Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building fast growth into your product - Velocity 2015

585 views

Published on

How we built fast growth into our products using data informed design.

Published in: Design
  • Be the first to comment

Building fast growth into your product - Velocity 2015

  1. 1. ALASTAIR SIMPSON • DESIGN MANAGER • ATLASSIAN • @ALANSTAIRS Building fast growth into your products Data informed design
  2. 2. Time to value
  3. 3. The Parsonage B&B San Francisco
  4. 4. Time to value
  5. 5. 40k customers $3.3b valuation 1,200 staff 15 products 2 founders 12 years old
  6. 6. 50% of new users spend less than 30 minutes trying our products before leaving.
  7. 7. 30 minutes
  8. 8. Ownership
  9. 9. Product (PM, Design & Dev) Marketing Documentation (Tech writers) Time to value Who owns time to value?
  10. 10. Who owns time to value? Referral Acquisition Activation Retention Revenue Marketing Product Product / Docs ? Marketing Time to value
  11. 11. Accountability
  12. 12. 7 friends in 10 days
  13. 13. Users invited Net Promoter Score (NPS) Conversion Engagement (Time spent)
  14. 14. Time to Value Teams Design
  15. 15. ✓ Ownership Data informed design
  16. 16. Data Empathy Gut feelingGreat product design Data informed design
  17. 17. Quantitative feedback tells you what is happening (or not happening), and qualitative feedback helps you understand why. JOSHUA PORTER ” “
  18. 18. Data Empathy Gut feeling Data informed design
  19. 19. A/B Test Noun | A/B Test |ˈā-ˈbē ˈtest An experiment in which a single element of a web page is altered to create one or more variations of a page.
  20. 20. Workshop Design + Development Running Analysis Experiment lifecycle (3 weeks)
  21. 21. -11% conversion FIRST ITERATION
  22. 22. Data Empathy Gut feeling Data informed design
  23. 23. I’m trying to understand how something could have that amount of power and be that difficult to pick up. (ANOTHER) POTENTIAL CUSTOMER ” “
  24. 24. 2. Help me set up and complete critical tasks 3. Show me practical value in everyday work 4. Demonstrate immediate value to new users 1. Identify my problem & potential solution Time to value conceptual model
  25. 25. +22% in conversion SECOND ITERATION
  26. 26. Data Empathy Gut feeling Data informed design
  27. 27. Data and A/B tests are valuable allies, and they help us understand and grow and optimize, but they’re not a replacement for clear-headed, strong decision-making. JULIE ZHUO (FACEBOOK DESIGN DIRECTOR) ” “
  28. 28. ✓ Ownership ✓ Data informed design Fix the core
  29. 29. You have more attention than you ever will
  30. 30. Simplicity wins
  31. 31. Clear value proposition Clear next steps & affordances Sane defaults Intuitive product
  32. 32. ✓ Ownership ✓ Data informed design ✓ Fix the core
  33. 33. ALASTAIR SIMPSON • DESIGN MANAGER • ATLASSIAN • @ALANSTAIRS Thank you! piratemetrics.com (Funnel metrics) gv.com (HEART framework) melconway.com (Conway’s law)

×