building fast growth into your products using data-informed design
TRANSCRIPT
ALASTAIR SIMPSON • DESIGN MANAGER • CONFLUENCE • @ALANSTAIRS
Building fast growth into your productsData driven informed design
Time to value
The Parsonage B&B San Francisco
Time to value
50% of new users spend less than 30 minutes trying Confluence before leaving.
30 minutes
D ATA D R I V E N I N F O R M E D D E S I G N
O W N E R S H I P
F I X T H E C O R E
Who owns time to value?
Product (PM, Design &
Dev)Marketing
Documentation (Tech writers)
Time to value
Acquisition
Activation
Retention
Revenue
Referral
Who owns time to value?
Marketing - How do customers find us?
? - Do they have a great first experience?
Product - Do they stay or do they churn?
Product - Do they pay us?
Marketing - Do they bring in others?
Acquisition
Activation
Retention
Revenue
Referral
Who owns time to value?
Accountability
Time to value teamsDesign
D ATA D R I V E N I N F O R M E D D E S I G N
O W N E R S H I P
F I X T H E C O R E
Stand up please
18% are “Developers” Stay standing
65% are Male Stay standing
75% are from USA Stay standing
Data informed design
Data Empathy
Gut feelingGreat product design
AAA Data
Accurate
Accessible
Actionable
7 friends in 10 days
Engagement (Time spent)
Conversion
A/B Test Noun | A/B Test |ˈā-ˈbē ˈtest
An experiment in which a single element of a web page is altered to create one or more variations of a page.
Workshop Design + Development Running Analysis
Experiment lifecycle (3 weeks)
First iteration
-12% engagement ~ conversion
Data informed design
Data Empathy
Gut feeling
Quantitative feedback tells you what is happening (or not happening), and qualitative feedback helps you understand why.J O S H U A P O R T E R , P R O D U C T D E S I G N G U Y
“
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• Big cool statistic
• 2,569
• Add-Ons in Marketplace
I’m trying to understand how something could have that amount of power and be that difficult to pick up.A N O T H E R ( P O T E N T I A L ) C U S TO M E R
“”
Time to value conceptual model
2. Help me set up and complete critical tasks
3. Show me practical value in everyday work
4. Demonstrate immediate value to subsequent users
1. Identify my problem & potential solution
Workshop Design + Development Running Analysis
Experiment lifecycle (3 weeks)
Qualitative insights →
Second iteration
~ engagement +22% conversion
Data informed design
Data Empathy
Gut feeling
Data and A/B tests are valuable allies, and they help us understand and grow and optimize, but they’re not a replacement for clear-headed, strong decision-making. J U L I E Z H U O , FA C E B O O K P R O D U C T D E S I G N D I R E C TO R
“”
Stand up if this experiment was a success
-8% engagement ~ conversion
+26% engagement +17% conversion
D ATA D R I V E N I N F O R M E D D E S I G N
O W N E R S H I P
F I X T H E C O R E
You have more attention than you ever will
Simplicity wins
Thank you!
ALASTAIR SIMPSON • DESIGN MANAGER • CONFLUENCE • @ALANSTAIRS