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Growth Sprint by Nadia Udalova (UX Camp Amsterdam 1Jun2019)

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What happens if you mix Design Sprint (a five day process for answering critical business questions through design, prototyping, and testing ideas with customers) and Growth Hacking (a process of rapid experimentation across marketing, product, sales, and other areas of the business to identify the most efficient ways to grow a business)?
You will receive a great way to experiment about your business growth and a way to learn a lot about product (service) and customer. Here is how to run it and how it helped us!

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Growth Sprint by Nadia Udalova (UX Camp Amsterdam 1Jun2019)

  1. 1. Design Sprint + Growth Hacking = Growth Sprint
  2. 2. Growth Sprint
  3. 3. Hello! ● I am Nadia Udalova ● UX Team Lead @XebiaLabs ● Certified Design Sprinter ● Growth Hacker to be J ● Active around UX community in Amsterdam
  4. 4. Growth Sprint
  5. 5. Design Sprint ● Google Ventures ● Answering critical business questions ● Design, prototyping, and testing ideas with customers
  6. 6. Growth Hacking ● Hacking Growth by Sean Ellis ● Running small experiments ● Marketing, product, sales, and other business areas
  7. 7. 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
  8. 8. What is Growth Sprint workshop about?
  9. 9. Growth Hacking ● Experimentation ● Business growth ● Creative, innovative and low-cost strategy thinking
  10. 10. Outcome 1. A growth experiment 2. A 4-6 week genuine effort to test a theory about something that could spur growth
  11. 11. 15 Example
  12. 12. 3 Key Metrics ● Acquisition ● Activation ● Retention
  13. 13. Customer Acquisition ● How do your potential customers find out about you? ● Why would they care? ● How do they get in touch? 1
  14. 14. 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
  15. 15. 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
  16. 16. Our challenge
  17. 17. 2008 20192014 2017
  18. 18. VS
  19. 19. 25 Our Example
  20. 20. How to run workshop
  21. 21. 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
  22. 22. Sail boat Exercise 1
  23. 23. What is holding us back? What is moving us forward?
  24. 24. 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
  25. 25. 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
  26. 26. What is holding us back? What is moving us forward?
  27. 27. Vote Exercise 2
  28. 28. Vote on negatives(10 min) 1. Everyone gets 10 dots 2. Vote on the most important problems to you 3. Work individually
  29. 29. Sort ● Facilitator sorts the stickies by amount of votes ● Put all notes in 3 groups ● Ignore everything that got 1 or less votes
  30. 30. How Might We’s Exercise 3
  31. 31. 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
  32. 32. Company Map Exercise 4
  33. 33. 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
  34. 34. 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)
  35. 35. 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)
  36. 36. Lightning Demos Exercise 5
  37. 37. 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
  38. 38. Present ● Present individually ● 2-3 min each member ● Why is my example interesting? ● How is it useful to us?
  39. 39. Finally… Exercise 6
  40. 40. Experiment!
  41. 41. Collect ideas (20 min) ● Walk around the room ● Scribble down the ideas ● Brainstorm with yourself
  42. 42. Experiment(example) ● It is a 4-6 week genuine effort to test a theory about something that could spur growth
  43. 43. Experiment
  44. 44. 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.
  45. 45. Pick experiments Exercise 7
  46. 46. 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?
  47. 47. Prioritize Exercise 8
  48. 48. 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
  49. 49. I M P A C T E F F O R T
  50. 50. I M P A C T E F F O R T DO NOW Make a project Make a task Forget for now
  51. 51. Voila! ● Record your experiment ● Run it! ● Have a follow up meeting after 4-6 weeks
  52. 52. 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
  53. 53. Wrapping up
  54. 54. 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
  55. 55. Hacking Growth by Sean Ellis
  56. 56. Growth Design Workshop by AJ&Smart
  57. 57. nadiaudalova.com linkedin.com/in/uxnadiaudalova nuuxstrategy Thanks! Any questions? medium.com/@nadiaudalova NadiaUdalova
  58. 58. You may be wondering…
  59. 59. 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.

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