The Power of Lists and the Importance of the First Mile in Product Design

The Power of Lists and the Importance of the First Mile in Product Design

In today's digital age, where information is abundant and attention spans are short, finding effective ways to engage users and provide immediate value is crucial. Two articles, one by Benedict Evans and another by Scott Belsky, shed light on different aspects of this challenge. Evans emphasizes the role of lists and search in online platforms, while Belsky explores the significance of the first mile in product design. Although these topics may seem unrelated at first glance, there are common points that connect them naturally and offer valuable insights for creating successful digital experiences.

Evans argues that lists have become the new search. Websites like Craigslist and Yelp have been at the forefront of online platforms, yet they face challenges in terms of scalability and user experience. Unbundling these platforms with modern user interfaces has proven to be effective, but it's important to note that constraint, or curation, plays a significant role in the success of fashion and luxury goods offerings. Curation allows users to browse through a curated list of products, providing a more streamlined and personalized experience. However, as Evans points out, all curation grows until it requires search. In other words, as the number of items in a list grows, it becomes difficult for users to navigate without a search function. On the other hand, all search grows until it requires curation. When the number of search results becomes overwhelming, users crave curated lists to help them make choices more easily.

This brings us to Belsky's article, where he emphasizes the importance of the first mile in product design. In the first 15 seconds of a user's interaction with a product, they are lazy, vain, and selfish. They want to quickly understand the immediate benefits the product offers and how it can make them look good. People are more likely to engage with a social product after they have posted something for others to see because their ego is on the line. This insight highlights the need to provide immediate novelty or utility in a product to capture users' attention and keep them engaged. Explaining the product in detail is not an effective way to engage new users, as they prefer simplicity and familiarity. Belsky emphasizes that the first mile of a user's experience should be the most thought-out part of a product, as it serves as the top of the funnel for new users. Allocating a significant amount of energy to the first mile is crucial for products with aggressive growth aspirations.

Combining the insights from both articles, it becomes clear that lists and the first mile of a user's experience are closely interconnected. Lists provide a curated selection of items, offering users a sense of constraint and ease of decision-making. However, as the list grows, search becomes necessary to maintain usability. Similarly, in the first mile of a user's experience, providing immediate value and simplicity is crucial to engage new users and drive growth. As products evolve and cater to power users, there is a risk of neglecting the first mile and losing out on the opportunity to attract new users.