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.

1. Use data to inform
product decisions
Why we do need data to inform product development
Product Tank Hamburg - 16th May ‘14

2. Imagine this ...

3. ... or this

4. Outline
What
Why
What not
Driven vs Informed
How

5. Why do we need data?

6. Why do we need data?

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. 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. What can quant data tell us?

10. What can quant data tell us?

11. What can quant data tell us?

12. What can quant data tell us?

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. What can data tell us?

15. What can data tell us?

16. Data driven

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. 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. Data informed

20. Data informed
Data
Users
Intuition
Competition
Technology
Brand
Strategy
Business
Regulation
Time

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. 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. SO ...
Embrace the data, don’t fear it!

24. Thanks!
marcabrahamlondon@gmail.com
!
marcabraham.wordpress.com
!
@MAA1
!
!
!

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/