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Ship It: Staying Lean at LivingSocial

Ship It: Staying Lean at LivingSocial

Andrew Atkinson
PRO

April 13, 2013
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  1. Ship it: Staying Lean at LivingSocial Andy Atkinson

  2. Your projects? Actual Expected

  3. ...even worse? Actual Expected

  4. Move quickly Focus Ruby +

  5. Andy Atkinson SOFTWARE ENGINEER

  6. LivingSocial is the local marketplace to buy and share the

    best things to do in your city
  7. CONSUMER WEB

  8. None
  9. SHOW PRICES?

  10. Counter-intuitive! Showing prices converted worse.

  11. None
  12. BUILD, MEASURE, LEARN

  13. Lean startup Try concepts Preserve focus despite growth

  14. TEAM GROWTH 2012 2010 a/b testing, iterations, start small. still

    works!
  15. SLOW ROLLOUT Release process Release features to segments of users

    first.
  16. MOBILE AND NATIVE Release process Add mobile and native device

    support eventually.
  17. Engineering process Build it Make it pretty Ship it Make

    it fast Make  it  work Add  tests Finalize  design  and   user  experience Verify  and  measure   usage Scaling
  18. Engineering culture Optimize for quick recovery from mistakes. Learn from

    mistakes. Share remediations with team.
  19. Test ideas cheaply

  20. PURCHASE FEEDBACK

  21. TWO ASSUMPTIONS Consumers would give feedback 1 2 1 2

    Merchants would find the feedback valuable PURCHASE FEEDBACK
  22. OVERALL: SUCCESS Surveyed millions of people. Collected millions of records.

    Could have validated product interest with merchant using sample and survey data PURCHASE FEEDBACK Could have validated with consumers before building
  23. Test small changes that could have a big impact.

  24. QUICK CHECKOUT

  25. HYPOTHESIS Increase purchase conversion 1 QUICK CHECKOUT $

  26. MISSED TARGET Tested on a small set of deals (good)

    Failed to achieve a statistically significant increase in purchase conversion. QUICK CHECKOUT Removed code
  27. FACEPILE

  28. FACEPILE WINNER! Better subscription conversion from paid clicks originating from

    Facebook ads. 5% Social proof
  29. Automate something after doing it manually becomes painful, but not

    before.
  30. WAIT LIST FEATURE

  31. HYPOTHESES Additional purchases on deals from additional inventory 1 WAIT

    LIST FEATURE $ More inventory allocation from merchant for re-runs 2
  32. MISSED TARGET Learned we typically had the maximum inventory from

    hotels Purchase conversion from wait list subscribers was < 10%. WAIT LIST FEATURE Learned the majority of deals do not sell out Small opportunity, removed code.
  33. Automated reporting merchant notification Did not build:

  34. Test riskiest assumptions first

  35. LOYALTY PRODUCT

  36. Would consumers sign up? 1 2 Would merchants sign up?

    LOYALTY PRODUCT Would integration with third-party work? Quality of the data? 3
  37. DID NOT LAUNCH Working with third-party added extra time to

    our development speed LOYALTY PRODUCT Could have validated riskiness assumptions first (merchant enrollment)
  38. ESCAPES NEW DEVELOPMENT Booking Air Tours Payment Mobile

  39. ESCAPES NEW DEVELOPMENT Manually loading inventory Building piece by piece

    (air, packaged tours, mobile) Deferring merchant payment project while working with hotels that don’t require it Starting small
  40. CONCLUSION Validate riskiest assumptions first Use a/b testing for optimization

    and new product development Optimize for iteration speed and quick recovery Test small ideas with big potential Make customer validation your primary goal
  41. Hiring Ruby, iOS, Java/Scala, remote is ok

  42. Thanks! andy@webandy.com webandy.com andy.atkinson@livingsocial.com