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Lean Innovation Summit 2019 - Nelleke Harmse - How Tikkie became the #1 P2P payment app with over 6M users

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Nelleke Harmse - Freelance @ Lean Innovation Summit

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Lean Innovation Summit 2019 - Nelleke Harmse - How Tikkie became the #1 P2P payment app with over 6M users

  1. 1. How David Hasselhoff helped get 6 million users
  2. 2. I will reveal it later… hang on!
  3. 3. Nearly half of the Dutch population has send or paid a
  4. 4. 6 out of 10 people pay a Tikkie within 1 hour
  5. 5. 3 out of 10 people pay a Tikkie within 5 minutes
  6. 6. Every 30 days, has 20 million app opens
  7. 7. YouTubers are even making songs about
  8. 8. In the dictionary
  9. 9. launched in 2016
 with 7 competitors
  10. 10. Why did become so successful?
  11. 11. How did we create an app that people And how you can too
  12. 12. How did we create an app that people And how you can too
  13. 13. Let me take you back to 2015…
  14. 14. This happened…
  15. 15. The hoverboard came out
  16. 16. But also this…
  17. 17. Waiting for Dave 
 to pay me back ….
  18. 18. 70% of people Wait 1 week or up to 1 month to get their money back Source: ABN AMRO
  19. 19. Why did people wait so long??
  20. 20. 60% of people Simply forgot to pay Source: ABN AMRO
  21. 21. Why was there no solution for this?
  22. 22. In 2015 explored a possible solution
  23. 23. “What would really disrupt the market?” Developer Siu
  24. 24. That’s me! 2016
  25. 25. 1st ‘ugly’ prototype
  26. 26. We tested it On the street
  27. 27. But then…
  28. 28. And another competitor…
  29. 29. launched in 2016
 with 7 competitors Slice
  30. 30. Then, all of a sudden…
  31. 31. Meanwhile….
  32. 32. Amount of users jun jul aug sep okt nov dec jan feb mrt apr mei jun jul aug sep okt nov dec jan feb mrt apr mei jun jul aug sep okt 1m 2m 2016 2016 2016 2017 2018
  33. 33. Why did become so successful?
  34. 34. Why did Tikkie win from competitors? Just luck Great marketing Funny GIFs Simplicity
  35. 35. 4 key reasons Behind the success of When everybody zigs, zag. Always test, never assume The humor effect The David Hasselhoff Rule
  36. 36. When everybody zigs, zag.
  37. 37. What do people love or hate about current solutions?
  38. 38. We field tested Competitors
  39. 39. We found these factors of competition Effort Trust Fun ConvenienceProductivity
  40. 40. LOW HIGH Effort Trust Fun ConvenienceProductivity
  41. 41. When everyone zigs, 'zag’ LOW HIGH Effort Trust FunProductivity Convenience ZAG ZAG ZAG ZAG ZAG
  42. 42. Always test, never assume
  43. 43. Why you only need to test with 5 users
  44. 44. What did we test? Everything! Every 2 weeks
  45. 45. Cheq Ka-ching Tikkie We even tested our app name
  46. 46. Vs.
  47. 47. Tested several download buttons Winner!
  48. 48. However… We also failed miserably
  49. 49. In 2016 our #1 goal was to grow our user base
  50. 50. So we designed and launched this Refer-a-friend system
  51. 51. The results were very disappointing However…
  52. 52. And it took over 4 months to build. We never did any user testing
  53. 53. This button got use more new users
  54. 54. The humor effect
  55. 55. From a psychological perspective we remember information better when it’s humorous
  56. 56. “I saw the funniest thing…”
  57. 57. Pleasure Time End Peak The peak-end rule. Our brains prefer experiences with high peaks
  58. 58. Peak-End Rule + The Humor Effect = Keeps your brand top of mind
  59. 59. The David Hasselhoff rule
  60. 60. Because if your customers can find an easier way… 
 They will not use your app.
  61. 61. More proof that simplicity disrupts Tinder POF Bumble OKCupid Match.com Grindr 1,8M 2,24M 3,3M 5,4M 5,42M 8,5M Most popular dating apps in the US 2019
  62. 62. What would David do?
  63. 63. Give your customers the easiest way to get the result they want
  64. 64. What would David do? A B
  65. 65. Let’s connect on LinkedIn! Nelleke Harmse The success of When everybody zigs, zag. Always test, never assume The humor effect The David Hasselhoff Rule

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