introduction of ux/ui & growth hack and management for rapid growth
TRANSCRIPT
Introduction of UX/UI & Growth Hack and Management for Rapid Growth
29th Mar 2015: Exabytes Japan Tech DayYoshi (Yoshiaki Ieda)
CEO, JOB Forward
YoshiCEO, JOB Forward
12 year experience in Marketing, Digital, and Human Resource
Previously, Marketer in P&G Singapore.Before that, new business incubator at Recruit, No.1 HR conglomerate.
Marketer, Internet business incubator, Growth Hack and UX/UI practitioner, and global business leader
Social Recruiting platform DIY web publishing tool for recruiting
Startup Essence
Distribution Content Generation
Revolutionize Social Recruiting
http://job-fw.sg/ http://job-fw.sg/startup-essence
Today’s topic
UX/UIGrowth
Hack
Management
Advertising trend in Japan
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2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Radio
Magazine
Newspaper
TV
Internet
Internet Ad spending has been No.2 with 25+% share at 10+ billion USD market size.
Trend in UX/UI and Growth Hack
No data
User Experience Growth Hack
JP
MY
Data source: Google Trend
2010
2013
2013
Today’s topic
UX/UIGrowth
Hack
Management
User Experience & User Interface
UX/UIGrowth
Hack
Management
User Experience Design is
a comprehensive approach to review your product/service from user’s eyes and experience and improve it to satisfy the users.
Discovery: Mapping the journey
Making sense of cross-channel customer journeys
Utilize User Experience or Customer Journey Mapping
Paper Prototype Final execution
Get quick feedback!
Not necessary to write a single code!
Tools Further reading
User PersonasQualitative research (User interview)Quantitative researchExperience MapCustomer Journey MapPaper-prototype
And, more
http://mappingexperiences.com/http://www.slideshare.net/fred.zimny/adaptive-paths-guide-to-experience-mappinghttp://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/http://www.smashingmagazine.com/2015/01/15/all-about-customer-journey-mapping/The journey to creating a kickass user experience
UX/UIGrowth
Hack
Management
Growth Hack
QUIZ
??V
(A) (B)
Higher Conversion Rate?
+150%
Answer!
(A) (B)
Higher Conversion Rate?
(A) (B)
Answer!
(A) (B)
+50%
Growth Hack is
a rapid and scientific approach to increase ROI (Return of Investment) of resource and spending.
Growth Hack is
Growth = Resource x Spending
Increase this ROI by rapid and scientific approaches!
1) Growth = Resource x Spending
2) Resource allocation is equally important to spend allocation.
3) Thus, focus on impact.
The principles of Growth Hack
Framework of Growth Hack
Acquisition
Revenue
Activation
Retention
Referral
Attracting new users
Generating ongoing revenue
Enticing users to refer their friends
Turning users to repeat visitors
Motivating users to take action
Optimize growth by AARRR model
FIX THE LEAKY BUCKET PROBLEM
Framework of Growth Hack
Acquisition
Revenue
Activation
Retention
Referral
First stepProduct value metrics
Framework of Growth Hack
Acquisition
Revenue
Activation
Retention
Referral
Second stepGrowth metrics
Focus on objective, identify where to fix, think of how to achieve it, and execute & learn.
Strategic optimization process
Identify the most impactful problems, define objective, and set target metrics.WHAT1
Choose the areas to fix. Split issues into tentative/permanent ones may help.WHERE2
Build a hypothesis based solution with the most promising assumptions.HOW3
Implement & measure the testing and reflect the learning to next steps. Iterate the cycle!EXECUTE & LEAN4
Five key elements which compose user interface1) Page layout2) Copy writing3) Eye-catching visual4) Action navigation5) Call-to-Action
Practical TIPS to improve user interface
1) First view is critical.2) Focus on the most important action
and simplify the page drastically to make the action happen.
3) Reduce unnecessary links.
1) Page layout
Explain the user benefit in a simple and easy way with some attractive tweaks.
2) Copy writing
Register with just 30 seconds, 70% OFFNumbers
Limited offer for NOW, Last 3 hoursSense of urgency
FREE to sign up, Learn Japanese by just listening to audioAttraction
Examples:
3) Eye-catching visual
Less is More.
Color
Highlight
Animal
Mono tone
Visual Effect
Icon
1) Make the action button explicit.2) Make the action button looking
clickable.3) Show it together with motivating
texts.
4) Action navigation
Higher Conversion Rate?
CVR 3% -> 13.5%
Answer!
A call-to-action (CTA) is a) Offer or b) Button or link that you place on your website to drive prospective customers to become leads by filling out a form on a landing page.e.g. Free e-book, free trial, make an appointment
5) Call-to-Action
1) Visually striking2) Compelling and concise copy 3) Action-oriented4) Make it explicit
Higher Conversion Rate?
Watch demo See the video
Watch demo See the video
Answer!
+50%
Original Price offer
How strong is the explicit price offer?
Original Price offer
Answer!
+100%
Ready to Growth?
Acquisition
Revenue
Activation
Retention
Referral
Second stepGrowth metrics
Acquisition Channel CPA Volume Agility
1.Viral Marketing
2.Public Relations (PR)
3.Unconventional PR
4.Search Engine Marketing (Ad Words)
5.Social and Display Ads
6.Offline Ads
7.Search Engine Optimization
8.Content Marketing
9.Email Marketing
10.Engineering as Marketing
11.Targeting Blogs
12.Business Development (Partnering)
13.Sales
14.Affiliate Programs
15.Existing Platforms (Facebook etc)
16.Trade Shows
17.Offline Events
18.Speaking Engagements
19.Community Building
20.Reseller programs
Identify your Acquisition channels
Utilize Bull’s eye framework.
Traction Book
Landing page Further reading
http://landerapp.com/http://unbounce.com/
And, more
- Growth Hacking Basics- Introduction to Growth Hacking- Dave McClure@500Startups- http://500.co/blog- Rational Growth (PDF): An intro to growing user signups via data and analytical thinking- 21 Actionable Growth Hacking Tactics @yongfook- 22 Resources To Help You Master Growth Hacking Analytics- Traction BookVideos:Crunched Presents: Growth HackingUnderstanding the People Behind the Data
https://www.optimizely.com/https://kaizenplatform.com/
A/B testing
https://usabilityhub.com/http://www.netizentesting.com/https://www.inspectlet.com/
Usability testing
https://www.kissmetrics.com/http://www.crazyegg.com/
Analytics
Management toward UX/UI & GH
UX/UIGrowth
Hack
Management
Management toward UX/UI & GH is
commitment from executives and creating culture and mentality to adapt and unleash new methodologies.
The central idea is to get through this loop as quickly as possible to validate a hypothesis (or vice versa).
In the digital era,
iteration of Build-Measure-Learn is key.
The Four Steps to the EpiphanySteve Blank
There are multiple things you can do, or consider, at each stage of this loop to help you get through it quicker.
How quick can you iterate the cycles?
UX/UI & Growth Hack are actions and results backed-up by culture, principles, and mentality.
Results
Actions
Mentality
Culture, Principles
How quick can you iterate the cycles?
1) Delegation for rapid iterations2) Data-driven decision making3) Learning from failures
KPI is the enabler.
*KPI (Key Performance Indicator)
How does it work?
Unique User, Page View, Revenue, Cost Per Acquisition…Focusing on the final results only.=> Track prior indicators.
Examples:
Typical mistake for KPI setting (1)
UU, PVRevenue
CPA
vsvsvs
Share, RetweetDAU, New User
CTR, CPC
Need to improve Repeat rate, New user number… How???=> Breakdown KPIs into actionable units.
Examples:Repeat rate => 1st week repeat rate, By channel analysisNew user number => Acquisition channels, Traffic volumes, Conversion rates
Typical mistake for KPI setting (2)
Too much measurements…=> Focus on key objective.
Typical mistake for KPI setting (3)
CPA
LTV
Repeat rateUnique user
MAU
DAU
CTR
Repeat rateCVR
ARPU/ARRPU
Bounce rate
Clicks
Conversion Volumes
New User#
Repeat User#
PV/UU
ShareRetweet
Likes
FollowersImpressions
Reach
Unique-CTR
Time on page Posts
Frequency
Search Volume
Referral rate
DAU/MAU
1) Track the prior indicators.2) Utilize actionable units.3) Focus on objective.
=> Effective KPI setting is critical.
Effective KPI setting
Right KPI enables your teams to make timely analysis and take immediate actions.
Executive
Manager
Team member KPI for rapid and scientific actions.
KPI is the enabler for your teams
Recap
UX/UI
Manage-ment
GrowthHack
A comprehensive approach to review your product/service from user’s eyes and experience and improve it to satisfy the users
A rapid and scientific approach to increase ROI (Return of Investment) of resource and spending
Commitment from executives and creating culture and mentality to adapt and unleash new methodologies.Effective KPI is the enabler.
Lastly,
Please enjoy FREE web site creation!
http://job-fw.sg/startup-essence/
Lastly,
We are looking for business partners!
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