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Users don't want features, they want better content – Pantelis Korovilas, Hopper

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We set out to do something long overdue: build a way to filter the results in our flight prediction app, Hopper. This was our #1 requested feature and seemed like an easy win. After shipping, however, the results caught us by surprise and taught us a thing or two about how to read between the lines when listening to users, to design solutions instead of features, and to understand what our product was really about.

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Users don't want features, they want better content – Pantelis Korovilas, Hopper

  1. 1. Pantelis Korovilas Lead Product Designer
  2. 2. Pantelis Korovilas Lead Product Designer
  3. 3. When to Fly
  4. 4. When to Buy
  5. 5. 2.6% of users Only adopted by
  6. 6. Don’t design features, solve problems.
  7. 7. Don’t design features, solve problems.
  8. 8. 1. Re-frame the Problem 2. Re-frame the Solution
  9. 9. Users want to filter out certain criteria from their search results “
  10. 10. Users want to filter out certain criteria from their search results “
  11. 11. 1. Re-frame the Problem 2. Re-frame the Solution
  12. 12. 23% of users Increased adoption to
  13. 13. 1. Re-frame the Problem 2. Re-frame the Solution
  14. 14. Re-frame the Problem Write the problem in different ways
  15. 15. Users want to filter out certain criteria from their search results
  16. 16. Users want to filter out certain criteria from their search results Users want to not see certain things in their search results
  17. 17. Users want to filter out certain criteria from their search results Users want to not see certain things in their search results Users want more control over what we notify them about
  18. 18. Framing + Brainstorming = Frame-Storming —Tina Seelig
  19. 19. How should we plan a birthday party for David? What can we do to make David’s birthday memorable? How can we make David’s day special?
  20. 20. Users want to filter out certain criteria from their search results “
  21. 21. Users don’t want to see certain flights in their search results “
  22. 22. Users want more control over what we notify them about “
  23. 23. I want the Hopper app to learn my preferences “
  24. 24. Re-frame the Solution Constrain your solution in different ways
  25. 25. Can I solve the problem with a single user action? “
  26. 26. Can I move the feature out of a menu and into the core interface? “
  27. 27. Can I use data-driven advice to help give context to different filtering choices? “
  28. 28. 1. Re-frame the Problem 2. Re-frame the Solution
  29. 29. Don’t design features, solve problems.
  30. 30. Don’t design filters, provide better content.
  31. 31. Thank you! Say hi on Twitter at @pantelisak

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