The data driven evolution of a consumer product

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The data driven evolution of a consumer product

  1. 1. THE DATA DRIVENEVOLUTION OF A CONSUMERPRODUCT Yuval Ariav, Chief Architect @yuvalariav
  2. 2. Consumer mobile product❯ Millions of users (hopefully) ❯ Tastebecomes a quantifiable metric ❯ Ecosystem provides implicit & explicit feedback❯ Cloud architecture (frequently) ❯ Services easily become data intensive❯ Data-driven product decision making ❯ State-of-mind during planning & execution Yuval Ariav, Chief Architect @yuvalariav
  3. 3. Example: A/B testing (1) A B 18.6% 31.8% +70.1% Yuval Ariav, Chief Architect @yuvalariav
  4. 4. Example: A/B testing (2) A B 2.00% 1.00% +102% Yuval Ariav, Chief Architect @yuvalariav
  5. 5. Onavo – overview❯ Puttingsmartphone users in control of their mobile data usage ❯Make mobile data more transparent ❯Shrink mobile data volumes❯ Helping users save money on monthly bills❯ Serving users in 150 countries, 290 mobile operators Yuval Ariav, Chief Architect @yuvalariav
  6. 6. Phase 12 MONTHS TO LAUNCH Yuval Ariav, Chief Architect @yuvalariav
  7. 7. Phase 1 – Overview❯ Beta program before launch ❯Test architecture ❯Evaluate compression rates ❯Build up a friendly user base❯ Bare minimum ❯Registration (e-mail) ❯Device configuration ❯Saving statistics Yuval Ariav, Chief Architect @yuvalariav
  8. 8. Registration and configuration 1. 2. 3. Yuval Ariav, Chief Architect @yuvalariav
  9. 9. Lessons learned – phase 1❯ It’s never too early to start A/B testing ❯Use Beta / testing phases to collect “product intelligence”❯ Run an A/B-test-friendly operation ❯Planinformation oriented architecture ❯Design a “test modular” product ❯Have a flexible BE to complement Yuval Ariav, Chief Architect @yuvalariav
  10. 10. Phase 2LAUNCH +2WEEKS Yuval Ariav, Chief Architect @yuvalariav
  11. 11. Phase 2 – overview❯ Launch – 29/04/2011 ❯Good reception, coverage❯ We’re out in the wild ❯Troubleshooting the world ❯Conversion pretty uniform, except… ❯Some countries… or operators? ❯Problems with installation Yuval Ariav, Chief Architect @yuvalariav
  12. 12. Testing installation screens (1) A B C D 84.2% 80.3% 83% 84.5% Yuval Ariav, Chief Architect @yuvalariav
  13. 13. Testing installation screens (2) A B C D 49.5% 54% 47.7% 49.8% Yuval Ariav, Chief Architect @yuvalariav
  14. 14. Lessons learned – phase 2❯ Money talks, but not always ❯DoV isn’t a substitute for clarity ❯Experiment with different conversion approaches (walkthrough, goal, etc.)❯ Measure through ❯Tag users into cohorts ASAP❯ Planyour data for troubleshooting / optimizing Yuval Ariav, Chief Architect @yuvalariav
  15. 15. Phase 3LAUNCH +2MONTHS Yuval Ariav, Chief Architect @yuvalariav
  16. 16. Phase 3 – overview❯ A coupleof months in❯ Growth based on mainly on PR ❯Popular blogs ❯Weekly / monthly infographics ❯User reviews❯ In-app mechanisms for sharing on social networks not high enough… ❯Kvirality ❯Looking to improve virality Yuval Ariav, Chief Architect @yuvalariav
  17. 17. Testing sharing mechanisms Yuval Ariav, Chief Architect @yuvalariav
  18. 18. Behind the scenes❯ Everything is metered ❯Who’s* sharing? ❯Who* with? ❯How effective? ❯When?❯ Couple numbers with service events ❯“User saved >50MB / $10 overall” ❯“User saw 90% savings on a single app” Yuval Ariav, Chief Architect @yuvalariav
  19. 19. Lessons learned – phase 3❯2 types of shareable content ❯Content you “shout” about (share) ❯Content you “whisper” about (invite)❯ Sense of accomplishment / progress goes a long way❯ Measure everything ❯Quantifysentiment / identify advocates ❯Use as an internal meter Yuval Ariav, Chief Architect @yuvalariav
  20. 20. Phase 4MOVING TO A PAID MODEL Yuval Ariav, Chief Architect @yuvalariav
  21. 21. Phase 4 – overview❯ Evaluating business models❯ Key questions ❯How to frame the offering? ❯What payment model to use? ❯What charging model to use? ❯What to charge for the offering? Yuval Ariav, Chief Architect @yuvalariav
  22. 22. Framing the offering❯ “Raw” technological offering ❯50% optimization of mobile apps’ data❯2 distinct product messages ❯“Pay less” ❯“Onavo helps you save 50% on your data” ❯“Do more” ❯“Onavo lets you double your data plan”❯ Reaching out to potential users Yuval Ariav, Chief Architect @yuvalariav
  23. 23. Testing product offering“Pay less”“Do more”Control Yuval Ariav, Chief Architect @yuvalariav
  24. 24. Picking the model❯ On top of product messaging ❯Payment model ❯Paid app? ❯Freemium? ❯Trial? ❯Charging model ❯Pricetiers ❯Pay per X ❯Renewable subscription❯ Again – reaching out Yuval Ariav, Chief Architect @yuvalariav
  25. 25. Testing potential modelsHow much would you be willing to pay per month to get more out of you data plan?1. $0.992. $1.993. $2.994. $3.995. $4.99 Yuval Ariav, Chief Architect @yuvalariav
  26. 26. Testing potential models Would you be willing to pay a $2.99 monthly subscription to get more out of your data plan? 1. Yes 2. No no Would you be willing to pay at all? no 1. Yes 2. No yes yes How much would you be willing to pay? … Yuval Ariav, Chief Architect @yuvalariav
  27. 27. Lessons learned – phase 4❯ The answers you get are only as good as the questions you ask ❯Use neutral wording ❯Be accurate❯ Less is more ❯Remember attention span is limited ❯Consider cohort sizes❯ Be creative about reaching out Yuval Ariav, Chief Architect @yuvalariav
  28. 28. Lessons learned - overall❯ Get in a data-oriented-decision state of mind ❯ Design your operation around making informed decision ❯ Plan ahead, data-wise❯ Learn from others’ product decisions, but don’t generalize ❯ Product decisions are often not optimal when taken out of context❯ A/B testing will make your business excellent, but it won’t make it a business ❯ Doesn’t substitute business plan, marketing, etc. Yuval Ariav, Chief Architect @yuvalariav
  29. 29. THE DATA DRIVENEVOLUTION OF A CONSUMERPRODUCT Yuval Ariav, Chief Architect @yuvalariav

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