AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010)

Designing for One Billion People AddThis

AddThis: Then & Now 2008 • 50 services • 17 languages • 116k domains • 300M views a day

AddThis: Then & Now 2008 2010: • 50 services • 308 services • 17 languages • 66 languages • 116k domains • 7.2 million domains • 300M views a day • 2 billion views a day • 1 billion unique users

Designing for 1 Billion Strategies: • Design for growth • Be dangerously open • Be data-informed • Build to scale • Embrace customers

Design for Growth AddThis

Design for growth Put publishers ﬁrst: Client API: http://addthis.com/help/client-api

Design for growth For end users, make sharing simple & effortless: vs

Design for growth Be nimble: Check out http://960.gs/

Design for growth Develop a style and stick to it:

Design for growth Original home page

Design for growth Current home page

Be Dangerously Open AddThis

Be dangerously open Reduce barriers to adoption:

Be dangerously open Crowd-source translation:

Be dangerously open Open-source service submission:

Be dangerously open Open-source sharing protocol:

Be Data-Informed AddThis

Be Data-Informed Qualitative: Quantitative: • Surveys • Internal analytics database • Forums • User testing • A/B and multivariate testing with Google • Email Feedback Website Optimizer • Google Analytics reporting

Be Data-Informed Use surveys to reach users: http://surveymonkey.com

Be Data-Informed Crowd-source user testing: http://usertesting.com

Be Data-Informed A/B test with Google Website Optimizer: Google Website Optimizer: http://www.google.com/analytics/siteopt/

Be Data-Informed Hover behavior increases sharing rate x4 Showing services doubles sharing

Be Data-Informed Menu order and positions matter:

Be Data-Informed Menu presentation can increase sharing:

Build to scale Build to scale AddThis

Build to scale • Akamai CDN • Optimize code and images • Streamline technical support and QA

Embrace Customers • Respond to forums & feedback • Put social media to work • Publisher outreach • Beta testing

• Design for growth • Be dangerously open (even if it’s uncomfortable) • Be data-informed • Build to scale • Embrace customers Lessons Learned

Don’t forget to have fun

One more thing. During 30 minutes of this talk... • 160 publishers got AddThis code • 400 Brazilians used AddThis to share to Orkut • 18,000 people shared to Facebook • AddThis was viewed roughly 43.7 million times

Thank you. Email : jim@clearspring.com Twitter: jimlanenova Come join the fun: http://clearspring.com/jobs

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AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010)

by clearspring on Nov 17, 2010

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AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010) — Presentation Transcript