As a product manager, you have a lot of decisions to make - but how do you know when you know enough to make them? In an ideal world, you'd collect all the data you absolutely could - but nobody's got time for that! To make the best decisions for the future of your product - and make the most of your experimentation - you need to understand how to combine your data with intuition. To make decisions, Lauren Chan Lee, Senior Director of Product Management at Care.com, has a three-step approach. Follow her steps, and you'll be masterfully embracing data and intuition and making faster, better decisions.

1. Care.com 2019 | Proprietary & Confidential
Art and Science in the Product Lifecycle
Lauren Chan Lee Hannah Flynn
With: Moderated by:
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2. Care.com 2019 | Proprietary & Confidential
Optimizely is the world’s leading experimentation platform, enabling
businesses to deliver continuous experimentation and personalization
across websites, mobile apps and connected devices. Optimizely enables
businesses to experiment deeply into their technology stack and broadly
across the entire customer experience. To learn more,
visit https://www.optimizely.com/

3. Care.com 2019 | Proprietary & Confidential
Click on the Questions panel to
interact with the presenters
https://www.productmanagementtoday.com/webinar-series/product-leaders-of-the-future/

4. Care.com 2019 | Proprietary & Confidential
About Lauren Chan Lee
Lauren Chan Lee is Senior Director of Product Management at Care.com, the largest online marketplace for
finding and managing family care. With a decade of experience working in marketplace businesses, Lauren loves
getting the flywheel spinning and using her skills at Care.com to empower women on both sides of the
marketplace. Prior to joining Care.com, she held various product management positions at StubHub and strategy
positions at StubHub, Microsoft, and Triage Consulting Group. Lauren received a B.S. in Management Science &
Engineering from Stanford University and an MBA with Honors from the Kellogg School of Management.
About Hannah Flynn
Hannah attended The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites
such as Product Management Today, B2B Marketing Zone, and Customer Experience Update.

5. Care.com 2019 | Proprietary & Confidential
Art & Science in the
Product Lifecycle
February 2019

6. Care.com 2019 | Proprietary & Confidential 6

7. Care.com 2019 | Proprietary & Confidential

8. 83%
more likely to
outperform peers
with superior use
of data
70%
of population
prefers Sensing
over Intuition
of companies
used data to make
existing products
or services more
profitable
4x

9. Care.com 2019 | Proprietary & Confidential
✓ THIS IS DATA
✓ THIS IS ALSO DATA
✓ THIS IS DATA TOO
1 1
1 1 1 1 1 1
1 1 1 1 1
2 2 2 2 2 2
1 1 1 1 1 1
1 1
1 1 1 1 1 1
6 7 7 5 7 7
People between ages 15 and 24 make up
close to 20% of the world’s population
Both documentaries are carefully
reported, and offer fascinating insights
and juicy dish on the would-be influencer
sensation that went up in flames.
A)
B)
C)
WHAT IS DATA?

11. Care.com 2019 | Proprietary & Confidential

12. Care.com 2019 | Proprietary & Confidential
“Decisions made
very quickly can be
every bit as good
as decisions made
cautiously and
deliberately.”

13. 1 / U S E T H E 4 0 - 7 0 R U L E

14. Care.com 2019 | Proprietary & Confidential
The 40–70 Rule

15. Care.com 2019 | Proprietary & Confidential
0% 70%40% 100%
ROI
Data

16. 1 / U S E T H E 4 0 - 7 0 R U L E
2 / D I A G N O S E T H E
S I T U A T I O N

17. Care.com 2019 | Proprietary & Confidential
High Stakes
Low Stakes

18. Care.com 2019 | Proprietary & Confidential
High Stakes
Low Stakes
High UrgencyLow Urgency

19. 1 / U S E T H E 4 0 - 7 0 R U L E
2 / D I A G N O S E T H E
S I T U A T I O N
3 / R E F L E C T O N T H E
O U T C O M E

20. Care.com 2019 | Proprietary & Confidential 20
• Situation
• Action
• Result
R E F L E C T I O N

21. 1 / U S E T H E 4 0 - 7 0 R U L E
2 / D I A G N O S E T H E
S I T U A T I O N
3 / R E F L E C T O N T H E
O U T C O M E

22. L O W S T A K E S

23. Care.com 2019 | Proprietary & Confidential
High Stakes
Low Stakes
High UrgencyLow Urgency

24. Care.com 2019 | Proprietary & Confidential 24
Situation
• There are too many delicious treats
to choose from
• With 5 total variants, I have a 20%
chance of randomly picking the
best one
• I asked people if they liked what
they ate
Action
• Rapid iterative testing. Pick one,
take a bite, and if it underperforms,
then try the next variant
• Felt eager to start taste testing
Result
• I don’t know if I reached the local
or global maximum, but my tummy
is full and it was yummy
W H I C H T R E AT S H O U L D
I E AT ?

25. Care.com 2019 | Proprietary & Confidential
Situation
• Mobile web users may not be
aware that we have a mobile app
• We want to promote app
download
• Common tactic used by many
companies
Action
• A/B test both placements against
control
• Felt excited to see the data
Result
• End of Enrollment > Visitor Home
Page
H O W C A N I G E T M O R E
P E O P L E TO
D O W N LO A D T H E
M O B I L E A P P ?
Visitor Homepage
End of Enrollment

26. H I G H S T A K E S ,
H I G H U R G E N C Y

27. Care.com 2019 | Proprietary & Confidential
High Stakes
Low Stakes
High UrgencyLow Urgency

28. Care.com 2019 | Proprietary & Confidential 28
Situation
• Unclear if kids in the pool need
help
• They are not answering my
question
• I don’t know if they can swim
Action
• Jump in the pool
• Felt adrenaline
Result
• False alarm. Everyone’s fine.
D O T H E S E K I D S N E E D
TO B E R E S C U E D ?

29. Care.com 2019 | Proprietary & Confidential
Situation:
• App submission was rejected due to
feedback on the rate card
• Closing in on holiday freeze
• New app version included important
features
Action:
• Looked at competitors
• Rapidly iterated on design
• Requested phone call
• Felt stress and anxiety
Result:
• Got approval, even before clarification
• Take away the urgency and buy time to
work on the optimal design later
H O W C A N T H E A P P G E T
A P P R O V E D ?

30. H I G H S T A K E S ,
L O W U R G E N C Y

31. Care.com 2019 | Proprietary & Confidential
High Stakes
Low Stakes
High UrgencyLow Urgency

32. Care.com 2019 | Proprietary & Confidential
Situation:
• I met someone. He is awesome
and seems like my soul mate.
• Getting married is a huge
commitment
Action:
• Move in together instead of
getting married right away
• Felt hopeful about the future
Result:
• Living together
I S H E “ T H E O N E ” ?

33. Care.com 2019 | Proprietary & Confidential
S H O U L D I B U I L D A
C U S T O M E R D A S H B O A R D ?
Situation
• I knew in my gut that customers
wanted a dashboard, but didn’t
have data
• Building a new product would
require significant upfront and
ongoing investments
Action
• Realized that I could make this Low
Stakes by building an MVP version
• Felt gritty and entrepreneurial
chasing the idea
Result
• Collected data from real users that
helped me justify prioritizing the
project

34. 1 / U S E T H E 4 0 - 7 0 R U L E
2 / D I A G N O S E T H E
S I T U A T I O N
3 / R E F L E C T O N T H E
O U T C O M E

35. Care.com 2019 | Proprietary & Confidential
“An accurate but useless
idea is still useless.”

36. Care.com 2019 | Proprietary & Confidential
Q&A
Hannah Flynn
With: Moderated by:
Senior Director of Product Management, Care.com
Linkedin page: linkedin.com/in/laurenchan
Twitter ID: @caredotcom
Website: care.com
Lauren Chan Lee
Site editor, Product Management Today
Linkedin page: linkedin.com/in/hannahmflynn
Twitter ID: @prodmgmttoday
Email: hannah@aggregage.com
Website: productmanagementtoday.com
https://www.productmanagementtoday.com/webinar-series/product-leaders-of-the-future/