Growth hacking and User Experience: A love story?
- 1. Growth Hacking and User Experience: A love story?
- 2. Not quite….
- 3. Growth hackers find creative solutions to growth-related problems within a product. User Experience experiments and tests to engineer a great experience and solve problems for everyone using a product. Digital marketers promote brands and increase conversions through targeted, measurable, and interactive techniques. Digital Marketing Growth hackers User Experience
- 5. Sean Ellis coined the term "growth hacker" in 2010 Growth Hacking
- 6. Don Norman popularised the term “user experience” while working at Apple in the 1990’s and companies like Xerox’s PARC were conducting formal research on computer-human interaction since 1970s. User Experience
- 7. Growth hackers User Experiencevs 5 years +20 years
- 8. User Experience is fundamentally about the relationship between people and technology. More than that, it’s about identifying and designing that relationship.
- 9. ….and getting businesses to generate commercial value too
- 10. Next to its scientific roots, the User Experience field itself has been around long enough to have developed its own best practices.
- 11. Growth Hackers tends to focus on tweaking product or existing marketing to acquire users.
- 12. It's easy to get Growth Hacking and UX convoluted since both advance their goals through understanding human behaviour.
- 13. Growth hackers User Experiencevs “How can we increase conversions or brand affinity?” “What do our customers need, and how can we best serve them?”
- 14. Growth hackers User Experiencevs Business view User view QualityQuantity Improves experiencesIncrease conversions Making things people wantMaking people want things All Testing (Quantitive / Qualitative)A/B Testing StrategicTactical Long TermShort Term
- 15. “If the goal of growth hacking is to create value for the business, then the goal of user experience is to create value for the customer.”
- 16. While Growth Hacking and UX are not core-value compatible, they are powerful assets to a company if managed wisely and held in proper balance.
- 17. Growth Hackers and UX Designers should work together because we share the common interests of understanding human behaviour and building brand loyalty.
- 18. User Experience can help Growth Hackers get valuable intelligence around how to sell or position a product more effectively.
- 19. A Growth Hacker should never ask a UX Designer to…
- 20. “GoDaddy” a website, stuffing it full of unnecessary crap that annoys and frustrates in the name of an extra $7.99 a year.
- 21. Nor should one be asked to conceive of solutions that exists solely to trick the user into a poor decision.
- 22. These types of experiences are counteractive.
- 23. The way that people interact with brands has changed. It’s not enough to simply tell people you have a product they want or need. They need to experience it. The need to feel it. They need to love it.
- 24. And that’s exactly what User Experience will help do.
- 25. Can UX Designers and Growth Hacking work together?
- 26. Absolutely. But only if UX Designers are given license to truly do their jobs.
- 27. The biggest misconception about User Experience is that it is about creating beautiful interfaces.
- 28. That is just a small part…
- 29. There are two type of User Experience Designers. Generalist and Specialist
- 30. I am a specialist. Also known as T-Shaped. Tim Brown, CEO of IDEO, defended this approach (IDEO is an award-winning global human-centered design firm founded in 1991)
- 31. Researcher CopywriterPsychology Product Design Strategist Information Architect Service Design Engineer User Experience Broad Knowledge UXDeepSkills User Interface Wireframes/ Prototype Graphic Design Mobile/ Apps Desktop Wearables Interaction Design
- 32. If there is just one thing you can take from all of this…
- 33. While Growth Hacking can generate revenue for the next two quarters….
- 34. Building a product/service that provides great service will generate revenue for the next two years.
- 35. User Experience is its own form of growth hacking.
- 36. User Experience + Growth Hacking = Magic