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AddThis
A D D T H I S
Designing for One Billion People
AddThis: Then & NowAddThis: Then & Now
2008
• 50 services
• 17 languages
• 116k domains
• 300M views a day
AddThis: Then & Now
2010:
• 308 services
• 66 languages
• 7.2 million domains
• 2 billion views a day
• 1 billion unique users
2008
• 50 services
• 17 languages
• 116k domains
• 300M views a day
AddThis: Then & Now
• Design for growth
• Be dangerously open
• Be data-informed
• Build to scale
• Embrace customers
Designing for 1 Billion
Design for GrowthDesign for Growth
Design for growth
Client API: http://addthis.com/help/client-api
Put publishers first:
vs
Design for growth
For end users, make sharing simple & effortless:
Check out http://960.gs/
Design for growth
Be nimble:
Design for growth
Develop a style and stick to it:
Design for growth
Design for growth
Be Dangerously OpenBe Dangerously Open
Be dangerously open
Reduce barriers to adoption:
Crowd-source translation:
Be dangerously open
Open-source service submission:
Be dangerously open
Open-source sharing protocol:
Be dangerously open
Be Data-InformedBe Data-Informed
Be Data-InformedBe Data-Informed
Qualitative:
•Surveys
•Forums
•User testing
•Email Feedback
•Internal analytics
database
•A/B and multivariate
testing with Google
Website Optimizer
•Google Analytics
reporting
Quantitative:
http://surveymonkey.com
Use surveys to reach users:
Be Data-Informed
Be Data-Informed
http://usertesting.com
Crowd-source user testing:
Be Data-Informed
Google Website Optimizer:
http://www.google.com/analytics/siteopt/
A/B test with Google Website Optimizer:
Hover behavior increases sharing rate x4
Be Data-Informed
Showing services doubles sharing
Menu order and positions matter:
Be Data-Informed
Menu presentation can increase sharing:
Be Data-Informed
Build to scaleBuild to scale
• Akamai CDN
• Optimize code and images
• Streamline technical support and QA
Build to scaleBuild to scale
Embrace CustomersEmbrace Customers
Embrace Customers
•Respond to forums & feedback
•Put social media to work
•Publisher outreach
•Beta testing
Lessons LearnedLessons Learned
Lessons Learned
• Design for growth
• Be dangerously open (even if it’s uncomfortable)
• Be data-informed
• Build to scale
• Embrace customers
Don’t forget to have fun
One more thing.One more thing.
One more thing.
During 30 minutes of this talk,
AddThis was viewed roughly 43.7 million times.
Thank you.Thank you.
Email : jim@clearspring.com
Twitter: jimlanenova
Come join the fun:
http://clearspring.com/jobs
Any images from films borrowed for this presentation are the property of their copyright holders!
AddThis

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AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010)