The Power of Community and Mental Models in Building Successful Products

The Power of Community and Mental Models in Building Successful Products

In today's modern world, where traditional institutions are declining and individuals are seeking meaning, identity, and community, new avenues are emerging to fulfill these needs. Online communities, such as On Deck, are becoming increasingly popular, providing a sense of belonging and connection. This article explores the success of On Deck and how it leverages the power of community, the rebundling of virtual curriculum, and the understanding of mental models in user experience design.

On Deck, a unique platform that brings together diverse communities, has experienced significant growth. One of the reasons for its success is its ability to identify existing demands and provide tailored programs to meet them. By interweaving founders, angels, and talent fellowships, On Deck creates a network effect where each program contributes to the overall growth and reputation of the platform.

Learning from the failures of the first generation of online education platforms, On Deck reimagines education by combining community with curriculum. This approach allows for personalized and rewarding peer-to-peer education, where individuals can learn from those they respect and develop camaraderie within the "classroom." The success of this model is evident in the high Net Promoter Score (NPS) and the repeat buying behavior of its top fellows.

On Deck is not only tapping into the demand for community and education but is also riding several macro waves. The decline of traditional higher education, the rise of ed-tech 2.0, the shift to distributed living and working, and the uncertainties brought by the COVID-19 pandemic all contribute to the platform's growth. By embracing these new norms and addressing emerging needs, On Deck positions itself as the "Silicon Valley in the Cloud."

Understanding mental models is crucial in creating successful user experiences. Users rely on their beliefs and previous experiences when interacting with a product or website. On Deck leverages this understanding by breaking down complex activities into smaller tasks, making it easier for users to take action. By following patterns and recognizing familiar experiences, users feel more comfortable and engaged with the platform.

The COVID-19 pandemic has accelerated the acceptance of remote work, making location less important in hiring. This shift opens up opportunities for platforms like On Deck to connect individuals from different parts of the world, fostering diverse perspectives and collaborations. As software continues to shape our world, the impact of platforms like On Deck will become even more prominent.

To build successful products, it is essential to consider the mental models of users. Users are more likely to engage with a product when it aligns with their existing beliefs and experiences. By understanding these mental models, designers can create intuitive and user-friendly experiences that resonate with their target audience.

In conclusion, On Deck's success lies in its ability to provide a sense of community, combine community with curriculum, and understand the mental models of its users. By addressing the evolving needs of individuals and embracing new norms, On Deck has positioned itself as a leader in the online community space. To create successful products, designers must consider the mental models of their users and provide experiences that align with their beliefs and previous experiences.

Actionable Advice:

1. Identify existing demands within your target audience and develop tailored programs or products to meet them.
2. Combine community with curriculum to provide a more personalized and rewarding learning experience.
3. Understand the mental models of your users and design intuitive experiences that align with their beliefs and previous experiences.

By following these actionable advice, you can create products that resonate with your users and build a loyal community around your brand.