getting to know your users as well as you know your code
DESCRIPTION
If you’re an app developer, you probably know exactly what it feels like to not know your users as much more than rows in a database and reviews on an app store. You know how important that connecting with your users on a human level and using what you learn to design and build a better app is key, but how do you get started? How do you do it once you have millions of users? In this talk, Mike will teach you about how you can leverage a variety of tools and techniques to understand what your users really want so you can make their lives a little bit more awesome with every new revision of your app.TRANSCRIPT
KNOW YOUR USERS AS WELL AS YOU
KNOW YOUR CODEMIKE GOZZO - @GOZMIKE
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
YOUR APP WON’T MAKE YOU RICH
50% of iOS developers earn less than 500$ from their app
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
50% of YOUR USERS don’t care
MOST users abandon mobile apps AFTER 5 SESSIONS
SUPPORTKIT.IO@GOZMIKE
What if i told youYOU WERE BORN WITH THE SKILLS YOU NEED
your humanity is your most powerful
unfair advantage, it’s the key to making
your app win
4 steps To really
knowing YOUR USERS
SUPPORTKIT.IO@GOZMIKE
1. GET OUT OF THE BUILDING
Eliminate Assumptions
BUT I CAN MAKE ANYTHING HAPPEN
BUT I don’t know anyone
Get out without
going out
Find ALMOST ANYONE’S e-mail
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‣ Linkedin doesn’t protect full names from SEARCH ENGINES ‣ INSTALL rapportive ‣ Use TRIAL AND ERROR ‣ TWEET AT THEM ‣ COLD CALL
PAID Channels on the cheap
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‣ facebook ‣ Linkedin ‣ ADWORDS
Most of these services will have signup offers with free advertiser credit. Sometimes anywhere from 25$-100$
Facebook is great for targeting schools, general consumers
LinkedIn when you have an assumption about career
AdWords when your problem is searched for
Be vulnerable and honest
Be vulnerable and honest
What about surveys?
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
QUESTION WHAT COUNTS
How do you go about solving this problem today?
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
QUESTION WHAT COUNTS
What happens if you don’t solve this problem?
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
would you use this product?
QUESTION WHAT COUNTS
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
how much would you pay for this?
QUESTION WHAT COUNTS
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
Do you think my idea’s any good?
QUESTION WHAT COUNTS
SHUT UP AND LISTEN
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
I SPEND ABOUT 500$ every year on an accountant to handle this for me
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
I’m going to intro you to my boss after this call
KNOW YOUR USERS AS WELL AS YOU KNOW YOUR CODE
SUPPORTKIT.IO@GOZMIKE
This is a really Cool product, call me when you launch
SUPPORTKIT.IO@GOZMIKE
2. know WHICH levers you can pull
Assumptions
your app is not a beautiful and unique snowflake
SUPPORTKIT.IO@GOZMIKE
• Free forever • Advertising based • Pay per Download
• In-app purchase driven • Freemium • Subscription based
there are only 6 apps on the store
more usersMOAR USERS
plz
APP STORE DOWNLOAD PLAY QUIT
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3. MEASURE WHAT MATTERS
big data with big headaches
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L A N D I N G P A G E H I T S
A C T I V A T I O N R A T E
R E V I E W R A T E7 - D AY R E T E N T I O N V I R A L
C O E F F I C I E N T
How many users are left after…
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‣ 1 Day ‣ 1 Week ‣ 1 Month
Protip: Usually there’s more than one reason why people are quitting your app. You’ll have a tendency to fix the one thing that annoys you the most. Don’t.
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PERCENTAGE OF USERS THAT
DO AWESOME STUFF
AWESOME SH*T USERS DO
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‣ PAYING YOU ‣ SHARING YOUR APP ‣ ADDING TEAMMATES ‣ CLICKING ADS ‣ COMING BACK OFTEN
Understand what makes the people that do awesome things special.
What do they look like? What made them do the awesome thing? This is where you dig down into the who behind the data yet again.
SUPPORTKIT.IO@GOZMIKE
4. BE THERE when it counts
MY FATHER IN LAW
SHOPPING LIST
85%
15%
few apps offer in-app assistance
mailto:
instructions != Design fail
SUPPORTKIT.IO@GOZMIKE
“Providing instructions is a recognition that your users have different backgrounds and different ways of thinking” Dr. Drang
At the very least, think about help
use love to get through the
funnel
use love to incite people to
awesomeness
use love to get through the
funnel
SUPPORTKIT.IO@GOZMIKE
Your humanity is your GREATEST unfair advantage
COME Say hi!
@gozmike supportkit.io