A Product Improvement Decision Making Process


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A Product Improvement Decision Making Process

  1. 1. A Product ImprovementDecision Making Process for (SaaS) Startups Jan König - @einkoenig
  2. 2. Lean Startup and Metrics Is Build-Measure-Learn too simplistic?
  3. 3. Improving an existing Product Where do the important ideas come from?
  4. 4. “Startups don’t starve, they drown. ” Shawn Carolan Menlo Ventures
  5. 5. Lean Startup and Metrics We all know Measuring the right things is important. We all know the difference between vanity metrics and actionable metrics. We do cohorts, we do funnels. But how often does this lead us to actions that could really improve our products? my thesis We lack a systematic approach that encourages us to act on metrics on a regular basis.
  6. 6. IndicationTest In-depth Process for Product Analysis Improvement Decisions Hypothesis Diagnosis
  7. 7. IndicationLook at a dashboard of macro-metrics on a regular basis (daily, weekly,monthly).Is there something unusual?Where do my users get stuck? On which lifecycle stage do I lose most of myusers?Identify your key macro metric you want to improve (e.g. Activation,Retention…).Tools USERcycle to be updated
  8. 8. Dashboards Indikation Indication Macro Metrics Funnel AnalysisTest In-depth Analyse Analysis OK, something seems to be wrong, here! Hypothese Hypothesis Diagnose Diagnosis
  9. 9. In-depth AnalysisDo Customer Development!Ask the users who get stuck why they get stuck.Ask your happy users what makes your product special to them.Do Lifecycle Messaging.Dive deeply into data you already have (e.g. steps until Activation).What particular step is a barrier?Tools Intercom USERcycle to be updated
  10. 10. Indikation IndicationTest In-depth Analyse Get additional Analysis information by diving deeply into data and customer questioning. Micro Metrics Lifecycle Messaging Customer Development Hypothese Hypothesis Diagnose Diagnosis
  11. 11. DiagnosisAggregate your data!What is the real reason for the unsatisfying product usage?Involve your team.Tools to be updated
  12. 12. Indikation IndicationTest In-depth Analyse Analysis Use data to identify potential problems in product usage. Hypothese Hypothesis Diagnose Diagnosis Brainstorming
  13. 13. HypothesisWhat do we have to change?Again: Involve your team.Is it a feature? An onboarding process? Do users need to be educated?Define a falsifiable hypothesis:„*Change of product] will increase user activation by *.+%“Tools to be updated
  14. 14. Indikation Indication Test In-depth Analyse Which product Analysis changes could possibly improve product usage?Brainstorming Hypothese Hypothesis Diagnose Diagnosis
  15. 15. TestFinally! We‘re at „Build“Do Usability Tests.Split-Test it.Never just introduce a new feature to every single user!Tools Analytics Content Experiments
  16. 16. Usability Tests Indikation IndicationSplit TestsTest In-depth Analyse Analysis How does this change affect consumer behavior? Hypothese Hypothesis Diagnose Diagnosis
  17. 17. Validation / (Indication, again)Did something change? Bravo! Let’s improve the next thing! Maybe this wasn’t the right solution for your “Diagnosis”. Bad! Go to “In-depth Analysis” to find out why!Tools USERcycle to be updated
  18. 18. IndicationTest In-depth Process for Product Analysis Improvement Decisions Hypothesis Diagnosis
  19. 19. Feedback?Hey, I’m Jan!I am a German student and I’m currently writingmy bachelor’s thesis about metrics for startups.I would love to get some feedback about this approach(which is the “high-level part” of my thesis).I will upload some other presentations about metricsdesign in startups within the next weeks.Glad to hear from you!JanTwitter: @einkoenigMail: me@jan-koenig.com