My presentation at UXDX conference in Dublin, 5th of October 2018. Summary: Many good projects start their march towards failure right after launch. Even if you managed to build your MVP version of the product by following the best lean startup practices, it's very tempting to become backlog-driven and spend the next year implementing all the darling ideas that didn't make the cut to the first version. Instead, you should be relentlessly focusing on the market and building what is most valuable. This talk shares real-life experiences on achieving that (and sometimes failing). – Documenting your long-term product vision while avoiding heavy upfront-design – Best practices for lean prototyping – How to craft smart hypotheses to test your assumptions – The two moments of truth for any service and how to systematically design for them – Customer journeys and story maps as a way of maintaining your roadmap

1. UXDX, Dublin, 5.10.2018
KEEPING YOUR
PRODUCT ALIVE
LIFE AFTER LAUNCH
Matias Pietilä, Head of design, Qvik
#UXDX18

2. UXDX 5.10.2018
KEEPING YOUR
PRODUCT ALIVE
LIFE AFTER LAUNCH
Matias Pietilä, Head of design, Qvik
#UXDX18
THIS EXTENDED EDITION CONTAINS UNSEEN
TEXTS THAT EXPLAIN CERTAIN SLIDES.
TEXTS LIKE THIS ONE.

3. HELPING OUR CUSTOMERS MAKE AN IMPACT
@mpietila#UXDX18
TALLINK SILJAWHIM YLE UUTISVAHTI BOLT.WORKSAURINKOMATKAT
RED DOT 2018
WINNER
GRAND ONE
2018
GRAND
ONE 2018
RUNNER UP
BEST MOBILE
SERVICE

4. SETTING THE CONTEXT
@mpietila#UXDX18 Icons: Sharon Showalter, DTE MEDIA, James Fenton

5. SETTING THE CONTEXT
@mpietila#UXDX18
MAXIMIZE THIS!
= –P
THROUGHPUT OPERATING
EXPENSES
PROFIT

6. SETTING THE CONTEXT
@mpietila#UXDX18
SAD TO SAY WE’VE SEEN THIS TOO
= –P
THROUGHPUT OPERATING
EXPENSES
PROFIT

7. “SURE, WE CAN BUILD YOU
AN APP FOR PALM READING”
WE WERE YOUNG AND NEEDED THE MONEY
@mpietila#UXDX18

8. GETTING THE PRODUCT RIGHT
@mpietila#UXDX18
Visual
Wireframes, mockups, (functional) prototypes, alpha versions etc.
Vision document,
personas, customer
journeys
User stories
SceletonStructureStrategy LaunchScope
The Elements of User Experience, Garrett (2002); A Project Guide to UX Design, Unger & Chandler (2009); Toward strategic usability – user knowledge as a basis for new service development, Pietilä (2008)
Based on:

9. WHAT ABOUT GETTING THE RIGHT PRODUCT?
@mpietila#UXDX18
Visua
Wireframes, mockups, (functional) prototypes, alpha versions etc.Vision
document,
User
SceletoStructurStrategy LauncScop
? ?
The Elements of User Experience, Garrett (2002); A Project Guide to UX Design, Unger & Chandler (2009); Toward strategic usability – user knowledge as a basis for new service development, Pietilä (2008)
Based on:

10. WHAT ABOUT GETTING THE RIGHT PRODUCT?
@mpietila#UXDX18
?
?
HOW TO MAKE SURE WE ARE SOLVING REAL PROBLEMS
BEFORE COMMITTING TO THE SOLUTION
HOW TO MAKE SURE WE CONTINUE LEARNING FROM THE
MARKET AFTER THE INITIAL LAUNCH INSTEAD OF BLINDLY
FOLLOWING OUR PLAN
OUR FOCUS TODAY

11. @mpietila#UXDX18
?
?
HOW TO MAKE SURE WE ARE SOLVING REAL PROBLEMS
BEFORE COMMITTING TO THE SOLUTION
HOW TO MAKE SURE WE CONTINUE LEARNING
FROM THE MARKET AFTER THE INITIAL LAUNCH
INSTEAD OF BLINDLY FOLLOWING OUR PLAN
OUR FOCUS TODAY

12. WE SHOULD KNOW MVP BY NOW
@mpietila#UXDX18

15. ALL TOO OFTEN THE FOCUS AFTER MVP
LAUNCH IS BUILDING ALL THE STUFF THAT
DIDN’T MAKE THE CUT.
WHERE IT SHOULD BE KEEPING YOUR EYES
OPEN, CHALLENGING YOUR ASSUMPTIONS,
AND LEARNING.

16. LET’S FINALLY BUILD ALL
THE NIFTY THINGS ON OUR
BACKLOG
WHAT NOW?
@mpietila#UXDX18

17. @mpietila#UXDX18
THE SAD OLD WAY THE NEW WAY
•Teams resourced as hand pairs
•Backlog-driven development,
business goals fuzzy
•Lacking design/develop/business
interaction
•No systematic end-user
involvement
•Product is defined in terms of
features
•Features override quality UX
•Teams that are passionate
about the product
•Build-measure-learn loop
used to tackle real KPIs
•End-users involved for both
what and how
•Product is defined in terms of
validated needs it solves
•Doing less but better

18. @mpietila#UXDX18
•Teams resourced as hand pairs
•Backlog-driven development,
business goals fuzzy
•Lacking design/develop/business
interaction
•No systematic end-user
involvement
•Product is defined in terms of
features
•Features override quality UX
•Teams that are passionate
about the product
•Build-measure-learn loop
used to tackle real KPIs
•End-users involved for both
what and how
•Product is defined in terms of
validated needs it solves
•Doing less but better

19. 1. START 2. FIND YOUR WAY 3. SCALE
I’m designing the
concept and defining
my business model.
I’m building my first
versions of the product,
looking for my place in
the market.
My product has proven
to be successful. Now
I’m after growth.
PROBLEM/SOLUTION FIT
PRODUCT/MARKET FIT
What is the problem
we’re solving?
Does our solution
work?
How do we increase
our reach?

20. 1. START 2. FIND YOUR WAY 3. SCALE
I’m designing the
concept and defining
my business model.
I’m building my first
versions of the product,
looking for my place in
the market.
My product has proven
to be successful. Now
I’m after growth.
PROBLEM/SOLUTION FIT
PRODUCT/MARKET FIT
What is the problem
we’re solving?
Does our solution
work?
How do we increase
our reach?
Getting your MVP out doesn’t mean that you have
found your product/market fit
FALLACY 1
MVP

21. 1. START 2. FIND YOUR WAY 3. SCALE
I’m designing the
concept and defining
my business model.
I’m building my first
versions of the product,
looking for my place in
the market.
My product has proven
to be successful. Now
I’m after growth.
PROBLEM/SOLUTION FIT
PRODUCT/MARKET FIT
What is the problem
we’re solving?
Does our solution
work?
How do we increase
our reach?
Following a predefined plan and building more
features doesn’t guarantee that you’ll ever reach scale
FALLACY 2
MVP

22. CONTENTS
SETTING THE SCENE MAINTAINING
ROADMAP
FOCUSING ON RIGHT
METRICS
@QVIK
1 2 3

23. CONTENTS
SETTING THE SCENE MAINTAINING
ROADMAP
FOCUSING ON RIGHT
METRICS
@QVIK
1 2 3

24. HOW TO MAINTAIN LONG-
TERM VISION WHILE
AVOIDING DESIGNING TOO
MUCH UPFRONT?
MAINTAINING THE PRODUCT VISION
@mpietila#UXDX18

25. CUSTOMER JOURNEY
@mpietila#UXDX18
PHASE 1 PHASE 2 PHASE 3 PHASE n
CHANNEL 1
QUALITY MEASURES
EMOTIONAL JOURNEY
CHANNEL 2
CHANNEL 3
CHANNEL n
BACKSTAGE
Business goal of this phase Business goal of this phase Business goal of this phase Business goal of this phase
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
Pre-order
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
HOME
Cabin upgrade
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
ONBOARD
Digital ticket
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
TERMINAL

26. SERVICE COMPONENTS
@mpietila#UXDX18
Pre-order
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
HOME
Cabin upgrade
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
ONBOARD
Digital ticket
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
TERMINAL
‣ Individual components along the journey that
describe the customer and business value of
certain services together with metrics
‣ Can be used as containers when managing
roadmap
‣ Useful tool for limiting the need to do too
much upfront design that easily becomes
obsolete
‣ A.k.a. feature card

27. MANAGING ROADMAP
@mpietila#UXDX18
‣ The list of upcoming concepts,
drafted on a general level
‣ To avoid waste, the specifications will
be refined into detailed level only
after it’s decided that the concept will
be implemented next
SERVICE COMPONENTS
Pre-order
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
HOME
Cabin upgrade
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
ONBOARD
Digital ticket
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
TERMINAL

28. @mpietila#UXDX18
SINCE WE SKIPPED THE MVP PHASE IN THIS
PRESENTATION, NOW IS THE TIME TO REFER
TO SOME PRE-EXISTING MATERIAL
(LIKE YOUR FAVORITE TV CHEF)

29. MANAGING ROADMAP
@mpietila#UXDX18
‣ A living document containing the
long term business vision
‣ Why will people use the service, why
are we offering it
‣ Personas
‣ Up-to-date KPIs
‣ Business model canvas etc.
VISION DOCUMENT
‣ Visual style (based on the brand
guidelines)
‣ Tone of voice (based on the brand
guidelines)
‣ Interaction style (navigation model,
error handling, recurring components
etc.)
‣ Will be updated as the design of
individual concepts progresses
DESIGN SYSTEM
‣ The list of upcoming concepts,
drafted on a general level
‣ To avoid waste, the specifications will
be refined into detailed level only
after it’s decided that the concept will
be implemented next
SERVICE COMPONENTS
Pre-order
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
HOME
Cabin upgrade
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
ONBOARD
Digital ticket
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
TERMINAL

30. FROM ROADMAP TO DEVELOPMENT
@mpietila#UXDX18
When the concept gets realized, start by a short
design phase: combine business requirements,
existing concept idea and the style guide to
create the UI specification for the given concept.
DESIGN
UI spec
Digital ticket
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
TERMINAL

31. FROM ROADMAP TO DEVELOPMENT
@mpietila#UXDX18
Document the UI to the level where the
development can start. Don’t over document
things but leave room for development time
collaboration between designers and developers
to fine tune the details.
DESIGN
DEVELOPMENT
UI spec Code UI spec
Digital ticket
Check-in with your phone and
walk directly to the gate
DESCRIPTION
The customer can check in with the mobile phone.
As a result she will get a digital ticket with a QR
code with which she can get though the gate in the
terminal
No need to print out tickets, no need to do check in
the terminal.
Less personnel needed in terminals. Happier
customers. Gives more time to order add-on sales.
CUSTOMER VALUE
BUSINESS VALUE
Will require installing new gates in the terminal as
the current scanners won’t be able to read mobile
phone screens.
IMPLEMENTATION COMPLEXITY
TERMINAL
When the concept gets realized, start by a short
design phase: combine business requirements,
existing concept idea and the style guide to
create the UI specification for the given concept.

32. @mpietila#UXDX18
User Story Mapping, Jeff Patton (2014)

33. OLD SCHOOL
@mpietila#UXDX18
WATERFALL
DESIGN DEVELOPMENTBUSINESS

34. @mpietila#UXDX18
OLD SCHOOL AGILE
BUSINESS

35. @mpietila#UXDX18
RUNNING LEAN

36. RUNNING LEAN
@mpietila#UXDX18Adapting Usability Investigations for Agile User-centered Design, Sy & Miller (2007); Lean UX, Gothelf (2013), Running Lean (2010)
Based on:
DesignDevelopmentBusiness
Sprint 1
Implement high dev cost, low UI
cost features.
Specify areas that are clear:
Architecture, API spec etc.
Consult the technical feasibility
of the concept. Tech studies,
proof of concepts
Implement and test Sprint 0
design. Consult the design of
the next sprint.
Implement and test Sprint n-1
design
Sprint n
Crystallize the product strategy
and 1st version scope, create
initial UI concept
Design for Sprint 1, get data
to support design for sprint
2.
Design for Sprint 2, support
implementation of sprint 1,
get data to support design
for sprint 3.
Gather the insight to support
creating the product strategy.
Set the goals to be measured.
Validate that the designs support
the strategy. Prioritize what gets
implemented. Gather data to
support design.
Validate that the designs support
the strategy. Prioritize what gets
implemented. Gather data to
support design.
Plan the next launch. What is to
be validated, what is to be
measured?
Sprint 0
Analyze how the service works
with real users technically.
Consult the technical feasibility
of the new ideas. Tech studies,
prototypes, etc. as needed.
Implement next sprint.
Gather user feedback and
design improvements as
needed.
Gather market feedback,
analyze how the goals were met
and prioritise the backlog.
Launch
Support implementation of
current sprint, support
launch and plan how
feedback is collected
Design sprint Sprint n+1

37. Greetings from
Norway!

38. Greetings from
Norway!
“GOOD DOCUMENTS ARE LIKE VACATION PHOTOS.
GET TOGETHER AND USE THE DOCUMENT TO TELL A
STORY THE SAME WAY I USED MY VACATION PHOTO
TO TELL YOU MY STORY.”
– JEFF PATTON, USER STORY MAPPING

39. DEFINITION OF READY
EACH STORY HAS A
KPI
and a plan for how
it’s measured
THE STORIES ARE
PROTOTYPED
and tested with real
users before
development
SMART HANDOVER
FOR SPECS
minimising the
wasted time for
creating
documentation
1 2 3
NOT EVERYTHING IS
FINALISED
but there is room for
iteration with
developers during the
sprint
4
@mpietila#UXDX18
KEY TAKEAWAYS

40. KNOW WHAT TO BUILD
EXAMPLE STORY
@mpietila#UXDX18

41. ONCE UPON A TIME THERE
WAS ITERATION FOR THE
DAY TRIP UI
BACKGROUND
@mpietila#UXDX18

43. MOBILE VERSION BASED ON DESKTOP

45. The prices and availability need to be
shown faster
Too hard to change between trip
types

47. Prices are visible and comparison is
fast
Trip type explanations make the
view cluttered

49. Helps make the screen more clear
Adds another level of complexity
Not everyone notices the menu
Trip types themselves are the issue:
users are not aware of Day trip, so
they select Return trip instead

51. Solves the issue with Day trips
Still, not the natural thing to select:
people don’t think in terms of “return
type” but in terms of “when do I go
there and when do I come back”

53. Makes trip type selection intuitive,
finally
Creates a new issue: one-way trip is
harder to find…

54. YEARS WENT BY
AND WE NEVER
PRIORITISED DAY
TRIP IMPORTANT
ENOUGH TO BE
DEVELOPED
@mpietila#UXDX18

55. BUT WHY ARE WE BUILDING IT
ACTUALLY?
EVENTUALLY DAY TRIP HAD CLIMBED TO THE TOP OF THE BACKLOG
@mpietila#UXDX18

56. NOT NEEDED!
END RESULT

57. NOT NEEDED!
END RESULT

58. CONTENTS
SETTING THE SCENE MAINTAINING
ROADMAP
FOCUSING ON RIGHT
METRICS
@QVIK
1 2 3

59. CONTENTS
SETTING THE SCENE MAINTAINING
ROADMAP
FOCUSING ON RIGHT
METRICS
@QVIK
1 2 3

60. FROM JOURNEY TO LIFECYCLE
@mpietila#UXDX18
PHASE 1 PHASE 2 PHASE 3 PHASE n
CHANNEL 1
QUALITY MEASURES
EMOTIONAL JOURNEY
CHANNEL 2
CHANNEL 3
CHANNEL n
BACKSTAGE
Business goal of this phase Business goal of this phase Business goal of this phase Business goal of this phase
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action

61. FROM JOURNEY TO LIFECYCLE
@mpietila#UXDX18
ACQUISITION ACTIVATION REVENUE
REFERRAL
RETENTION
PHASE 1 PHASE 2 PHASE 3 PHASE n
CHANNEL 1
QUALITY MEASURES
EMOTIONAL JOURNEY
CHANNEL 2
CHANNEL 3
CHANNEL n
BACKSTAGE
Business goal of this phase Business goal of this phase Business goal of this phase Business goal of this phase
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action
User
action

62. CUSTOMER FACTORY METAPHOR
@mpietila#UXDX18
Adapted from: Scaling Lean, Ash Maurya (2016)
ACQUISITION
1
ACTIVATION
2
REVENUE
4
REFERRAL
5
RETENTION
3

63. 1. ACQUISITION
@mpietila#UXDX18

64. 1. ACQUISITION
‣ How do users hear about the service?
‣ Why do they get interested?
‣ How can we reduce the threshold for
trying it out?
‣ How can we leverage existing channels
to spread the message?
@mpietila#UXDX18

65. Jennifer Norman
Web Browser
42%Sketch 9:41 AM
GET
YOU’RE
LOGGED IN
HERE…
WEB WEB APP STORE APP
…WE’LL LOG
YOU IN
AUTOMATICALLY
HERE
DEFERRED DEEP LINKING

66. BAD RATINGS SINK APPS
@QVIK
https://blog.appfollow.io/ratings-and-reviews-part-1-9f0a7045356f

67. 2. ACTIVATION/
ONBOARDING
@mpietila#UXDX18

68. ‣ What can we do that increases the likelihood
the the user becomes a regular?
‣ How do we communicate the value
proposition as quickly as possible?
‣ How do we get the permission for contacting
the user? (email, push messages etc.)
‣ How do we get the user to feel rewarded as
quickly as possible?
‣ Cf. tinder gets you the first match as
quickly as possible (they say)
2. ACTIVATION/ONBOARDING
@mpietila#UXDX18

69. DON’T WASTE YOUR
ONBOARDING FOR
UI WALKTHROUGHS
FOCUS ON YOUR GOALS
@mpietila#UXDX18

70. @mpietila#UXDX2018
VS.

71. @mpietila#UXDX2018
VS.
70 %-POINTS DIFFERENCE!19 %
ANSWERS YES
94 %
ANSWERS YES

72. @mpietila#UXDX18
3. RETENTION

73. @mpietila#UXDX18
3. RETENTION
‣ How do we get the user to come back?
‣ How do we get them to stay longer
during one session?
‣ How do we integrate our messaging
with the everyday life of the user?
‣ Which backup messaging channels can
we build?
‣ Is there a natural rhythm to leverage
(day, week, month?)

74. @mpietila#UXDX18
ADDING DIGITAL LOYALTY CARD
UNINSTALLS AFTER TRIP REDUCED BY 40%

75. 4. REVENUE
@mpietila#UXDX18

76. 4. REVENUE
‣ How to measure the value of a user?
‣ How to optimise the conversion of the
sales funnel? (Especially modern
payment options may have a huge
effect)
‣ Are there some other actions we see
valuable than buying things?
‣ Do we have a derivative currency in
addition to direct monetary value?
@mpietila#UXDX18

77. CUSTOMERS WHO USE
THE APP RATE THEIR
WHOLE TRIP 0.2
POINTS BETTER
DERIVATIVE CURRENCY
@mpietila#UXDX2018

78. 5. REFERRAL
@mpietila#UXDX18

79. 5. REFERRAL
‣ Do users have meaningful content to
share?
‣ Can we incentivize users to share? What do
they get, how about the recipient?
‣ Can we make sharing easier?
‣ How to we touch the emotions of the user
and make them look good?
@mpietila#UXDX18

80. MAPPING FEATURES TO GOALS
@mpietila#UXDX18
Feature Hypothesis Metric
ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
WORKSHOP TEMPLATE

81. MAPPING FEATURES TO GOALS
@mpietila#UXDX18
Feature Hypothesis Metric
ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
WORKSHOP TEMPLATE

82. MAPPING FEATURES TO GOALS
@mpietila#UXDX18
Feature Hypothesis Metric
ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
WORKSHOP TEMPLATE

83. MAPPING FEATURES TO GOALS
@mpietila#UXDX18
Feature Hypothesis Metric
ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
WORKSHOP TEMPLATE

84. MAPPING FEATURES TO GOALS
@mpietila#UXDX18
Feature Hypothesis Metric
ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
WORKSHOP TEMPLATE
HOW ARE YOUR FEATURES CONNECTED TO YOUR
CUSTOMER FACTORY?
WHAT KIND OF HYPOTHESES ARE CONNECTED TO
THESE FEATURES?
HOW DO YOU / SHOULD YOU MEASURE THESE?

85. Test Card
We believe that
step 1: hypothesis
And measure
step 3: metric
To verify that, we will
step 2: test
We are right if
step 4: criteria
The makers of Business Model Generation and StrategyzerCopyright Strategyzer AG
Test Cost: Data Reliability:
Critical:
Time Required:
Test Name
Assigned to
Deadline
Duration
PLAN WHAT YOU WANT
TO TEST
https://strategyzer.com/platform/resources

86. BUILDING A SEPARATE
BOARD FOR EXPERIMENTS IS
OFTEN USEFUL
TRACKING YOUR EXPERIMENTS
@mpietila#UXDX18

87. TIP: YOUR AUTHENTICATION LIKELY SUCKS
@mpietila#UXDX2018
ACQUISITION ACTIVATION REVENUE
REFERRAL
RETENTION
Adapted from: Scaling Lean, Ash Maurya (2016)

88. TWO MOMENTS OF TRUTH
SMART AUTHENTICATION
REDUCES FRICTION DURING
ONBOARDING
SMART AUTHENTICATION
REDUCES FRICTION IN
RECURRING USAGE
@mpietila#UXDX2018
1 2

89. TWO MOMENTS OF TRUTH
SMART AUTHENTICATION
REDUCES FRICTION DURING
ONBOARDING
SMART AUTHENTICATION
REDUCES FRICTION IN
RECURRING USAGE
@mpietila#UXDX2018
1 2
YET, AUTHENTICATION IS OFTEN CONSIDERED A SOLVED PROBLEM THAT IS
ADDRESSED WITH MINIMUM EFFORT

90. @mpietila#UXDX2018
Visits on the page “Password forgotten” before & after SSO launch
IMPROVING RETURNING USAGE

91. @mpietila#UXDX2018
Visits on the page “Password forgotten” before & after SSO launch
IMPROVING RETURNING USAGE

92. CONTENTS
SETTING THE SCENE MAINTAINING
ROADMAP
FOCUSING ON RIGHT
METRICS
@QVIK
1 2 3

93. WHAT DOES THIS MEAN IN
PRACTISE?
SUMMARY
@mpietila#UXDX18

94. LEARN TO EMBRACE
THE KILLED FEATURES
IMPLICATIONS FOR DESIGNERS
@mpietila#UXDX18

95. IF YOU WANT TO BUILD
SOMETHING FANCY, YOU NEED
TO SELL IT
(AND ACCEPT THAT FANCY ISN’T ALWAYS THE
SOLUTION)
IMPLICATIONS FOR DESIGNERS
@mpietila#UXDX18

96. DEMAND TO KNOW THE
SUCCESS CRITERIA BEFORE
DESIGNING ANYTHING
IMPLICATIONS FOR DESIGNERS
@mpietila#UXDX18

97. YOU KNOW YOUR BUSINESS
NEEDS BUT MAKE SURE YOUR
TEAM KNOWS THEM AS WELL
(AND IF YOU DON’T HURRY UP AND GATHER THEM)
IMPLICATIONS FOR BUSINESS OWNERS
@mpietila#UXDX18

98. WHEN PRESENTING REQUIREMENTS,
DON’T TALK ABOUT SOLUTIONS –
COMMUNICATE NEEDS INSTEAD
(YOUR TEAM IS FULL OF SOLUTION EXPERTS)
IMPLICATIONS FOR BUSINESS OWNERS
@mpietila#UXDX18

99. DON’T BE AFRAID OF SUNK
COSTS
(IT’S OK TO CHANGE YOUR MIND AS YOU LEARN
MORE)
IMPLICATIONS FOR BUSINESS OWNERS
@mpietila#UXDX18

100. DON’T COMMUNICATE YOUR
EXPERTISE BY SAYING WHY
SOMETHING IS HARD
(PROVIDE SOLUTIONS INSTEAD)
IMPLICATIONS FOR DEVELOPERS
@mpietila#UXDX18

101. IF YOU HAVE A BETTER
SOLUTION THAN WHAT THE
DESIGNER CAME UP WITH,
DON’T BE AFRAID TO SHARE IT
(GREAT DESIGN IS EVERYBODY’S MISSION IN THE END)
IMPLICATIONS FOR DEVELOPERS
@mpietila#UXDX18

102. DEMONSTRATE YOUR WORTH AS
AN ANALYTICAL PROBLEM
SOLVER
(THERE ARE PEOPLE WHO STILL SEE YOU AS A SMART
PAIR OF HANDS AND YOU NEED TO WIN THEM OVER)
IMPLICATIONS FOR DEVELOPERS
@mpietila#UXDX18

103. KEEPING YOUR PRODUCT ALIVE
CUSTOMER
JOURNEY
and service
components is your
template for lean
documentation
DON’T BE AFRAID
OF SUNK COSTS
you don’t have to
build everything you
have designed
TREAT EVERY
LAUNCH AS AN
EXPERIMENT
to try to prove your
assumptions wrong
1 2 3
GROWTH IS A
SHARED
RESPONSIBILITY
hence everyone
should be aware of
the goals
4
@mpietila#UXDX18
LESSONS LEARNED

104. THANKS!
@MPIETILA
In case I spent all the time,
you can reach me at:

105. NO MORE
QUESTIONS?
Check out our Data Maturity
framework and see how you can
put your data to better use
HTTPS://QVIK.COM/NEWS/
DATA-MATURITY-LEVEL/