Connect, Cultivate, Hook

Melissa and I converted our workshop into a presentation for the 2017 University of Illinois WebCon.

Transcript

1. Connect Cultivate Hook MELISSA OKADA & CHRISTINE COUGHLAN
3. @atendesign aten.io
4. Work That
 Matters
5. Work That
 Matters
6. Connect, Cultivate, Hook A Holistic User-focused Approach to Building Effective Products
7. “Meet your audience where they are, not where you want them to be. - Really Smart Person
8. OUR HOLISTIC APPROACH BACK 
 TO BASICS TRIGGER 
 ACTIONS BUILD
 LOYALTY
9. THE STRATEGY PROCESS Problem Solve a
10. Questions to Ask • What problem are users turning to your product to solve? • How do users currently solve that problem, and why does it need a different solution? • How frequently do you expect users to engage with your product? • What user behavior do you want to make into a habit?
11. THE STRATEGY PROCESS Goals Mission and
12. Mission A mission statement defines the overall purpose of the organization. An effective mission statement is clear and concise. Goals Product goals help guide the ways in which you plan, design and develop your product. Organizational Goals Product Goals Organizational goals establish the ways in which an organization will fulfill its mission.
13. Questions to Ask 1. How can this product help achieve your mission? 2. How can this product impact your organizational goals? 3. What are the goals for your product?
14. THE STRATEGY PROCESS Users Know Your
15. Who are your users? Policy Makers Board and committee members Community leaders Peers (Foundations and Nonprofits) Donors Professional Advisors Grantees Community Leaders Partners Legislators Potential Grantees
16. Group & Prioritize Users Key Influencers • Board / Donors • Community Leaders • Partners Grantees • Potential Grantees • Professional Advisors The Community • Policy Makers / Legislators • Peers (Foundations and Nonprofits) 1 2 3
17. Questions to Ask 1. Who are your target users? 2. How can you categorize your users based on their informational needs? 3. How would you prioritize your groups?
18. THE STRATEGY PROCESS Tone Voice and
19. My organization is _____, but not _____.
20. is this 1. Smart 2. Respected 3. Caring 4. Innovative 5. Traditional but not that. 1. Inaccessible 2. Known 3. Bleeding Heart 4. Risk Taking 5. Stale
21. is this 1. Smart 2. Respected 3. Caring 4. Innovative 5. Traditional but not that. 1. Inaccessible 2. Known 3. Bleeding Heart 4. Risk Taking 5. Stale
22. Questions to Ask 1. How would you describe your organization in this syntax: 
 
 My organization is _____, but not _____.
23. Adapted from www.nirandfar.com
24. OUR HOLISTIC APPROACH BACK 
 TO BASICS TRIGGER 
 ACTIONS BUILD
 LOYALTY
25. THE STRATEGY PROCESS Triggers Action-driven
26. Triggers tell the user what to do next by placing information within the user’s environment tell the user what to do next through associations stored in the user’s memory External Triggers Internal Triggers 1 2
27. External Triggers • Often visual prompts to take the next expected action • Large buttons • Related content • External communication • Email • Social Media
29. Internal Triggers • Usually powered through emotions • Negative: boredom, loneliness, frustration or confusion • Positive: desire to be entertained • Goal is to alleviate their pain
31. Questions to Ask • External Triggers • What action should a user take? • What will trigger this action? • Internal Triggers • How would you finish this narrative: • “Every time the user [internal trigger], he/she [first action of intended habit.]”
32. Adapted from www.nirandfar.com
33. OUT HOLISTIC APPROACH BACK 
 TO BASICS TRIGGER 
 ACTIONS BUILD
 LOYALTY
34. THE STRATEGY PROCESS Give them a Reward
35. Types of Rewards • Rewards of the Tribe • Rewards of the Hunt • Rewards of the Self
36. REWARDS OF THE TRIBE
37. REWARDS OF THE TRIBE
38. REWARDS OF THE HUNT
39. REWARDS OF THE HUNT
40. REWARDS OF THE HUNT
41. REWARDS OF THE TRIBE
42. REWARDS OF THE SELF
43. REWARDS OF THE SELF
44. REWARDS OF THE SELF
45. Questions to Ask • How do you reward your user? • Is the reward fulfilling, yet leaves the user wanting more? Can you offer smaller rewards that lead to a larger reward? • When should the user receive the reward?
46. …but habits break. Rewards help form habits!
47. “By creating habits fueled by investments in a product or service, companies make switching to a competitor difficult. – Nir Eyal
48. THE STRATEGY PROCESS Invite users to Invest
49. CONTENT
50. DATA
51. FOLLOWERS
52. REPUTATION Image Credit: https://oliviamariaalice.wordpress.com/2013/10/31/mobile-app-analysis-7-lyft/
53. SKILLS
54. Questions to Ask • How can your users invest in your product? • Content • Data • Followers • Reputation • Skills • Can this investment be part of loading the next trigger? • How can you simplify the investment period?
55. Adapted from www.nirandfar.com
56. OUR HOLISTIC APPROACH BACK 
 TO BASICS TRIGGER 
 ACTIONS BUILD
 LOYALTY
57. Iterative Approach
61. OUR HOLISTIC APPROACH BACK 
 TO BASICS TRIGGER 
 ACTIONS BUILD
 LOYALTY
62. Thanks! Christine Coughlan christine@aten.io Melissa Okada melissa@aten.io
63. bit.ly/CCH2017 @atendesign | aten.io SLIDES