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Leading Growth-Driven Design: Levers for sustained Growth
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UXAustralia
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May 14, 2020
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Leading Growth-Driven Design: Levers for sustained Growth
UXAustralia
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May 14, 2020
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Transcript
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
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 चेतना chay. th. naa Copyright ©2020 All rights reserved.
Chetana Deorah
4 Copyright ©2020 All rights reserved. Chetana Deorah Product marketing
design Product design, research, brand & growth Leading design for product-led Growth
Acquisition and Growth for entertainment subscription, globally Product-led Growth Design
Growth(n.) When we see the word “growth” what all comes
to mind as related to businesses and our customers?
Copyright ©2019 All rights reserved. Chetana Deorah
visualcapitalist.com Source: Stackline, Amazon, Business Insider, Euro news, CNBC Top
10 fast growing e-commerce categories MARCH 2020
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 U customer VAL E Copyright ©2019 All rights reserved.
Chetana Deorah
11 Key motivations and metrics for start-up Growth Credit: Dave
McClure
12 Key motivations and metrics for start-up Growth Credit: Dave
McClure ACQUIRE ACTIVATE RETAIN SUBSCRIBE ENGAGE
13 Credit: Lex Roman Product Marketing Engineering Growth Design Then
(2009). Copyright ©2020 All rights reserved. Chetana Deorah
14 Now (2020). Director of Design, Growth Design Director, Membership
Sr. Design Manager, Expansion
Global logged out homepage (previous) Show of hands how many
here have not logged out of Netflix for weeks and months? Type NFLX!
We all love free trials! Copyright ©2019 All rights reserved.
Chetana Deorah
Sumiko TOKYO “Why free? Is it not that good? When
will they charge me?” Copyright ©2019 All rights reserved. Chetana Deorah
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
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
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
Incremental Tests: Call to action button Copyright ©2020 All rights
reserved. Chetana Deorah
Reframing the problem statements Copyright ©2019 All rights reserved. Chetana
Deorah
Copyright ©2019 All rights reserved. Chetana Deorah
24 UX artifact: Storyboarding / customer scenario for growth strategies
Copyright ©2019 All rights reserved. Chetana Deorah
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
Levers for leading sustained Growth Copyright ©2020 All rights reserved.
Chetana Deorah
Trust the UX design process Copyright ©2019 All rights reserved.
Chetana Deorah 1
28 Product UX Design Copyright ©2019 All rights reserved. Chetana
Deorah
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
Invest in the acumen for Growth 2 Copyright ©2019 All
rights reserved. Chetana Deorah
Ethical decisions Data informed Resilient to learn Invest in the
acumen for Growth Systematic approach Copyright ©2020 All rights reserved. Chetana Deorah
Structure growth teams by areas of impact 3 Copyright ©2019
All rights reserved. Chetana Deorah
33 Structure growth teams by areas of impact Copyright ©2019
All rights reserved. Chetana Deorah
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
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 Current trends and global situation shaping our business &
growth… Copyright ©2020 All rights reserved. Chetana Deorah
37 Copyright ©2019 All rights reserved. Chetana Deorah
38 Copyright ©2019 All rights reserved. Chetana Deorah Retention &
Monetization models
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 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 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
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