I’ve learnt that the best experiences we have are the sum of multiple “wow moments”, not just one. It’s the same feeling as the first time you used a great product. It probably felt like it was designed just for you. Every action you took while using it felt right. Your senses (vision, touch, sound) were in tune with the experience.You might’ve said “wow” while using it. The product touched you on an emotional level and you remember it. You shared it. And you want to use it again.
I felt this type of positive emotion the first time I used Instagram. At first, it may seem like using Instagram would not be that much better than just using any one of the other social networking platforms. But the trick to Instagram’s stickiness is not just one, but multiple “wow moments” that make it substantially better than using other photosharing sites. The first time I used Instagram, there were a few distinct “wow moments”:
1. Will my photos be safe? Instagram gives you a privacy option. You can turn it on anytime.
2. How will my photos be shared? Instagram has one newsfeed where your photos will pop up for friends to see, and visa versa. Only people who follow you will see them, and visa versa.
3. How do I fit into the global community? Instagram introduced hashtags, where your photo is categorized for anyone anywhere in the world to see (if your profile is public).
4. Do I have to pay a subscription fee to use this service? Signing up to Instagram is free.
5. How do I upload a photo? Instagram connects to your phone’s camera + galleries, online or offline. You can choose any photo you want from anywhere you like at anytime.
6. How do I make my pictures look less boring? Instagram introduced editing features + filters so you can make your photos look better.
7. Do I have to be on my pc to upload to it? Instagram is only accessible via your phone. So all you need is you, your cellphone + the moments you’re capturing.
The way Instagram baked multiple “wow moments” into their product is one reason why their system is so strong. With each additional “wow moment”, your chances of using the app increases compared to not. Its simplicity is addictive. However, one of the challenges with creating multiple “wow moments” within your product is that they take time to construct. Instagram took over a year to build. You need to be patient and willing to go all-in on a problem to create an experience worthy of multiple “wow moments.” Creating the right experience is risky when you might not have all the signals to say what you’re building is the right thing. But that’s part of the road to building a differentiated product. You won’t have all the answers at the start. You might screw up a couple of times. The trick is persistance; bouncing back after you mess up.
To reduce risk, you can begin by focusing on the main one or two “wow moments”. This may not be good enough to create the full experience you’re after but as you build more and seek to reach that same level of quality of that one “wow moment,” your product will get closer to what you’re after.
Part of bouncing back is streamlining your definition of what you’re building. It’s often best to start by picking out the right problems to focus on + not get too caught up in solutions yet. How you solve each of the problems could be done a thousand different ways. To begin with, getting problems down is the focus. You can define potential solutions later.
Looks like bouncing back while in the process of building your dream product (blog, brand, service, item) could be summarised in a few sentences: