Data-Driven Product Design

by Keen

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Data-Driven Product Design Maggie Jan | Data Scientist @Keen_IO

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•Intro to Data •Build, Measure, Learn •Product design & how data can help •Applying analytics to your business •How to build eﬀective analytics AGENDA

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Platform & API for ANALYTICS keen.io

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Big Data and Analytics are kind of a thing right now.

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Johannes Kepler Tycho Brahe

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Analytics can help.

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What: Measurement of movement towards your business goals. Purpose: To iterate to product and market ﬁt before you run out of resources Analytics: In a Nutshell

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Understandable If you’re busy explaining data, you’re not busy acting on it ex: rides requested What is a good metric? Comparative Maintains context. ex: rides/day Meaningful Centers around your core business goals. ex: revenue

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A good metric is behavior changing.

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DATA & PRODUCT DESIGN COMPANY Juke Box Company INDUSTRY Internet of Things

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Good products provide customers with value Premium products provide high & dependable value Iterations build Relationships Measured by: Return visits, Retention, Engagement

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APPLYING ANALYTICS TO YOUR BUSINESS

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• Account creations • Deploys • Purchases • App Launches • Donations • Posts • Shares/Tweets/Likes A COMMON GOAL: ENGAGEMENT

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COLLECT EVENT DATA

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ANALYTICS DB CARS, TVs, ETC. WEBSITES WEBSITES CUSTOMERS DASHBOARDS MOBILE APPS queries queries queries events events events VISUALIZE DATA

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CASE STUDIES PUBLISHING Goshen College

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Common Mistakes to Avoid in Data-Driven Decision Making

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Conﬁrmation Bias Leading the Witness Correlation vs Causation Common Pitfalls

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Be disciplined in how you capture and analyze your data

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Gut instinct = Hypothesis Design a Test/Make Changes in Production Measure the Results Did we achieve goals? Controlled Experiments try again

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CONTROLLED TESTS CASE A/B Testing

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Exploratory Tries to ﬁnd unexpected insights Source of competitive advantage via insights no one knew Reporting Keeps you abreast of day-to-day operations Predictable and repeatable Data & Product Design

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Maggie Jan @jandwiches Keen IO @keen_io