Data Driven Development

Fundaments of Lean and Analytics and A/B testing for software development

Transcript

1. DATA DRIVEN DEVELOPMENT Jose Salguero Senior Engineer at Groupon @j_a_salguero
2. 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”
3. HOW IT USUALLY WORKS
4. BUSINESS Engineering users Ideas $$$$ market best practices methodologies technologies design
9. WHAT CAN GO WRONG?
10. BUSINESS Engineering users Ideas $$$$ market best practices methodologies technologies design
13. CAN WE IMPROVE this?
14. FIRST STEP
15. SECOND STEP
16. LISTEN TO YOUR work
17. LISTEN TO YOUR WORK USERS
18. LISTEN observe YOUR WORK USERS
20. 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
21. WHAT HAPPENS WHEN YOU listen?
23. ETSY
26. CIRCLE OF FRIENDS
27. ➡Facebook Application ➡BIg launch success ➡huge user base (~10 mill.) ➡Poor engagement
28. ENGAGED USERS NON ENGAGED USERS
29. ➡ 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
31. OK, I’m in! what do I need?
32. observe ≠ SPY
33. 1.
35. 2. connect the dots
37. 3. Target your experiments
38. users on Experiment a users on experiment b users on Experiment c users on Experiment d ISolation
39. users on Experiment a Users on experiment b EQUALITY
40. SPAIN ARGENTINA colombia china experiment a experiment b segmentation
41. 4. Measure and share
43. ➡Track everything ➡connect the dots ➡target your experiments ➡measure and share
44. ➡visibility ➡weak points ➡partial feature rollout ➡empowers people
45. THANK YOU FOR YOUR TIME QUESTIONS?
46. attributions and resources
47. - 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