using data to hone your mobile product focus
TRANSCRIPT
![Page 1: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/1.jpg)
#mobileproduct
Make Impactful Changes, Every Time
Using Data to Hone Your Mobile Product Focus
![Page 2: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/2.jpg)
#mobileproduct
Poll• What’s your most important KPI(s) on mobile right
now?A) DownloadsB) DAUs/MAUsC) LTV of UsersD) VisitsE) RatingsF) Other: Type in Question Box
![Page 3: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/3.jpg)
#mobileproduct
Who Are We?• Kendrick Wang • Emily Carrion
Product Marketing @ Apptimize Head of Marketing @Apptentive
![Page 4: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/4.jpg)
#mobileproduct
Fast, intelligent mobile iterations, without disrupting the user experience.
• Mobile A/B Testing• Instant Update• Feature Flagging• Staged Rollouts
Apptimize
![Page 5: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/5.jpg)
#mobileproduct
ApptentiveMobile customer engagement software to help enterprise brands listen to, engage with and retain their mobile customers.
• Make your brand accessible• Proactively engage at smart times• Make data driven decisions
![Page 6: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/6.jpg)
#mobileproduct
Agenda• You’ll Learn How To:– Make smart product decisions– Get qualitative and quantitative data before
deploying to all your users– Validate their effects– Make the most of limited resources
![Page 7: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/7.jpg)
#mobileproduct
You’re Always Juggling Priorities
• Only have so many:– Engineers– Sprints
• Not everything can be on the roadmap
![Page 8: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/8.jpg)
#mobileproduct
Everything Has a Cost• There are always opportunity costs• Lots of pressure on product decisions
![Page 9: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/9.jpg)
#mobileproduct
You Have to Learn From All Teams
![Page 10: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/10.jpg)
#mobileproduct
And Everyone Has An Input“I have this idea…”
“What if we…”“Our competitors have it...”
“Loads of users want to...”“The next big thing...”
“It’ll only take a few minutes...”
![Page 11: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/11.jpg)
#mobileproduct
Have you every had an executive tell you to build a feature that you didn’t think your users actually wanted?
![Page 12: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/12.jpg)
#mobileproduct
Customer Feedback Justifies Product Roadmap
PROBLEM• Unjustified feature request led
to unhappy customers & 1-star ratings
SOLUTION• Implemented Apptentive in-app
surveys
![Page 13: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/13.jpg)
#mobileproduct
Customer Feedback Justifies Product Roadmap
RESULTS• Within a week, collected 10,000
responses• Used customer data to back up
product roadmap, and build better app
• Rewarded with high volume of 5-star ratings, and reduced churn
![Page 14: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/14.jpg)
#mobileproduct
Question:• What other indicators or KPIs do you
use to determine what gets on the product roadmap?
(use the question box)
![Page 15: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/15.jpg)
#mobileproduct
The Key Is In Data• How can we be more deliberate
about it?– How do we :• Determine the right data to look at?• Prioritize the right data?• Make sure the changes actually work?
![Page 16: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/16.jpg)
#mobileproduct
What Do Most PMs Care About?
![Page 17: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/17.jpg)
#mobileproduct
Bonus: 16 Mobile Metrics that Matter http://bit.ly/AdvMobilePM
![Page 18: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/18.jpg)
#mobileproduct
Understand How Users Behave
Qualitative Quantitative
Observation User FeedbackUser Testing
Analytics
Testing User Testing A/B Testing
![Page 19: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/19.jpg)
#mobileproduct
Conversion Funnels• Where are the drop-
off points?• When are users not
behaving how you expect/want?
![Page 20: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/20.jpg)
#mobileproduct
Conversion Funnels
![Page 21: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/21.jpg)
#mobileproduct
User Testing• Hire testers to observe behavior• Identify:– Confusion– Drop off points– Unexpected behaviors
• Debrief + follow up
![Page 22: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/22.jpg)
#mobileproduct
What if you could ask your actual customers for feedback directly in-app?
![Page 23: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/23.jpg)
#mobileproduct
Customer Feedback – Your Secret Weapon
![Page 24: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/24.jpg)
#mobileproduct
Use Customer Feedback to Release a New Product
![Page 25: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/25.jpg)
#mobileproduct
Using these techniques helps you narrow your focus
![Page 26: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/26.jpg)
#mobileproduct
But you want to know a change’s effects before you deploy to your
entire userbase
(There are no take backs in mobile)
![Page 27: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/27.jpg)
#mobileproduct
Why can’t I browse titles before I sign up?
![Page 28: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/28.jpg)
#mobileproduct
![Page 29: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/29.jpg)
#mobileproduct
So They Created a Hypothesis
![Page 30: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/30.jpg)
#mobileproduct
Determine New User Behavior
![Page 31: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/31.jpg)
#mobileproduct
Netflix Findings• You need to validate your ideas• Back up your claims with data
![Page 32: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/32.jpg)
#mobileproduct
‘s
Q: “What types of things does Netflix A/B Test?”
“Short answer – almost everything” –Neil Hunt, Chief Product Officer @ Netflix
![Page 33: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/33.jpg)
#mobileproduct
Deploy Without Disrupting• Push winners out instantly• Roll back changes instantly with feature
flagging
![Page 34: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/34.jpg)
#mobileproduct
Most Effective Way to Test• Be like Netflix• Use A/B Testing– Draws direct cause-effect relationship– Gives you hard numbers– Reveals assumptions
![Page 35: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/35.jpg)
#mobileproduct
Understand How Users Behave
Qualitative Quantitative
Observation User FeedbackUser Testing
Analytics
Testing User Testing A/B Testing
![Page 36: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/36.jpg)
#mobileproduct
SummaryCustomer Feedback + A|B Testing
= Better Product
![Page 37: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/37.jpg)
#mobileproduct
#CustomerLove
![Page 38: Using Data to Hone Your Mobile Product Focus](https://reader035.vdocuments.mx/reader035/viewer/2022070513/5882a20f1a28ab92618b641f/html5/thumbnails/38.jpg)
#mobileproduct
Questions?