Leading Growth-Driven Design: Levers for sustained Growth

Transcript

1. Chetana Deorah PRODUCT DESIGN LEADERSHIP Leading Growth-Driven Design Levers for sustained growth tanadeo UX AUSTRALIA Design Leadership 2020 Copyright ©2020 All rights reserved. Chetana Deorah
2. Copyright ©2020 All rights reserved. Chetana Deorah Product-led Growth:Then and Now Role of a human-centered design approach Levers for leading sustained growth
3. 3 चेतना chay. th. naa Copyright ©2020 All rights reserved. Chetana Deorah
4. 4 Copyright ©2020 All rights reserved. Chetana Deorah Product marketing design Product design, research, brand & growth Leading design for product-led Growth
5. Acquisition and Growth for entertainment subscription, globally Product-led Growth Design
6. Growth(n.) When we see the word “growth” what all comes to mind as related to businesses and our customers?
7. Copyright ©2019 All rights reserved. Chetana Deorah
8. visualcapitalist.com Source: Stackline, Amazon, Business Insider, Euro news, CNBC Top 10 
 fast growing e-commerce categories
 MARCH 2020
9. visualcapitalist.com Source: Stackline, Amazon, Business Insider, Euro news, CNBC Top 10 
 fast growing e-commerce categories
 MARCH 2020 Top 10 
 fast declining e-commerce categories
 MARCH 2020
10. 10 U customer VAL E Copyright ©2019 All rights reserved. Chetana Deorah
11. 11 Key motivations and metrics for start-up Growth Credit: Dave McClure
12. 12 Key motivations and metrics for start-up Growth Credit: Dave McClure ACQUIRE ACTIVATE RETAIN SUBSCRIBE ENGAGE
13. 13 Credit: Lex Roman Product Marketing Engineering Growth Design Then (2009). Copyright ©2020 All rights reserved. Chetana Deorah
14. 14 Now (2020). Director of Design, Growth Design Director, Membership Sr. Design Manager, Expansion
15. Global logged out homepage (previous) Show of hands how many here have not logged out of Netflix for weeks and months? Type NFLX!
16. We all love free trials! Copyright ©2019 All rights reserved. Chetana Deorah
17. Sumiko TOKYO “Why free? Is it not that good? When will they charge me?” Copyright ©2019 All rights reserved. Chetana Deorah
18. Rohini MUMBAI “Free trial, then why my credit card is needed?!” Sumiko TOKYO “Why free? Is it not that good? When will they charge me?” Copyright ©2019 All rights reserved. Chetana Deorah
19. Rohini MUMBAI “Free trial, then why my credit card is needed?!” José BUENOS AIRES Sumiko TOKYO “Why free? Is it not that good? When will they charge me?” “I’ll watch free 
 or paid. I can share 
 my account.” Copyright ©2019 All rights reserved. Chetana Deorah
20. Rohini MUMBAI “Free trial, then why my credit card is needed?!” José BUENOS AIRES Sumiko TOKYO “Why free? Is it not that good? When will they charge me?” “I’ll watch free 
 or paid. I can share 
 my account.” Paul DENVER “Cool, I can try free for 30 days. Cancel anytime.” Copyright ©2019 All rights reserved. Chetana Deorah
21. Incremental Tests: Call to action button Copyright ©2020 All rights reserved. Chetana Deorah
22. Reframing the problem statements Copyright ©2019 All rights reserved. Chetana Deorah
23. Copyright ©2019 All rights reserved. Chetana Deorah
24. 24 UX artifact: Storyboarding / customer scenario for growth strategies Copyright ©2019 All rights reserved. Chetana Deorah
25. Role of a human-centered design approach Customer Motivation Product Qualitative Research Engineering Design Data Analytics Content Strategy QA Business WHAT? HOW? WHY? Copyright ©2019 All rights reserved. Chetana Deorah
26. Levers for leading sustained Growth Copyright ©2020 All rights reserved. Chetana Deorah
27. Trust the UX design process Copyright ©2019 All rights reserved. Chetana Deorah 1
28. 28 Product UX Design Copyright ©2019 All rights reserved. Chetana Deorah
29. Role of human-centered product design Defines product value Connects value to users Ships to launch Ships to learn Minimal Viability Maximum lovability…! Designs across the product Focuses on impact areas BUILD THE PRODUCT GROW THE PRODUCT Copyright ©2019 All rights reserved. Chetana Deorah
30. Invest in the acumen for Growth 2 Copyright ©2019 All rights reserved. Chetana Deorah
31. Ethical
 decisions Data informed Resilient to learn Invest in the acumen for Growth Systematic
 approach Copyright ©2020 All rights reserved. Chetana Deorah
32. Structure growth teams by areas of impact 3 Copyright ©2019 All rights reserved. Chetana Deorah
33. 33 Structure growth teams by areas of impact Copyright ©2019 All rights reserved. Chetana Deorah
34. 34 Structure growth teams by areas of impact Copyright ©2019 All rights reserved. Chetana Deorah Researcher Data Scientist Product Manager Designer vision Highly aligned. Loosely coupled. Engineer
35. Structure teams by areas of impact Trust the UX design process 3 2 1 Levers for sustained growth Copyright ©2020 All rights reserved. Chetana Deorah Invest in the acumen for Growth
36. 36 Current trends and global situation shaping our business & growth… Copyright ©2020 All rights reserved. Chetana Deorah
37. 37 Copyright ©2019 All rights reserved. Chetana Deorah
38. 38 Copyright ©2019 All rights reserved. Chetana Deorah Retention & Monetization models
39. Human-centered design is 
 uniquely positioned to be a core competency for business. Growth teams will co-create 
 business value with customers. Copyright ©2019 All rights reserved. Chetana Deorah
40. 40 What is the purpose of doing any business?
 There is only one business in the world: 
 human wellbeing. ~SADHGURU India’s 50 most influential people, Yogi, Mystic, Author Copyright ©2019 All rights reserved. Chetana Deorah
41. 41 What is the purpose of doing any business?
 There is only one business in the world: 
 human wellbeing. ~SADHGURU India’s 50 most influential people, Yogi, Mystic, Author Copyright ©2019 All rights reserved. Chetana Deorah
42. ध वाद dhanyavaad ありがとう Arigatō Gracias Merci Grazie ขอบคุณค่ะ khob khun kha Danke ًاركش shukran Thank You! tanadeo Copyright ©2020 All rights reserved. Chetana Deorah https://www.linkedin.com/in/chetanadeorah/ Avocode: Grit interview