2. "Building
a
WOW
Product".
Shaheena
A7arwala
Head
of
Design
|
Wigzo
Technologies
|
www.wigzo.com
Blogger
:
www.RuthlessUx.com
8th
April
|
SP
Jain
InsFtute,
Andheri
(W),
Mumbai
3. House Rules & Etiquette
• You
can
survive
without
your
cellphones
for
a
few
minutes
• I’m
a
big
fan
of
interacFve,
let’s
try
and
wait
for
logical
breaks
before
we
debate,
discuss,
comment
• So
that
we
don’t
talk
over
others,
please
indicate
that
you
have
something
to
say
4. I’m
Usually
Unpopular
• Just
a
li7le
about
me
• This
is
a
much
larger
topic
&
I
will
try
to
do
jusFce
in
60
minutes
• What
I
have
to
say
can
be
construed
to
be
CONTROVERSIAL
• What
I
have
to
say
is
NOT
ROCKET
SCIENCE
• Simply
because
Building
Usable
Products
is
NOT
ROCKET
SCIENCE,
(despite
our
best
efforts)
to
cast
that
impression
• I
deal
with
– Basics
-‐
(usually
forgo9en)
– Common
Sense
-‐
(The
Most
Uncommon
Thing)
– Prudence
-‐
(Whatever
That
Means)
5. Shaheena
A7arwala
aka
@RuthlessUx
• Head
of
Design
at
Wigzo
Technologies
• Founder
PurpleCube
Design
Studio
(2009
-‐
Present)
• Ex
-‐
Designer
BookMyShow(2009)
and
Shaadi.com(2012)
• Ex
-‐
Co-‐founder
&
Design
Head
at
Truss
Networking
(2014)
• UX
Blogger
at
www.RuthlessUx.com
@RuthlessUx
7. UI
-‐
Interface
Elements
UX-‐
How
a
user
gets.
from
point
A
to
point
B.
8.
9. There
are
a
very
few
known
techniques
that
can
precisely
and
consistently
shape
a
good
ux
Keep
it
simple
/
Relate
to
things
people
used
to/
Learnt
it
anecdotally
/
via
Experiment
12. Users
resist
change
Stage
changes
|
Beneficial
for
your
company
E.g. Digg did a major UI
change and had a massive
user exodus.
One Week>
Digg3.0>DiggApocalypse
Timeline changes / Homepage
changes
14. Make
users
feel
smart
(Salt
&
Pepper
Rule)
Don't
hide
things
in
complexity
in
design.
15. Be
Specific
Pick
one
go
with
it
1. Narrow down to your exact target users and focus on doing well there. Make your scope very
specific (specifically your first adopters) e.g. Amazon started as an online marketplace for new
books. Google was only search.
2. Building. Just start building.
3. Speeds up design and development time {Agile} Just get it out there
4. Guides testing (Collecting data. Get all the data about how your user is using the app and
analyze it. )
5. Gives marketing individuals early insight into user acquisition strategies
6. Narrow down number of variables for testing. Simplify. Simplify based off the data you're
collecting.
7. Saves Money
8. Keep Vision of Dream separate from NOW. Pick one Go with it! Focus on Now!
18. CupCake
a.k.a
Be
Agile
Be
Fast
and
Furious
1. Build the simplest version that solves a
single problem
2. Get customers for feedback ASAP
3. Iteration of the product with customer
feedback
v/s
19. Don’t
be
a
vitamin!
Try
to
solve
a
Problem
Don’t
be
a
nice
to
have
1. If you build a vitamin or don’t solve a tier 1 problem, people will use your product but
never pay for it. And that will rip you apart.
2. Solve a tier 1 (or top 3) problem for your potential customers.
3. HOW?
• Regular feedback from customers
• Conversation rate is trending up over time and your churn/refund rate is trending down
• You have at least 40% product-market fit with existing customers
20. You
can’t
manage
what
you
don’t
measure,
Data
don’t
lie
1. Determine your top 3 metrics
2. If you’re “flying blind” then sooner or later you’ll crash into a mountain, without even
realizing it’s in front of you.
3. Track?
• Revenue, AOV and Conversion
• 3 primary metrics and 3 secondary metrics, (refund rate/churn, profit etc)
21. User
eXperience
Keep
It
Simple
and
stupid
1. If you can’t easily explain your products or services to the average person, then they’re
probably too complicated.
2. Every time the user experience is great (and continues to be great over time), that
startup’s revenue grows like a weed. Every time it’s confusing, revenue growth is much
tougher and in most cases very, very slow.
22.
23. of
consumers
would
be
willing
to
spend
more
money
with
a
company
that
provides
excellent
customer
experience.
Source:
Defaqto
h7ps://www.salesforce.com/blog/2013/10/customer-‐service-‐stats-‐55-‐of-‐consumers-‐would-‐pay-‐more-‐for-‐a-‐be7er-‐service-‐experience.html
55%
24. Companies
that
provided
excellent
customer
experiences
v/s
Group
that
wasn’t
focused
on
the
customer
experience.
Between
2007
and
2011,
the
CX
leaders
not
only
outperformed
the
broader
stock
market
(27%
be7er
than
the
S&P
500)
but
performed
128%
be7er
than
the
companies
not
focused
on
CX.
In
fact,
the
CX
laggards’
returns
showed
a
loss
of
46.3%.
(source)
128%
Watermark Consulting compared the stock performance of a
group of
25. Mobile
conversions
and
Omni-‐Channel
Experience
of all mobile searches are
goal-oriented and help customers
make a decision
45%
Source: https://uxplanet.org/why-understanding-customer-experience-makes-you-a-great-ux-designer-73b99c95fb6d
26. User
Onboarding
45%
of users give up
if registration is hard
In a Study provided by Adaptive Path, Bank of America conducted research into why they were falling
behind their competition. The outcome of this project was a huge success due to a drastic change in
usability.
Source: https://momentumdesignlab.com/hidden-cost-of-bad-ux/
27. With smartphones
becoming ubiquitous,
especially among the
educated urban
upper-middle class
Indians, Myntra was
betting that its
customers would
accept the loss of the
web option in return
for greater user
experience
28. Understand
Users!
Do
research!
h7ps://www.techinasia.com/flipkart-‐myntra-‐app-‐only-‐disaster
h7p://Fmesofindia.indiaFmes.com/business/india-‐business/Flipkart-‐drops-‐its-‐plan-‐to-‐go-‐app-‐only/arFcleshow/49751060.cms
h7p://forbesindia.com/arFcle/special/why-‐myntra-‐is-‐going-‐back-‐to-‐its-‐desktop-‐version/43199/1
May
2015
● Mobile accounts for 70-80% of
e-commerce traffic today.
● Forcing users to download the
app and shutting out rivals.
● Within 9 months
reopened its mobile site
29. Majority
of
our
daily
media
interacFons
are
screen
based
Flipkart is not going completely app-only. It has
reintroduced a mobile web option - something
it had discontinued in March. 2015
● Amazon quickly took advantage.
Thanked consumers for making it the
most visited ecommerce site in India.
● Billion Day sale
1. Browsing on the desktop is much more
easier than on mobile app
2. Sorting and applying filters may be
difficult on app
3. No more choices, you are just trapped
4. Mobile device and mobile internet
limitations
5. Competitors are on Multiple platforms,
user may switch easily
30. Build
-‐
Define
User
Journey
1. User
Personas
2. IdenFfy
Journey
3. Solve
Journey
problems
and
errors
4. IdenFfy
loopholes
5. IdenFfy
use
cases
6. IdenFfy
dead
ends
and
escape
hatch
Iterate.
Speed
is
the
king
34. Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
35. Majority
of
our
daily
media
interacQons
are
screen
based
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
36. Computers
keep
us
producQve
and
informed
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
37. Smartphones
keep
us
connected
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
38. Tablets
keep
us
entertained
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
39. SequenQal
-‐
There
are
two
modes
of
mulQ-‐screening
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
40. Smartphones
are
the
most
common
starQng
place
for
online
acQviQes
(Refer
Myntra
Case
Study)
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
41. PCs
are
most
oYen
a
starQng
point
for
more
complex
acQviQes
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
42. Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
43. Smartphones
allow
us
to
shop
at
home
or
on-‐the-‐go
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
44. Spontaneity
plays
a
major
role
in
shopping
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
Spur-‐of-‐the-‐moment
vs.
Planned
shopping
45. We
oYen
move
from
one
screen
to
another
while
shopping
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
46. Consumers
take
a
mulQ-‐device
path
to
purchase
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
47. SequenQal
screening
is
common
&
mostly
completed
within
a
day
Source
:Google
-‐
The
New
MulF-‐screen
World:
Understanding
Cross-‐plarorm
Consumer
Behavior
-‐
August
2012
48. People
are
never
going
to
learn
enough.
People
are
never
going
to
be
beginners.
People
will
always
be
learning.
-‐ Allan
Cooper
Make it simple enough. Discoverability is a great tool for
learning.
Humans are hardwired and naturally intuitive to things
that resonate to their gut
50. • Yahoo
Answers,
Quora,
forums,
Google
Search
• If
there
are
alternaFves
to
your
product
that
are
free,
you
may
have
a
difficult
Fme
geung
tracFon.
• Most
people
don’t
want
to
pay
if
they
don’t
have
to.
It
may
be
helpful
to
offer
a
freemium
service.
Google Answers lasted 4 years and 8 months.
Google Answers
51. • Wave
is
what
email
would
look
like
if
it
were
invented
today.
• Wave
didn’t
launch
as
an
MVP.
It
was
filled
with
lots
of
features
that
Google
assumed
people
wanted.
• Complex
/
took
users
Fme
to
understand
• it’s
be7er
to
start
small
and
launch
as
an
MVP.
Google Wave lasted 15 months.
Google Wave
