Nature has shown us how fragile and tiny we are, in comparison to her. A virus, so small and unknown, that nobody seems to know about has knocked us and sucker-punched back to our homes, locking us up in the process. Although it is only a matter of time we fight back and get back up, the world is not going to be the same.
Being an optimist, I believe people will finally understand what truly matters and how precious our lives are and those of our loved ones. Even precious than those are the moments we spend with them.
Persona, being the revolutionary product and business model it is, in its space, has created a product that makes it possible for our precious memories to be available at our fingertips.
I believe with the right focus, products like Persona can be the social champions that cause a Positive Revolution in this uncertain time and help people. We can start by getting people to choose those products over other negative things and get them hooked. In addition, by focusing on exponential growth, we can reach more people to turn to our Positive product.
People treat apps like a living, breathing person. They build a relationship with it. They converse with it. They confide in it. They lean on it. Our responsibility as Product designers and Creators is to Make sure, the app is Worthy of that Honor
Where to Start?
There are two things we need to focus on,
- Customer retention (Habit Creation)
- Customer growth (Growth Hacking)
1. Customer retention
Macro Goal — Habit Creation.
The hypothesis behind the Goal Chosen
The great Tech companies that “Made it” in the past decade have all had one thing in common — they created habits. This is the major factor that separates them from the rest. Apple, Facebook, Twitter, Google among many other companies are a part of our daily habit and are used by a very high proportion of people on a daily basis.
Process Chosen — “The Hook” method of Nir Eyal.
We need to create a TRIGGER so that our users take a simple ACTION in anticipation of REWARD and further INVEST for future rewards.
The Outcome expected
PERSONA becomes a part of User’s daily life, the true Social Media with a focus on Love.
Through consecutive hook cycles, successful products reach their ultimate goal of unprompted user engagement, bringing users back repeatedly, without depending on costly advertising or aggressive messaging.
With all the deep & meaningful precious memories at fingertips, our Users can share them with people close to their hearts and further making their day more delightful and pleasant. This is the ultimate goal for the product — A happy society, with small assistance from it.
We need to focus to make sure that our brand as a whole is associated with Family and love and warmth. A happy place where people can visit when they are happy, sad, angry, or frustrated. This will help the User relive a happy moment again and give them courage (if that’s the right word), to help them appreciate and recognize there are more important things in life, like family and friends than whatever the trivial issue they are facing.
Implementing the Hook Model to Persona
Habit-forming products start by alerting users with external triggers like an email, a website link, or the app icon on a phone. When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine. And this over time leads to our users associating Persona with love and warmth and a place of Solace and Happiness. It is then our product becomes a part of their everyday life.
More engagement with our product results in the need for more Video Libraries over time and thus a need to create more memories or at least curating more with the help of our app. This will act as an internal trigger.
External trigger — Notification during the end of the day about memory in history on the same day for them to relive the day. If there is no special day, we can send a notification about how their day has been so far and depending on their response, can take them to a particular memory of the choice (For this we need to encourage them to tag or create a separate set where they select the mood of the video so that we can make them happy if they are sad or bring them up if they are feeling down)
Following the trigger comes the action: the behavior that’s done in anticipation of a reward. We need to leverage two basic pulleys of human behavior to increase the likelihood of an action occurring: the ease of performing an action and the psychological motivation to do it.
Designing a simple action once the users are in our app is a necessity. It requires designing simple buttons that take them to the required place based on their mood and requirement.
3. Variable Reward
What distinguishes the Hook Model from a plain normal feedback loop is its ability to create a craving. Feedback loops are all around us, but predictable ones don’t create desire.
Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward. Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated with wanting and desire.
When the Users are not really sure what the app gives them, we can be certain that they visit our app at least once a day to return to a memorable day and re-experience everything once more
In addition to this, I suggest providing a “Group” feature, similar to that of the WhatsApp group feature, where we can add a few family members and share the memory. This results in a social reward and uncertainty in the comments that they expect from the group. That will act as our Variable Reward.
The investment phase increases the odds that the user will make another pass through the hook cycle in the future. The investment occurs when the user puts something into the product or service such as time, data, effort, social capital, or money.
The investment implies an action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all investments users make to improve their experience. These commitments can be leveraged to make the trigger more engaging, the action easier, and the reward more exciting with every pass through the hook cycle
As our Users enjoy revisiting their happy moments and scrolling through their other memories, they build a desire to keep the things that delight her. We can provide a “heart” symbol and “Add to a collection” option where they can keep their favorite or most precious videos separately.
Soon the user will start personalizing the app and making it their own, making it a sort of investment, which serves to increase their ties to the site and prime them for future loops through the hook.
The Success Rate
The success rate of the Hook method will be on the higher side, owing to the use of behavioral psychology.
- Making active choices helps people feel more ownership over a decision, and makes them more likely to follow through. We are GETTING USERS TO CHOOSE from.
- When people feel ownership over something they tend to attribute more value to it and go to greater lengths to avoid losing it, thus ENCOURAGING A SENSE OF OWNERSHIP
- People generally behave in ways that reinforce their personal identities. ALIGN OUR PRODUCT WITH USER’S IDENTITY
- People experience more pleasure from surprise gains than they do from expected gains. We are USING SURPRISE TO INCREASE THE PLEASURE OF GAINS.
2. Customer growth
Macro Goal — Growth Hacking.
The hypothesis behind the Goal Chosen
Growth hacking is about scalability — We want our marketing efforts to bring in users, which then bring in more users. The main metric we will focus on is Growth. By building great marketing ideas into our product, we can achieve a Viral co-efficient that’s more than one. Since Virality is not an accident and is engineered, our aim must be to ask someone to spend their social capital recommending or linking or posting about us for free. That’s Virality at its core.
Process Chosen — Early Adapters Focus and Content Marketing
With the advancement of smartphones and technology, we live in the “Information Age” and the brand with the most relevant and valuable content wins the customer. Content Marketing the default choice for Business & Revenue growth and the best long-term strategy. Content Marketing is the most cost-effective Marketing strategy with compounding results.
Though content marketing costs about 62% less than traditional marketing tactics, it generates about 3 times as many leads, making it one of the most cost-effective. Oh, and importantly, Great content helps influence conversions
From the Content Marketing efforts, we will be expecting a major business and revenue growth in the long term by focusing on the immediate outcomes like becoming the Thought leader in our space, empowering our audience and building trust with them.
Implementing the Model to Persona
Early Adapter Focus
- Guest posts to widen the range of our search and bring in the adapters
- Offer some extra features to them — Perhaps a personal chat or conversation about their usability and asking their true feedback
- Create the FOMO effect by giving special features or goodies to special people that are helping us, by referring or using the app frequently. A sort of Reward for Engagement
- “Try it before you buy it” strategy — Free trials of a few days to get them hooked.
- Over Delivery & Giving away Free Things
- Focusing more on Viral Loops (products that have virality built into the product. Once you’ve started to use the product, you’ll encourage friends and family to join you so everyone can easily keep in touch.)
- At its core, content marketing is the creation and sharing of information that is both relevant to your business and seen as valuable by our target audience. “Content coupled with Clarity is the leader”. Behind every great brand is a wealth of valuable and relevant content that really connects with the company’s audience. We are going to tap into that.
- Start a Newsletter Email marketing is the growth hacker’s secret weapon, and still one of the fastest-growing marketing channels. Over 91% of consumers check their email at least once a day, and over two-thirds of those consumers will purchase as a direct result of an email they receive. Email marketing actually has an average ROI of almost $44 for each $1 spent.
The Success Rate
The success rate of Content Marketing will also land on the higher side since we will be using Digital Psychology to our advantage.
We will be using the likes of Halo Effect, by being transparent and giving our potential customers an insight into our brand and what we stand for. Similarly Belief bias by incorporating effective Copywriting and Creating testimonials to back up our claim rather than pure logic and statistics.
With Persona taking the RIGHT PATH towards building a future where Our most precious memories will be at our fingertips, wherever we are, whenever we need them and most importantly, stored securely forever, it is only a matter of time, it is successful and reaches the heights it deserves.
By ensuring we take the initial first steps in the right direction, it can propel us several years forward and give us the momentum to push us through these troubled times. We are in dire need of love and guidance now, more than ever.
I strongly believe with the right platform like ours, Persona can literally change the world and start a Positive Revolution. A Revolution where people are respected and treated with love, rather than a form of Ad revenue and data machines.
Persona is a very well designed and Good intentioned company, whose cause is something I believe in. I love the company, and I love Product Design coupled with growth. I just wanted to see if I could help make it in some way or show my value and make it more awesome than it already is!