AddThis
A D D T H I S
Designing for One Billion People
AddThis: Then & NowAddThis: Then & Now
2008
• 50 services
• 17 languages
• 116k domains
• 300M views a day
AddThis: Then & Now
2010:
• 308 services
• 66 languages
• 7.2 million domains
• 2 billion views a day
• 1 billion unique users
2008
• 50 servi...
• Design for growth
• Be dangerously open
• Be data-informed
• Build to scale
• Embrace customers
Designing for 1 Billion
Design for GrowthDesign for Growth
Design for growth
Client API: http://addthis.com/help/client-api
Put publishers first:
vs
Design for growth
For end users, make sharing simple & effortless:
Check out http://960.gs/
Design for growth
Be nimble:
Design for growth
Develop a style and stick to it:
Design for growth
Design for growth
Be Dangerously OpenBe Dangerously Open
Be dangerously open
Reduce barriers to adoption:
Crowd-source translation:
Be dangerously open
Open-source service submission:
Be dangerously open
Open-source sharing protocol:
Be dangerously open
Be Data-InformedBe Data-Informed
Be Data-InformedBe Data-Informed
Qualitative:
•Surveys
•Forums
•User testing
•Email Feedback
•Internal analytics
database
...
http://surveymonkey.com
Use surveys to reach users:
Be Data-Informed
Be Data-Informed
http://usertesting.com
Crowd-source user testing:
Be Data-Informed
Google Website Optimizer:
http://www.google.com/analytics/siteopt/
A/B test with Google Website Optimizer:
Hover behavior increases sharing rate x4
Be Data-Informed
Showing services doubles sharing
Menu order and positions matter:
Be Data-Informed
Menu presentation can increase sharing:
Be Data-Informed
Build to scaleBuild to scale
• Akamai CDN
• Optimize code and images
• Streamline technical support and QA
Build to scaleBuild to scale
Embrace CustomersEmbrace Customers
Embrace Customers
•Respond to forums & feedback
•Put social media to work
•Publisher outreach
•Beta testing
Lessons LearnedLessons Learned
Lessons Learned
• Design for growth
• Be dangerously open (even if it’s uncomfortable)
• Be data-informed
• Build to scale...
Don’t forget to have fun
One more thing.One more thing.
One more thing.
During 30 minutes of this talk,
AddThis was viewed roughly 43.7 million times.
Thank you.Thank you.
Email : jim@clearspring.com
Twitter: jimlanenova
Come join the fun:
http://clearspring.com/jobs
Any i...
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AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010)

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Slides from Jim Lane's presentation at RefreshDC on November 16, 2010, titled "AddThis: Designing for One Billion People", which described five strategies the AddThis team used to grow their platform to one billion unique users in less than two years.

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

  1. AddThis
  2. A D D T H I S Designing for One Billion People
  3. AddThis: Then & NowAddThis: Then & Now
  4. 2008 • 50 services • 17 languages • 116k domains • 300M views a day AddThis: Then & Now
  5. 2010: • 308 services • 66 languages • 7.2 million domains • 2 billion views a day • 1 billion unique users 2008 • 50 services • 17 languages • 116k domains • 300M views a day AddThis: Then & Now
  6. • Design for growth • Be dangerously open • Be data-informed • Build to scale • Embrace customers Designing for 1 Billion
  7. Design for GrowthDesign for Growth
  8. Design for growth Client API: http://addthis.com/help/client-api Put publishers first:
  9. vs Design for growth For end users, make sharing simple & effortless:
  10. Check out http://960.gs/ Design for growth Be nimble:
  11. Design for growth Develop a style and stick to it:
  12. Design for growth
  13. Design for growth
  14. Be Dangerously OpenBe Dangerously Open
  15. Be dangerously open Reduce barriers to adoption:
  16. Crowd-source translation: Be dangerously open
  17. Open-source service submission: Be dangerously open
  18. Open-source sharing protocol: Be dangerously open
  19. Be Data-InformedBe Data-Informed
  20. Be Data-InformedBe Data-Informed Qualitative: •Surveys •Forums •User testing •Email Feedback •Internal analytics database •A/B and multivariate testing with Google Website Optimizer •Google Analytics reporting Quantitative:
  21. http://surveymonkey.com Use surveys to reach users: Be Data-Informed
  22. Be Data-Informed http://usertesting.com Crowd-source user testing:
  23. Be Data-Informed Google Website Optimizer: http://www.google.com/analytics/siteopt/ A/B test with Google Website Optimizer:
  24. Hover behavior increases sharing rate x4 Be Data-Informed Showing services doubles sharing
  25. Menu order and positions matter: Be Data-Informed
  26. Menu presentation can increase sharing: Be Data-Informed
  27. Build to scaleBuild to scale
  28. • Akamai CDN • Optimize code and images • Streamline technical support and QA Build to scaleBuild to scale
  29. Embrace CustomersEmbrace Customers
  30. Embrace Customers •Respond to forums & feedback •Put social media to work •Publisher outreach •Beta testing
  31. Lessons LearnedLessons Learned
  32. Lessons Learned • Design for growth • Be dangerously open (even if it’s uncomfortable) • Be data-informed • Build to scale • Embrace customers
  33. Don’t forget to have fun
  34. One more thing.One more thing.
  35. One more thing. During 30 minutes of this talk, AddThis was viewed roughly 43.7 million times.
  36. Thank you.Thank you. Email : jim@clearspring.com Twitter: jimlanenova Come join the fun: http://clearspring.com/jobs Any images from films borrowed for this presentation are the property of their copyright holders!
  37. AddThis
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