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!

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