This document discusses building engaging apps by focusing on the jobs users need to get done rather than just what they ask for. It recommends starting with a Minimum Lovable Product (MLP) rather than a Minimum Viable Product (MVP) by including features that deliver a delightful user experience. Microinteractions and small design details are important to consider. The speaker then describes how this approach helped two of their apps achieve higher conversion rates, retention, and upsell performance compared to other products. Recommended further reading on these topics is also provided.

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Building Engaging Apps in a Non-
Engaging Space
Adam Warburton/ @ProductAdam

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Overview
• What: Customersaren’talwaysright
• How: Movingfrom MVP to MLP
• Why: Outcomes

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2 apps in under 6 months
Adam Warburton/ @ProductAdam

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2 (phenomenally successful)apps in under 6 months
Adam Warburton/ @ProductAdam

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Here’s how
Here’s how…

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JTBD – Jobs to be done
Adam Warburton/ @ProductAdam

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Product Design & Development should focus on:
Asking users what they want
Asking users what they find painful
Matching market trends
Understanding the jobs that users are trying to get done

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“People don’t want to buy a quarter-inch drill.
They want a quarter inch hole!”
Theodore Levitt, American Economist

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Storingcredit
for future use
Borrowing
credit
Transferringcredit
in exchangefor
goodsand services
Transferring credit in
a domestic currency
Transferring credit in
an alternative
currency
Transferring credit at
a distance
Transferring credit
whilst present
Adam Warburton/ @ProductAdam

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Spend in…
Plan Get Go Spend Return

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Adam Warburton/ @ProductAdam

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The end result
Adam Warburton/ @ProductAdam

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“The minimumviable productis thatversion of a new product
which allowsa team to collectthe maximumamountof
validatedlearningaboutcustomerswith the leasteffort.”
Eric Ries

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“…that product which has just
those features and no more that
allows you to ship a product…”
“…aboutcreating minimal products…”
“…make it just goodenough to launch…”

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Minimum Viable Product

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Minimum Viable Product

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27. PRODUCT + DESIGNAdam Warburton/ @ProductAdam

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Quality
Time
“Good enough”
“Nice to have”
“Not a priority”
“Not goodenough”
“Must have”
😱
😎
Adam Warburton/ @ProductAdam

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Excellence ⧣ Perfectionism

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MLP ⧣ Perfectionism

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”Don’t Suck”
”Be Delightful”
😀
😢
Opentheapp
Homepage
FindProducts
ViewProductInfo
AddtoBasket
DeliveryInfo
PaymentInfo
Checkout
CustomerSupport
Delightful Experience
Frustrating Experience
Usable
Adam Warburton/ @ProductAdam

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Microinteractions

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“We do not care enough about you or
our app to tell you what we’ve done”
Adam Warburton/ @ProductAdam

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“We are loosing interest in our app”
Adam Warburton/ @ProductAdam

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“We care intently about ever element
of our app”
Adam Warburton/ @ProductAdam

42. PRODUCT + DESIGNAdam Warburton/ @ProductAdam

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Outcomes
• Higher ATV than .co.uk
• 5x conversionof .co.uk
• 2x the upsell rate
• 30% day 7+ retention

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Summary
• Understandthe job, not the ask
• Build for MLP, not MVP
• Sweatthe small stuff

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RecommendedReading
• The Lean Startup– Eric Ries
• Microinteractions:Designingwith Details– Dan Saffer
• Build a Winning UX Strategyfromthe Kano Model– MTP
Conference– Jared Spool
• Sweatingthe ux details – UX London Conference– Stephen
Anderson

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Thank You.
Adam Warburton/ @ProductAdam