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How to Structure Your App's Content
to Lower Abandonment
Rate
PRESENTER
Axel ValdezUI / Front End Designer
@axel
PRESENTER
Misael LeónUX Designer
@misaello
HOST
Jorge SymondsContent Creator
@jorgepistola
Our time together1. How to define your product’s vision
2. How to structure the architecture
3. How to define the content strategy
4. How to create habits of use for your product
5. Takeaways / Q&A
Average apps lose of their daily active users within the first 3 days
77%
Source Quettra
In 30 days goes up to 90%
In 90 days it’s over
It’s crazy!95%
Why?
Performance
Content structure
Interaction & usability issues
Security
Communication
Known issues
Performance
Content structure
Interaction & usability issues
Security
Communication
Known issues
ARCHITECTURE CONTENT RECURRENCEVISION
Know your vision
Product strategyIn order to _____________ (Vision)
Our product will solve this problem for _____________ (Target Audience)
The Problem is _____________ (User problem)
By giving them _____________ (Strategy)
We will know if our product works, when we see _____________ (Metrics)
Credit Nikkel Blasse
Product strategyIn order to Provide a way for people to eat healthy (Vision)
Our product will solve for young people who work (Target Audience)
Problem of being busy and not knowing what to cook (User problem)
By giving them an easy way to discover healthy but tasty recipes (Strategy)
We will know if our product works, when we see 150 d. active users (Metrics)
Credit Nikkel Blasse
Product vision
Input
Problem(what)
Target audience(who)
OutputVision(why)
Strategy(how)
ProcessGoals
(metrics)
Features(the build - roadmap)
Credit Nikkel Blasse
Know your architecture
ARCHITECTURE CONTENT RECURRENCEVISION
Object-OrientedUX Mapping
Credit Sophia Voychehovski
How people think
VSHow we build products
Recipes,Food,
spaguetti
Chefs, cooks, friends
Ingredients,Tomato,
pastaRestaurants
User’sMental Model
Recipes,Food,
spaguetti
Chefs, cooks, friends
Ingredients,Tomato,
pasta
Browse Compare Select Buy
Restaurants
Interaction Design
User’sMental Model
Recipes,Food,
spaguetti
Chefs, cooks, friends
Ingredients,Tomato,
pasta
Browse Compare Select Buy
Customers Products Orders Sections
Restaurants
System Architecture
Interaction Design
User’sMental Model
Objects are the meat, the meat!
Object
Object
NestedObject
NestedObject
ContentAction Metadata
ContentAction Metadata
Object
Object
Content
Content
Content
Content
Content
Content
Content
Metadata
Metadata
MetadataMetadata
MetadataMetadataMetadata
Action
Action
ActionAction
ActionAction
NestedObject
NestedObject
NestedObject
NestedObject
NestedObject
NestedObject
Action
Action
OOUX in practice
App to discover chefs and recipes with healthy ingredients
ćĈě ĥ
App to discover chefs and recipes with healthy ingredients
ćĈě ĥ
Chef
Object
Recipe
Ingredient
StepsRecipe
NameChef
DescriptionIngredient
Object Content
StepsRecipe Date Posted
NameChef # Followers
DescriptionIngredient Price
Object Content Metadata
StepsRecipe
CreateEditLike
Delete
Date Posted
NameChef
CreateEditLike
Delete
# Followers
DescriptionIngredient
CreateEditLike
Delete
Price
Object Content MetadataActions
Recipe
Chef
Ingredient
ChefAuthor
of
Recipes created
by
RecipesUsed
in
Object Content Metadata Nested ObjectActions
Steps
CreateEditLike
Delete
Date Posted
Name
CreateEditLike
Delete
# Followers
Description
CreateEditLike
Delete
Price
Recipe
Chef
Ingredient
ChefAuthor
of
Recipes created
by
RecipesUsed
in
Object Content Metadata Nested ObjectActions
Steps
CreateEditLike
Delete
Date Posted
Name
CreateEditLike
Delete
# Followers
Description
CreateEditLike
Delete
Price
Object
Object
Object
NestedObject
NestedObject
NestedObject
ContentAction Metadata
ContentAction Metadata
ContentAction Metadata
Object
Object
NestedObject
NestedObject
ContentAction Metadata
ContentAction Metadata
Object
Object
Content
Content
Content
Content
Content
Content
Content
Metadata
Metadata
MetadataMetadata
MetadataMetadataMetadata
Action
Action
ActionAction
ActionAction
NestedObject
NestedObject
NestedObject
NestedObject
NestedObject
NestedObject
Action
Action
OOUX in practice
Get ready to prototype
Structure content the way people expectto find it
The building is ready,
...make it come alive!
Know your content
ARCHITECTURE CONTENT RECURRENCEVISION
Know your users — why they come
Content strategy
Know your users — why they come
Plan content accordingly
Content strategy
Know your users — why they come
Plan content accordingly
Learn from your users’ habits
Content strategy
Know your users — why they come
Plan content accordingly
Learn from your users’ habits
Prioritize / Shiny objects on front
Content strategy
LinearContent Offer
(no prioritization)
LinearContent Offer
(no prioritization)
LinearContent Offer
(no prioritization)
Tailored / LinearContent Offer
(semi-prioritization)
LinearContent Offer
(no prioritization)
Tailored / LinearContent Offer
(semi-prioritization)
TailoredContent Offer
(full prioritization)
Linear stream of content / chronological
Tailored content / chronological /algorithmic
Habits of use / algorithmic
Content delivery
Require to consume the piece of content
Take to come back for more
Invest in getting the piece of content
Content update rateIdentify the time your users...
Will your content create a habit? ?!
Know their habits,
ARCHITECTURE CONTENT RECURRENCEVISION
motivations,
expectations, etc
What are the triggers moving your users?
What are the actions they need to make ?
What are the rewards they get?
What is the least investment to come back?
Building habits
Credit Nir Eyal
Trigger
Investment
Reward
Action
Reach a common vision of what to build
Takeaways
Reach a common vision of your product
Users first = Content first
Takeaways
Reach a common vision of what to build
Users first = Content first
Content is alive / learn from patterns of use
Takeaways
Reach a common vision of what to build
Users first = Content first
Content is alive / learn from patterns of use
Identify triggers and prepare the stage
Takeaways
Want to know more?
Talk to Sandra at (408) 890-2115
ux.nearsoft.com
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ [email protected] us at