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Using data to drive product decision

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

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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  • 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!