The document discusses strategies for mobile apps to better insert themselves into users' experiences and "win moments" to improve branding and retention. It involves mapping out users' journeys to identify positive and negative moments, finding ways to make the app essential at those points by reducing friction or flipping pain points, and owning the moment by addressing user needs. The goal is for the app to come to mind naturally for the next step by positioning itself prominently where it matters most to the user. Diagrams map out a dining experience as a case study for this approach.

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Think back to before mobile
phones could magically make a
car appear, think back to taxi
rides that started with a wave…
Close your eyes and grab a memory for me

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Who do you credit with that
experience?

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Now think back to your first
Uber/99/Easy/Cabify experience

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Who do you credit with that
experience?

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Now think of your first terrible
(1-Star) experience…

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Who do you credit with that
experience?

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Old School Apps
Good Experience
Bad Experience

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Of course its easier when you have that PMF
What about the rest of us?

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Winning the Moment
By Andy Young – VP Growth at Kaszek Ventures

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The team puts in a ton of hard work, setting OKRs,
hitting targets, working long weeks and putting in
the time but…
1. No retention
2. No second purchase
3. No brand recognition
4. Bad NPS
5. Things aren’t moving how we predicted

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Start Another Quarter With…
1. High CAC
2. Low LTV
3. Branding issues

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But why is this a mobile problem?
Your mobile identity is your brand…
In moments of need 96% of people turn to their cell phones.

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How do we get remembered where we want?
1. Insert Ourselves
2. Find Our Moment
3. Wedge Yourself into the Flow
4. Own the Moment

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Insert Ourselves
We need to insert ourselves along the journey. The map is much longer
than few screens so we need to figure out if we’re going to open more
verticals or integrate along the path
Goal: Let’s isolate and understand our existence inside each user type
and flow in the existing system, focused on the entire journey in the
real world.

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Map of dining experience

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Map of dining experience

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Map of dining experience

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Map of dining experience
Core

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Map of dining experience
Core

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Map of dining experience
Core

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Map of dining experience
Core

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Map of dining experience
Core

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Map of dining experience
Core

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Map of dining experience
Core

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Map of dining experience
2.02.0 Core

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Map of dining experience
2.02.0 Core

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Finding Your Moment
Isolate the moment in the real user journey where they experience joy.
It doesn’t have to be on the platform today.
Goal: Map the emotional flow of the user, figure out how to insert
ourselves at the maximum number of “positive locations” and ensure
that they are looking to us for the next steps.

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Map of dining experience
2.02.0 Core

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Map of dining experience

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Map of dining experience

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Map of dining experience

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Map of dining experience

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Map of dining experience
Positive Experience

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Map of dining experience
Positive Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience
Core

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Map of dining experience
Positive Experience
Negative Experience
Core

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Map of dining experience
1.0
Positive Experience
Negative Experience

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Map of dining experience
Positive Experience
Negative Experience
Core

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Map of dining experience
Positive Experience
Negative Experience
Core

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Map of dining experience
Positive Experience
Negative Experience
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Map of dining experience
Positive Experience
Negative Experience
Core

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First Wedge Yourself In
Making something easy even easier isn’t disruptive, however, it will
endear you to the customer, and we can’t forget
Goal: Find the friction points where you exist today and make them
moments of revelation at how easy it can be.

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Owning the Moment
When the you comes, we need to be top of the mind, front and center.
Goal: Figure out
1. Why would they think of us
2. How to make it the right framing
3. How to make it feel essential

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The Pain….

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The Pain…. OH THE PAIN

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The Pain….
1. Understand the reasons
2. Think about the roots
3. What makes it BURN?
4. Flip what you can
OH THE PAIN

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The Pain….
1. Understand the reasons
2. Think about the roots
3. What makes it BURN?
4. Flip what you can
OH THE PAIN
1. Paying is only painful if we
have to process it
2. The extended time on it
3. Waiters and validating the bill
4. No waiting, no worrying, just
go!

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Map of dining experience
2.02.0
Negative Experience
Core

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Map of dining experience
Positive Experience
Negative Experience
Core

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Map of dining experience
Positive Experience
Negative Experience
The Future of Dining Out
Core

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Positive Experience
Negative Experience
The Future of Dining

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Positive Experience
Negative Experience
The Future of Dining

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Positive Experience
Negative Experience
Winning the moment
The Future of Dining

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