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How to Build Products 
Users Love
Kevin Hale 
@ilikevests
Conversion 
Churn 
Growth!
W2006
Education 
Research 
Real Estate 
Healthcare 
Marketing 
Sales 
Banking 
St uden ts 
Designers 
Engineers 
St art up s 
No...
676% 
29,561% 
Average Startup 
$25.3 M 
Wufoo 
$118K
We were fanatical about 
creating meaningful 
relationships with 
our users.
New Users :: Dating 
Existing Users :: Marriage
FIRST! 
IMPRESSIONS
Homepage 
Landing Pages 
Plans / Pricing 
Login 
Signup
First Email 
Account Creation 
Blank / Starting Interface 
Login Link 
Ad Link 
First Support
atarimae hinshitsu 
 
miryokuteki hinshitsu
Resources 
HTML Email Templates Chimplets MailChimp Research Academy Videos Experts 
Transactional Email Email on Mobile D...
iPhone App 
Android App 
Wordpress Plugin
John Gottman
15 Minutes = 85% 
1 Hour = 94%
Everyone fights.
Cost / Billing 
Users’ Clients 
Performance 
Roadmap 
Others 
Money 
Kids 
Sex 
Time 
Others
100% 
10% 
7% 
5% 
1% 
.3% 
Website Visitors 
Signup to Trial 
Login to Account 
Active Users 
Paying Users 
Staying Users
Software engineers 
and designers are 
often divorced from 
the consequences 
of their actions.
Before 
Launch 100% 
Create 
Software
Create 
Software 
Customer 
Support 
Business 
Crap 
Crap 
Hiring 
Crap 
Fix 
Crap 
After 
Launch
Responsibility 
Accountability 
Humility { 
Software Development
S 
D 
D 
Support 
Driven 
Development
You make everyone do 
customer support.
Creators = Supporters
1 Support Responsible 
Developers and Designers 
Give the Best Support
The Four Horsemen 
Criticism 
Contempt 
Defensiveness 
Stonewalling
+500,000 users 
~5 million people 
~400 issues 
+800 emails 
7-12 minutes
Joe Gebbia
75.8% 
78.1% 
Emotional State 
Browser Type
Confused 
8% 
Panicked 
Angry 
Excited 
Upset 
Worried 
44% 
4% 
22% 
11% 
12%
2 Support Responsible 
Developers and Designers 
Create Better Software
Direct Exposure 
Minimum Every Six Weeks 
At Least Two Hours
Knowledge Spectrum 
None All 
Current Target 
Knowledge Gap
? What happens when you 
make everyone responsible 
for giving remarkable 
support every single week?
21,000 
15,750 
10,500 
5,250 
Jun-06 Dec-08 Jun-11 
Subscribers 
New Users 
Downgrades
400 
300 
200 
100 
0 
Wufoo Support Requests 
4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 2 4...
RELATIONSHIPS 
ATROPHY
We made everyone 
say thank you.
Best Price 
Best Product 
Best Overall Solution
Kevin Hale 
@ilikevests
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)
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Slide utilisé dans le cours n°7 de la Y Combinator Startup Class de Standford (http://startupclass.samaltman.com/) donné par Kevin Hale.

Publiée sur slideshare pour pouvoir être intégrée à l'article http://startupeers.co/y-combinator-startup-class-7-how-to-build-products-users-love-part-1/

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Y Combinator Startup Class #7 : How to Build Products Users Love (Part 1)

  1. 1. How to Build Products Users Love
  2. 2. Kevin Hale @ilikevests
  3. 3. Conversion Churn Growth!
  4. 4. W2006
  5. 5. Education Research Real Estate Healthcare Marketing Sales Banking St uden ts Designers Engineers St art up s Non-Profits Small Businesses IT
  6. 6. 676% 29,561% Average Startup $25.3 M Wufoo $118K
  7. 7. We were fanatical about creating meaningful relationships with our users.
  8. 8. New Users :: Dating Existing Users :: Marriage
  9. 9. FIRST! IMPRESSIONS
  10. 10. Homepage Landing Pages Plans / Pricing Login Signup
  11. 11. First Email Account Creation Blank / Starting Interface Login Link Ad Link First Support
  12. 12. atarimae hinshitsu miryokuteki hinshitsu
  13. 13. Resources HTML Email Templates Chimplets MailChimp Research Academy Videos Experts Transactional Email Email on Mobile Devices Email Marketing Field Guide Getting Started With MailChimp MailChimp Mobile How to Manage Your List MailChimp For High-Volume Senders MailChimp International MailChimp Guides Log In Prriicciinngg FFeeaattuurreess Reessoouurrcceess Suuppppoorrtt Blloogg Enter your search ! MailChimp Mobile How to Manage Your List MailChimp For High-Volume Senders MailChimp International How to Use Hairball How To Use Google Analytics With MailChimp How to Select an Email- Marketing Agency Spam Lawsuits Understanding Reports Email Security How To Use Templates MailChimp For Designers
  14. 14. iPhone App Android App Wordpress Plugin
  15. 15. John Gottman
  16. 16. 15 Minutes = 85% 1 Hour = 94%
  17. 17. Everyone fights.
  18. 18. Cost / Billing Users’ Clients Performance Roadmap Others Money Kids Sex Time Others
  19. 19. 100% 10% 7% 5% 1% .3% Website Visitors Signup to Trial Login to Account Active Users Paying Users Staying Users
  20. 20. Software engineers and designers are often divorced from the consequences of their actions.
  21. 21. Before Launch 100% Create Software
  22. 22. Create Software Customer Support Business Crap Crap Hiring Crap Fix Crap After Launch
  23. 23. Responsibility Accountability Humility { Software Development
  24. 24. S D D Support Driven Development
  25. 25. You make everyone do customer support.
  26. 26. Creators = Supporters
  27. 27. 1 Support Responsible Developers and Designers Give the Best Support
  28. 28. The Four Horsemen Criticism Contempt Defensiveness Stonewalling
  29. 29. +500,000 users ~5 million people ~400 issues +800 emails 7-12 minutes
  30. 30. Joe Gebbia
  31. 31. 75.8% 78.1% Emotional State Browser Type
  32. 32. Confused 8% Panicked Angry Excited Upset Worried 44% 4% 22% 11% 12%
  33. 33. 2 Support Responsible Developers and Designers Create Better Software
  34. 34. Direct Exposure Minimum Every Six Weeks At Least Two Hours
  35. 35. Knowledge Spectrum None All Current Target Knowledge Gap
  36. 36. ? What happens when you make everyone responsible for giving remarkable support every single week?
  37. 37. 21,000 15,750 10,500 5,250 Jun-06 Dec-08 Jun-11 Subscribers New Users Downgrades
  38. 38. 400 300 200 100 0 Wufoo Support Requests 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 2 4 6
  39. 39. RELATIONSHIPS ATROPHY
  40. 40. We made everyone say thank you.
  41. 41. Best Price Best Product Best Overall Solution
  42. 42. Kevin Hale @ilikevests
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Slide utilisé dans le cours n°7 de la Y Combinator Startup Class de Standford (http://startupclass.samaltman.com/) donné par Kevin Hale. Publiée sur slideshare pour pouvoir être intégrée à l'article http://startupeers.co/y-combinator-startup-class-7-how-to-build-products-users-love-part-1/

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