Hacking an awesome customer experience

Innovation comes from solving customer problems

3 things today

1. 1999 Jeep Cherokee's are awesome

2. 10x ideas from customers 

3. A million dollars

1999 Jeep Cherokee's are AWESOME• Big rocks

• Epic problems; stop progress

• Jeep

• Resources (team, service, investment)

“F&#K this, we're buying a

jeep"

10x from customers• Ideas drive business

• Small, like a feature

• HUGE, like why you started your company

• But plans change...

If you don’t ask your customer…1. Their insight helps you with market fit

2. Their problems solved = great PR

3. But the customer is not always right

How to ask• Surveys

• Private beta, beta opt-in & early access

• Feedback forms & boxes

• Cute smiley buttons at airport security

• “Did we make you take the max # of items out of your bags?”

Now you know…• Quantitative data is cool

• Actionable

• Can measure impact

• Qualitative is awesome • Apply a fix immediately

• Structured

• With a precise goal

Most

improvements

don’t work

Million dollar idea• Simplify customer onboarding

• Pimp conversion rate

• Increase customer value

• Make you millions of dollars (more)

V1: Looked like this… but in Chinese

• Customers showed intent • Lots of input • Error prone • High bounce rate • NONE SHALL PASS!

“It’s not the daily increase but daily decrease

Hack away at the unessential”

V2: Removed 5 interactions & added FOMO

STEP 1 STEP 2

V3: Removed more crap

Goodbye

• Horrific carousel

• Excess form fields

Hello to improved interaction

• Customer > business

• Business > customer

Incentivized interaction1. Claim your account

• Confirm email

2. Complete your profile

• Provide KYC data

3. Enable 2FA

• Confirm mobile

How it measured up• V1 - Un-optimized

• 18 interactions • Massive drop-off

(bounce)

• V1 - Sub-Optimized • 13 interactions • Better conversion • Cleaning contact data

• V3 - Optimized • 2 interactions • Epic conversion • Epic marketing data

38%

284%

Conversion results

v1

v2

v3

RIP ROARING SUCCESS

Uh oh!• I hacked v3 to make it work

• My own VWO account

• My own Hotjar account

• Buggy and crap on weird browsers

• Fraud team were pissed

• Developers backend/frontend was pissed

• Fell to the dark side (MD was pissed)

Least favorite word EVER

Compromise

RIP ROARING SUCCESS

To wrap up• 1999 Jeep Cherokee's are badass

• Get awesome ideas from customers surveys/data/behaviour

• Disclaimer: I gave you inspiration for a million dollar idea

@tremefied@mrcarlo