product management with analytics
TRANSCRIPT
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kpi’s and youproduct management with analytics
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Who am I?Daryl Hemeon - @darylhemeonTech Architect for iServices Claims Self Service ProjectsWeb Dev for 15+ yearsI still code and when I do it scares the crap out of the CSS team
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What are KPI’s?Key Performance Indicators are really Outcomes that we are interested in learning about to see if our experiments (and our products) are successful.
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What do we monitor today?1. Employee Reg2. Logins3. Contact Center Calls4. Opt Out / In5. Online claims filed6. EFT Setup7. Docs Uploaded8. eSigned Auths9. Claims Filed total
10. Open Claims
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How do we monitor them?1. Custom spreadsheet running macros to the
iServices database2. My personal dashboard that reads 2 different
datasources3. Product Owner(s) use magic and the phone
to get other stats
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Are these the right stats?Vanity Metrics ● Logins per month (did the user accomplish their goal?)● Registrations per month (did the user then login?)
Learning Metrics - decision or actionable metrics● Messages Sent● Documents Uploaded - after a request for information
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How should this work?1. Modern Toolset2. Inject into the planning process3. Inject into dev process4. Monitor post-release5. Product Owner now has the data to pivot priorities after
every sprint or iteration if they need to6. Outstanding question - Who does this work?
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Modern ToolsetWe need to be using modern real-time analytics
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the planning processBefore we created the map we should have voted the KPI’s or Outcomes and after the map creation adjusted them.
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How does Agile help?
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How does it inform UX design?
Heatmaps and click charts can inform HOW your application is actually being used and whether or not it is meeting objectives.
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What is needed for us to get there?● Agile training for everyone - in progress - some people
already trained● Cost Effective Google Analytics training for analysts and
developers (free on-line, Skill Soft)● Continuous Integration for greater quality and delivery
with greater frequency - putting together a roadmap● Resources are need to monitor post release
effectiveness and then work with product owners to influence the backlog
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What are we interested in for July?
● An agreement upon what stats will tell us if we are successful
● An agreement upon the goals for the first 3 months of usage
● An understanding of the long term business goals
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References
● Lean UX by Jeff Gothelf
● Product Managers Guide to Analytics
● The Lean Startup by Eric Reis - discussion on Vanity Metrics
● The Marketer’s Guide to GA by the folks at Buffer
● Built to Last by Collins and Porras
● Training resources for GA
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Questions?We like them.