14. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
I was one of two
designers in SF.
15. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
We hired a
couple more in
SF, NYC, and
Denver.
16. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
Pivotal acquires
Neo and
absorbs SF staff.
17. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
More hires in
San Francisco
and NYC.
18. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
I'm taking on
manager roles,
e.g., hiring and
onboarding.
19. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
More hires in SF
and Denver.
20. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
I create and hire
a new role for
user research
operations.
22. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
Advisor/mentor
role across 12
teams in SF
office.
23. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
A few early hires
contribute to
attrition events.
24. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
In spite of
attrition, SF
practice growing
fast.
25. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
On April 20th,
Pivotal goes
public.
26. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
The design
practice gets
green light for
global growth.
27. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
Four more
managers added
across four
cities.
28. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
Most of my
energy spent on
hiring and
onboarding.
29. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
I'm managing
designers in SF,
LA, and
Palo Alto.
30. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
We add another
manager in SF.
31. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
With more
designers,
allocations
increases in
complexity.
32. 2014 2015 2016 2017 2018 2019
Designers R&D Teams Revenue (MM)
750
500
300
150
100
50
757065554535
2620161042
More attrition as
designers seek
leadership roles
elsewhere.
51. Persona
Jane
Enterprise Developer
Needs to:
• Contribute to a build or buy
decision in her company
• Learn what Pivotal Platform
could do for her company
• Share what she learned with
her colleagues
53. Product Goals
• A web search for Try Pivotal Platform will result in
finding a canonical guide.
• Success can be achieved in 15 mins or less.
Success = deploy an app, make a change, redeploy.
• The getting started guide will reveal a path to learn
deeper concepts.
55. Criteria
• A web search for Try Red Hat OpenShift will result in
finding a canonical guide.
• Success can be achieved in 15 mins or less.
Success = deploy an app, make a change, redeploy.
• The getting started guide will reveal a path to learn
deeper concepts.
57. Criteria
• A web search for Try IBM Bluemix will result in finding a
canonical guide.
• Success can be achieved in 15 mins or less.
Success = deploy an app, make a change, redeploy.
• The getting started guide will reveal a path to learn
deeper concepts.
59. Criteria
• A web search for Try Heroku will result in finding a
canonical guide.
• Success can be achieved in 15 mins or less.
Success = deploy an app, make a change, redeploy.
• The getting started guide will reveal a path to learn
deeper concepts.
61. Criteria
• A web search for Try Pivotal Platform will result in
finding a canonical guide.
• Success can be achieved in 15 mins or less.
Success = deploy an app, make a change, redeploy.
• The getting started guide will reveal a path to learn
deeper concepts.
84. Criteria
• A web search for Try Pivotal Platform will result in
finding a canonical guide.
• Success can be achieved in 15 mins or less.
Success = deploy an app, make a change, redeploy
• The getting started guide will reveal a path to learn
deeper concepts.
85.
86.
87. 45 days of data — 8000 visitors — 25% completed
88. 45 days of data — 8000 visitors — 25% completed
Clicking on
"Concepts" link and
Node.js sample
app.
89.
90. Criteria
• A web search for Try Pivotal Platform will result in
finding a canonical guide.
• Success can be achieved in 15 mins or less.
Success = deploy an app, make a change, redeploy
• The getting started guide will reveal a path to learn
deeper concepts.
91.
92.
93.
94.
95.
96.
97. User Onboarding Experience
Outcomes:
• Top acquisition channel for our public cloud
• Recognized as a well conceived "getting
started" guide
• Emulated by other teams