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How growth teams are
revolutionizing UX and
product development
Casey Winters
UserTesting’s on demand
customer insights platform
enables companies to create
powerful products and
exceptional customer
...
We Partner With Thousands Of Customers
#UTwebinar
Across All Platforms, At All Stages Of
Development
Watch customers interact with:
DESKTOP SMARTPHONE TABLET
WEBSITES APPS ...
8
Casey Winters
Former Product Lead on the Growth Team, Pinterest
Casey Winters has been working on growing technology com...
Why Growth Teams are
Revolutionizing UX and Product
Development
CASEY WINTERS
Casey Winters | @onecaseman | caseyaccidenta...
Casey Winters | @onecaseman | caseyaccidental.com
The purpose of a “growth” team
1. Scale usage of a product which has pro...
Casey Winters | @onecaseman | caseyaccidental.com
So why growth teams?
Why not marketing teams?
• The biggest growth drive...
Why is growth different from traditional
product development & UX?
• Most product teams are built to create value or impro...
What does a growth team look
like at scale?
• Sub-teams devoted to key areas, usually around parts
of the funnel
• Carved ...
What does team structure look like?
Dedicated PM, designers, engineers, analysts, researchers,
marketers, operations for e...
SEO Friendly Landing Pages
Casey Winters | @onecaseman | caseyaccidental.com
SEO Friendly Landing Pages
Casey Winters | @onecaseman | caseyaccidental.com
But conversion was still terrible…
Casey Winters | @onecaseman | caseyaccidental.com
Where are people actually
landing on your service?
Casey Winters | @onecaseman | caseyaccidental.com
Once you find a winning idea, iterate
on that idea until you can’t anymore.
Casey Winters | @onecaseman | caseyaccidental....
What do I get if I do what you want?
Casey Winters | @onecaseman | caseyaccidental.com
Clear Value Propositions
Casey Winters | @onecaseman | caseyaccidental.com
The Mobile Equation
• Mobile signup vs. App install
• Do an AB test
Casey Winters | @onecaseman | caseyaccidental.com
App Interstitial Experiment Frenzy
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing further down
the mobile funnel
Casey Winters | @onecaseman | caseyaccidental.com
What about when they
return to their browser?
Casey Winters | @onecaseman | caseyaccidental.com
Putting it all together…
Casey Winters | @onecaseman | caseyaccidental.com
What about when they open the app?
Casey Winters | @onecaseman | caseyaccidental.com
Casey Winters | @onecaseman | caseyaccidental.com
Let’s go back to signup
Casey Winters | @onecaseman | caseyaccidental.com
Going multi-step
Casey Winters | @onecaseman | caseyaccidental.com
Going multi-step
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing multi-step login
Casey Winters | @onecaseman | caseyaccidental.com
Let’s go back to signup
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing multi-step login
Casey Winters | @onecaseman | caseyaccidental.com
Let’s go back to signup
Let’s go back to signup
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing Personalized Content
• Ask people which topics they’re
interested in
• Customize these with any data
you have o...
Optimizing Onboarding and Education
• Get people to the core value your
product provides as fast as possible
(but not fast...
Simplifying Further
• We saw in research we were educating
on too many things, and users were
getting lost
• We made a sho...
Email User Experience
• Test manually, then automate
and personalize
• Stop sending email like a
marketer. Send email like...
Notifications & Badging
• Start with transactional, and take baby
steps to test other types of messages
• Notifications ar...
Loyalty/Engagement Programs
These programs should be profit drivers not cost centers, unless
building a moat
Casey Winters...
Find your bucket to focus on
• Apartments.com was definitely
infrequent, non-loyal
• For Grubhub, we had to figure
out big...
Referrals
• Need a strong value proposition for sharing (generally
money or a better product experience for them if friend...
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How growth teams are revolutionizing UX and product development

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Casey Winters, the former product lead for the growth team at Pinterest and advisor to multiple growth teams at other companies, talks about how growth teams came to be, how they operate at scale, how the user experience challenges are different, and some effective experiments on specific channels he's seen in his career.

Published in: Internet
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How growth teams are revolutionizing UX and product development

  1. 1. How growth teams are revolutionizing UX and product development Casey Winters
  2. 2. UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences. #UTwebinar
  3. 3. We Partner With Thousands Of Customers #UTwebinar
  4. 4. Across All Platforms, At All Stages Of Development Watch customers interact with: DESKTOP SMARTPHONE TABLET WEBSITES APPS & PROGRAMS PROTOTYPES & WIREFRAMES SURVEYS PHYSICAL PRODUCTS Anywhere people interact with your brand: AT HOME AT A STORE ON THE GO On any platform or device: #UTwebinar
  5. 5. 8 Casey Winters Former Product Lead on the Growth Team, Pinterest Casey Winters has been working on growing technology companies for over a decade and now advises tech companies on their growth strategies. Prior to advising, Casey spent the last three years leading growth product efforts at Pinterest, helping the company grow to over 150 million monthly active users. Prior to Pinterest, Casey was the first marketer at Grubhub, an online food delivery service, helping the company grow from three cities to over 500. @onecaseman #UTwebinar
  6. 6. Why Growth Teams are Revolutionizing UX and Product Development CASEY WINTERS Casey Winters | @onecaseman | caseyaccidental.com
  7. 7. Casey Winters | @onecaseman | caseyaccidental.com The purpose of a “growth” team 1. Scale usage of a product which has product market fit 2. Build a playbook on how to do 1
  8. 8. Casey Winters | @onecaseman | caseyaccidental.com So why growth teams? Why not marketing teams? • The biggest growth drivers tend to come from within the product • Marketing teams don’t have access or expertise in changing the product
  9. 9. Why is growth different from traditional product development & UX? • Most product teams are built to create value or improve value provided to customers • Growth teams focus on connecting more people to the existing value of a product • This requires a different mindset that is more iterative and analytical than traditional product development – More experiments or “shots on goal” • It also requires teams to balance business value and user value much more directly Casey Winters | @onecaseman | caseyaccidental.com
  10. 10. What does a growth team look like at scale? • Sub-teams devoted to key areas, usually around parts of the funnel • Carved off real estate from core product for swim lanes • Special teams start to emerge at larger companies focused on key friction areas without swim lanes Casey Winters | @onecaseman | caseyaccidental.com
  11. 11. What does team structure look like? Dedicated PM, designers, engineers, analysts, researchers, marketers, operations for each sub-team Casey Winters | @onecaseman | caseyaccidental.com
  12. 12. SEO Friendly Landing Pages Casey Winters | @onecaseman | caseyaccidental.com
  13. 13. SEO Friendly Landing Pages Casey Winters | @onecaseman | caseyaccidental.com
  14. 14. But conversion was still terrible… Casey Winters | @onecaseman | caseyaccidental.com
  15. 15. Where are people actually landing on your service? Casey Winters | @onecaseman | caseyaccidental.com
  16. 16. Once you find a winning idea, iterate on that idea until you can’t anymore. Casey Winters | @onecaseman | caseyaccidental.com
  17. 17. What do I get if I do what you want? Casey Winters | @onecaseman | caseyaccidental.com
  18. 18. Clear Value Propositions Casey Winters | @onecaseman | caseyaccidental.com
  19. 19. The Mobile Equation • Mobile signup vs. App install • Do an AB test Casey Winters | @onecaseman | caseyaccidental.com
  20. 20. App Interstitial Experiment Frenzy Casey Winters | @onecaseman | caseyaccidental.com
  21. 21. Optimizing further down the mobile funnel Casey Winters | @onecaseman | caseyaccidental.com
  22. 22. What about when they return to their browser? Casey Winters | @onecaseman | caseyaccidental.com
  23. 23. Putting it all together… Casey Winters | @onecaseman | caseyaccidental.com
  24. 24. What about when they open the app? Casey Winters | @onecaseman | caseyaccidental.com
  25. 25. Casey Winters | @onecaseman | caseyaccidental.com Let’s go back to signup
  26. 26. Casey Winters | @onecaseman | caseyaccidental.com Going multi-step
  27. 27. Casey Winters | @onecaseman | caseyaccidental.com Going multi-step
  28. 28. Casey Winters | @onecaseman | caseyaccidental.com Optimizing multi-step login
  29. 29. Casey Winters | @onecaseman | caseyaccidental.com Let’s go back to signup
  30. 30. Casey Winters | @onecaseman | caseyaccidental.com Optimizing multi-step login
  31. 31. Casey Winters | @onecaseman | caseyaccidental.com Let’s go back to signup
  32. 32. Let’s go back to signup Casey Winters | @onecaseman | caseyaccidental.com
  33. 33. Optimizing Personalized Content • Ask people which topics they’re interested in • Customize these with any data you have on the user Casey Winters | @onecaseman | caseyaccidental.com
  34. 34. Optimizing Onboarding and Education • Get people to the core value your product provides as fast as possible (but not faster) • Don’t be afraid to educate (contextually) Casey Winters | @onecaseman | caseyaccidental.com
  35. 35. Simplifying Further • We saw in research we were educating on too many things, and users were getting lost • We made a short list of critical elements of the product to create value (not explain how it works!), and removed everything else Casey Winters | @onecaseman | caseyaccidental.com
  36. 36. Email User Experience • Test manually, then automate and personalize • Stop sending email like a marketer. Send email like a personal assistant – Right content – Right time – Right amount • Subject lines and calls to action matter; design doesn't as much Casey Winters | @onecaseman | caseyaccidental.com
  37. 37. Notifications & Badging • Start with transactional, and take baby steps to test other types of messages • Notifications are hard to unsubscribe from, so people will just delete your app • Copy matters, as does landing experience • Badging is severely under-utilized, especially on Android • Pinterest built a completely new experience to leverage badging and notification landing pages Casey Winters | @onecaseman | caseyaccidental.com
  38. 38. Loyalty/Engagement Programs These programs should be profit drivers not cost centers, unless building a moat Casey Winters | @onecaseman | caseyaccidental.com
  39. 39. Find your bucket to focus on • Apartments.com was definitely infrequent, non-loyal • For Grubhub, we had to figure out biggest opportunity • Yummy Rummy Casey Winters | @onecaseman | caseyaccidental.com
  40. 40. Referrals • Need a strong value proposition for sharing (generally money or a better product experience for them if friend joins) • Need to understand if one to one or mass referrals make sense for your business Casey Winters | @onecaseman | caseyaccidental.com

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