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Growth Hacking and User Experience: A love story?
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Not quite….
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Growth hackers
find creative solutions to
growth-related problems
within a product.
User Experience
experiments and tests to
engineer a great experience
and solve problems for
everyone using a product.
Digital marketers promote
brands and increase
conversions through
targeted, measurable, and
interactive techniques.
Digital Marketing Growth hackers User Experience
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Who came first….
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Sean Ellis coined the term "growth hacker" in 2010
Growth Hacking
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Don Norman popularised the term “user experience” while working at
Apple in the 1990’s and companies like Xerox’s PARC were conducting
formal research on computer-human interaction since 1970s.
User Experience
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Growth hackers User Experiencevs
5 years +20 years
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User Experience is fundamentally about the relationship
between people and technology. More than that, it’s about
identifying and designing that relationship.
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….and getting businesses to generate commercial value too
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Next to its scientific roots, the User Experience field itself has been
around long enough to have developed its own best practices.
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Growth Hackers tends to focus on tweaking
product or existing marketing to acquire users.
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It's easy to get Growth Hacking and UX convoluted
since both advance their goals through understanding
human behaviour.
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Growth hackers User Experiencevs
“How can we increase conversions or brand
affinity?”
“What do our customers need, and how can we best
serve them?”
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Growth hackers User Experiencevs
Business view User view
QualityQuantity
Improves experiencesIncrease conversions
Making things people wantMaking people want things
All Testing (Quantitive / Qualitative)A/B Testing
StrategicTactical
Long TermShort Term
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“If the goal of growth hacking is to
create value for the business,
then the goal of user experience is to
create value for the customer.”
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While Growth Hacking and UX are not core-value compatible, they
are powerful assets to a company if managed wisely and held in
proper balance.
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Growth Hackers and UX Designers should work together
because we share the common interests of understanding
human behaviour and building brand loyalty.
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User Experience can help Growth Hackers get valuable
intelligence around how to sell or position a product more
effectively.
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A Growth Hacker should never ask a UX Designer to…
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“GoDaddy” a website, stuffing it full of unnecessary
crap that annoys and frustrates in the name of an
extra $7.99 a year.
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Nor should one be asked to conceive of solutions that
exists solely to trick the user into a poor decision.
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These types of experiences are counteractive.
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The way that people interact with brands has changed.
It’s not enough to simply tell people you have a product
they want or need.
They need to experience it.
The need to feel it.
They need to love it.
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And that’s exactly what User Experience will help do.
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Can UX Designers and Growth Hacking work together?
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Absolutely.
But only if UX Designers are given license to truly do their jobs.
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The biggest misconception about User Experience is that it
is about creating beautiful interfaces.
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That is just a small part…
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There are two type of User Experience Designers.
Generalist and Specialist
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I am a specialist.
Also known as T-Shaped.
Tim Brown, CEO of IDEO, defended this approach
(IDEO is an award-winning global human-centered design firm
founded in 1991)
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Researcher CopywriterPsychology Product DesignStrategist Information
ArchitectService Design Engineer
User Experience Broad Knowledge
UX
Dee
p Sk
ills
User Interface
Wireframes/ Prototype
Graphic Design
Mobile/ Apps
Desktop
Wearables
Interaction Design
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If there is just one thing you can take from all of this…
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While Growth Hacking can generate revenue for the next two quarters….
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Building a product/service that provides great service will
generate revenue for the next two years.
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User Experience is its own form of growth hacking.
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User Experience + Growth Hacking = Magic