Come fare dell'onboarding il successo del tuo prodotto?

Summary

In this episode of the Product Heroes podcast, host Marco Imperato interviews Michele Galli, Product Director at Wise, a fintech specializing in multi-currency transactions. They delve into the critical phase of onboarding for digital products, discussing strategies to reduce friction and provide immediate value to users. Galli shares insights on the importance of understanding user needs, the '10x' dream of creating a significantly superior product, and the Wise onboarding process's evolution through various experiments. The conversation highlights the significance of transparency, cost-effectiveness, and user experience in product growth and the challenges of converting potential users into loyal customers.

Takeaways

• 😀 The importance of understanding the user's needs and focusing on the product's value proposition to ensure a smooth onboarding process.
• 🚀 The significance of setting clear objectives from the start and maintaining them as a driving force to overcome challenges and achieve the desired product experience.
• 🔍 The necessity of identifying the 'pillars' that work effectively in the product and concentrating efforts on those elements to make a significant impact.
• 🛠️ The value of continuous experimentation and iteration, such as AB testing, to find the best solutions for user experience and conversion rate optimization.
• 🤔 The emphasis on questioning the limitations of a product and seeking ways to improve them drastically, aiming for a '10x' better experience compared to the competition.
• 💡 The insight that growth is not solely a marketing issue but is deeply connected to the product's quality, user experience, and the value it generates.
• 👂 The strategy of actively listening to customers as the best approach to understand their needs and improve the product accordingly.
• 🌐 The role of transparency in building trust with users, especially in the financial sector, by being clear about fees and processes.
• 🔑 The idea that a product's success is tied to its ability to solve a user's problem efficiently and that the onboarding process should reflect this by being as straightforward as possible.
• 📈 The concept of 'Jobs to be Done' as a framework for understanding why users choose a product and tailoring the onboarding experience to meet those specific needs.
• 🎯 The importance of setting the right expectations with users during onboarding to avoid frustration and increase the likelihood of conversion.

Q & A

What is the main focus of the podcast 'Product Heroes'?

The podcast 'Product Heroes' focuses on product management, offering advice and insights from product leaders to help improve the way products are built, launched, and measured.

Who is Marco Imperato and what is his role in the podcast?

Marco Imperato is the host of the 'Product Heroes' podcast, where he interviews product leaders and discusses strategies for product management and growth.

What is the significance of the onboarding phase in digital product development as discussed in the podcast?

The onboarding phase is crucial in digital product development as it is the process that conveys the real value of the product to users in the fewest steps possible, which can significantly impact user retention and satisfaction.

What does Michele Galli do at Wise and what are his main areas of focus?

Michele Galli is a Product Director at Wise, a fintech company based in London. He focuses on product growth and onboarding, both from a consumer and a business perspective.

What is Wise's core product offering and what makes it unique?

Wise offers a multi-currency account that allows users to convert currencies at the real exchange rate, as opposed to using bank rates, making it a transparent and cost-effective alternative for international money transfers and payments.

How does Michele Galli approach the challenge of improving the onboarding process for Wise's users?

Michele Galli approaches the onboarding challenge by focusing on understanding the user's needs and the 'Jobs to be Done' perspective, aiming to create an experience that delivers the product's value in the most effective and rapid way possible.

What is the '10x' dream mentioned in the podcast, and how does it relate to product improvement?

The '10x' dream refers to the ambition of creating a product that is ten times better than what is currently available in the market. It relates to product improvement by emphasizing the need to significantly outperform competitors in terms of features, user experience, and value.

How does Michele Galli view the role of AB testing in product development?

Michele Galli views AB testing as a tool that is often used without a clear strategy. He believes that instead of relying solely on AB testing, a deeper understanding of user needs and a strong product vision can lead to more impactful improvements.

What is the importance of transparency and consistency in Wise's approach to product management, according to Michele Galli?

Transparency and consistency are fundamental in Wise's approach because they build trust with users. Offering a superior experience is not enough; it must be accompanied by clear pricing, honest communication, and reliable service to ensure user satisfaction and loyalty.

Can you provide an example of how Wise addressed a significant user pain point to improve the onboarding experience?

One example mentioned is when Wise addressed the issue of users in Singapore having to visit an office in person for identity verification due to local regulations. Wise created a flow that allowed users to request a change in the law, which eventually led to the creation of an electronic KYC license, significantly improving the user experience.

What advice does Michele Galli give to product managers who are struggling to improve their onboarding process?

Michele Galli advises product managers to deeply understand the user's needs and the 'Jobs to be Done', focus on delivering the product's value quickly and effectively, and not to rely solely on AB testing. He also emphasizes the importance of setting the right expectations and being transparent with users throughout the onboarding process.