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Building products that stick.
Tariq Rauf
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Two strategies I’d like to talk about. ‘Sticky’ by:
Mind share
Engagement
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Metrics for engagement
frequency
time spent
retention
track:
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Metrics for mind share
virality coeffecient
word of mouth
delight (proxy: NPS)
track:
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Optimizing engagement metrics in isolation can
sometimes lead to sub-optimal outcomes for the user.
More time spent or freq are not necessarily positive measurements.
Possible indication of sub-optimal UX, anxiety, frustration..
*Unless you’re in the content consumption/creation business.
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Combat this by defining clear customer goals
& journeys. Qualify your KPI targets against them.
Understand what you’re trying to help them achieve and why.
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Help people achieve their goals as quickly
and delightfully as possible.
People are trusting you with their time, return the favour and save them some.
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How do you impact mind share metrics?
Find out what your users care about.
Talk to them.
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Build a product that is an better
order of magnitude
than the alternative at those things.
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Most often, its core product qualities that matter:
experience, convenience, value and cost.
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From £1 million a month
to £1 billion a month.
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~70% of our growth is driven
by user recommendations.
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“We grow at the rate at which we solve
problems for our customers”
Nilan Peiris
VP of Growth, TransferWise
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Make sure you understand your core product
proposition that customers care about.
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Assess how well you’re doing at those things
by talking to customers and quantifying their responses.
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Remove blockers/issues and build missing
features that will move those numbers.
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As a result you will get better at delivering
customer value and build mind share.
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Helping you build a product that sticks to
the users mind and not just to your KPI dashboard.
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Thanks.