The document outlines strategies employed by Atlassian's growth team to align product development with customer needs through effective research, experimentation, and analytics. It emphasizes the importance of minimizing friction to enhance user experience and highlights various methods such as A/B testing and structured brainstorming to generate and execute ideas. Key insights include collaboration among teams and focusing on understanding user perspectives to identify growth opportunities.

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

39. Where did you find out about us?

40. Is there something you can’t find?

41. What almost stopped you from
signing up?

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

57. 0.5% sent an
invitation

60. 1/4 of users went through
this path

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

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

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

79. 18% increase in new
users logging in

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