Protocol Berg v2: Ira Nezhynska - Turn strangers into early adopters who don't understand your tech

Hello. Good. So, let's start slowly. Um, hi everyone. Um, I think it's their only early adoption talk in this event which surprised me a little bit unfortunately.

Um, and uh, just two days ago at Fund in the Commons, I have a conversation uh, with a lady. She flew here all the way from Atlanta, United States. Not because her company sended her here or because she's given a talk or given a workshop or hosting an event. Uh, she flew here because she's looking for a help. uh back in her hometown they have a big sacred forest and United States of America decided to build in the center of the sacred forest the biggest police station in US for this you need to clean the forest so her organization uh was raising money to support local activists to um uh protest against this deforestation they used open collective they help activists activist got money and later uh the German government oh not German American government um tracked down everyone who received this funding and now all those people are in jail.

So 60 more than 60 people are in jail and for her organization it's non-stop court process one case after another case when everyone is connected with a crime. So um she came here looking for a solution exactly for the Berlin blockchain week which has a hashtag privacy. She doesn't know anything about blockchain technology but she hopes that she will find the help and um just listening to her two days ago made me think about the hero journey. This is the hero journey when our ancestors used to tell fairy tales and myth to their generations. This is the same hero journey that um writers of the middle ages used to write the adventure uh books and this is the same hero journey that uh Marvel and Disney are using nowadays to uh produce the movies that you enjoy exactly in places like this.

Uh so uh where I can I saw this connection is because uh every hero starts to exactly the journey that you later enjoy watching because something bad happens in their comfortable place. It used to be a home and nice and warm and then something bad is happening and they go to the from known to the unknown and in this unknown and our web 3 for them is unknown. It's all full of jargon. It's full of unknown technology. And they're trying to get through this unknown space to the moment of finding the solution to help them overcome the problems that happened at the very beginning.

And when they find a solution, a new privacy software, a new identity uh solution, they will transform the way they live. how many of us dropped Facebook, dropped other centralized social media years ago when we joined the web3 space uh and they will be back to their community to their houses bringing this new knowledge and transform the people. So that's one thing that uh her story made me think about and the second thing is it made me think that um people don't come to decentralized world for vitamins. They come for painkillers because something bad happened to them in the past and they don't want this bad happen again. Um I mentioned that uh in this dark forest uh she will find a solution or two just to pick one out of many and um who is building uh tools for nontechnical users?

Can we have a raise of hands? Okay, we have quite a few. Uh so if she will discover during her discovery through this dark forest your tool she will start another journey and this is a three-loop journey and this is a journey every user every potential user completes from being potential user to actually being a real user. Um every it has three loops and every loop ends with yes. So the first loop is consideration and uh comparison.

Once they learn that you exist, they will start thinking hm is it a tool for me? Uh is it the right one? Um can I actually use it? What it'll bring me? And she will compare it with other alternatives on the market.

Uh hopefully she will say yes. And this is a very lightweight uh yes. So for example it might be connect the wallet uh create an account download an app and after this first years yes the second loop starts that's where she start using product for the very very first time um it can be um first transaction it can be it can be first transaction uh it can be um the uh just setting up an account uh setting up a space for the group If it's a P2P group where uh and if everything goes smoothly through the very first user uh UX uh points there will be a second yes uh the second yes is actually optional but if you have a free trial and at some point you will ask a user to sign up for a free trial. Uh that's actually will be a moment where she will need to say yes or no for the second time. Uh and also yes or no can be like do I want to continue using this software or do I want to switch to something different because oh sorry user experience was so bad.

Uh and if the uh second uh loop will go well she will say yes for the third time. You will not hear this yes. This yes comes in a different form. This yes is when she starts um advising other people your software. When she start referring oh are you looking for the VPN?

you need to use this VPN, not that one, but this one because it's so good. Um, through all my career, 15 plus years, I have been working on this auto loop, which means taking the user or potential user or potential customer from the moment when they just learn about your company to the moment when they say the first yes. And um, that's we're going to work on their workshop. Uh, my name is A. I'm a brand designer and I'm a creative director.

Uh I joined web 3 uh all the way back in 2018 uh from the very right perspective from a perspective of privacy and self-s sovereign identity. Uh later I have been uh the head of design in the same company self-serving identity for uh German government mostly uh then creative director in protocol labs and nowadays I work with a uh P2P opensource framework for uh local first applications. And today I want to take to take you through the journey of how to turn strangers or potential users and turn them into real firsttime users. So we are going through the process to say first yes and then I also will tell you a little bit what to do after this first yes so you don't lose them because you do you did so much work here you cannot afford them to lose them as users in your app. And so we start with first thing which is get noticed.

Uh whenever you launch your product and just a note uh it will be a very marketing uh talk because we talk about marketing design and user experience. There is nothing technical just for information. Uh so uh when uh when you're launching the product to the market there will be always alternative to choose from. It might be your direct competition but it also maybe the status quo. Well, I'm currently using this and if the new thing didn't work, I would rather stick what I have been previously using.

Or it can be something like absolutely like do it yourself, do it on paper. Uh doesn't relate to privacy uh but people find workarounds which is even not technological workarounds. So if you uh you can say we are launching identity wallet for everyone. Good luck. Now it's more than 70 companies who are doing this identity wallets.

Maybe now even more. So you will be a small fish in a big pond of all the identity wallets. You can also niche down and say oh we are offering identity credentials only for academics. So now you're narrowing down, niching down and the pond becomes smaller and you automatically just based of proportions becomes a you become a bigger fish but it's still one of you. So either you're a big big uh fish in a small pond or either a small fish in a big pond, you always will be one of many to choose and um you sometimes will be found on the shelf, not this shelf like in the store.

But actually, who is here not from Germany? Amazing. I encourage you to go to the local store either it's Reba or Edica. Go to the craft beer shelf and good luck picking one bottle of the craft beer. This is exactly that shelf.

Uh well, our shells look slightly different. Our shells are uh like the directory of projects that you can find. It's uh for example wallets. Now we have around 400 wallets. Uh and also uh this is what people are going to search in Google when they're looking for the solution to the problem you solve.

Um pick a parrot. Uh, who looked at red parrot first? So, all of you looked at the green parrots, right? Um, I would never buy red parrot, but this is the first one that gets my attention. So, your first uh task to actually get noticed is uh to uh understand what people will see when they're looking for you.

What alternatives are there? And just make a research. just search those queries that I uh that they might be looking for like okay I need a VPN okay VPN is pretty easy but uh they can come come with solution uh with a problem and then they start googling and they have first two pages of results uh some people just ask AI um then you can ask AI and AI will give you 20 best apps in this category so go and Google your category and see how it go looks and then you go and do your uh visual research and while just opening website by website by website which people may find you will see the industry patterns so you can have uh you can have cliches mostly you will see cliches so this was the cliche for blockchain in 2018 and I'm still showing it because it's fascinating it wasn't changing for more than like four years um for subcategory uh for example All companies that are providing the same solution, they use the same symbol in their imagery and identities. So the task is uh if everyone is a black horse to not in order to be noticed you need to be a white horse or other color horse and for example like I prefer black horses but this is the white one that will get my first attention and maybe just maybe I will change my mind. Um I have an article uh for you.

So please make photos. Um this is actually workshop for a smaller audience. I didn't expect it to happen in actually cinema setup. So um I don't know how to share with you materials. Uh we will figure this out and at the end of the uh workshop but just like make a photo uh and uh you can read later uh this article.

It's a guide just like step by step how to define the design table to um the homework that you can do after come uh going back home is uh imagine that you are your user what they would be looking for in Google in order to solve their problem because as a builder you need to know what problem are you solving for users and then just write 10 queries you know like five is easy 10 are super difficult uh write 10 queries and Google everything and you will see where people what people see when they also can discover you. Okay, just one exercise just this guide that I shared uh it will help you to get noticed. Now you need to resonate um I want you to remember how uh you meet strangers um who have participated in the hackathons. Okay. Uh keep keep handing up in the air.

Uh now lower those who came to hackathons with the team. Perfect. We have a few who attended hack hackathon solar. Uh so it's exactly like happening in hackathon. You're coming you see the crowd and you need to talk to someone because you want to form a team and how do you uh identify to whom to talk?

Mostly you just look a person and just by looks you can see oh is it a person I would like to talk to? Do we have a common ground? Uh what potentially um what what is can be this common ground and um people say don't judge book by its cover but people keep judging books by their covers and the whole industry there's the whole industry of marketing and design how to design a book to raise the sales of the book. The same happens uh with people. I just yesterday saw um a lady and she like she was just bossing.

She was all in black and leather like like it's like the you don't call her even Berlinish anymore. Uh and like she was extremely beautiful but if I would need to approach I would never approach because I don't know where is the common ground. It's she looks beautiful but we don't have any connections that visually I can identify. So when we pass the look screen in then we start a conversation. Okay.

So approach the person and you have a first conversation. How did first conversation go? Was it a shallow talk or did you go really deep into the matter the some topics that really matter for you? Did you like the voice? Did you like the pitch of the tone?

Was it a very speedy and like a pitchy tone or was it calming and make you calm down as well? If you like the conversation, you would like to have a first interaction and you say, "Hey, let's hack this project over the next weekend and you start first interaction with the person." The same happens with the with people who meet they say okay we me I I saw the person it's nice person let's have first conversation went well shall we date? Maybe we shall date. That's the first interactions.

And then if the first interaction, if your hacking project went well, you liked working together regardless if you won a prize or not, it may be that you will start keeping or you will keep working on your project later. So then you go to the continuous um collaboration and relationship. Uh the marriage forms the same like I saw a person, it's like we like each other visually start conversation start dating marriage. The same happens with a product. You first need to notice the product.

Then you have a few seconds less than few seconds just like one two seconds to visually identify if it's something that is for me simply visually. And uh it's very interesting because uh there was done research uh uh a few times on very many many really many people and um the power of aesthetic feel is as strong as a power of fear just so you know but it's absolutely on a different uh um side. The fear is negative and aesthetic is really positive. So uh I hope you will remember it when you next time uh choose your visual strategy. uh and then uh when this two seconds happened I will start reading the text uh on the website and whatever beautiful visuals you have on the website if words say nothing.

If you have like sorry for the record marketing uh then however beautiful visuals you have they will always leave the website and they will never be back again because you lose the trust. If the content is really good and they will be back and forth coming and uh going back then they will say you yes for the testing your product and then the first experience starts. So after this experience if everything goes well you start customer uh this like user experience and customer experience when uh they're using it forever not forever. Well so um aesthetics is like a first step. Well aesthetics have two layers.

They have symbols and styles. And to understand how aesthetics affect us when we open a website or we attend an event or whether you go to fund in the comments or whether you do go to privacy now or whether you go to shifi uh is always a combination of symbols and styles. Um I have um an article about this and a talk recording uh at Defcon in Bangkok last year when I was telling about exactly how people perceive uh styles and combination style and symbol and how uh cipher funs um made it wrong. So I encourage you to watch it. It's just seven minutes talk.

Uh so uh the question is like what will resonate with them visually? How do I identify it? And res reasoning like resonating uh can be one of two. It's either reflect their inner self. Oh wow, it's it's like me.

It's like me. Or either it will complete their inner self. But inner self is actually our personality. So now we're talking about their personality who you are building for. Um the question is is it the only people we are talking about and the answer is no.

Uh and this is a fail and a trap of all the big companies uh especially those who go from series A to series B and higher is that the bigger you are the less you think about people who are working in the company. The less your uh identity as a company appeals to them and more you try to engage people from the outer market. Uh but if you are very small team and uh you are building uh your MVP your early adopters uh remember about you founders core team and ambassadors because what you build should also resonate with them. So um the personality of your product as a person that is going to meet your users also should be a part of personality of you as a builder. Um well here is actually the part where we need to do um the exercise and um I'm just like thinking how do we do this exercise now since it's not a workshop space who is here for the very first time uh protocol B so there are most most people have been to other protocol BS right um okay um we will try to make it for the protocol back and maybe we can shout out uh the answers not making them on paper but I have this uh I usually use this survey to identify the personality uh of the brand.

So I want to share with you uh three questions out of 12 and uh uh we will we probably will not work on this later um but let's just try um so you get a feel. So if there were an ambassador for protocol B attention version three not this year version three and you are a part of organizing team who would you invite like a representer to open the event on the opening keynote let's shout out I knew you will save Vitalic. Anyway, uh can we name someone not Vitalik Amyaki? Uh why do you name Amyaki? Uh what exactly makes you think?

So here represent the value in which way? So you can say the generosity and determination. Okay. Contribution. Generosity.

Determination. Contribution. Beautiful. Um I know you you will your answer uh in advance for this but let's imagine protocol barrack version three. Uh, imagine an incredible magic power that has turned all companies in this world into objects that define them.

What object will Protocolberg version 3 turn into? Let's not make it a crystal. Anybody? Okay. mountain.

Okay. Why mountain bur? I see. Um so um if you want to do this exercise at home, uh you can save this article and um this is like another question from the survey. Uh I encourage you to do this with the team and um yeah, I think we are skipping this exercise because of the not worky uh space.

Oh, no. But let's do it. Um, okay. Uh, finish the sentence and I want you to shout out, uh, we want the attendees of protocol B version 3 see the event S and tell me an adjective or attribute, human attribute, safe, inclusive, empowering. Good collaborative.

Well, uh you're amazing audience. I'm just so surprised. Uh so in general, um what happens is uh at this question I usually have a bingo and it goes um trustworthy, uh reliable, innovative and all these things that every company would name for themselves. Um so that's like a checkpoint. Um and we are going to skip this.

uh why I'm doing this uh exercise is that uh there's uh very difficult questions about uh music about animals about cars and I will share um the survey with you those who want at the end of uh the uh workshop uh allows you to dig the words that are completely unexpected. So for example, these were two founders. They were uh filling the survey and one they named two different artists but they said legendary and always cool. Legendary and always cool. What are the possibility that a person can name such a difficult word like legendary?

So when you go through all this survey, you collect a lot of results, you interview all the team and you start staking the words and you can do it yourself. So uh if uh again uh if you want to get materials, you can always do it at home yourself. Uh there's no help needed here. Uh and you get your uh personality of the company, how the product should feel and what attributes and values as a product it should encompass to attract your audience and the contributors. Uh and then you use this uh um brand personality uh on all five layers of identity.

So when people say like identity of a product or identity of the event they think about mostly like visual identity because that's how we see uh but there's also verbal identity the way brands speak. Look at Salana and look of shifi and look at um radical they all speak different voice because it's a very very different uh personalities. Uh there's also sonic identity, the sounds of the company, uh the the sound that you put in the event, uh the sounds in your app, and there is also tactile identity in web 3. So in the regular world, tactile identity is a pretty popular thing. But um in the web 3, uh absolutely not and only Ledger so far I noticed as a tactile identity uh mastery or wizard I would say.

So uh a few years ago Ledger has a very beautiful sharp identity and when you receive the device the edges of this device is almost like cut and bleed edges. So it's like perfect alignment from what you see on the website to what you have in your hand with the and feel in the closed eyes. Well now ledgers moving to the more like mainstream pop and uh um the safe uh visual identity and so their products. Um, so personally I'm not super happy with this uh change, but uh the synchronization is just incredible like how they synchronize the tactile and visual but there is a gap. How do you go from personality that you can do at home yourself to all these layers?

Um and uh here actually was play was about to play the game but I see um the audience is pretty mellow and relaxed by the end of the day. So, uh, raise your hands if someone wants to play the game and then we will have a prize at the end. Um, does anyone know what is charades? The game of charades. You need to show the word.

Yeah, they're ready to play charades. Yeah. But, uh, guys, you need to support. So in general like in the workshop setups with 12 people it's like a goes like fire because everyone uh so you need to support and and guess words because uh your peer is doing the best right you want to come here. Yep.

So in in general in this workshop like this uh it goes that uh after completing the survey everyone will complete the brand personality survey and then I will go and I will pick one paper and I will spot on a particular word that caught my attention and I will whisper you a word and you will show to the team. Uh so we're going to do now is uh we are going to have two winners. If you are done in one minute and someone from the audience guess in one minute uh find me later and I will no give me your contacts and I will send you a present. Um but we didn't do a survey so it's now me is going to whisper my words. Right.

Right. Right. Let's go. One minute. One one.

No, it's an attribute. It's adjective. Okay. Well, that's good. Thank you.

Thank you for and I will message you something. Um, the word was intentional. Thank you so much. So what is your name? Mandas.

Mandas. So what Mandas now experienced is exactly what all designers experience when you shoot at them uh words like intentional, relational, transformational and etc. Um so um actually there is an exercise but in our setup it's impossible because you need to have this boards and everyone will be circling. uh but I will tell you what's happening. So um you write three associations about your company and then everyone around the uh uh room they start circling.

It can be digital also like the mind map uh and you try to write all the words that are nouns and that you can visualize and after the end of the result this was for the project around migration. So we have migration there, migration there and there were two themes we picked. We picked somewhere butterflies and we picked somewhere the map. Uh it gives you symbols that you can use this symbol in your logo in your visual on the website. Even whatever ambiguous product you're uh creating, this exercise will give you there.

And it's just three minutes to do. Now you need styles. Well, we go back to our personality and um it's actually now not your work and I'm not going to show you how to do this uh like because it's pretty overwhelming but I will show you the results of uh what's happening um when you do a mood board. Uh so the there is a process uh of designing the uh visual appeal of any product uh which is called um the mood boarding and uh you create something that has the same feel now and then you say okay in half a year we will have your product the website social media event new protocol bar versus three and when we uh make photos and make screenshots put them all together the board there should reflect the field that you have here on this mood board. So I will tell you I show you the examples.

Uh, the mood board, the final product, the moodboard, the final product, the mood board, the final product, the moodboard, the final product. And um, that's what you can launch. Uh, but actually uh to make sure that uh everything goes well, you can also ask people, just show them a few images and go find your potential users. Just ask around friends like, hey, how does this feel for you? because you want to evoke particular emotions to resonate and then they will uh share feedback with you.

This will be uh something that will hurt you from time to time but it's good to hear feedback and please ask for feedback as uh much as possible. So you have your styles. So you resonated and we are still here. We still not didn't get there yet. Now we need to start convincing them.

And now we convince them with words and copyrightiting on your page. So what they first will see on your page is a tagline, a catchphrase, which is a tagline, and one line of description. What your product does and for whom. First thing that you need to know is like for whom you are building for because without this you're nowhere. And like really it's the first question that you need to answer what problem you're solving and for whom.

Uh oneliner description is a very easy thing. This is a formula. Use it because uh don't reinvent in wheel. Uh it always works. Uh it's very clear.

So your product name in product category for ideal audience who and then you choose one of two. It's a current state they want to change and then you talk about their pains or it's a future state that they want to get and you appeal to their aspirations. Um I have some giveaway for you today. I um u made a list of 11 books uh that will help you to launch your product is from the moment of strategy to uh the uh through the copyright and through the product alignment on the market understanding of what people need uh to um the all the way to the discussing design and branding. Um I have it in printed so I will give everyone here uh today at the end.

Uh and actually as you see I use the same formula there. So 11 books on do it yourself and marketing what for first time for whom? For first time founders for whom who want and then the whole thing is a merge of the current state and the future state. Um so you will have your first line oneliner or tagline or catchphrase and uh then we are moving to the tagline. Now for I always encourage please go and do user interviews.

Just talk to your users. Um and it's difficult and you feel like impostor and you feel like uh you it's really difficult ask people about the product. Uh if you are too shy ask someone else to do like just create a qu a list of question and ask your friend to interview people so you don't feel like you're trying to sell something. But when you're interviewing people, never ever uh say uh pitch your product. You're just having conversation about them.

It's not about you. There will be time when you will start talking about you. Um again as one of the materials I will share with you the whole Lego block of all the questions that you can mix and match to cover all the categories. But we currently what need we need goals and motivations. why they're looking for a particular solution and you are one of them and the challenges and pain points like what happened at the very beginning of this journey that made them look for new solution and uh here's the thing you have what is your product doing this is that phrase that we have just looked at the formula and then you have pain points and projecting through this pain points just using their words you can rephrase it in the tagline that will get their attention And um I don't like giving bad advices but I think I will do today.

Um in marketing there is a saying uh people jog for pleasure but they sprint from pain. What it means is that if your audience has goals and aspirations and all of the they have pains, uh it's very effective to communicate through the goals and aspirations, but it's way more effective to tap into the wound re make them realize that something hurts and say does it hurt and I have a cure like this. It's a painkiller. Um I usually don't like you need to really work with copyrightiting and uh that's where those books I advise you will help you with rephrasing in the positive way so it doesn't uh feel like you're reminding them that everything is bad. Um about the personas like if you don't want me to send you anything here is a QR code and is a shorter list of uh potential questions that I shared at East Denver um earlier.

H okay. Thank you for letting me know. I'll fix it. Um and if you want to dive deeper, uh I have a video recording. Uh it's a lecture.

It's on my website. It's talks and you will find it in all this video recordings there. Uh it's just half an hour only how to do personas for your website. Uh but now we are going to play a game. Uh because interviewing users is difficult.

It takes time. Not everyone is doing. But what if you need to present something tomorrow? What if someone says like, "Oh, there's actually this guy. He wants to listen what you are building and he can give you money or she can give you money, they can give you money."

Uh, and you need to do a presentation and you need to tagline right now today. Uh, then uh you can use this exercise and it's really brilliant exercise. It's called three wise. Originally it is five wise and uh you can again save it for later to do in the team and uh how it works is like I'm asking you uh what your product does you answer me what your product does and then I'm asking you why does it matter and we repeat it a few times and we go to the results and I want to test you if we actually get the results I really hope to hear do we have a volunteer who is actually building a product that is almost ready go to Okay. Yep.

Um Well, let's get to the um Okay, you can Well, but he was first, so um a decentralized code forge. Decentralized code forge. Yeah, like GitHub. Um, allows you to work on code, so program and do that collaboratively with other people. you you can't possibly do it on your own like if it's a bigger project.

So I'm building a generative art marketplace. So for the artist who are into like very specific niche of the art which is like computer art which is kind of abstract. It's allowing artists to express themselves and earn money because like generative art it's kind of niche and we believe that abstract art and computer like computers can play well together. Well, you need to lift out of some something because you need to eat uh because otherwise you will die. Four.

Okay. Why I'm calling the three W's? Because originally after five why we always start talking about the death and we have just got there and that's why everything happening people just go to death and because we don't want to die. Um so after three wise without mentioning death you have your tagline and uh the next thing that you can do is just name your features and you all have really a lot of features. Uh so uh with features you do absolutely the same uh you apply uh this uh three Y's and uh after feature it go it gives you value uh and you merge them and it has it's your first fold on the page but then it's it's not the entire website that you actually have.

So when you interview users you will have answers and the patent answers to what they actually need to know to make a decision to choose you. And we are actually getting really very close to this. Yes, it's a very end of convincing. And after having after landing on your website, noticing you from the crowd, seeing the visuals that speak to themselves, to their inner self. Okay, this is something for me.

Starting reading the words and identifying in uh this tagline that this is their pain, this is their goal, this is a project where you identify this is for them. they start scrolling the website and they go like yeah but you know what if and uh all these doubts uh sometimes if you don't answer these doubts uh right away uh they will uh drop the website and they will never return because someone else will answer these questions. Uh when you do interviews and you hear what concerns and questions they have in mind, you can in advance answer them on the website. So if this flow happened, oh sounds good. Oh, looks good.

Sounds good. Yeah, but you know, and you boom and you have this uh block with the answer to their concern before the concern start like uh finished forming in their mind. And uh that's what you can do with interviews. Um if uh you want to receive uh I had a workshop last year in IPFS camp only about landing page clinic and there were a lot of like tips and tricks like really tactics uh where to put and how to merge uh I can send you later and so um you come to the final yes so you convince them uh the well ststructured landing page will always convince them to start project but And you did all this work and we have been just talking for uh 1 hour. No, for 45 minutes.

Yeah. Um you did all this work to get their first Yes. Now they their first users and you still will lose them. Some companies are losing them in two minutes. Some companies are losing them in one day, in two days.

And um I have been done uh quite of product design although I never say that I was doing product design uh because when you're head of design and if you don't have product designers on your team that's your fault you didn't hire so roll your sleeves and do your stuff yourself. Um that's um and also like many projects they just cannot afford many designers in general. And uh while I'm working with mostly like P2P and privacy people um I noticed that you're losing people uh your first users for three main reasons and uh I want to form this advice in the way not don't do something but just like do something more or less and the first thing that I want to ask you to do more is more scaffolding UIX. scaffolding UIX. It means if a user doesn't know anything about this technology when they start using your app, just handhold them through every step.

Add as many walkthroughs as possible. And it also goes together with gradual on boarding. And gradual on boarding, it means you have all this like gazillion of amazing features that you want to show right away. Don't show it right away. um there are features that people can use only after a particular step is completed.

So try to plan this journey and see and reveal the new features only when people actually can use it. Um an example might be so for example um there can be no chat until people will join or you have this beautiful dashboard but you need data for this. So rather guide people to to get this data and how can they get this data so they can use this dashboard. Um the next next thing is please less tech jargon and um that's something I really love doing with developers because it's kind of fun a little um I'm going and asking hey um as an end user where do I use and how can I use this information and if the answer is uh oh actually nowhere the question is like why we are showing it and that's how uh the web 3 world is actually currently running is that we show all the back end information, everything that we as developers love seeing this like the abundance information on the front end, but it overwhelms non-technical users. And it's not overwhelms nontechnical users.

It's just when you see something that you don't understand, you feel bad because you feel you're not skilled enough. You're not good enough to use this app and you really don't want to make people uh feel that um they are not the right person for your application. And uh the last thing is uh less technical bugs. Uh we are talking about early adopters and early adopters are not innovators. Innovators are those people who are going to play with you in your demo go to with your alpha with beta with close launch etc.

But early adopters are using starting using your app because there is a use case. They have this pain like the lady I I told the story at the very beginning. Uh she has a use case. She cannot afford bugs in this program. So um you always have really a lot of features uh because you're excited about your product and there is like you're working on all the features and there's only 24 hours per day and seven hours per week and in this limited time you try to make all the features uh happen.

Please don't do this. Do focus on this minimum MVP when features are complete and you can create this gradual on boarding without bugs because the very first bug if it happens uh it's very difficult to uh recover the frustrated user and bring it back to this journey. Um that was end of the workshop. uh if you want. So now it's like um ideally if we were like 12 people I will just put a paper and ask everyone to leave me your email so I can just email you all the information.

Um but if you want to get uh materials uh just email me and I will answer and I will send you all the materials. uh and also if uh you are a builder um and I showed a lot of slides and all this uh uh many of exercises that you saw here they are in the publication that I just started recently. Uh it's usually just like two minutes to read posts. Uh so there are some theories there are some exercises to try at home. Uh if you want uh you don't need actually to subscribe you can just read it.

It's all open. Uh but the thing if uh if you subscribe and if internet is down and if internet archive is down for a little bit you always will have it on your email. Um yes and uh the books that I promised to you are here. So if you are a first-time founder or a coming soon first time founder and uh you want to get some books um like some person said that I I actually read a really like I'm in this in industry for uh 15 years plus um and he's like oh so you waited through all the mud waters of bad books and you picked the good ones. That's exactly this because people write books and you sometimes read them and you think you feel like you're wasting your time.

Um but those are are gamechanging. So please read them if you are planning to bring your product uh to the market. Um thank you. Uh do you have any questions? All of this.

What what service are you making? Oh, the security. Yeah, that's the same. It's the same. The question is how to deal with what exactly?

It can help you to find the trustworthy product designer. Yeah. No, there is uh there are networks where I can find and uh I can Yeah. Uh but uh one of the books there is how to communicate with designers and how to actually make them ship what you want and how to yeah it's just like how to communicate the break this gap. Um so thank you for asking this because um we also need to educate people right we cannot stay always in their area that happens with every industry like there was no internet sometimes sometime ago and suddenly every know everyone how know how to use internet our grandmas can use phones.

Um so uh try to introduce those terms gradually as the user get um aware and uh familiar with your application. Um feel free to put as many tool tips as possible but just so they know what it is and how to how to do it. uh when it's on the outer loop before they actually become users that's where things become tricky uh because you don't want to sound like an educational professor on your landing page. uh if you uh always test go and pick a person who can be an early adopter and uh like just like not technical and say hey anything confusing here um and then you can just point on the jargon that you're thinking is a jargon and asking them do you know what is this uh because usually when say what's confusing they will pick one thing pick two things but then you say oh how about this all right this two and how about this all right this too. So just uh see what you consider as a jargon and then ask questions about this.

So uh you have you see like here we were talking about developers building for nontechnical users but you are talking about the end users language. So it's the same as we will be speaking the regular language with nontechnical users. This is the language that they know. It's not your builder's jargon. It's their language.

And it's actually really good because if you are for professionals of particular level uh amount of jargon will uh filter away those who are not mature enough to use your product. So if you are for really like professionals professionals um it will signal that okay I need to like um grow a little to actually start using if it's your strategy. It might be not your strategy just dependent. I cannot retrieve the image of blocken spurs right now in my mind but we can talk about later. Oh, but um speaking about this um in this uh thing there I have a quite controversial very subjective list of the most beautiful brands in web 3.

So if you would like to have some nice images there uh to see like who I think like really doing a really good job um you can find it. I think it was maybe like issue three or maybe issue six rather six. Yeah. Okay. Um then we are ending a little bit earlier uh because um it wasn't actually a workshop uh but I want to say thank you for everyone who expressed their interest in uh bringing more users to the tech um and uh I wish you uh luck in uh getting the first yes and then getting the second yes and finally getting the third yes.

Um if you yeah need uh materials um just message