When I paid the price for forgetting that the first 5 minutes of user journey is more important than all the cool features…

user journey

I love technology and of-course I thrive on building cool features – nothing compares to the excitement of implementing highly complex algorithms or finding new ways of using the technology to solve a problem.

But many hard experiences have taught me that technology (alone) does not sell and I have over-the-years learnt to first focus on user experience and always keep the technology hidden.

So, when I started to write down the product specifications for my new startup idea, I did everything right – there was not a single word on technology and I captured the product definition through 5 stages of user journey.

[5 Minutes] captured the 1st Experience: AWARENESS

[5 Hours] focused on the 1st Use: ORIENTATION

[5 Days] looked at making it work for the user and lead to Participation: PERSONALISATION

[5 Weeks] looked at making it work for the larger group and added elements of Induction: INFLUENCE

[Ongoing] introduced capabilities to sustain the momentum: CULTURE

It was the right way to do it. We ran the user journeys with many clients and fed the inputs and preferences back. After 4 months of market validation we decided we were ready to start development.

And that’s when the problem inadvertently occurred (of-course, I never realised it at that time). As we drew out the release plan we ran through the normal cycle of chopping features and prioritised to define the feature-set for the first beta version. I believe that is when my latent love for technology overtook my experience and I selected the base feature set to include functions that demonstrated the algorithms (justifying it all by saying that these complex contextualization algorithms were our differentiator and critical for illustrating the value to the user). Nothing comes for free – to balance time and resources we decided to take a shortcut for our initial sign-up and login process. At that stage it seemed the perfect thing to do – after all its something a user does only once or at best a few times – and even if its a few extra steps or a little painful – it will still work!

Of-course it worked. But only for those true early-adopters who had the motivation to take that extra initiative and accept a few painful interactions. As our user base grew, a lot many users attempted to sign-up but never managed to get onboard. Its amazing how often it happened – and believe me that the interaction wasn’t anything demanding – it simply required them to copy an access code (sent separately) and input it as part of the sign-up. In those days, we lost a few users and for many others our client engagement teams had to invest time and run after them (and often hand-hold) to complete the process. If only we had stuck to our original definition of keeping the 1st 5 minutes interaction simple and seamless, we would not just have got a lot more people on-boarded, but also ensured that their first touch point was fail-safe.

In hindsight, it seems a blunder – how could we have ignored the fact that users had to onboard first before they could experience the cool contextual and personalisation features? There was no technical complexity to the desired sign-up process and I do not even know if we really saved that many development hours and resources. It’s more like we were avoiding working on a task that had virtually no challenges for us to fix…

What hurts me even more is that its something that I, as a Product Manager, always knew and even apportioned the right value to it at the time of conceptualisation. And yet, somewhere I still lost control on the road from concept to delivery.

This article was first published on Medium on October 27, 2015 and LinkedIn on November 21, 2015.


Reducing attention span – how I started to exploit it in today’s asynchronous world…

Less is More

I can no longer focus on a thought for long – can you? Is a short attention span really as bad as often suggested…? I don’t think so. Maybe working professionals can adapt to exploit this emerging behaviour pattern?

My attention span has fallen over the last few years. It’s a fact. Earlier I could focus and concentrate at length, now I struggle. With so much happening in today’s multi-media, always-on world if something fails to catch my attention in the first few seconds, I just drop it and jump to the next – and even then I end up with so much that I still can’t find time to look at. Some research puts the blame on our growing use of smartphones and connected networks, others on the never-ending information overload. Whatever the cause, the effect can’t be ignored.

An article some months back created excitement by announcing that a goldfish (at 9 sec) has a higher attention span than a human…

While I have found little medical validation to support this claim and hence decided that it’s premature to give up on my digitally-connected lifestyle, it certainly opened my mind to accept that I am now doing many things differently. And since the verdict is out on whether it’s good or bad, my actions are contradictory. At one extreme, I am using yoga and meditation to build concentration; on the other I am developing new operating patterns that fit better with a shorter attention span.

One important change that I am exploring is to drive a culture where information is broken into bite-sized chunks. Obvious, as it may be, believe me that it indeed is a step change. We all suffer overflowing inboxes, overly-descriptive documents and hours of conference calls. To break away from this overload and start communicating in bite-sized chunks makes us edgy… Will data be missed? Can all the facts be captured succinctly? With more pages/slides comes more extensive preparation. And so on…

But, if we stop for a moment – we all know (deep down) that hardly anyone reads big communications diligently and much of what is said is often ignored… We also know that if the key message is clear then we can ‘capture’ it simply. It’s only when we lack clarity that we waffle… and we have all seen that structuring information into multiple, easier-to-digest, pieces helps present the big picture much better.

Let’s say we succeed in getting the information broken down. Smaller pieces work well with our reduced attention spans. We don’t have to wait to free-up time; instead we can pick up chunks to fill in time-windows. We can cover a lot more in a shorter time. We can start by focusing on the key highlights – and only delve into details for areas that really deserve attention. And we can always create time for that. We can become better at filtering and prioritising – and hence act more effectively.

The shift is to move from quantity to QUALITY.

The shift is to move from activity to RESULTS.

The shift is to move from management to OWNERSHIP.

Through our innovative use of structured mobile-video, we at humanLearning have pioneered this change. Our platform ‘WinSight’ organises professionals to craft clear messages – quickly & easily – in short (30-60sec. max.), segmented, templated videos. We can now exploit small time-windows – we have tried to capture our messages as we walk out of a client meeting to the parked car, sometimes as we wait for our turn in a queue, sometimes as we travel in the train or the underground, but quite often as we walk the busy the streets. All our communication has become near real-time and yet is available asynchronously… it gives us all the independence of un-interrupted work-flows and flexibility from time-zones but still keeps us connected – more than we have ever been before!

Our belief in ‘Less is More’ may seem counter-intuitive in the age of BigData but it can evolve into the natural way of future communication – a more human way to interface & interact.

It will take time to move all the interactions to this new mantra. However, we should get started now. After all, it’s not just about survival anymore but an opportunity for working professionals to simplify their work-life by creating new, easier, quicker, more effective – asynchronous – ways of working.

This article was first published on LinkedIn on October 18, 2015  [ref. https://www.linkedin.com/pulse/reducing-attention-span-how-i-started-exploit-todays-arti-khanna] and GrowthHackers on November 2 2015 [ref. https://growthhackers.com/articles/reducing-attention-span-how-i-started-to-exploit-it-in-today-s-asynchronous-world]