1. Design Sprint +
Growth Hacking =
Growth Sprint

5. Growth Sprint

6. Hello!
● I am Nadia Udalova
● UX Team Lead @XebiaLabs
● Certified Design Sprinter
● Growth Hacker to be J
● Active around UX community in
Amsterdam

7. Growth Sprint

8. Design Sprint
● Google Ventures
● Answering critical business questions
● Design, prototyping, and testing ideas with
customers

10. Growth Hacking
● Hacking Growth by Sean Ellis
● Running small experiments
● Marketing, product, sales, and other business
areas

11. Acquisition
Activation
Retention
Referral
Revenue
Drive people to your product through
various channels
Drive sign-ups or registration
Encourage repeat usage of product
Motivate sharing and WOM to drive new
acquisition
Monetize user behavior

12. What is Growth Sprint
workshop about?

13. Growth Hacking
● Experimentation
● Business growth
● Creative, innovative and low-cost strategy thinking

14. Outcome
1. A growth experiment
2. A 4-6 week genuine effort to test a theory about something
that could spur growth

15. 15
Example

16. 3 Key Metrics
● Acquisition
● Activation
● Retention

17. Customer
Acquisition
● How do your potential customers find out about you?
● Why would they care?
● How do they get in touch?
1

18. User
Activation
● How do you turn your potential customers into users (paying
customers)?
● What's the conversion rate between the amount of people who see
the product and who buy it?
2

19. User
Retention
● How do you turn your customers coming back?
● How do you increase their Customer Lifetime Value?
● How do you make sure people don’t drop your product?
3

20. Our challenge

22. 2008 20192014 2017

23. VS

25. 25
Our Example

26. How to run workshop

27. Rules
● Not more than 7 people in a room
● 1 Facilitator
● 1 Decider – makes final decisions
● 1,5 – 2 hours
● Work together, but ALONE
● Cross-functional

28. Sail boat
Exercise 1

29. What is holding us back?
What is moving us forward?

30. Positives (10 min)
● What’s working well for us as a company?
Gartner
ratings seem
to attract lots
of customers
Our sales
engineers help
turning leads
into users
Once signed a
deal – users
stay with us
for a long time

31. Negatives (10 min)
● What’s holding us back?
We don’t do
enough
marketing at
conferences
We don’t show
enough case
studies and
rely on SEs a
lot
We don’t pay
good attention
to existing
customers
needs

32. What is holding us back?
What is moving us forward?

33. Vote
Exercise 2

34. Vote on negatives(10 min)
1. Everyone gets 10 dots
2. Vote on the most important problems to you
3. Work individually

35. Sort
● Facilitator sorts the stickies by amount of votes
● Put all notes in 3 groups
● Ignore everything that got 1 or less votes

36. How Might We’s
Exercise 3

37. HMW’s
● Turn negative thinking into the opportunity that you can work with
Find ways to attract more developers
and modern type of users?
HWM
We don’t do
enough
marketing at
conferences

38. Company Map
Exercise 4

40. Company Map (15 min)
user
acquire activate retain
License
purchase
Word of mouth
Cold calls
Articles
Social Media
Analysts
Demo from
Sales
Engineers
Proof Of
Concept
Onboarding

41. user
acquire activate retain
License
purchase
Word of mouth
Cold calls
Articles
Social Media
Analysts
Demo from
Sales
Engineers
Proof Of
Concept
Onboarding
Find ways to attract more
developers and modern type
of users?
HWM
Company Map (15 min)

42. user
acquire activate retain
License
purchase
Word of mouth
Cold calls
Articles
Social Media
Analysts
Demo from
Sales
Engineers
Proof Of
Concept
Onboarding
Find ways to attract more
developers and modern type
of users?
HWM
Company Map (15 min)

43. Lightning Demos
Exercise 5

44. Demo’s (15 min)
Product name
BIG IDEA: User segmented website
- Persona based content
- Free trial & no registration required
- ”How to” videos
Docker website
The big idea
A few extra bits

45. Present
● Present individually
● 2-3 min each member
● Why is my example interesting?
● How is it useful to us?

46. Finally…
Exercise 6

47. Experiment!

48. Collect ideas (20 min)
● Walk around the room
● Scribble down the ideas
● Brainstorm with yourself

49. Experiment(example)
● It is a 4-6 week genuine effort to test a theory about something
that could spur growth

50. Experiment

51. Create your own (45 min)
● Think of something u believe would increase acquisition /
activation / retention
● What can would be useful to company?
● Remind yourself of the lighting demo, challenges on the board
etc.

52. Pick experiments
Exercise 7

53. Vote (15 min)
● Stick all the experiments on the wall in a line
● Read experiments without talking
● Vote with 1 dot at same time
● Remove all experiments with no votes
● Why did you vote on the experiment?

55. Prioritize
Exercise 8

56. Effort-Impact (15 min)
● Turn experiments into blue post-its
● Draw “Effort – Impact” scale
● Work with the team to allocate each experiment
● Decider helps to solve tough questions

57. I
M
P
A
C
T
E F F O R T

58. I
M
P
A
C
T
E F F O R T
DO NOW
Make a
project
Make a
task
Forget
for now

60. Voila!
● Record your experiment
● Run it!
● Have a follow up meeting after 4-6 weeks

61. How did it go for us?
● 40% downloads
● Didn’t reach the set goal (+1000 new users)
● Increased user interest
● TONS of learning
● New experiment planned

62. Wrapping up

63. Summary
● A way to spur business growth
● Cross-functional exercise
● 1,5h -2h experiment
● 4-6 weeks experiment
● Low-cost
● Great way to learn about what works

64. Hacking Growth
by Sean Ellis

65. Growth Design
Workshop by
AJ&Smart

66. nadiaudalova.com linkedin.com/in/uxnadiaudalova nuuxstrategy
Thanks!
Any questions?
medium.com/@nadiaudalova NadiaUdalova

67. You may be wondering…

68. Same as A/B test?
● Optimization Testing - optimizing an existing process –
button placement on a website, changing the text on a
headline on a page, seeing which subject line generates
more visits, etc.
● Strategic Testing - aimed at changing something completely
– think pricing or whether you use discounts, your overall
brand positioning, your marketing channels, etc.