Growth hacking: The journey to creating a kickass user experience.
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Growth Hacking Asia
Feb 25 2015 at Silicon Straits coLAB, Singapore
by Melissa Ng (@thedesignnomad)
Founder of Melewi
www.melewi.net
10. Engaging, Converting
& Retaining users 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 E R 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 E R 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
14. U S E R 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 hacker is 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
17. G R O W 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 UX can 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 a one-size-fits-all
Consists of other vital components
Before we jump in…
21. A C Q U 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
25. T O O L 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 Q U 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’re targeting 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 an actor 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
30. T O O L 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 Q U 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 begins before the ‘Buy now!’ button appears
Understand the journey (highs & lows) to leverage them
User Experience Mapping or User Journey or Consumer Journey Map
34. Identified who user was
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 O L 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 G A 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 to say 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?
38.
39. T O O L 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 G A 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, decrease pain
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
50. Animating (pulsing) tooltips
Status indicator
- 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
Status indicator
- 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 O L 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 G A 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, decrease pain
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 O L 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 G A 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
59. V A R I 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 R I 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 I G 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 I G 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 addicted to 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 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
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 before checkout
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 O L 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 G A 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, decrease pain
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 credit card
Remove pain points - cash payment
C A S E S T U D Y: U B E R
72. Scan your credit card
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 credit card
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 credit card
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?!’
76. 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]
77. A C Q U 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 social media 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
80. 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. Crunched presents
Growthhacking - vimeo.com/
55465048
2. @mattangriffel
81. conclusion
1. Don’t drive blindfolded
2. Talk to everyone, reach no one
3. Map the journey
4. Trust me
5. Be the best hotel concierge
82. conclusion
6. Get rid of 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 hacking vs. Bad growth hacking =
Good UX vs. Bad UX
Go through the funnel! Don’t just focus on ‘Acquire’
Deck: slidesha.re/1A5xY4x