Designing Habit Forming High Growth Products

Transcript

1. Shubham Pachori Product Manager, shipmnts.com Designing Addictive Web Apps
2. Naah! I don’t like the title
3. Designing Habit Forming Products Shubham Pachori Product Manager, shipmnts.com
4. Shubham Pachori Product Manager, Shipmnts.com Twitter: @spachori94 Linkedin: @Shubham Pachori
5. Design ≠ Putting Lipstick on a pig Ahmedabad
6. • Defining your product • How to make it stick with customer Key Learnings you can expect
7. Defining Your Product Ahmedabad
8. What do you feel customers ‘Buy your product’ or do they ‘Hire your product’ ?
9. Music listening experience has changed, from walkman to spotify why?
10. Navigating to a destination on time, we used paper maps with compass, now we use Google map why?
11. “To think creatively, we must be able to look afresh at what we normally take for granted” - George Keller “Do you feel earlier products failed at something ?”
12. Job’s To Be Done Theory “Customers are not buying your products. They are hiring them to get a job/jobs done” Made Famous by Clay Christensen Ahmedabad
13. “To think creatively, we must be able to look afresh at what we normally take for granted” - George Keller “Customer Needs =Jobs To Be Done For the Customer”
14. Listeners don’t need music device to play music. They want to create a mood with music.
15. Drivers don’t want better versions of map and compass, they want to reach destination on time
16. Ahmedabad Who gets the job of making me reach on time ?
17. Defining Product Features • Feature is hired to do a Job of User • Job of User = Situation + Motivation + Expected Outcome • Situation = When ________________ • Motivation = I want to ___________ • Expected Outcome = So that I can _________________ Where is the feature Bruh! Ahmedabad
18. Job Stories of Github • When I have started a new collaborative software project • I want to store code of each engineer separately and maintain history of their changes • So that engineers can work without conflicts and look into what and how much they have done so far Ahmedabad
19. Job Stories of Github • When I have want to merge codes from different engineers into one project • I can easily see conflicts if there are any and compare the changes • So that I can resolve the conflicts easily and review the changes Ahmedabad
20. How to make it Stick with the customer? Ahmedabad
21. “To think creatively, we must be able to look afresh at what we normally take for granted” - George Keller “A behavior done with little or no conscious thought is habit”
22. Hooked It’s an experience design framework to connect user’s need (Jobs To Be Done) to your solution (Product) Ahmedabad
23. Triggers • External triggers ◦ Easy placement what user need to do next ▪ Notifications ▪ Call To Actions • Internal triggers ◦ More to do with human psychology. Ahmedabad
24. Internal Triggers • What to do next is an association, user’s has made in his mind • Negative emotions are strongest internal triggers ◦ Fear of losing out on work, I check slack ◦ When I am unsure, I do google search ◦ When I am bored, I open up netflix Ahmedabad
25. External Triggers What to do next is a subtle placement made by product developers to get the user to enter in the hooked loop Ahmedabad
26. Ahmedabad Few more External Triggers …..
27. Ahmedabad Few more External Triggers …..
28. Action • What are actions? ◦ Play and notification on Netflix ◦ Scroll on twitter, facebook and instagram…. ◦ Search on google Ahmedabad
29. Action - Motivation Six factors which drive motivation • Seeking Acceptance - Need review on my code • Avoiding Rejection - want comments and review on my code to avoid rejection of PRs • Avoiding Pain - want to make bug free code • Seeking Pleasure - When you click on play in netflix • Avoiding Fear - when you open slack notification not to miss out on the new code push/message • Seeking Hope Ahmedabad
30. Action - Ability Ability to perform actions is determined by • Time - to perform that action • Physical effort - to do that action • Brain cycles - how easy it is to make memory association to that action Ahmedabad
31. Rewards • Why you do action? In anticipation of reward • Why do you scratch (action)? Because you are feeling itchy (motivation) • Not just rewards- variable rewards. Each time you scratch you get a variable amount Ahmedabad
32. Types of Rewards • Tribe • Hunt • Self Ahmedabad
33. Rewards of Tribe • We love recognition • We love our tribe • We love to hear from them Ahmedabad
34. Rewards of Hunt • We love to hunt ◦ Scrolling on medium ◦ Searching on github ◦ Tinder swipe right ;) • We hunt with a purpose ◦ To learn more ◦ To get pleasure ;) ◦ To get life partner Ahmedabad
35. Rewards for Self • When you complete all your tasks for the day • When you release on product on time • When you get a level up on Stack overflow :) Ahmedabad
36. Investment • Data - what you like on netflix, your chats on slack, your commits on github • Time - time you spend on product • Effort - to do action and use the product • Money - to buy subscription
37. Hooked With keeping this loop going on continuously, you will get users hooked to your product. And you will have a product which sticks with the user Ahmedabad
38. “To think creatively, we must be able to look afresh at what we normally take for granted” - George Keller “High growth products do the right job and keeps the user hooked to it”
39. A Big Thank You For Being Here! Shubham Pachori Product Manager, shipmnts.com Twitter: @spachori94 Linkedin: @Shubham Pachori
40. We are hiring!
41. Any Questions guys?
42. Resources on Jobs to Be Done • Buy Competing Against Luck: The Story of Innovation and Customer … • https://jtbd.info/5-tips-for-writing- a-job-story-7c9092911fc9 • https://jobs-to-be-done.com/ • https://www.intercom.com/book s/jobs-to-be-done
43. Resources on Hooked • https://www.nirandfar.com/hooked • https://www.nirandfar.com/best-of -top-picks • https://www.slideshare.net/nireyal/ hooked-model?qid=28dc2649-915b -42ce-80dd-060fdfaa773d&v=&b=& from_search=1 • https://www.slideshare.net/nireyal/ enterprise-habitforming-products? qid=28dc2649-915b-42ce-80dd-06 0fdfaa773d&v=&b=&from_search=6