This slide explains brief introductions of UX/UI (User Experience and User Interface) and Growth Hack, and Management for Rapid Growth. This presentation was held in Japan Tech Day organized by Exabytes in Kuala Lumpur on 28th Mar 2015.

1. Introduction of UX/UI & Growth Hack and
Management for Rapid Growth
29th Mar 2015: Exabytes Japan Tech Day
Yoshi (Yoshiaki Ieda)
CEO, JOB Forward

2. Yoshi
CEO, JOB Forward
12 year experience in Marketing, Digital,
and Human Resource
Previously, Marketer in P&G Singapore.
Before that, new business incubator at
Recruit, No.1 HR conglomerate.
Marketer, Internet business incubator,
Growth Hack and UX/UI practitioner, and
global business leader

3. Social Recruiting platform DIY web publishing tool for
recruiting
Startup Essence
Distribution Content Generation
Revolutionize Social Recruiting
http://job-fw.sg/ http://job-fw.sg/startup-essence

4. Today’s topic
UX/UI
Growth
Hack
Management

5. Advertising trend in Japan
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Radio
Magazine
Newspaper
TV
Internet
Internet Ad spending has been No.2
with 25+% share at 10+ billion USD
market size.

6. Trend in UX/UI and Growth Hack
No data
User Experience Growth Hack
JP
MY
Data source: Google Trend
2010
2013
2013

7. Today’s topic
UX/UI
Growth
Hack
Management

8. User Experience & User Interface
UX/UI
Growth
Hack
Management

9. User Experience Design is
a comprehensive approach to review
your product/service from user’s eyes
and experience and improve it to
satisfy the users.

10. Discovery: Mapping the journey
Making sense of cross-channel
customer journeys

11. Utilize User Experience or
Customer Journey Mapping

12. Paper Prototype Final execution
Get quick feedback!
Not necessary to write a single code!

13. Tools Further reading
User Personas
Qualitative research (User
interview)
Quantitative research
Experience Map
Customer Journey Map
Paper-prototype
And, more
http://mappingexperiences.com/
http://www.slideshare.net/fred.zim
ny/adaptive-paths-guide-to-
experience-mapping
http://www.adaptivepath.com/idea
s/the-anatomy-of-an-experience-
map/
http://www.smashingmagazine.com
/2015/01/15/all-about-customer-
journey-mapping/
The journey to creating a kickass
user experience

14. UX/UI
Growth
Hack
Management
Growth Hack

15. QUIZ
??
V

16. (A) (B)
Higher Conversion Rate?

17. +150%
Answer!
(A) (B)

18. Higher Conversion Rate?
(A) (B)

19. Answer!
(A) (B)
+50%

20. Growth Hack is
a rapid and scientific approach to
increase ROI (Return of Investment) of
resource and spending.

21. Growth Hack is
Growth = Resource x Spending
Increase this ROI by rapid and scientific
approaches!

22. 1) Growth = Resource x Spending
2) Resource allocation is equally
important to spend allocation.
3) Thus, focus on impact.
The principles of Growth Hack

23. Framework of Growth Hack
Acquisition
Revenue
Activation
Retention
Referral
Attracting new users
Generating ongoing revenue
Enticing users to refer their friends
Turning users to repeat visitors
Motivating users to take action
Optimize growth by AARRR model

24. FIX THE LEAKY BUCKET PROBLEM

25. Framework of Growth Hack
Acquisition
Revenue
Activation
Retention
Referral
First step
Product value metrics

26. Framework of Growth Hack
Acquisition
Revenue
Activation
Retention
Referral
Second step
Growth metrics

27. Focus on objective, identify where to
fix, think of how to achieve it, and
execute & learn.
Strategic optimization process
Identify the most impactful problems, define
objective, and set target metrics.WHAT1
Choose the areas to fix. Split issues into
tentative/permanent ones may help.WHERE2
Build a hypothesis based solution with the most
promising assumptions.HOW3
Implement & measure the testing and reflect
the learning to next steps. Iterate the cycle!EXECUTE & LEAN4

28. Five key elements which compose user
interface
1) Page layout
2) Copy writing
3) Eye-catching visual
4) Action navigation
5) Call-to-Action
Practical TIPS to improve user interface

29. 1) First view is critical.
2) Focus on the most important action
and simplify the page drastically to
make the action happen.
3) Reduce unnecessary links.
1) Page layout

30. Explain the user benefit in a simple and
easy way with some attractive tweaks.
2) Copy writing
Register with just 30 seconds, 70% OFFNumbers
Limited offer for NOW, Last 3 hoursSense of urgency
FREE to sign up, Learn Japanese by just listening to audioAttraction
Examples:

31. 3) Eye-catching visual
Less is More.

32. Color

33. Highlight

34. Animal

35. Mono tone

36. Visual Effect

37. Icon

38. 1) Make the action button explicit.
2) Make the action button looking
clickable.
3) Show it together with motivating
texts.
4) Action navigation

39. Higher Conversion Rate?

40. CVR 3% -> 13.5%
Answer!

41. A call-to-action (CTA) is a) Offer or b) Button or link that you place on your
website to drive prospective customers to become leads by filling out a form on a
landing page.
e.g. Free e-book, free trial, make an appointment
5) Call-to-Action
1) Visually striking
2) Compelling and concise copy
3) Action-oriented
4) Make it explicit

42. Higher Conversion Rate?
Watch demo See the video

43. Watch demo See the video
Answer!
+50%

44. Original Price offer
How strong is the explicit price offer?

45. Original Price offer
Answer!
+100%

46. Ready to Growth?
Acquisition
Revenue
Activation
Retention
Referral
Second step
Growth metrics

47. Acquisition Channel CPA Volume Agility
1.Viral Marketing
2.Public Relations (PR)
3.Unconventional PR
4.Search Engine Marketing (Ad Words)
5.Social and Display Ads
6.Offline Ads
7.Search Engine Optimization
8.Content Marketing
9.Email Marketing
10.Engineering as Marketing
11.Targeting Blogs
12.Business Development (Partnering)
13.Sales
14.Affiliate Programs
15.Existing Platforms (Facebook etc)
16.Trade Shows
17.Offline Events
18.Speaking Engagements
19.Community Building
20.Reseller programs
Identify your Acquisition channels
Utilize Bull’s eye framework.
Traction Book

48. Landing page Further reading
http://landerapp.com/
http://unbounce.com/
And, more
- Growth Hacking Basics
- Introduction to Growth Hacking
- Dave McClure@500Startups
- http://500.co/blog
- Rational Growth (PDF): An intro to
growing user signups via data and
analytical thinking
- 21 Actionable Growth Hacking
Tactics @yongfook
- 22 Resources To Help You Master
Growth Hacking Analytics
- Traction Book
Videos:
Crunched Presents: Growth Hacking
Understanding the People Behind
the Data
https://www.optimizely.com/
https://kaizenplatform.com/
A/B testing
https://usabilityhub.com/
http://www.netizentesting.com/
https://www.inspectlet.com/
Usability testing
https://www.kissmetrics.com/
http://www.crazyegg.com/
Analytics

49. Management toward UX/UI & GH
UX/UI
Growth
Hack
Management

50. Management toward UX/UI & GH is
commitment from executives and
creating culture and mentality to
adapt and unleash new
methodologies.

51. The central idea is to get through this loop as quickly as possible to validate a
hypothesis (or vice versa).
In the digital era,
iteration of Build-Measure-Learn is key.
The Four Steps to the Epiphany
Steve Blank

52. There are multiple things you can do, or consider, at each stage of this loop to
help you get through it quicker.
How quick can you iterate the cycles?

53. UX/UI & Growth Hack are actions and
results backed-up by culture, principles,
and mentality.
Results
Actions
Mentality
Culture, Principles
How quick can you iterate the cycles?

54. 1) Delegation for rapid iterations
2) Data-driven decision making
3) Learning from failures
KPI is the enabler.
*KPI (Key Performance Indicator)
How does it work?

55. Unique User, Page View, Revenue, Cost
Per Acquisition…
Focusing on the final results only.
=> Track prior indicators.
Examples:
Typical mistake for KPI setting (1)
UU, PV
Revenue
CPA
vs
vs
vs
Share, Retweet
DAU, New User
CTR, CPC

56. Need to improve Repeat rate, New user
number… How???
=> Breakdown KPIs into actionable units.
Examples:
Repeat rate => 1st week repeat rate, By channel analysis
New user number => Acquisition channels, Traffic volumes, Conversion rates
Typical mistake for KPI setting (2)

57. Too much measurements…
=> Focus on key objective.
Typical mistake for KPI setting (3)
CPA
LTV
Repeat rate
Unique user
MAU
DAU
CTR
Repeat rate
CVR
ARPU/ARRPU
Bounce rate
Clicks
Conversion Volumes
New User#
Repeat User#
PV/UU
ShareRetweet
Likes
Followers
Impressions
Reach
Unique-CTR
Time on page Posts
Frequency
Search Volume
Referral rate
DAU/MAU

58. 1) Track the prior indicators.
2) Utilize actionable units.
3) Focus on objective.
=> Effective KPI setting is critical.
Effective KPI setting

59. Right KPI enables your teams to make
timely analysis and take immediate
actions.
Executive
Manager
Team member KPI for rapid and
scientific actions.
KPI is the enabler for your teams

60. Recap
UX/UI
Manage
-ment
Growth
Hack
A comprehensive approach to review your product/service
from user’s eyes and experience and improve it to satisfy
the users
A rapid and scientific approach to increase ROI (Return of
Investment) of resource and spending
Commitment from executives and creating culture and
mentality to adapt and unleash new methodologies.
Effective KPI is the enabler.

61. Lastly,
Please enjoy FREE web site creation!
http://job-fw.sg/startup-essence/

62. Lastly,
We are looking for business partners!
Malaysia Indonesia

63. Thank you!
Yoshi
yoshi@job-fw.com