Finding our love makes us all happy. Let’s take a look at how we can find our users love, date them and happily get married to our users with our product.
Let’s assume that you own an app that helps parents find classes for their kids. You probably are hungry for conversions! let’s start with some basic questions:
What value are we creating to our users? Why should any user fall in love with us? What are we doing that is valuable to our users? What problem are we really helping them solve?
Most often the team’s structure and goal looks like this in a higher perspective:
Mostly forgetting this >
What is this? This is the piece you’d be missing in your product. Most companies and startups skip
this part and directly approach the end goal trying to crack it. If you think you need data or proof, try asking “ Do you know if our users love us?” to any of your team members. Mostly the answer will be “I need to push a code, I think the customer service team knows more about this”. “I need to achieve this target by tomorrow, you need to ask marketing” , Marketing team says of course our conversion is 0.0001 % after spending a bomb we just need to pump in some more money and our users will start loving us more!!
Most important part of your product is love and trust from your users. Get someone in your team to measure the trust, value factors in your product. How many people really loving using our app? How many people’s problem is our app solving? This is what you are probably missing out on to take your product to the next level. Remember, if you already have a user base, how many of them value your application? How many of them trust you as someone they come for a solution?
Trust/Value? Doh! They sound like words we hear from nice guys desperate to find love.
We have traffic, Saif! Yes, but did you hear someone say “I hate XX (Your product)” or “I love XXX (Your product)” mostly the answer will be no.
Companies who flirt with users and make them fall in love with their product make a great business. Ex: AirBnB, Zomato, IxiGo, Trip Advisor, Yelp!
How does one define this love? What are the KPI’s? What is the road map to make users fall in love with us? What will this love get me?
Yes, now we are talking! let’s study what makes your potential interest go on a date and start committing to you first.
How to get a date and how to make someone fall in love with you? Let’s say how do you even make the first contact with your crush? It is said that the best approach to initiate a conversation is to offer help. So, let’s look at how this map looks in users case.
I’ve divided this into three. One potential love trait, our product KPIs and grading of our app/website. PS: No offense for the believers in love etc, this is just to make sure the reader understands the concept in an easy way.
|Potential Love Triat||Our Product KPI heads||Try On or Off in your product|
|Present yourself||Awesome website and App|
|Are you marketing yourself well? Talking about how interesting you are and how you can be beneficial?||Marketing|
|Are you making friends? Hanging out with different people?||Influencers|
|Do you have a common place to constantly keep in touch (Whatsapp, Twitter, Hike, Phone call,weekly hangouts)||Community|
|Initiate interesting conversations, engage your potential love to evoke emotions||Engagement and conversations|
|Listen carefully what
your interest says
|Is your date talking to her friends about you? (That’s a good sign)||Referrals or recommendations|
|Is she giving you signs of how good or bad your abilities are? (That’s a good sign)||Organic reviews|
|Does she want to go on a second date?||Returning user/ Stickiness|
|Are you giving the power to your potential interest? (No one likes to be in a relationship where they have no power)||Giving users the power. Make them feel important.|
Let’s connect the dots step by step and understand how do things that are off in our website will lead us to creating great brand while giving users the power.
Our User – Parents/kids/teens/anyone interested in doing an activity (Focus will be kids)
Our Product – An App with teachers available for booking classes.
During our user interviews, we discovered that there is no common platform for users to interact and directly get involved to influence the stakeholders which trigger the emotion
We figured out what is missing. Where do we start?
Always figure out if your potential love has a problem and offer help (Let us assume that your potential interest never saw you or noticed you. Universal law of flirting in Bollywood :D)
Let us start from a “Target Persona” and their problems
Let’s consider a story: Ram is a parent
His background: He had a very vague knowledge of what he wanted to do in his life. He went on to get educated, following the regular flow and after an MBA ended up a cubical corporate job. He hates his job and regrets not following his dreams. Alas! What else could he do? He had no one to share or approach and guide. He constantly wonders what could have been life, had he found out his interest and worked towards it.
His present situation: Married, has a kid, Akhil, who is 8 and is exploring different things in life. Ram sometimes has nightmares of Akhil growing up exactly like him (not knowing what to do with his life and ending up in a job which he might hate)
Ram needs guidance from someone.
Ram wants Akhil to explore his interests and do what he likes.
Ram wants Akhil to meet different people in his category of interest
He finds out about Our App. Let’s track his journey
Integrate our goals, product, marketing efforts
|Our Product KPI heads||How|
|Influencers||Finding influencers (Not influencer marketers) in each party (parents and merchants)
Let’s take an example of Ram an influencer(1st party) finding Neha and Suresh, another influencer (2nd party) to help him with his kid.
|Community||Let’s assume that we created a Dedicated group of people to enhance involvement in the product (A detail community roadmap plan is yet to be drawn)|
|Engagement and conversations||Users opportunity to involve with similar users and influencers.
Ex: Q: Ram: Hey guys, I don’t blame my parents, but honestly I have a had a very bad childhood. I had no clue of what I’m interested in, no guidance and no one to help. I have no clue of what my kid is interested in. I want him to explore more on what his interests are and get a class based on that.
A: Hi Ram, @Neha and Suresh is available to help you on this.
Suresh: Hi Ram, I can help you with that. We should xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx We are organizing a workshop and our academy can offer multiple classes based on your kid’s interests.
|Feedback||Ram: Thanks for XXX (Your App) for helping me finding the best coach for my kid. I also found great reading material (blogs) to help. He attended an event that helped him getting in touch with people of similar passion.|
|Referrals or recommendations||Ram: @Suresh is a great coach. He helped me get ready for a football match in 10 days at my school. I love and admire his energy and passion for football.
@Neha helped my kid understand what he is passionate about. She’s extremely dedicated towards kids future. She also put me in touch with the right group of people who can help my kid.
Refers his friend through WOM. Hey do you know what your kid is interested in? Are you making him learn what he loves? Check out XXX (Your App)
|Organic reviews||Suresh’s Academy of Football :
Neha’s career workshop
|Returning user/ Stickiness||The next time Ram thinks of an activity or a class. His first preference will be XX ( Your App/Website)|
|Giving users the power. Make them feel important.||Let us assume that Ram was disappointed with Suresh and Neha. His immediate actionable is not just talking to his friend but leaving a review about Suresh and Neha in detail of the story how he was misled by both. Reading the reviews, Suresh and Neha try to improve his next student.|
What are we doing differently?
We aren’t doing anything differently. We are using the same wheel followed by any marketplace websites or apps. We are simply understanding the user persona, problems and his approach in a better way. This is where User Experience plays an important role. This way we are completing the loop of student and teacher influencing their behavior through our product.
Based on this strategy of solving a problem and approaching the end user with effective user experience analysis, we are able to trigger reactions and emotions which drive us towards achieving our overall end goal of bookings, reviews, and engagement. If we understand our users better and approach effectively, anything we develop will solve the problems and drive us towards making our users fall in love with us.
May the force of love be with all of us 🙂