Using data to driveproduct decisionsArpit DhariwalProduct Manager, SlideShare-LinkedIn
Intuition-driven Data-drivenMake best-guessesRely on previous experiencesStudy what others are doingUse best practices, pr...
* From Joshua Porter’s “Metrics-Driven Design” presentation at UX LondonNotoriously data-driven?Data-driven
Some of our competitors have great aestheticsIntution-driven
Intuition-driven Data-drivenCreate a balance We at SlideShare try to balance data and intuition
Balance helps Even without a great visual design, users still prefer us to other platforms
Here’s howwe used data (and some intuition)to increase uploads on SlideShare
Uploads Flow1 Newsfeed 2 Uploads Page3 File Selector opens4 File is published
Reduce number of steps in the uploadflow to improve conversionRemeber our Goal Increase number of Uploads
Proposed Uploads Flow2 File Selector opens3 File is publishedProject “Quick Upload”1 Newsfeed
Conversion FunnelUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Fl...
Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedEx...
Give context to users, that’ll promptthem to upload(essentially adding one more step)#2
Project Quick Upload2 Modal Upload Window3 File Selector opens4 File is publishedIteration #21 Newsfeed
Conversion FunnelUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Fl...
Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedEx...
We wanted more uploads,and not create a new flow that gave par results
Project Quick Upload Iteration #3Introduced a panel which had the Quick Upload CTA along with the context
Project Quick Upload Iteration #3Introduced a panel which had the Quick Upload CTA along with the context
Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedEx...
Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedEx...
“Radical innovation requires both evidence and intuition:evidence to become informed, and intuition to inspire us inimagin...
Cheat-sheet for dataawesomeness
Define actionable metrics1Before starting any test/project, state metrics that you want toimpact. Keep a track of those met...
Socialize data2Make sure your entire team has access and goes throughkey metrics
Iterate, iterate and iterate3Keep iterating over your baseline design by focusing onactionable metrics
Avoid the local maxima problem4Don’t get caught up in over optimization
Data Ergonomics5Ensure easy consumption of data for everyone
That’s all folks!
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Using data to drive product decision

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My talk at HasGeek - "Using data to drive product decisions".

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  • Good case study / model of intuition + data approach...I think people often get too stuck in one camp or another and it's nice to see a balance
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Using data to drive product decision

  1. Using data to driveproduct decisionsArpit DhariwalProduct Manager, SlideShare-LinkedIn
  2. Intuition-driven Data-drivenMake best-guessesRely on previous experiencesStudy what others are doingUse best practices, principles and patternsMight use data for trend-watchingDon’t have time to test detailsAesthetics are integralRely on our gutCreative, visionaryEvery choice is testedTakes others experience with a grain of saltEverything is a logic problemRely on data for decision-makingAesthetics are secondaryNo detail is too small to testNever trust your gutCold, calculating* From Joshua Porter’s “Metrics-Driven Design” presentation at UX LondonDecision Spectrum Applies to all - product, design or business
  3. * From Joshua Porter’s “Metrics-Driven Design” presentation at UX LondonNotoriously data-driven?Data-driven
  4. Some of our competitors have great aestheticsIntution-driven
  5. Intuition-driven Data-drivenCreate a balance We at SlideShare try to balance data and intuition
  6. Balance helps Even without a great visual design, users still prefer us to other platforms
  7. Here’s howwe used data (and some intuition)to increase uploads on SlideShare
  8. Uploads Flow1 Newsfeed 2 Uploads Page3 File Selector opens4 File is published
  9. Reduce number of steps in the uploadflow to improve conversionRemeber our Goal Increase number of Uploads
  10. Proposed Uploads Flow2 File Selector opens3 File is publishedProject “Quick Upload”1 Newsfeed
  11. Conversion FunnelUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Flow100% 63% 52% 45%
  12. Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Flow100% 63% 52% 45%Upload CTA clicks intop navSelect File File PublishedProject Quick Upload100% 49% 37%
  13. Give context to users, that’ll promptthem to upload(essentially adding one more step)#2
  14. Project Quick Upload2 Modal Upload Window3 File Selector opens4 File is publishedIteration #21 Newsfeed
  15. Conversion FunnelUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Flow100% 63% 52% 45%
  16. Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Flow100% 63% 52% 45%Upload CTA clicks intop navSelect File File PublishedProject Quick Upload with modalupload window100% 52% 46%Upload CTA clicks onthe modal62%
  17. We wanted more uploads,and not create a new flow that gave par results
  18. Project Quick Upload Iteration #3Introduced a panel which had the Quick Upload CTA along with the context
  19. Project Quick Upload Iteration #3Introduced a panel which had the Quick Upload CTA along with the context
  20. Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Flow100% 63% 52% 45%Select File File PublishedProject Quick Upload with new upload panel59% 51%Upload CTA clicks onthe panel100%+ Additional upload because oftwo upload buttons
  21. Conversion Funnel Test the resultsUpload CTA clicks intop navReach Upload page andclick on CTASelect File File PublishedExisting Uploads Flow100% 63% 52% 45%Select File File PublishedProject Quick Upload with new upload panel59% 51%Upload CTA clicks onthe panel100%+ Additional upload because oftwo upload buttonsNot the best visual design in the worldBut we are not complaining, we have increased uploads by a significant number!
  22. “Radical innovation requires both evidence and intuition:evidence to become informed, and intuition to inspire us inimagining and creating new and better possibilities.”Jane Fulton Suri, IDEO
  23. Cheat-sheet for dataawesomeness
  24. Define actionable metrics1Before starting any test/project, state metrics that you want toimpact. Keep a track of those metrics throughout the project
  25. Socialize data2Make sure your entire team has access and goes throughkey metrics
  26. Iterate, iterate and iterate3Keep iterating over your baseline design by focusing onactionable metrics
  27. Avoid the local maxima problem4Don’t get caught up in over optimization
  28. Data Ergonomics5Ensure easy consumption of data for everyone
  29. That’s all folks!
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