Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Oded Ran: How To Delight Users
1. how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK
2. Things we’ll speak about today
Understand for whom you currently designing your
products or services. Change course, if needed.
Review what research says about customers
satisfaction and happiness, why it matters, and what
drives it.
Share lessons from our work on Windows Phone 7.
Practice these models on the products or services
you’re working on.
3. Who am I
Product person that does marketing
Marketing person that does product
I love managing and launching consumer
mobile products.
I worked in UK, US and Israel.
I love films, foreign languages, traveling and
cats. Not necessarily in that order
12. Who did we design for?
Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
EnterprisesEnd userDesign
No one
really
Who should we design for?
End user
Network
operator
Phone
manufacturer
Microsoft /
Windows
13. So who’s our end user?
total market opportunity
people who will buy smartphones
measuring total market opportunity at
time of launch
persona
representational user & muse of the brand
portrays richness of experience and aspirational
qualities
addressable market
people who could buy it
measuring market potential
target customer
people whom we will build for and market to
a lens of focus for value prop based on
market data
Life
Maximizers,
15%
16. Who we design for: Anna & Miles
Anna
Part time PR professional and busy mum
“My life is a balancing act between work,
family, friends, and my own personal needs.”
Miles
Growing his own architectural business
“I love running my life real-time so I can take
advantage of whatever is inspiring
me…whether
it’s a new project, a pick up game or a stolen
moment with Anna.”
18.
Customer satisfaction drives higher
ROI and excess shareholder value
$£€
Sources: Fornell et al., 2006; Fornell, Mithas, & Morgeson, 2009; Wang & Zhao, 2009; Tuli & Bharadwaj, 2009;
Matzler et al., 2005; Gupta & Zeithaml, 2006; Aksoy et al., 2008.
19. Happy customers also are shown to
Talk to more people about their positive experience
Become repeat customers
Pay more or purchase more
Stay loyal to your brand
Drive marketing for you
Provide useful feedback
Safeguard your brand against unhappy customers
21. What makes us happy?
Autonomy
feeling that your activities are self-chosen
Sources: Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social
Psychology Bulletin, 26 (4), p. 419-435.
Hunt, T. (2008). Happiness as Your Biz Model. Retrieved from http://slidesha.re/d680AW.
Competence
feeling that you are effective in your activities
Relatedness
feeling understood and appreciated
22. Autonomy
Feeling in control of one’s surroundings
Understanding one’s own resilience
Feeling of agency
Empowerment
24. How to create feelings of autonomy?
Give people tools to personalize their experiences
Build tools that democratize previously inaccessible
industries
Offer clear and attractive choices
Be open and transparent
Don’t lock people in
25. How would you create
feelings of autonomy in your
product/service?
26. Competence
Confidence in one’s abilities and strengths
Feedback from others on one’s performance
Learning and growing skills
Self-actualization
Doing meaningful work
Getting into flow
28. How to create feelings of competence?
build consecutive levels of achievement into the
experience
don’t talk down to your customer
plant ‘easter eggs’
create flow...simple entry point to more complex
systems
allow ways for mentors to interact with newbies
(create rewards)
29. How would you create
feelings of competence in your
product/service?
30. Relatedness
Feeling understood and appreciated
A sense of closeness with others
Talking about things that matter
Hanging out with others
Doing pleasant, fun things
Avoiding self-consciousness
32. How to create feelings of relatedness?
Design simple ways for customers to share
Build in multiple ways for customers to interact
Create experiences that meet customers’ offline
lives
Have many collaborative experiences
33. How would you create
feelings of relatedness in your
product/service?
34. Summary
Design for the end-user
Autonomy
Personalization, transparency, openness, empowerment
Competence
Self-learning, confidence, Easter eggs, discoverability
Relatedness
Sharing, closeness, experiences connected to one’s life
Buy a Windows Phone
35. Further reading
Hunt, T. (2007). Happiness as Your Business Model.
Retrieved from http://slidesha.re/d680AW and
http://slidesha.re/10UdVH.
Two great presentations which form the basis for this presentation.
Reis et al. (2000). “Daily Well-Being: The Role of
Autonomy, Competence, and Relatedness”.
Personality and Social Psychology Bulletin, 26 (4), p.
419-435.
The scientific foundation for many of the ideas in this presentation.
The painful process that is involved in changing priorities:
Effect on network operators and phone manufacturers
Effect on other Microsoft product and employees
Effect on developers who have to re-write apps
Effect on enterprises which deployed the software
The decision is not a clear one:
- Who comes first in BlackBerry? In Apple? In Android?