Hamburg Product Tank - Using data to inform product decisions (16.5.14)

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This talk at Product Tank in Hamburg is all about using to inform data decisions, outlining good ways to use data as a product person.

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Hamburg Product Tank - Using data to inform product decisions (16.5.14)

  1. 1. Use data to inform product decisions Why we do need data to inform product development Product Tank Hamburg - 16th May ‘14
  2. 2. Imagine this ...
  3. 3. ... or this
  4. 4. Outline What Why What not Driven vs Informed How
  5. 5. Why do we need data?
  6. 6. Why do we need data?
  7. 7. Why do we need data? To learn about products and users To measure success To choose between options To understand user interaction To decide on our products
  8. 8. What can quant data tell us? Quantitative data can help us: ! Get stats on how people use our products ! Measure actual user behaviour ! Measure whether we are making a noticeable difference !
  9. 9. What can quant data tell us?
  10. 10. What can quant data tell us?
  11. 11. What can quant data tell us?
  12. 12. What can quant data tell us?
  13. 13. What can qual data tell us? Qualitative data can help us: ! Understand the why behind quantitative data ! Get insight into what people think and feel ! Learn about a product idea or prototype ! !
  14. 14. What can data tell us?
  15. 15. What can data tell us?
  16. 16. Data driven
  17. 17. Data driven Focus on the “One Metric That Matters” ! Build hypothesis around key KPI ! A/B or multi-variate test continuously ! Optimise your product based on data ! Are we making a noticeable difference?
  18. 18. BUT...What data cannot tell Is it a good product idea? ! Metrics do not always offer you the full picture ! Data is one of the factors that feed into a decision ! We typically do not own all product decisions
  19. 19. Data informed
  20. 20. Data informed Data Users Intuition Competition Technology Brand Strategy Business Regulation Time
  21. 21. Data informed Data is one of the factors to consider ! Focus on the questions that you want answered ! You cannot replace intuition or creative ideas with data ! Assess impact on relevant areas
  22. 22. How to use data? What do we want to do? Assumptions, hypotheses, assessments, prototypes How should it work? User testing, user stories, A/B testing, prototypes How is it working? Product retrospectives, tracking, goal-oriented planning
  23. 23. SO ... Embrace the data, don’t fear it!
  24. 24. Thanks! marcabrahamlondon@gmail.com ! marcabraham.wordpress.com ! @MAA1 ! ! !
  25. 25. Related links http://svpg.com/assessing-product-opportunities/ ! http://www.romanpichler.com/blog/goal-oriented-agile-product-roadmap/ http://vimeo.com/14999991 http://www.realityisagame.com/archives/390/wooga-follows-zynga-in-metrics-driven- game-design/ http://marcabraham.wordpress.com/2013/05/03/book-review-lean-analytics/ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis- dimensions-targets/ http://marcabraham.wordpress.com/2013/09/09/some-considerations-regarding- data-driven-design/ http://insideintercom.io/the-problem-with-data-driven-decisions/ http://www.webdesignerdepot.com/2013/05/the-perils-of-ab-testing/

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