June 22 & 23, 2016 at http://tractionconf.io.

1. How to find and priori-ze the
best growth ideas
Josephine Foucher - Product Manager at Hotwire
jfoucher@hotwire.com
Trac%on 2016

2. Agenda • Build the culture
• Find the best ideas
• Set up the process
2

3. Build the culture

4. “The defini*on of insanity is doing the same thing
over and over again, but expec*ng different results”
- Albert Einstein

5. 5
Create your network of promoters
Find your champions Engage different teams
Product
Engineering Design
It takes a village to build a growth culture

6. Make people vote
and prove them wrong!
6
Socialize results
Make sure your results don’t get buried
Build a repository of examples
• Biggest WINNERS
• Biggest LOSERS

7. Control Variant 1
Winner Loser
Variant 2
Celebrate insights not just winners
Give permission to fail to allow great discoveries

8. Find the best ideas

9. 9
Start with your strategy
Company
strategy
Business
goals
Growth program
goals
Test
Hypothesis
Define your strategy to know
where you want to go
then use tes%ng to get there

10. 10
Understand where you stand
Analy-cs
Bounce/funnel analysis
Error analysis
Top customer behavior
Voice of the customer
Feedback
Survey
User tesRng
Benchmarking
Industry standards
InnovaRons
Customer trends
You are not solving a generic problem, know yourself

11. 11
Educate Be crea-ve Empower people
Engage the whole company
Different teams have different lenses, get them involved

12. Set up the process

13. • Highlight what you are proposing
• Outline your success metrics
• State your reasoning
Frame your ini-a-ves as Hypotheses
13
Bad Example:
“If we structure the details page in a more diges6ble way then we can
increase GPPQ because customer will find relevant info more easily
Good Example:
“Let’s test a different book buCon colour.”
IF …
THEN …
BECAUSE …

14. Priori-ze hypothesis for ROI
14
High
Low
High Low
Value
Effort
Validate
Hypothesis
Do it!
Forget it
If you have
the resources

15. 15
Build Knowledge
Loser or
Inconclusive
• Strategic value?
• Bad execuRon?
Iterate
Move on
Winner Amplify
No
Yes
Use past results to inform next steps
Promote

16. 16
In summary: Culture, Ideas, Process
Process
• Use hypotheses
• PrioriRze
• Build knowledge
1 2 3
Culture
• Find your promoters
• Socialize results
• Celebrate insights
Ideas
• Define your strategy
• Know yourself
• Get people engaged
Your turn!

17. Thank you!
Josephine Foucher - Product Manager at Hotwire
jfoucher@hotwire.com