Business to Consumer Products
I like to divide the main challenges B2C products present into these 4 categories: Attraction, Conversion, Retention, Expansion.
In each product I aim to incorporate mechanisms that provide value in regards to all these aspects as an integral part of the UX/UI.
The following are examples of such implementations in some of the projects I worked on:
How do we attract the user to engage?
We constantly need to remind users of the value they will gain from a product with no disturbances.
In Pizza Hut's case, for example, the main value is the taste of the Pizza that they'll get to eat.
The challenge is, that most food-delivery platforms obligate users to register or insert delivery address prior to choosing from the menu (for operational reasons). This friction naturally leads to abandonment early on as the pizza's taste is replaced by filling out a form. We worked with Pizza Hut to change operational strategies in order to reduce this friction and allow users to start adding dishes right from the get go.
After releasing the new site, analytics have shown reduced abandonment and a higher conversion rate.
How do we lead the user towards completing intended tasks/paths?
Generally speaking, it's about making sure that the effort needed from the user is nothing compared to their perceived value of the product. Not a simple task when you need users to provide a lot of input.
Getting busy opinion-leaders and celebrities to interact with an app is even more of a challenge and therefore the path to a conversion depends on psychological incentives assimilating dating-apps motifs of "playing it hard to get". Both the brands and the celebrities are uncertain if they receive the campaign/opinion leader of their choice until the last minute, leaving the ultimate power still at the hands of the PR agency as they wished.
How do we encourage the user to keep using the product?
In some cases, especially in Travel, users don't need to use the product very often. Even if the product provides a wonderful user experience, it will take time until their need of the product will reemerge.
One way to handle it and continue users' interaction with your product is to provide other services or content that will be answering relating needs that arise more often.
In accessibleGO, a travel booking platform for people with disabilities, we incorporated content for every part of the travel - from ideas and reviews of accessible travel locations to guides for accessible services to be used while traveling.
How do we encourage the user to "spread the word" about the product and support our user acquisition efforts?
Sharing experiences and content are some of the main drivers of creating a buzz. With them, come affiliation programs. BOOM25, Giora Mendel's latest Startup, is an affiliation platform that allows every 25th purchaser through the site to receive their money back.
In order to attract more users to the system, we created a referral program for users who didn't win and would like to have better chances to win. In addition, each winner is requested to post on a social network in order to receive the winnings.