number… How???=> Breakdown KPIs into actionable units.

Examples:Repeat rate => 1st week repeat rate, By channel analysisNew user number => Acquisition channels, Traffic volumes, Conversion rates

Typical mistake for KPI setting (2)

Too much measurements…=> Focus on key objective.

Typical mistake for KPI setting (3)

CPA

LTV

Repeat rateUnique user

MAU

DAU

CTR

Repeat rateCVR

ARPU/ARRPU

Bounce rate

Clicks

Conversion Volumes

New User#

Repeat User#

PV/UU

ShareRetweet

Likes

FollowersImpressions

Reach

Unique-CTR

Time on page Posts

Frequency

Search Volume

Referral rate

DAU/MAU

1) Track the prior indicators.2) Utilize actionable units.3) Focus on objective.

=> Effective KPI setting is critical.

Effective KPI setting

Right KPI enables your teams to make timely analysis and take immediate actions.

Executive

Manager

Team member KPI for rapid and scientific actions.

KPI is the enabler for your teams

Recap

UX/UI

Manage-ment

GrowthHack

A comprehensive approach to review your product/service from user’s eyes and experience and improve it to satisfy the users

A rapid and scientific approach to increase ROI (Return of Investment) of resource and spending

Commitment from executives and creating culture and mentality to adapt and unleash new methodologies.Effective KPI is the enabler.

Lastly,

Please enjoy FREE web site creation!

http://job-fw.sg/startup-essence/

Lastly,

We are looking for business partners!

Malaysia Indonesia

Thank you!

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