Building a wow product

@RuthlessUx

"Everything is Designed & Everything is simple. If it ain't simple enough, It just ain't designed well enough".

"Building a WOW Product". Shaheena A7arwala Head of Design | Wigzo Technologies | www.wigzo.com

Blogger : www.RuthlessUx.com 8th April | SP Jain InsFtute, Andheri (W), Mumbai

House Rules & Etiquette•  You can survive without your cellphones for a

few minutes •  I’m a big fan of interacFve, let’s try and wait

for logical breaks before we debate, discuss, comment

•  So that we don’t talk over others, please indicate that you have something to say

I’m Usually Unpopular •  Just a li7le about me •  This is a much larger topic & I will try to do jusFce in 60 minutes •  What I have to say can be construed to be CONTROVERSIAL •  What I have to say is NOT ROCKET SCIENCE •  Simply because Building Usable Products is NOT ROCKET SCIENCE, (despite

our best efforts) to cast that impression •  I deal with

–  Basics -‐ (usually forgo9en) –  Common Sense -‐ (The Most Uncommon Thing) –  Prudence -‐ (Whatever That Means)

Shaheena A7arwala aka @RuthlessUx

•  Head of Design at Wigzo Technologies •  Founder PurpleCube Design Studio (2009 -‐ Present) •  Ex -‐ Designer BookMyShow(2009) and

Shaadi.com(2012) •  Ex -‐ Co-‐founder & Design Head at Truss Networking

(2014) •  UX Blogger at www.RuthlessUx.com

@RuthlessUx

Building a WOW product ~

Taking WOW decisions

UI -‐ Interface Elements UX-‐ How a user gets. from

point A to point B.

There are a very few known techniques that can precisely and consistently shape a good ux Keep it simple / Relate to things people used to/ Learnt it anecdotally / via Experiment

Beauty is secondary

UQlity Comes first | Beauty is secondary

MasochisFc teapot

Users resist change

Stage changes | Beneficial for your company

E.g. Digg did a major UI change and had a massive

user exodus. One Week>

Digg3.0>DiggApocalypse

Timeline changes / Homepage changes

Users resist change

Fool them slowly rather than quickly

Make users feel smart (Salt & Pepper Rule)

Don't hide things in complexity in design.

Be Specific

Pick one go with it

1.  Narrow down to your exact target users and focus on doing well there. Make your scope very specific (specifically your first adopters) e.g. Amazon started as an online marketplace for new books. Google was only search.

2.  Building. Just start building. 3.  Speeds up design and development time {Agile} Just get it out there 4.  Guides testing (Collecting data. Get all the data about how your user is using the app and

analyze it. ) 5.  Gives marketing individuals early insight into user acquisition strategies 6.  Narrow down number of variables for testing. Simplify. Simplify based off the data you're

collecting. 7.  Saves Money 8.  Keep Vision of Dream separate from NOW. Pick one Go with it! Focus on Now!

Top Strategies

CupCake a.k.a Be Agile

Be Fast and Furious

1.  Build the simplest version that solves a single problem

2.  Get customers for feedback ASAP 3.  Iteration of the product with customer

feedback

v/s

Don’t be a vitamin! Try to solve a Problem

Don’t be a nice to have

1.  If you build a vitamin or don’t solve a tier 1 problem, people will use your product but never pay for it. And that will rip you apart.

2.  Solve a tier 1 (or top 3) problem for your potential customers. 3.  HOW?

•  Regular feedback from customers •  Conversation rate is trending up over time and your churn/refund rate is trending down •  You have at least 40% product-market fit with existing customers

You can’t manage what you don’t measure,

Data don’t lie

1.  Determine your top 3 metrics 2.  If you’re “flying blind” then sooner or later you’ll crash into a mountain, without even

realizing it’s in front of you. 3.  Track? •  Revenue, AOV and Conversion

•  3 primary metrics and 3 secondary metrics, (refund rate/churn, profit etc)

User eXperience

Keep It Simple and stupid

1.  If you can’t easily explain your products or services to the average person, then they’re probably too complicated.

2.  Every time the user experience is great (and continues to be great over time), that startup’s revenue grows like a weed. Every time it’s confusing, revenue growth is much tougher and in most cases very, very slow.

of consumers would be willing to spend more money with a company that provides excellent customer experience. Source: Defaqto h7ps://www.salesforce.com/blog/2013/10/customer-‐service-‐stats-‐55-‐of-‐consumers-‐would-‐pay-‐more-‐for-‐a-‐be7er-‐service-‐experience.html

55%

Companies that provided excellent customer experiences v/s Group that wasn’t focused on the customer experience. Between 2007 and 2011, the CX leaders not only outperformed the broader stock market (27% be7er than the S&P 500) but performed 128% be7er than the companies not focused on CX. In fact, the CX laggards’ returns showed a loss of 46.3%. (source)

128% Watermark Consulting compared the stock performance of a group of

Mobile conversions and Omni-‐Channel Experience

of all mobile searches are goal-oriented and help customers

make a decision

45%

Source: https://uxplanet.org/why-understanding-customer-experience-makes-you-a-great-ux-designer-73b99c95fb6d

User Onboarding

45% of users give up

if registration is hard

In a Study provided by Adaptive Path, Bank of America conducted research into why they were falling behind their competition. The outcome of this project was a huge success due to a drastic change in

usability.

Source: https://momentumdesignlab.com/hidden-cost-of-bad-ux/

With smartphones becoming ubiquitous, especially among the educated urban upper-middle class Indians, Myntra was betting that its customers would accept the loss of the web option in return for greater user experience

Understand Users! Do research!

h7ps://www.techinasia.com/flipkart-‐myntra-‐app-‐only-‐disaster h7p://Fmesofindia.indiaFmes.com/business/india-‐business/Flipkart-‐drops-‐its-‐plan-‐to-‐go-‐app-‐only/arFcleshow/49751060.cms h7p://forbesindia.com/arFcle/special/why-‐myntra-‐is-‐going-‐back-‐to-‐its-‐desktop-‐version/43199/1

May 2015 ●  Mobile accounts for 70-80% of

e-commerce traffic today. ●  Forcing users to download the

app and shutting out rivals. ●  Within 9 months

reopened its mobile site

Majority of our daily media interacFons are screen based

Flipkart is not going completely app-only. It has reintroduced a mobile web option - something it had discontinued in March. 2015 ●  Amazon quickly took advantage.

Thanked consumers for making it the most visited ecommerce site in India.

●  Billion Day sale 1. Browsing on the desktop is much more easier than on mobile app

2. Sorting and applying filters may be difficult on app

3. No more choices, you are just trapped

4. Mobile device and mobile internet limitations

5. Competitors are on Multiple platforms, user may switch easily

Build -‐ Define User Journey

1.  User Personas 2.  IdenFfy Journey 3.  Solve Journey problems and errors 4.  IdenFfy loopholes 5.  IdenFfy use cases 6.  IdenFfy dead ends and escape hatch

Iterate. Speed is the king

User Personas

Sketch out what your users are like

Stop Thinking! Keep Building! Keep Iterating!

Speed is the king! Iteration is the King!

Source :Google -‐ The New MulF-‐screen World: Understanding Cross-‐plarorm Consumer Behavior -‐ August 2012

Majority of our daily media interacQons are screen based


Computers keep us producQve and informed


Smartphones keep us connected


Tablets keep us entertained


SequenQal -‐ There are two modes of mulQ-‐screening


Smartphones are the most common starQng place for online acQviQes (Refer Myntra Case Study)


PCs are most oYen a starQng point for more complex acQviQes



Smartphones allow us to shop at home or on-‐the-‐go


Spontaneity plays a major role in shopping


Spur-‐of-‐the-‐moment vs. Planned shopping

We oYen move from one screen to another while shopping


Consumers take a mulQ-‐device path to purchase


SequenQal screening is common & mostly completed within a day


People are never going to learn enough. People are never going to be beginners.

People will always be learning. -‐  Allan Cooper

Make it simple enough. Discoverability is a great tool for

learning. Humans are hardwired and naturally intuitive to things

that resonate to their gut

Why Products fail

•  Yahoo Answers, Quora, forums, Google Search •  If there are alternaFves to your product that

are free, you may have a difficult Fme geung tracFon.

•  Most people don’t want to pay if they don’t have to. It may be helpful to offer a freemium service.

Google Answers lasted 4 years and 8 months.

Google Answers

•  Wave is what email would look like if it were invented today.

•  Wave didn’t launch as an MVP. It was filled with lots of features that Google assumed people wanted.

•  Complex / took users Fme to understand

•  it’s be7er to start small and launch as an MVP. Google Wave lasted 15 months.

Google Wave

Oscars

QuesFons?

@RuthlessUx

Shaheena A7arwala [email protected] 09892777897 www.RuthlessUx.com