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Data Driven Development
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Jose Salguero
October 20, 2013
Technology
1
190
Data Driven Development
Fundaments of Lean and Analytics and A/B testing for software development
Jose Salguero
October 20, 2013
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Transcript
DATA DRIVEN DEVELOPMENT Jose Salguero Senior Engineer at Groupon @j_a_salguero
We seem to be so focused on how to build
web apps that we are ignoring how they will be experienced W3C - “Enabling new types of web user experiences”
HOW IT USUALLY WORKS
BUSINESS Engineering users Ideas $$$$ market best practices methodologies technologies
design
None
None
None
None
WHAT CAN GO WRONG?
BUSINESS Engineering users Ideas $$$$ market best practices methodologies technologies
design
None
None
CAN WE IMPROVE this?
FIRST STEP
SECOND STEP
LISTEN TO YOUR work
LISTEN TO YOUR WORK USERS
LISTEN observe YOUR WORK USERS
None
CHOOSE SOMETHING TO IMPROVE CREATE AN EXPERIMENT MEASURE IT DID
IT WORK? TRY SOMETHING ELSE MOVE TO THE NEXT THING YES NO LEAN ANALYTICS CYCLE SIMPLIFIED
WHAT HAPPENS WHEN YOU listen?
None
ETSY
None
None
CIRCLE OF FRIENDS
➡Facebook Application ➡BIg launch success ➡huge user base (~10 mill.)
➡Poor engagement
ENGAGED USERS NON ENGAGED USERS
➡ Messages 50% longer ➡115% more likely to post a
pic ➡110% more likely to engage in conversation ➡180% more likely to click on news ➡ MOST OF THEM were mothers
None
OK, I’m in! what do I need?
observe ≠ SPY
1.
None
2. connect the dots
None
3. Target your experiments
users on Experiment a users on experiment b users on
Experiment c users on Experiment d ISolation
users on Experiment a Users on experiment b EQUALITY
SPAIN ARGENTINA colombia china experiment a experiment b segmentation
4. Measure and share
None
➡Track everything ➡connect the dots ➡target your experiments ➡measure and
share
➡visibility ➡weak points ➡partial feature rollout ➡empowers people
THANK YOU FOR YOUR TIME QUESTIONS?
attributions and resources
- W3C - “Enabling new types of web user experiences”
- The shape of design - Frank Chimero - Unemployed: http://www.flickr.com/photos/technosailor/3243454436/ - Connect the dots: http://www.flickr.com/photos/ericskiff/1445920552/ - El hombre avión - http://commons.wikimedia.org/wiki/File:El_hombre_avi %C3%B3n.JPG - Google analytics: http://www.flickr.com/photos/yandle/6759762589/in/ photostream/ - Instagram logo: http://www.suterakasihyann.com/p/tutorial-blog.html - Measure pic: http://www.flickr.com/photos/chandramarsono/4324373384/ - The lean analytics cycle - Avinash Kaushik - Etsy: Design for Continuous Experimentation - Pagination vs Infinite Scroll http://uxdesign.smashingmagazine.com/2013/05/03/ infinite-scrolling-get-bottom/ - Circle of friends data - Avinash Kaushik