Crafting The First Mile of Product: A Guide to Engaging New Users

Crafting The First Mile of Product: A Guide to Engaging New Users

In today's fast-paced digital world, capturing the attention of new users is more challenging than ever. With limited time and countless options available, users are quick to dismiss products that don't immediately offer value. This is why the first mile of a user's experience is crucial. It is the top of your funnel for new users and needs to be the most thought-out part of your product, not an afterthought.

Understanding the mindset of your users in those critical first 15 seconds is key. They are lazy in the sense that they have no extra time to invest in something they don't know. They are vain in that they want to look good quickly using your product. And they're selfish in that they want to know what will immediately benefit them. By acknowledging these traits, you can design a user experience that caters to their needs and desires.

One common pattern in successful networks and tools is the presence of immediate novelty or utility. Users are more likely to engage with a product when they see immediate benefits rather than having to decipher its purpose. This explains why products like Photoshop struggle to attract non-professionals. The key is to provide a solution that is both effective and familiar. When you can use a familiar term instead of being original, do so. Never choose a more creative but less effective solution.

Allocating 30% or more of your energy to the first mile of your product is essential for any product with aggressive growth aspirations. Even if your user experience for existing users is performing well, don't forget that new types of users are the real source of growth. It's a paradox of success: as you focus more on power users, you stop engaging new users. Start-ups often have the advantage of being able to maintain simplicity and focus on the needs of new users.

One valuable insight from LayerX CEO, Yoshinori Fukushima, is that start-ups thrive on the "mystery heat" and "sense of urgency" that comes from starting from scratch. Unlike established companies, start-ups don't have the luxury of resources, but they make up for it with passion and speed. However, this also means that past experiences may not be directly applicable. Each new user base comes with unique challenges and requires a fresh approach to marketing, sales, and product development.

Fukushima also emphasizes the importance of creating prototypes and getting them in the hands of users at an imperfect stage. This is when you can uncover the true pain points and validate your logic. By addressing these challenges early on, you can create a product that resonates with users and solves their problems. The timing of this interaction is crucial, as it can be the turning point that propels your product forward.