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Transitioning to Lean at Infochimps
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jimengland
January 20, 2012
Business
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Transitioning to Lean at Infochimps
jimengland
January 20, 2012
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Transcript
Transitioning to Lean @DhruvBansal @JimEngland @TimGasper
We’re in a predicament with DATA.
DATA is the raw materials
DATA involves many markets and data types
DATA involves a wide variety of customers in undefined markets
how does Infochimps fit into the data landscape?
Data marketplace Social media influence IP intelligence Geolocated data our
existing products
Our lean mission is to determine solutions to must-have problems
for sizable markets.
foursquare data derivatives social media solutions new product hypotheses
None
We have a significant portion of the foursquare check-in firehose.
HYPOTHESIS FOURSQUARE DEVS Want venue hotness and venue ID matching
for their applications.
How many 4sq devs are there?
How many would pay?
HYPOTHESIS DIGITAL AGENCIES Want venue hotness and brand comparisons for
their clients.
How many brands want 4sq metrics?
How many would pay?
Must have Nice to have Don’t need
None
None
None
killing a feature is just as important as building one
:)
Social media data
DEVELOPERS Wanted detailed and transparent influence metrics and rankings.
trstrank
HYPOTHESIS DIGITAL AGENCIES Want detailed and transparent influence metrics and
rankings.
interviews later... 15+
Digital agencies actually wanted analytics research tools and dashboards.
None
That’s not our market. That’s not a feature set we’ve
ever built. Leverages stuff we know, but little of what we’ve built. Sends the company in a very different direction. PROBLEMS
you’ve found a market and a product; should you build
it?
Learn from and measure what you already have. Diagnose whether
to pivot or persevere.
Product Strategy Vision Optimization Pivot
You shouldn’t define where to pivot to unless you know
why you should pivot.
You can only know why if... 1 2 3 4
Clearly defined hypotheses. 1 2 Clearly defined actionable metrics. vs.
vanity metrics
You’ve been experimenting and optimizing. 3 4 The experimenting and
optimizing still has you short of your goals of creating a sustainable business.
Pivots are a change in strategy. The lean canvas provides
a powerful strategy framework.
ERIC RIES STRATEGY Product roadmap Customer definition Partners & competitors
Business model ASH MAURYA LEAN CANVAS Problem, solution & key metrics Customer segments & channels Value proposition, unfair competitive advantage Cost structure & revenue streams
the bottom line
Lean is more straightforward if you start with it from
the beginning. If you haven’t been lean, you must revisit the past.
Move through the loop faster.
data web
TWO USE CASES, ONE WEBSITE developers data scientists
DATA SCIENTISTS business analysts, marketers, consultants, economists, statisticians, etc.
We provide data scientists access to data through downloadable data
sets.
We provide developers access to data through RESTful APIs.
DATA SCIENTISTS? NO PROBLEM Downloadable data sets follow a typical
web flow
homepage data set page search results blog twitter signup download
MULTI-STEP
DEVELOPERS? IT’S COMPLICATED API usage funnel involves many steps and
is more difficult to track & define
homepage data set page search results blog twitter signup
new developer
new developer
active developer
A developer becomes active when they send over 1,000 API
calls per month.
How do we convert a developer to an active developer?
HOWTOs CODE EXAMPLES
None
DATA SET PAGES API REFERENCE
None
homepage data set page search results blog twitter signup howto
guide code example api reference data set page search results active user
PLUS
We need to connect user activity on the website with
user activity on our APIs. TECHNICAL PROBLEM
GOOGLE ANALYTICS CUSTOM VARIABLES TO THE RESCUE SOLUTION
We use Google Analytics to track visitor behavior on our
websites.
There are a lot of other options • Cookie, JS-based
data collection • No servers to maintain • APIs for reports •Without JS, client-side behavior is a mystery •Lots of work •Potentially awesome
Web Data One identity is known to us. The other
is known to Google.
? Web Data
Google stores 3 cookies: VISITOR expires after 2 years SESSION
expires after 30 minutes PAGE set on every pageview
None
Username First seen at Segment Original traffic source Milestones •
Signed up • Downloaded • Searched • Bought • Queried Visitor Variables Milestones • Signed up • Downloaded • Searched • Bought • Queried Session Variables Category Completeness Pricing Distribution Page Variables
CUSTOM VARIABLES
Visitor Variables c=201110;ms=dev;ds=1;sd=1;u=dhruv First seen in October, 2011 (c) Is
a developer (ms) Has seen a dataset (ds) Has done a search (sd) Username is ‘dhruv’ (u)
WE CAN GET THIS DATA OVER THE WEB.
WE CAN GET THIS DATA THROUGH AN API.
Web Data
developers developers developers developers
The web team’s goal is to increase the number of
active API users. But we don’t have a traditional funnel for converting these users.
So, we started by focusing on the overall site experience
for developers.
None
None
None
to Lean TRANSITIONING
We haven’t run any experiments on the website... yet.
web experiments brainstorm
Developer-centric email campaigns 1
Improved “getting started” dashboard 2 http://twilio.com/user/account
Improved search experience 3
thank you @DhruvBansal @JimEngland @TimGasper