Anuj Rathi: evaluation

Transcript context

…Is there an example of you using this framework on a product you worked on where you're just like, "Here's a thing we really did..." I don't know, had a big impact or really surprised everyone? So we used it in two different areas. So one is, of course, products I worked on. So I worked in Swiggy for the last seven years, and really, when we started working towards this user, instead of thinking about everybody as, "This is what our onboarding experience looks like, and this is what our product is." So, essentially, we used, basically, say, a key that it's... "We are a food delivery app. We are a grocery delivery app, and we have these bunch of things." Instead of that, we just started reframing it from the point of view of, "What would you want, and how could you use us? What is it in it for you?" and we started connecting all our marketing messages along with the onboarding. So even going out market and thinking, "Where do you actually find us? How did you know about us? It's a reasonably large brand. Why have you not already downloaded us and used us? Have you used us and rejected us in the past?" So building that entire mental model and looking at a user from the point of view of, "Let's assume that you have heard about us 20 times. What was that exact situation that brought you to download this app?" So right from the entire journey of you hearing us, what was the trigger, and what was the marketing message, and what was the promotion that we were running? How do we continue that journey on your onboarding from your splash, that 200 rupees of... X rupees if you buy from us, continuing that entire journey in the language that they understand and with the user experience that is continuation from the marketing to product, other thing that we started focusing on a lot more, and it instantly started showing us results. But while I'm talking about just a very simple example and everybody should be doing it, that is true even when you have a particular app which has multiple products and many product lines. It's the same principle that applies there, and that's where I think the largest amount of delta that happens that people don't know really why are we not able to cross-pollinate or cross-sell, and so on, and so forth. Right now, I'm working with a company called Jupiter which is a financial services app, and it's a neobank. So we care for personal finance, and it has a bunch of offerings. There's a personal account or savings account. There's a credit card. There's mutual funds. There is investments in, say, gold, and FD, and so on, and so forth. It's a bunch of things. But when people think about why using us only for one service and just go away, actually, the key is to recognize that this user has found value in... They are not interested in all the other things that you talked about, so be able to empathize with that user, and now thinking about the behavioral science aspects in terms of, "How do I convert this user from one to the other?" That I think is extremely important. So a couple things I'm hearing here. One is the importance of focusing on not people currently using your product, but this idea of maybe the marginal user or the adjacent user, the next state of users is who you should be thinking about when you're trying to optimize onboarding the user experience, and then two is... Something that sounds like you've had a lot of success with is picking one value prop, maybe one positioning statement, and then following that through their entire journey versus like, "Here's all the things we do." Is that right?…

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