Hussein Fazal, founder and CEO of Super.com, evaluates the UX strengths of competing generative AI products.
Insight
Putting the Super.com card behind a $15 monthly paywall skyrocketed usage
“As soon as we put it behind the paywall and people had to pay 15 bucks a month, we saw usage like skyrocket, right? Like obviously conversion rate was lower, sign up rate was lower, but when people got it, they really valued it and they started to use it more.”
Insight
Adding more membership benefits does not improve sign-up conversion
“People become a super plus member Typically for one reason and one reason only, and then we'll try and cross sell them to other products within the business, right? And this is a bit unintuitive. Like a lot of people think that when I have a membership program…”
Insight
Multi-product cross-selling fails unless the products share identical user intent
“A lot of people rely solely on cross-sell, right? They say, hey, I have this product and I think that we're going to be able to cross-sell whatever, at 10% or 20% into this new product. And what I can tell you is that cross-sell is very, very, very hard to do.…”
Insight
Chat is a bad UI paradigm for searching and browsing products
“We learned that customers, in fact, don't like chat, right, to book and to browse. Like, they like chat for customer service, they like chat for, like, notifications, but they do not like chat for searching and browsing, because it just became so frustrating, …”
Insight
Pure conversational AI cannot replace graphical UIs for visual purchases
“Like, ultimately, no matter how good the AI is, If you're buying a hotel room, if you're buying a physical product, if you're doing anything that requires visuals like pictures or a map, you're going to need a UI. That's fundamentally required, right? It doesn…”
Insight
98% of hotel customers care only about getting the best price
“98% of customers, all they care about, the only thing they care about is getting the best price, right?”