How to Build What Customers Want: the Story of Atlassian's Growth Team

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Move fast and learn quickly (but let's not break things!). That is the mission of Atlassian's Product Growth team. Using a continuous program of experimentation and measurement, they are able quickly find out which ideas resonate with customers and which ideas don't. Graeme Smith (Development Manager – Product Growth) will share how Atlassian has successfully built its Product Growth team. Come and hear about some of the mistakes we have made along the way and how the culture has now shifted towards continual optimisation and more informed decision making when building product. At the end of the session, you’ll be armed with practical techniques that you can apply to your own organisation to start your own Product Growth team and get it firing on all cylinders. Products covered: JIRA Software, HipChat, Confluence

GRAEME SMITH • DEV MANAGER • ATLASSIAN
How to Build What
Customers Want
The Story of Atlassian's Growth Team

The hotel didn’t
understand what I needed

Success = Desire - FrictionDesire Friction

FrictionSuccess = Desire - FrictionDesire

Try lots of ideas
Tackling this head on
Measure impact

Two things
you’ll need
Analytics
A/B testing

Research and lessons
Generate ideas
Execute ideas
How to operate

Qualitative
Front-line staﬀ
Research
and lessons
Public issue tracker
Customer interviews
User testing

Qualitative
Quantitative
Analytics
Research
and lessons
Experiment results

Research and lessons
Generate ideas
Execute ideas

Structured brainstorming
Research up front
Generate ideas
Involve other teams

Structured brainstorming
Prioritise
Impact, Conﬁdence, Ease
Generate ideas
Time to run
Value of lesson

Generate ideas
Execute ideas
Research and lessons

Build quickly
Measure impact
Execute ideas

Build quickly
Measure impact
Feed into lessons
Execute ideas
Claire Maynard
6 Strategies to Uncover
Growth Opportunities
for Your Business

I know something is better,
we should just ship it

OptimisationExplorationResearch
Three types of experiments

What almost stopped you from
signing up?

Sean Cramer
How Your Insights
are Affecting
Change in 2017

Discover things you
weren’t looking for
Where
Research
works well

Understand how users feel
about something
Discover things you
weren’t looking for
Where
Research
works well

Interpretation of answers
Challenges Avoid interrupting users

Think about what
insights you need for
an upcoming feature
How to make
it happen

Share insights and
stories
Think about what
insights you need for
an upcoming feature
How to make
it happen

Sign up ratewent down
64% increase in usersjoining groups

Blowing up your thinking
Where
Exploration
works well

Blowing up your thinking
Finding things that are not
worth building
Where
Exploration
works well

Challenges
Stripping an idea back to
its core

Challenges
Stripping an idea back to
its core
Maintaining the quality bar

Stripping an idea back to
its core
Going big on totally new
ideas
Maintaining the quality bar
Challenges

How to make
it happen
Talk with designers and
product managers

How to make
it happen
Challenge the current
work
Talk with designers and
product managers

52% increase in productsign up
37% increase in products
purchased

Sam Tardif
How We Re-imagined
and Simplified
Confluence Bit by Bit

Removing friction
Where
Optimisation
works well

Removing friction
Refining features before
everyone sees them
Where
Optimisation
works well

Making changes afterwards
Slow to build for real
Challenges

How to make
it happen
Pair with developers

How to make
it happen
Pair with developers
Find features that
aren’t used

OptimisationExplorationResearch
Get feedback directly
from customers
Fine tune ideas that
are worthwhile
Go broad, find areas
worth pursuing

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1. GRAEME SMITH • DEV MANAGER • ATLASSIAN How to Build What Customers Want The Story of Atlassian's Growth Team

2. Being a customer is easy

5. The airline understood what I needed

8. The hotel didn’t understand what I needed

9. Limitless improvements you could make

10. Most changes won’t make a difference

11. Success = Desire - FrictionDesire Friction

12. Success = Desire - Friction

13. Success = Desire - Friction

14. FrictionSuccess = Desire - FrictionDesire

15. Try lots of ideas Tackling this head on Measure impact

16. Two things you’ll need

17. Two things you’ll need Analytics

18. Two things you’ll need Analytics A/B testing

19. Control Variation A/B testing

20. Research and lessons Generate ideas Execute ideas How to operate

21. Research and lessons

22. Qualitative Front-line staﬀ Research and lessons Public issue tracker Customer interviews User testing

23. Qualitative Quantitative Analytics Research and lessons Experiment results

24. Research and lessons Generate ideas Execute ideas

25. Generate ideas

26. Structured brainstorming Research up front Generate ideas Involve other teams

27. Structured brainstorming Prioritise Impact, Conﬁdence, Ease Generate ideas Time to run Value of lesson

28. Generate ideas Execute ideas Research and lessons

29. Execute ideas

30. Build quickly Execute ideas

31. Build quickly Measure impact Execute ideas

32. Build quickly Measure impact Feed into lessons Execute ideas Claire Maynard 6 Strategies to Uncover Growth Opportunities for Your Business

33. I know something is better, we should just ship it

34. OptimisationExplorationResearch Three types of experiments

35. OptimisationExplorationResearch

36. OptimisationExplorationResearch

37.

38.

39. Where did you find out about us?

40. Is there something you can’t find?

41. What almost stopped you from signing up?

42.

43.

44.

45. Sean Cramer How Your Insights are Affecting Change in 2017

46. Where Research works well

47. Discover things you weren’t looking for Where Research works well

48. Understand how users feel about something Discover things you weren’t looking for Where Research works well

49. Challenges

50. Avoid interrupting users Challenges

51. Interpretation of answers Challenges Avoid interrupting users

52. How to make it happen

53. Think about what insights you need for an upcoming feature How to make it happen

54. Share insights and stories Think about what insights you need for an upcoming feature How to make it happen

55. OptimisationExplorationResearch

56.

57. 0.5% sent an invitation

58.

59.

60. 1/4 of users went through this path

61. Sign up ratewent down 64% increase in usersjoining groups

62.

63.

64.

65. 30% still using it after5 days

66. Where Exploration works well

67. Blowing up your thinking Where Exploration works well

68. Blowing up your thinking Finding things that are not worth building Where Exploration works well

69. Challenges

70. Challenges Stripping an idea back to its core

71. Challenges Stripping an idea back to its core Maintaining the quality bar

72. Stripping an idea back to its core Going big on totally new ideas Maintaining the quality bar Challenges

73. How to make it happen

74. How to make it happen Talk with designers and product managers

75. How to make it happen Challenge the current work Talk with designers and product managers

76. OptimisationExplorationResearch

77.

78. 52% increase in productsign up 37% increase in products purchased

79. 18% increase in new users logging in

80.

81.

82.

83.

84.

85.

86. Sam Tardif How We Re-imagined and Simplified Confluence Bit by Bit

87. Where Optimisation works well

88. Removing friction Where Optimisation works well

89. Removing friction Refining features before everyone sees them Where Optimisation works well

90. Challenges

91. Making changes afterwardsChallenges

92. Making changes afterwards Slow to build for real Challenges

93. How to make it happen

94. How to make it happen Pair with developers

95. How to make it happen Pair with developers Find features that aren’t used

96. OptimisationExplorationResearch

97. OptimisationExplorationResearch Get feedback directly from customers Fine tune ideas that are worthwhile Go broad, find areas worth pursuing

98. Measure impactTry lots of ideas

99. Success = Desire - Friction

How to Build What Customers Want: the Story of Atlassian's Growth Team

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How to Build What Customers Want: the Story of Atlassian's Growth Team