The document outlines 5 steps to building an ultimate user experience: 1. Listen and learn by encouraging user feedback and implementing features that increase engagement. 2. Experiment by testing assumptions daily with small teams focused on success metrics. 3. Deliver by focusing on quality as high production values increase user referrals. 4. Track using data to ask the right questions in the age of big data. 5. Adapt through continuous improvement by repeating the process of listening, experimenting, delivering, and tracking.

1. How to think through building an
ultimate user experience.
By: Manu Rekhi
Director, Inventus Capital

2. Pick a problem
How users think
5 steps to building an experience
Atomic Use Case

3. Understanding Consumers
Multi Disciplinary

4. User Life Cycle
Before they buy
Referral
Repeat
purchases
First purchase

5. User Thought Cycle
I hate change
“You should
check this out!”
What is this?
What was the name
of that app again?

6. Business Life Cycle
Conversion
Retention
Advertising
Virality

7. Leave your Computer

8. Talk to them

9. 1. LISTEN & LEARN

10. Encourage user feedback and implement features and
solutions that increase engagement.
Feedback: I find a fare on my
mobile device, but it disappears
when I try to book it later on.
Hipmunk solves it beautifully and offers it
at the right time of the user flow.

11. Prices and discounts are the strongest and most
engaging features
Reviews are also a strong value in decision making
Prices
Reviews
DiscountsDiscovery
LocationAware
Times
Feedback
Non-stop
Interaction

12. 2. EXPERIMENT

13. Test assumptions every day
Organize around small nimble teams
Be results oriented
Define success metrics

14. 3. DELIVER

15. Focus on Quality
Research shows that users are more
likely to invite friends to apps with high
production values.

16. 4. TRACK
Data Driven

17. We are in the Age of Big Data
Data is plentiful
Asking the right question is hard

18. 5. ADAPT
Lather, Rinse and Repeat

19. …refers to flow or flow of
products/feature that predictably “gets”
your target user.
Atomic Use Case

20. Atomic Use Case Loop
Activated
See
Retained
Referring

21. … and remember. None of this matters if your
app sucks.

22. Manu Rekhi
Director, Inventus Capital
US-India Venture firm
manu@inventuscap.com