cx in growth hacking - slide deck
Post on 06-Apr-2017
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ESSENTAIL CUSTOMER INSIGHTS FROM SUCCESSFUL PRODUCT MANAGERS
At Scott, we use a holistic, user-focused approach to craft unique product and service solutions for businesses.
What was Growth team and what did we do?
Build fast - test on REAL user - track it - scale it.
Grow the user baseWhat was Growth team and what did we do?
Engage the existing user base better
What was Growth team and what did we do?
Over exposedalbum of 24 photos
Over exposedalbum of 24 photos
Over exposedalbum of 24 photos
product meetup
/ HOW CONFLUENCE USE CUSTOMER INSIGHTS TO IMPROVE OUR PRODUCT
target resultTo increase total engagement time by 25% during the !rst 10 days after a new user signed up.
28% of engagement time in only 5 months
Product life cycle
Requirement
Product life cycle
Research
Ideas
Design
Review
Production
QC
Launch
Requirement
Product life cycle
Research
Ideas
Design
Review
Production
QC
Launch
RequirementPM
PM + Designer
PM + Designer
Designer / PM
PM
Engineers
QA
Product life cycle
Team
Research
Ideas
Design
Review
Production
QC
Launch
RequirementPM
PM + Designer
PM + Designer
Designer / PM
PM
Engineers
QA
Product life cycle
Team
Product life cycle
Product life cycle
Product life cycle
UX - enhanced
Get findings
Product life cycle
UX - enhanced
Ideation workshop
End to end journey
Identify success metrics
Get feedbacks
Fix design
Hack/Develop
QA
Run experiments
Analyse key metrics
Get findings
Product life cycle
UX - enhanced
Ideation workshop
End to end journey
Identify success metrics
Get feedbacks
Fix design
Hack/Develop
QA
Run experiments
Analyse key metrics
Get findings
Product life cycle
UX - enhancedTeam
Team
Team
Team
Team
Team
Team
Team
Team
Team
The CX-enabled development cyclePersonascustomer interviews, surveys and contextual inquiries.
User diariesIn depth day to day feedbacks of how they use Con"uence in their !rst 10 days.
10 shifts in mindset
phân
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
What we think as obvious results may turn out obviously... wrong to users.
Click here to write a story
Popular way to onboard users
Popular way to onboard users
but probably not your users
Don't chase a shadow. De!ne success carefully before we start, no matter how promising the project is.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with transportation.
Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with transportation.
Heavy duty
Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with transportation.
Heavy duty
Fast + Energy efficient
Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with transportation.
Heavy duty
Fast + Energy efficientFast + Elegant
Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with transportation.
Fast + Energy efficientFast + Elegant
Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with transportation.
Fast + Elegant
Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with transportation.
If something went unexpected, don't get to excited. Stop and ask why.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
Don't play safe, we can learn more from our users when building strange experiments than safe ones.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
Roll as fast as we can, if an experiment show signs of potentials, push and push till it break. We will get the optimal point.
Measure one thing at a time so you know what's improving and what's not.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
Quantitative and qualitative researches are both important.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
Read between the lines of the results. Di#erent metrics going together means di#erent things.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
Be wild but be mindful about your system requirement.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
A bad experiment will feed to a better one, growth hacking requires a few experiments to fail until we get closer to what we want.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
your opinions, though interesting are as equally invalid as my opinionsAgain,
Product life cycle
Get findings
Product life cycle
Ideation workshop
End to end journey
Identify success metrics
Get feedbacks
Fix design
Hack/Develop
QA
Run experiments
Analyse key metrics
Get findings
Product life cycle
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
But Atlassian is a big corporation with unlimited resource, but our team don't have that luxury...
Testable - Trackable - Scalable
product meetup
/ CX IN PRODUCT/MARKET FIT
Groups
Secondary media
PersonasReview
DataSample
Improve Repeat
product meetup
/ CX IN PRODUCT/MARKET FIT
CX in Growth
product meetup
/ CX IN PRODUCT/MARKET FIT
CX in GrowthApply the market analytics
product meetup
/ CX IN PRODUCT/MARKET FIT
CX in GrowthApply the market analyticsIdentify actionable goals
product meetup
/ CX IN PRODUCT/MARKET FIT
CX in GrowthApply the market analyticsIdentify actionable goalsPrioritise what’s most crutual
product meetup
/ CX IN PRODUCT/MARKET FIT
CX in GrowthApply the market analyticsIdentify actionable goalsPrioritise what’s most crutualOptimize model
product meetup
/ CX IN PRODUCT/MARKET FIT
CX in GrowthApply the market analyticsIdentify actionable goalsPrioritise what’s most crutualOptimize modelBuild a growth team
scottexperience.design PRODUCT DESIGN STUDIO TRAINNING WORKSHOP LABORATORY
E: consult-us@scottexperience.design T: (+84)9 3930 91 01 211a nam ky khoi nghia,ward 7, district 3, hcmc.
thank you
/ Q&A
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