Growth Hacking - UX

GROWTH HACKERS GUIDE TO UX

KETUT SULISTYAWATI, PHD

SOMIA CUSTOMER EXPERIENCE

@tyawati @rarrisa @SomiaCX

HELLO!

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Who Am I?

•  Customer Experience consultant

•  Indonesian – Balinese ;)

•  Lived in Singapore for 12 years

•  Bachelor in product design – NTU, Singapore

PhD in Human Factors – NTU, Singapore

Previously worked at

•  Dell Experience Design Group, Singapore

•  Hewlett-Packard Global Design Studio

•  Reading Room, Singapore

Founded Somia Customer Experience in 2012

Hello! We are from SOMIA

Risa

Sulis

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What is this app? Why should I download it?

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3/4/15

GROWTH HACKING AND UX

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GROWTH =

converting from non-users

to become users

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1. People have abundance of choices

2. People are lazy

3. Attention is expensive

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So you buy traffic or hack people to come to your site.

Let’s say they do visit.

But they don’t “get” why they should try it.

What happens next?

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Awareness à Consider à Sign up à First Use à Continue Using à Advocate

For every conversion step, there is a possibility that the customer will drop off

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WHAT CAUSES THE DROP OFF?

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I don’t understand what this product is for

I’m confused how to use this

product

The sign up process is too troublesome

I don’t know what I should

do next

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WHAT IS UX

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WHAT IS USER EXPERIENCE (UX)

Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole

Usability Professional Association

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DIGITAL

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PHYSICAL

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SPACE

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FORMS

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SERVICE

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Continuous, connected journey

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http://goo.gl/H7LyCa

Total, holistic experience

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DIY UX AUDIT

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THERE’S NO SUCH THING AS GOOD OR BAD UX. IT DEPENDS ON THE CONTEXT. RELEVANT EXPERIENCE MATTERS.

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Step 1 Identify Business Goals

●  What does the business want to achieve by having this product?

●  What are the indicators of success / KPI?

●  What is the Unique Value Proposition?

●  What do you want customers to say when

they are talking about the product?

Step 2 Identify Users & Context

●  Who are the target customers? ●  What goals do they have?

●  Why do they want to use the product? ●  In what situation would they use the

product?

Step 3 Test First Impression

●  Does the product look inviting? ●  Is it clear what the product is for and why it is

relevant for the user? Tips: check against Unique Value Proposition

●  Is it clear what the user can do?

Step 4 Walk The Journey

List down the scenarios the user can do e.g.: compare products, see detailed information, submit application, make payment

1.  _______________________________

2.  _______________________________

3.  _______________________________

_______________________________

_______________________________

Step 5 Inspect The Details

Inspect the product elements against these principles:

1.  Easy on the eyes 2.  Clear message 3.  Strong call to action 4.  Consistent 5.  Appropriate affordance 6.  Visible status 7.  Quick and easy access 8.  Prevent & help to recover 9.  Guided form

EASY ON THE EYE

…and the fingers, nose, ears, and mouth. Aim for harmony among sensorial elements. Provide sufficient contrast for easy reading (texts are readable), wearing, carrying.

Avoid jargon. Speak the users' language, with words, phrases and concepts familiar to the user. Remember that the experience is about them (the customer), not you (the business).

CLEAR MESSAGE

Provide strong primary call to action. Label and highlight the call to action. Positioned the call to action within easy and direct access.

STRONG CALL TO ACTION

Navigational, interactions, design elements throughout the site must be consistent. Consistency implies stability. It helps users to learn and to predict how the site works.

CONSISTENT

“Affordance” is when the user knows that some action is possible. Button looks like a button. Non-clickable link doesn’t look like a link.

APPROPRIATE AFFORDANCE

Users don’t like to be left wondering. Inform users what is going on, through appropriate feedback and within reasonable time.

VISIBLE STATUS

Make products quickly available: page loads quickly, immediate response of product interaction. Don’t forget about the content. They too, need to be made quickly accessible and easy to read.

QUICK ACCESS

Error messages should be expressed: -  In plain language -  Precisely indicate the problem -  Constructively suggest a solution

PREVENT ERROR / GUIDE RECOVERY

Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation.

PROVIDE HELP & DOCUMENTATION

3/4/15

NOW, LET’S TRY IT!

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DIY UX AUDIT

1. BUSINESS GOALS

2. USER & CONTEXT

3. FIRST IMPRESSION

4. WALK THE JOURNEY

5. INSPECT THE DETAILS

1.  Easy on the eyes 2.  Clear message 3.  Strong call to action 4.  Consistent 5.  Appropriate affordance 6.  Visibility of status 7.  Quick access 8.  Error prevention & recovery 9.  Help & documentation

Download for free at blog.somiacx.com or https://www.slideshare.net/somiacx/diy-ux-audit/

THANK YOU KETUT SULISTYAWATI, PHD

@tyawati

www.somiacx.com

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