Strategies to make anyone use your Product | Product that Count

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My presentation on digital product strategy to Products that Count in London, 12th July.

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Strategies to make anyone use your Product | Product that Count

  1. 1. Product strategies to make anyone use your Product Products that Count | 12th July
  2. 2. https://pivotservices.curated.co/ @pivotservices
  3. 3. 'Just' theory?
  4. 4. Nir Eyal Eric Almquist Alan Klement Bob Moesta Donna
  5. 5. Not about the screens. Not about the features.
  6. 6. • The Job • The Switch • The Value • The Journey • The Story • The Hook
  7. 7. Slack, Uber, Facebook, Google, even Microsoft have proved Sharma right. Success in any given market always comes down to the same fundamental question, “Who understands the user better?” Stack Fallacy
  8. 8. The Job
  9. 9. The Switch
  10. 10. "Startups mostly don't compete against each other, they compete against no one giving a shit.” - Justin Kan
  11. 11. • >80% of people’s time is spent in just 3 apps. • The top 8 mobile apps are owned by just 2 companies: Google and Facebook. • 50% of people in the USA download zero new apps per month.
  12. 12. “Innovation should demonstrate a relative advantage over other options, ideally including the technology currently used for the task. Better technologies will be adopted, plain and simple. ” - Everett Rogers
  13. 13. Prospect Theory
  14. 14. • Outcomes are judged in terms of 'gains' & 'losses.' • Gains and losses are relative • "Losses loom larger than gains." (Loss aversion) Prospect Theory
  15. 15. Endowment Effect
  16. 16. Time
  17. 17. 3x
  18. 18. 3x
  19. 19. 9x
  20. 20. “Think of any night you did not watch Netflix,” he said. “We compete with drinking a bottle of wine. That’s a particularly tough one.” - Reed Hastings
  21. 21. The Value
  22. 22. Value is psychological, amorphous and complex.
  23. 23. Cost (Supply) Demand Product
  24. 24. Cost (Supply) Demand Product
  25. 25. Price vs. Value(?)
  26. 26. = 8 = 11
  27. 27. The Journey
  28. 28. “Users are only ever in three states — they’ve never heard about it; they’ve tried it; and they use it. What you’re managing is state change.”
  29. 29. I don’t know you. I get you. I want to customise you. I’m considering you. User Familiarity
  30. 30. Promise of value. Delivery of value. Extension of value. Demonstration of value.
  31. 31. Acquisition / Growth Core Task Completion AdministrationOnboarding
  32. 32. Acquisition / Growth Core Task Completion AdministrationOnboarding
  33. 33. Acquisition / Growth Core Task Completion AdministrationOnboarding
  34. 34. Acquisition. Retention. Revenue. Referral.Activation. User Familiarity
  35. 35. Software Full Stack
  36. 36. Acquisition. Retention. Revenue. Referral.Activation. User Familiarity
  37. 37. Software Full Stack
  38. 38. Acquisition / Growth Core Task Completion AdministrationOnboarding
  39. 39. Software Full Stack
  40. 40. Software Full Stack
  41. 41. Promise of value. Delivery of value. Extension of value. Demonstration of value. Aha!!
  42. 42. Software
  43. 43. The Story
  44. 44. The Hook
  45. 45. Nir Eyal
  46. 46. • Videos that autoplay as soon as the previous one ends. (YouTube, Netflix) • Notifications that interrupt you with vague messages like 'Ben just posted something interesting.' (Linkedin, Facebook) • Images that load slowly forcing users to focus more intently. (Instagram) • Infinitely scrolling screens. (Everyone)
  47. 47. • Focus on progress. • Understand the forces of change • Constantly deliver value • Know your ‘Aha!’ moment • Remember the story • Understand triggers and rewards
  48. 48. Thanks. paul.jackson@castle.co

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