Being a Product Manager requires structured and organized thinking. Frameworks are a handy and effective way to approach problems. Product Managers will learn about many and develop their own throughout their product careers. In this talk, Taige will share a powerful framework he's been using to brainstorm ideas for boosting user engagement! Main takeaways: - Overview of the SHIRTLESS framework - Examples walkthrough - Using it in the workplace or for interviews Meet the Speaker: Taige Zhang Taige Zhang's story started in London where he gained financial understanding and analytical skills at Apple and a boutique Private Equity firm. After he learned his passion for building things could translate into a career, he became a Product Manager in the dynamic, data-driven social gaming industry in Berlin. Since then he's worked as a Product Manager in B2B SaaS, FinTech, Marketplaces, and the On-demand & Sharing Economy; built two businesses of his own; programmed three mobile apps; and angel invested in several startups. Beyond his love for making ideas into reality, Taige truly enjoys exploring the world and has lived in five countries so far. View the Speaker's LinkedIn: https://www.linkedin.com/in/taigezhang/

1. How to Boost User
Engagement
Product School
Wednesday, July 18, 2018
Taige Zhang
linkedin.com/in/taigezhang

2. My Background
Why Engagement
What is Engagement
SHIRTLESS Engagement Framework
Q&A
Agenda

3. Background
Product Manager
Target (Shipt)
Blacklane
Autodesk (Kera)
Rocket Internet (Social Gaming, Wimdu,
Helpling)
Analyst
Apple

4. Why Engagement?

5. Engagement is critical because it is a leading
indicator of your product’s value.

6. What is Engagement?

7. Engagement = Core Behaviors

8. Facebook
Interact with article (open, like, comment,
share)
Time spent reading per session
Google
Search query
YouTube
Time spent watching per session
Example Engagement
Metrics

9. My Framework for Engagement

10. SHIRTLESS

11. Interactive Talk

12. Show them

13. Create a video
Use animations or pictures
Create an onboarding experience such
as spotlight overlay tours
Show notifications to be cleared
Reposition user interface (UI) elements
for discovery
Make important UI elements fixed
position (careful)
Use wizards

14. Humanize it

15. Curated content (EyeEm has fresh
missions for users to try)
Engage with users via email or in-app
messaging such as Intercom or Vero
(Strikingly does a great job)
Free help (Airbnb sends photographers
for free)
Paid-for help and partner networks
(Shopify allows you to build your own
store but also helps connect you to
experts or apps)
P2P chat apps (social networks)

16. Incentivize them

17. Give bonuses: discounts, free space,
more stuff, special status, etc. (e.g.,
Dropbox was great at this by giving
away free space for desired behavior
such as tweeting, inviting friends, and
automatic mobile uploads)
Give credit or points where it’s due (HN
uses a great karma system without
making it tacky because it’s also a
reputation indicator)
Create demand: limit time or quantity to
drive scarcity

18. Reduce barriers

19. Put examples in front of users so all they have to do
is browse ( Kickstarter, Indiegogo, App Store.)
Easy access or prominent locations ( Amazon 1-click)
Pre-populate data (name at least!) and autocomplete
(address autocomplete)
Allow them to click or tap instead of type ( social
logins, OAuth)
Speed everything up – one of Google’s principles
Reduce clicks required for workflows
Reduce choices – I highly recommend reading
Paradox of Choice
Free trials and no credit card requirements

20. Time it right

21. Asking to rate after positive experience
Showing content based on location
Introduce new features once basic ones
are mastered (games, leveling up)
Right time to send emails/notifications
(Tipping optimization)
Contextual recommendations (Google
Play Music)

22. Listen

23. Build goodwill by letting users feel heard
and understood
Marketplaces’ two way rating builds trust
Personalization of content
Improving recommendations ML with
feedback loops

24. Explain why

25. Explain how long things will take
Show progress bar (e.g. LinkedIn profile)
Articulate their pain to build empathy
Explain the “why” or benefits to get
buy-in (If you can get buy-in from a
toddler by answering why, then you can
convert that user! Facebook, Twitter,
Netflix, and Amazon all explain their
recommendations, in part to reduce
creepiness and increase compliance.)

26. Supersize sunk costs

27. Shuffle the funnel
Let users spend more time on the site or
get access first (Amazon, Spotify playlist)
Let users try free version
Let them make small purchases
Create loyalty features such as currency,
points, and “member since [date]”
Create membership mentality
Provide free training resources (Shopify,
Snapchat, Udemy)

28. Social proof it

30. Summary
These engagement concepts span across
industries and cultures.
Effectively, the framework helps us discover ways
to increase the value and lower the cost in order to
drive engagement.

31. Thank you! Questions and feedback?
Reach out on LinkedIn (Taige Zhang) or @taigeair