how to build what customers want: the story of atlassian's growth team
TRANSCRIPT
GRAEME SMITH • DEV MANAGER • ATLASSIAN
How to Build What Customers Want
The Story of Atlassian's Growth Team
Being a customer is easy
The airline understood what I needed
The hotel didn’t understand what I needed
Limitless improvements you could make
Most changes won’t make a difference
Success = Desire - FrictionDesire Friction
Success = Desire - Friction
Success = Desire - Friction
FrictionSuccess = Desire - FrictionDesire
Try lots of ideas
Tackling this head on
Measure impact
Two things you’ll need
Two things you’ll need
Analytics
Two things you’ll need
Analytics
A/B testing
Control Variation
A/B testing
Research and lessons
Generate ideasExecute ideas
How to operate
Research and lessons
Qualitative
Front-line staff
Research and lessons
Public issue trackerCustomer interviewsUser testing
Qualitative
Quantitative
Analytics
Research and lessons
Experiment results
Research and lessons
Generate ideasExecute ideas
Generate ideas
Structured brainstorming
Research up frontGenerate ideas
Involve other teams
Structured brainstorming
Prioritise
Impact, Confidence, Ease
Generate ideas
Time to runValue of lesson
Generate ideasExecute ideas
Research and lessons
Execute ideas
Build quicklyExecute ideas
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
OptimisationExplorationResearch
OptimisationExplorationResearch
Where did you find out about us?
Is there something you can’t find?
What almost stopped you from signing up?
Sean Cramer
How Your Insights are Affecting
Change in 2017
Where Research works well
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
Challenges
Avoid interrupting usersChallenges
Interpretation of answers
Challenges Avoid interrupting users
How to make it happen
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
OptimisationExplorationResearch
0.5% sent an
invitation
1/4 of users went through this path
Sign up ratewent down
64% increase in users joining groups
30% still using it after5 days
Where Exploration works well
Blowing up your thinking
Where Exploration works well
Blowing up your thinking
Finding things that are not worth building
Where Exploration works well
Challenges
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
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
OptimisationExplorationResearch
52% increase in product sign up
37% increase in products purchased
18% increase in new users logging in
Sam Tardif
How We Re-imagined and Simplified
Confluence Bit by Bit
Where Optimisation works well
Removing friction
Where Optimisation works well
Removing friction
Refining features before everyone sees them
Where Optimisation works well
Challenges
Making changes afterwardsChallenges
Making changes afterwards
Slow to build for real
Challenges
How to make it happen
How to make it happen
Pair with developers
How to make it happen
Pair with developers
Find features that aren’t used
OptimisationExplorationResearch
OptimisationExplorationResearch
Get feedback directly from customers
Fine tune ideas that are worthwhile
Go broad, find areas worth pursuing
Measure impactTry lots of ideas
Success = Desire - Friction
