Building fast growth into your product - Velocity 2015
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How we built fast growth into our products using data informed design.
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Building fast growth into your product - Velocity 2015
- 1. ALASTAIR SIMPSON • DESIGN MANAGER • ATLASSIAN • @ALANSTAIRS Building fast growth into your products Data informed design
- 3. The Parsonage B&B San Francisco
- 7. 40k customers $3.3b valuation 1,200 staff 15 products 2 founders 12 years old
- 8. 50% of new users spend less than 30 minutes trying our products before leaving.
- 9. 30 minutes
- 10. Ownership
- 11. Product (PM, Design & Dev) Marketing Documentation (Tech writers) Time to value Who owns time to value?
- 12. Who owns time to value? Referral Acquisition Activation Retention Revenue Marketing Product Product / Docs ? Marketing Time to value
- 13. Accountability
- 14. 7 friends in 10 days
- 15. Users invited Net Promoter Score (NPS) Conversion Engagement (Time spent)
- 16. Time to Value Teams Design
- 17. ✓ Ownership Data informed design
- 18. Data Empathy Gut feelingGreat product design Data informed design
- 19. Quantitative feedback tells you what is happening (or not happening), and qualitative feedback helps you understand why. JOSHUA PORTER ” “
- 20. Data Empathy Gut feeling Data informed design
- 21. A/B Test Noun | A/B Test |ˈā-ˈbē ˈtest An experiment in which a single element of a web page is altered to create one or more variations of a page.
- 22. Workshop Design + Development Running Analysis Experiment lifecycle (3 weeks)
- 24. Data Empathy Gut feeling Data informed design
- 25. I’m trying to understand how something could have that amount of power and be that difficult to pick up. (ANOTHER) POTENTIAL CUSTOMER ” “
- 26. 2. Help me set up and complete critical tasks 3. Show me practical value in everyday work 4. Demonstrate immediate value to new users 1. Identify my problem & potential solution Time to value conceptual model
- 27. +22% in conversion SECOND ITERATION
- 28. Data Empathy Gut feeling Data informed design
- 29. Data and A/B tests are valuable allies, and they help us understand and grow and optimize, but they’re not a replacement for clear-headed, strong decision-making. JULIE ZHUO (FACEBOOK DESIGN DIRECTOR) ” “
- 30. ✓ Ownership ✓ Data informed design Fix the core
- 31. You have more attention than you ever will
- 33. Simplicity wins
- 34. Clear value proposition Clear next steps & affordances Sane defaults Intuitive product
- 35. ✓ Ownership ✓ Data informed design ✓ Fix the core
- 36. ALASTAIR SIMPSON • DESIGN MANAGER • ATLASSIAN • @ALANSTAIRS Thank you! piratemetrics.com (Funnel metrics) gv.com (HEART framework) melconway.com (Conway’s law)