🌱 This is the full, unedited interview that’s a part of Eazl’s Growth Hacking Certification Course 🌱
Connect with Brian on LinkedIn® at https://www.linkedin.com/in/brianataylor .
Here are some notes on Brian’s interview…
“Step one is becoming empathetic with your users, customers, and prospects. People are coming to your ‘experience’ with a state of mind and a particular frame of reference. The better you can step into their shoes, the better you are going to be at creating an experience that aligns your goals with their goals.”
“Testing and optimization is important once you have your structure set up. When you have low traffic, you’re probably better off spending your time finding out how to get more traffic.”
“Early on, A/B testing is probably a waste of your time.”
“Be wary of optimizing for local maxima and minima… if you’re only A/B testing buttons, your range of variance is very small. You’ll never A/B test your way to being Tesla.”
On digital funnels:
Think of great UX as a study of getting out of people’s way. Put the experience together in a way that allows people to follow their natural inclinations, because if they’re with you, there’s a need that they already have.
Don’t just throw features and products at people. You need to curate what you’re presenting to people. People leverage pieces of evidence that you give them to understand whether or not they ‘belong’ at a certain place or with a certain offering.
Think of this evidence like the language you use, the images presented, etc. Even if only one person is experiencing your “funnel,” psychologically, they put on different “hats” as they move down the funnel.
A customer will see themselves differently at one point in your funnel than they will at another.
Most people won’t want to focus on building a UX from scratch. Instead, see yourself as a curator that takes the best from your peers and translates it for your target personas.
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