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5 Learnings 
Mobile Growth Hacking 
Charlton Soesanto 
PM at Misfit via LinkedIn mobile growth 
linkedin.com/charltonsoesa...
Every great product person can 
think like a growth hacker.
IS 
what growth hacking… 
data-driven method to grow active users 
that identifies & increases the right metrics that meas...
a little bit about me
27% 
47% 
Q4’12 Q3’14 
mobile product 
’12-14 
during my time at LinkedIn, 
weekly active users 
coming on mobile grew tow...
currently, i’m a 
developing health & wellness 
software products
my mother named me ‘Charlton’ 
because she wanted me to become…
buff like Charlton Heston
holy like Moses
just as moses shared 
with his people 
on stone tablets
i’ll share some learnings 
with you 
on a different tablet
I have a growth mindset 
II understand user motivation and ability 
III leverage active user actions 
IV utilize mobile to...
I have a growth mindset 
to cope with failure and learn quickly 
Key 
Learnings
growth mindset: 
your abilities can be developed through hard work; 
talent is just the starting point.
Jackson Pollock is a example of an artist with a growth mindset. 
growth is an art as much as a science.
experts agree he had ‘little native talent.’ 
but he redefined and revolutionized modern art anyway.
The only failed test… 
is the one from which you learn nothing.
an example: 
onboarding
explain the benefits 
before the signup form
words weren’t 
enough 
dots weren’t 
discoverable
I have a growth mindset 
to cope with failure and learn quickly 
Key 
Learnings
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
Behind every great growth hack is a 
key insight about human behavior
Use the Fogg Behavior Model 
to understand current user behaviors 
and to design for new ones.
Fogg Behavior Model 
©2014 BJ Fogg 
For permissions, contact BJ Fogg 
http://www.behaviormodel.org/
Fogg Behavior Model 
high 
motivation 
low 
how much does 
someone want to do it? 
©2014 BJ Fogg 
For permissions, contact...
Fogg Behavior Model 
ability 
motivation 
hard easy 
high 
low 
how easy is it to do? 
©2014 BJ Fogg 
For permissions, con...
Fogg Behavior Model 
ability 
motivation 
hard easy 
high 
low 
but what triggers the behavior? 
©2014 BJ Fogg 
For permis...
Fogg Behavior Model 
ability 
motivation 
successful 
triggers 
action 
line 
hard easy 
high 
low 
failed 
triggers 
©201...
Fogg Behavior Model 
behavior=mat 
ability 
motivation 
successful 
triggers 
hard easy 
high 
low 
failed 
triggers 
©201...
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
If an active user does 1 thing, 
let the user easily do more of that 1 thing.
actions 
enablers
actions 
enablers
accept invite 
actions 
send invite 
enablers
accept invite 
actions 
send invite 
enablers 
people you 
may know address book import
after inviting 
many users 
can easily send 
more invites here… 
and they do.
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
Push and permissions may be the strongest contributors to 
your growth & engagement.
explain the benefits 
of the permission
explain the benefits 
of the permission
explain the benefits 
of the permission
Android 
all or nothing 
GroupMe 
iOS 
one by one 
LinkedIn 
Connected
Contextual 
MyFitnessPal 
(time of day) 
Push is more 
in-your-face 
than email.
Contextual 
MyFitnessPal 
(time of day) 
Personalized 
LinkedIn Connected 
(my calendar & network) 
It’s also more 
person...
Contextual 
MyFitnessPal 
(time of day) 
Customized 
Yahoo! News Digest 
(set notification time) 
Personalized 
LinkedIn C...
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
Decoupling your server and client tests 
unleash your testing and learning.
server 
client 
# of steps in flow, 
promo frequency, 
copy, 
push notifications 
UI changes
Every great product person can 
think like a growth hacker.
I have a growth mindset 
to cope with failure and learn quickly 
II to create habits 
understand user motivation and abili...
Questions? 
Charlton Soesanto 
twitter: @charltonys 
linkedin.com/charltonsoesanto
5 Mobile Growth Hacking Lessons learned at LinkedIn
5 Mobile Growth Hacking Lessons learned at LinkedIn
5 Mobile Growth Hacking Lessons learned at LinkedIn
5 Mobile Growth Hacking Lessons learned at LinkedIn
5 Mobile Growth Hacking Lessons learned at LinkedIn
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5 Mobile Growth Hacking Lessons learned at LinkedIn

5 learnings from a former LinkedIn mobile growth product manager.

1/ have a growth mindset to cope with failure and learn quickly
2/ understand user motivation and ability to create habits
3/ leverage active user actions to increase engagement
4/ utilize your new tools: push & permission to increase activation and retention
5/ architect the system: server & client to optimize for learning & testing

5 Mobile Growth Hacking Lessons learned at LinkedIn

  1. 1. 5 Learnings Mobile Growth Hacking Charlton Soesanto PM at Misfit via LinkedIn mobile growth linkedin.com/charltonsoesanto @charltonys *presented on 11/6 at the mobile growth hacking metope hosted by Branch Metrics & Apportable
  2. 2. Every great product person can think like a growth hacker.
  3. 3. IS what growth hacking… data-driven method to grow active users that identifies & increases the right metrics that measure user value IS NOT increasing total signups empty get-rich quick tactics
  4. 4. a little bit about me
  5. 5. 27% 47% Q4’12 Q3’14 mobile product ’12-14 during my time at LinkedIn, weekly active users coming on mobile grew toward 50%, the ‘mobile moment'
  6. 6. currently, i’m a developing health & wellness software products
  7. 7. my mother named me ‘Charlton’ because she wanted me to become…
  8. 8. buff like Charlton Heston
  9. 9. holy like Moses
  10. 10. just as moses shared with his people on stone tablets
  11. 11. i’ll share some learnings with you on a different tablet
  12. 12. I have a growth mindset II understand user motivation and ability III leverage active user actions IV utilize mobile tools: push & permissions V architect the system: server & client Key Learnings
  13. 13. I have a growth mindset to cope with failure and learn quickly Key Learnings
  14. 14. growth mindset: your abilities can be developed through hard work; talent is just the starting point.
  15. 15. Jackson Pollock is a example of an artist with a growth mindset. growth is an art as much as a science.
  16. 16. experts agree he had ‘little native talent.’ but he redefined and revolutionized modern art anyway.
  17. 17. The only failed test… is the one from which you learn nothing.
  18. 18. an example: onboarding
  19. 19. explain the benefits before the signup form
  20. 20. words weren’t enough dots weren’t discoverable
  21. 21. I have a growth mindset to cope with failure and learn quickly Key Learnings
  22. 22. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability Key Learnings
  23. 23. Behind every great growth hack is a key insight about human behavior
  24. 24. Use the Fogg Behavior Model to understand current user behaviors and to design for new ones.
  25. 25. Fogg Behavior Model ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
  26. 26. Fogg Behavior Model high motivation low how much does someone want to do it? ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
  27. 27. Fogg Behavior Model ability motivation hard easy high low how easy is it to do? ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
  28. 28. Fogg Behavior Model ability motivation hard easy high low but what triggers the behavior? ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
  29. 29. Fogg Behavior Model ability motivation successful triggers action line hard easy high low failed triggers ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
  30. 30. Fogg Behavior Model behavior=mat ability motivation successful triggers hard easy high low failed triggers ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/ action line
  31. 31. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability Key Learnings
  32. 32. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement Key Learnings leverage active user actions
  33. 33. If an active user does 1 thing, let the user easily do more of that 1 thing.
  34. 34. actions enablers
  35. 35. actions enablers
  36. 36. accept invite actions send invite enablers
  37. 37. accept invite actions send invite enablers people you may know address book import
  38. 38. after inviting many users can easily send more invites here… and they do.
  39. 39. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement Key Learnings leverage active user actions
  40. 40. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention utilize your new tools: push & permission Key Learnings
  41. 41. Push and permissions may be the strongest contributors to your growth & engagement.
  42. 42. explain the benefits of the permission
  43. 43. explain the benefits of the permission
  44. 44. explain the benefits of the permission
  45. 45. Android all or nothing GroupMe iOS one by one LinkedIn Connected
  46. 46. Contextual MyFitnessPal (time of day) Push is more in-your-face than email.
  47. 47. Contextual MyFitnessPal (time of day) Personalized LinkedIn Connected (my calendar & network) It’s also more personal.
  48. 48. Contextual MyFitnessPal (time of day) Customized Yahoo! News Digest (set notification time) Personalized LinkedIn Connected (my calendar & network)
  49. 49. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention utilize your new tools: push & permission Key Learnings
  50. 50. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention. utilize your new tools: push & permission V to optimize for learning & testing architect the system (server & client) Key Learnings
  51. 51. Decoupling your server and client tests unleash your testing and learning.
  52. 52. server client # of steps in flow, promo frequency, copy, push notifications UI changes
  53. 53. Every great product person can think like a growth hacker.
  54. 54. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention. utilize your new tools: push & permission V to optimize for learning & testing architect the system: server & client Key Learnings
  55. 55. Questions? Charlton Soesanto twitter: @charltonys linkedin.com/charltonsoesanto

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