How to improve a UX product? Epic Growth Story with CEO Maps.me

    The Epic Growth Story is a flash mob from Gett and the Epic Growth Conference , where product, marketing, and design experts share epic growth stories. In a blitz interview format, Yevgeny Lisovsky (Maps.me) shares his groshakhs and experiments that brought multiple product growth.

    Share your stories on Facebook with the hashtag #epicgrowthstory. The best authors will receive prizes from Gett and will be included in the selection and on the site.


    Watch the interview and read the transcript under the cut.

    Experiments that brought multiple product growth?


    In two years, our retention has doubled somewhere. Retention is such a key metric. But, since we are a product company (this is not e-commerce, where you take more assortment, take more money, and thus can grow very quickly). In Maps.me, hacks are more likely grocery. In April 2016, we launched the ability to edit maps. This has attracted an additional large audience of contributors who not only enthusiastically improve maps, but also help the entire OpenStreetMap community grow.

    Which product hooked?


    I really liked the RealtimeBoard product. It was brought by our new designer. I used Google Docs Presentations. Just arrows and pictures to make up some kind of TK. And then I saw RealtimeBoard. Cool that this is an unlimited board with the advantage of collaborative work. Everything is thought out to the smallest detail. Even when compared to Google Docs Presentations, you can see how carefully the RealtimeBoard team worked on the product. The user is really convenient and comfortable.

    Which product would you like to completely redo?


    There is a YouTube that everyone uses. He has one fundamental problem - poor cataloging of content. In LitRes, for example, we carefully worked out the catalog so that it contained genres and subgenres, so that we could choose the necessary subjects and choose books from it. It is impossible to choose “search” when there are 100 thousand books in the catalog, especially when you do not know what you need.

    There is a problem on YouTube: there are no genres. There is simply a naked search in which you “hammer” something. I have a lot of subscribed to different channels about neuroscience, astrophysics and so on. But on the main page, absolutely nothing is structured.

    Another product that I want to remake ... I have been using my own project management methodology for a long time. She works for the Google Docs Project. In the tables I do an Action Plan, where I put the task name, deadline, status. If the task is completed, it is hiding. And, accordingly, you always have an up-to-date list of tasks with priorities. But there is not enough bundle with the calendar. I very often use the calendar to plan my workday and week. But there is no connection with one another yet. There are products that try to combine this. But I have not seen the perfect product yet. Well, that would be on the Google Docs calendar, for example.

    OMTM (One Metric That Matters)?


    First of all, this is retention - the returnability of the audience. This is one of the reasons why "Sink Sink", including, did not fly. The reason is bad user experience. A man came to a car wash, and there, in fact, the status was irrelevant. And he: “Oh! Does not work". And that’s all. Retention is falling. Retention falls - unit economy falls. In fact, the retention curve is directly correlated with LTV (Lifetime Value). That is, with the money that you can get from the project. It doesn’t matter how: freemium model, premium model, advertising model.

    Retention is a fundamental metric. If you achieve high retention, then everything will be fine with you. This is a factor that includes almost everything - both the quality of the product and the business idea itself: it works or does not work.

    Useful framework for product development?


    We use the Atomic Design framework.

    How to improve a UX product?


    Work with feedback from your audience. Your audience can tell you a lot if you ask the right questions. Conduct surveys, studies. It works really cool for us. We regularly conduct fairly large-scale surveys. And a very large part of our audience willingly agrees to answer many questions. The last time we collected 60 thousand answers, sending out at the same time a proposal to pass a survey to approximately 300 thousand users.

    ANA moment in LitRes and Maps.me?


    At some point in time, there were all formats in LitRes (and now there are still). 14 formats. There is a book in 14 formats, well laid out. It is very difficult for many to switch from the concept of paper books to electronic ones.

    For example, in the software industry there is such a thing: it’s hard for people to trust what cannot be dropped on their feet. Why did packaged software appear? This is the way people move from the physical world to the virtual. Probably the same with books.

    When you understand that you can download it, put it on your hard drive, and it is yours forever. This is probably such an ANA moment in LitRes. You can also call UTP or DNA.

    In Maps.me, ANA-moment is that the application works without the Internet. This is the key USP. If you are “in the middle of nowhere” and nothing works for you, open offline Maps.me maps and you are saved.

    How to test ideas before starting development?


    A lot of analytics is to study the experience of other projects, especially projects of similar subjects. I recommend: a public company has a Investor Relations section on its website, which provides a lot of information and presentations for investors. You can also listen to the “phone call” based on the results of the quarter or year (they often ask questions there, of which you can emphasize a lot for yourself).

    I also recommend the excellent Think with Google resource. It has a lot of useful analytics, which Google does on a regular basis on various topics, for example, E-commerce, Travel.

    The main quality of SRO?


    A good understanding of the audience and the ability to argue, to defend their position on the product vision. Ability to negotiate. Perfectionism. Doing drop dead.

    Leave posts with the hashtag #epicgrowthstory and share your best product growth stories. Authors of the most epic stories will receive prizes from our Gett partners and will go to the site and to the telegrams @epicgrowth.

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