How to apply Agile to Growth Hack

Presentation slides at Agile Tour Taipei 2015 http://www.accupass.com/go/AgileTourTaipei20151

Transcript

1. ᩶ ॿ ᄸ Ґɿ ڠ 㭎 ᄸ Ґɿ ओ 㭎 ᄸ ҐɿAgileCommunity.tw How to apply Agile to Growth Hack 染田 貴志 (SOMEDA Takashi)
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7. AgileCommunity.tw Why Growth ?
8. Agenda •  Lesson#1 Continuous Delivery •  Lesson#2 Sprint •  Lesson#3 Delegation of Authority •  Summary AgileCommunity.tw
9. AgileCommunity.tw Lesson#1 Continuous Delivery
10. Steps to optimize growth •  Measure performance •  Find bottleneck and build hypothesis •  Experiment based on hypothesis AgileCommunity.tw
11. What we lack •  We’ve been developing “Qualitative” methods for making good products •  BUT we had not sufficiently invested on “Quantitative” data analysis for making effective decision for growth AgileCommunity.tw
12. Build data infrastructure •  Track user behavior – Focus on “Action” rather than “Traffic” – Aligned with “Customer Lifecycle Stage” •  Store property – Both “Demographic” and “Application Specific” – Segmented Analysis AgileCommunity.tw
13. Startup metrics for Pirates AgileCommunity.tw •  Acquisition : attract new users •  Activation : motivate users to take action •  Retention : turn users into repeat visitors •  Referral : entice users to refer friends •  Revenue : generate revenue
14. Activities for each stage AgileCommunity.tw http://www.slideshare.net/dmc500hats/startup-‐‑‒metrics-‐‑‒for-‐‑‒pirates-‐‑‒long-‐‑‒version
15. Many tools in market AgileCommunity.tw
16. Initial implementation AgileCommunity.tw •  Minimum change on app •  Multiple output channels
17. NOT work at all :-( AgileCommunity.tw •  Frontend integration would give us built-in information automatically – Ex. Location, Last Visit •  Most meaningful events must be tracked within app – Ex. Added Item, Created Sheet
18. True problem lies in “Delivery” AgileCommunity.tw •  We had technical problem that online update may cause editor interruption •  This prevented us from improving delivery process “Minimize changes in App” looked good but it’s not true
19. Improve delivery process AgileCommunity.tw •  Fix the issue of editor regarding to application update •  Build deployment pipeline •  Delivery from Chat
20. Current data infrastructure AgileCommunity.tw
21. #Lesson1 “Continuous Delivery” is basis of learning loop in that we’re doing trials-and-errors quickly, again and again AgileCommunity.tw
22. AgileCommunity.tw Lesson#2 Sprint
23. Our challenge •  So many “New” things – New to track activity – New to analyze data – New to experiment AgileCommunity.tw
24. Focus things AgileCommunity.tw •  Acquisition : attract new users •  Activation : motivate users to take action •  Retention : turn users into repeat visitors •  Referral : entice users to refer friends •  Revenue : generate revenue
25. Extract important events AgileCommunity.tw •  Acquisition – Sign Up •  Activation – Created Sheet •  Retention – Edited Diagram
26. 1 week sprints AgileCommunity.tw
27. Get insight little by little AgileCommunity.tw •  Example: Sign up by country
28. Successful “Hack” example AgileCommunity.tw •  Hypothesis – Better visibility of Business plan page would lead more trials
29. Successful “Hack” result AgileCommunity.tw •  Weekly registered orgs increased about 1.5 times
30. #Lesson2 “Sprint” adapts us to new way of thinking little by little and also makes us feel confident by iterations AgileCommunity.tw
31. AgileCommunity.tw Lesson#3 Delegation of Authority
32. Quotes from Agile Manifesto AgileCommunity.tw Build projects around motivated individuals. Give them the environment and support they need, and trust them to get the job done. http://www.agilemanifesto.org/principles.html
33. Our challenge, again •  Distributed team – New York and Japan – 14-hours time difference – Different job mission – Different background skill AgileCommunity.tw
34. Meet in person •  Conversation is essential AgileCommunity.tw
35. Issue to optimize website •  website strongly tied with app – app serves website – uses same source code repository – requires update of app to change website AgileCommunity.tw Makes it difficult to build independent iteration cycle of website
36. Isolate website from app •  Separate source code repository – separate deployment pipeline too •  Dynamic reloading of website content – still requires app to serve website but enables to update website independently AgileCommunity.tw
37. Easy local environment setup •  Vagrant for quick setup of website development environment – just run “vagrant up” to get all – reuse build pipeline to get the latest app from repository AgileCommunity.tw
38. Update from chat, again •  Everyone can update website – Visibility promotes mutual understanding among distributed team – Encourage communication if discussion needed AgileCommunity.tw
39. Faster website iteration •  Design renewal •  Continuous improvement AgileCommunity.tw
40. #Lesson3 “Delegation of Authority” can be accelerated by building independent iteration cycle and makes distributed team work efficiently AgileCommunity.tw
41. AgileCommunity.tw Summary
42. What we’ve learned “Growth Hack” is iterative activity to find out “the truth” and try to implement “growth engine” within the product AgileCommunity.tw Agile practice can be the basis of Growth Hack
43. What we’ve learned “Growth Hack” requires whole team work together including developers, marketing, support and so on AgileCommunity.tw Agile idea is also applicable to team collaboration
44. What we’ve learned “Growth Hack” is not special activity, not marketing jargon or buzz word. Rather, one of the ways to make product better for both users and providers. AgileCommunity.tw
45. AgileCommunity.tw Enjoy Growth Hacking!