Backstage 2019 - Data Our Common Language - Jonathan Hastings
1 like569 views
This document discusses aligning engineering, product, and design teams through a hypothesis-driven development approach. It proposes starting with goals stated as metrics and hypotheses rather than features. It also recommends creating user personas based on measurable attributes and behaviors mapped to success criteria. Finally, it suggests emphasizing what is learned from new features through metrics and testing results rather than just announcing the features. This is intended to improve collaboration across teams and focus on addressing goals and learning outcomes.
Backstage 2019 - Data Our Common Language - Jonathan Hastings
- 1. AMPLIFY 2019 BACKSTAGE Data: Our Common Language Bringing together engineering, product, and design with goals, signals, and metrics
- 2. @jonathan_sqsp linkedin.com/in/jonathanshastings Jonathan Hastings AMPLIFY 2019 BACKSTAGE Senior Product Manager, Growth
- 5. Squarespace makes beautiful products to help people with creative ideas succeed. AMPLIFY 2019 BACKSTAGE
- 6. Squarespace makes beautiful products to help people with creative ideas succeed. Our platform empowers millions of people – from individuals and local artists to entrepreneurs shaping the world's most iconic businesses – to share their stories and create an impactful, stylish, and easy-to-manage online presence. AMPLIFY 2019 BACKSTAGE
- 8. AMPLIFY 2019 BACKSTAGE PHOTO BY JEAN WIMMERLIN ON UNSPLASH
- 9. AMPLIFY 2019 BACKSTAGE MIS- ALIGNMENT ENGINEERING - PRODUCT - DESIGN MARKETING - GROWTH PHOTO BY JEAN WIMMERLIN ON UNSPLASH
- 11. Problem Each member of this group can feel like decisions are being made without them or that they’re siloed in their area of expertise AMPLIFY 2019 BACKSTAGE
- 12. The Knowledge Illusion: Why We Never Think Alone Steven Sloman & Philip Fernbach AMPLIFY 2019 BACKSTAGE “We’ve been relying on one another’s expertise ever since we figured out how to hunt together, which was probably a key development in our evolutionary history. So well do we collaborate that we can hardly tell where our own understanding ends and others’ begins.”
- 13. AMPLIFY 2019 BACKSTAGE “We’ve been relying on one another’s expertise ever since we figured out how to hunt together, which was probably a key development in our evolutionary history. So well do we collaborate that we can hardly tell where our own understanding ends and others’ begins.” The Knowledge Illusion: Why We Never Think Alone Steven Sloman & Philip Fernbach
- 16. GOALS > FEATURES Start with goals stated as metrics/hypotheses, not as features AMPLIFY 2019 BACKSTAGE
- 17. GOALS > FEATURES Start with goals stated as metrics/hypotheses, not as features MAKE PERSONAS DATA DRIVEN Define metric-driven user segments to map to your success criteria AMPLIFY 2019 BACKSTAGE
- 18. GOALS > FEATURES Start with goals stated as metrics/hypotheses, not as features MAKE PERSONAS DATA DRIVEN Define metric-driven user segments to map to your success criteria EMPHASIZE LANDINGS, NOT JUST THE LAUNCH Celebrate business impacts and learnings as much as feature launches AMPLIFY 2019 BACKSTAGE
- 19. KEY IDEAS 01 GOALS > FEATURES 02 MAKE PERSONAS DATA DRIVEN 03 EMPHASIZE LANDINGS, NOT JUST THE LAUNCH AMPLIFY 2019 BACKSTAGE
- 20. KEY IDEAS 01 GOALS > FEATURES 02 MAKE PERSONAS DATA DRIVEN 03 EMPHASIZE LANDINGS, NOT JUST THE LAUNCH AMPLIFY 2019 BACKSTAGE
- 21. Redefine the roadmap. Instead of features, describe your team’s roadmap as set of goals and hypotheses. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES
- 22. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Project: “Getting Started”
- 23. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Getting Started
- 24. BACKLOG OF FEATURE IDEAS AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Getting Started
- 25. BACKLOG OF FEATURE IDEAS OBJECTIVE AND OUTCOME-BASED PARADIGM AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Getting Started
- 26. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Allow any user to find the right starting point in Squarespace. OBJECTIVE
- 27. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Allow any user to find the right starting point in Squarespace. OBJECTIVE OUTCOME Users who plan to build an online store can quickly find a template that supports their goals.
- 28. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Allow any user to find the right starting point in Squarespace. OBJECTIVE OUTCOME Users who plan to build an online store can quickly find a template that supports their goals. HYPOTHESIS Industry-relevant staged content helps users choose the right template faster.
- 29. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES How do we make this measurable and testable? HYPOTHESIS Industry-relevant staged content helps users choose the right template faster.
- 31. SECTION CONFIDENTIAL DO NOT DISTRIBUTE PRE-MORTEM What could happen?
- 32. SECTION CONFIDENTIAL DO NOT DISTRIBUTE PRE-MORTEM What could happen? How would we know?
- 33. SECTION CONFIDENTIAL DO NOT DISTRIBUTE PRE-MORTEM What could happen? How would we know? What would we do next?
- 34. AMPLIFY 2019 BACKSTAGE GOALS > FEATURES Getting Started AMPLITUDE DASHBOARDPREMORTEM
- 35. KEY IDEAS 01 GOALS > FEATURES 02 MAKE PERSONAS DATA DRIVEN 03 EMPHASIZE LANDINGS, NOT JUST THE LAUNCH AMPLIFY 2019 BACKSTAGE
- 36. Work together to determine who to target. Collaborate across engineering, product, and design to create personas that map directly to measurable behaviors and attributes. AMPLIFY 2019 BACKSTAGE MAKE PERSONAS DATA DRIVEN
- 37. AMPLIFY 2019 BACKSTAGE MAKE PERSONAS DATA DRIVEN Project: “Trial Onboarding”
- 38. MARKETING PERSONA AMPLIFY 2019 BACKSTAGE MAKE PERSONAS DATA DRIVEN Trial Onboarding
- 39. AMPLIFY 2019 BACKSTAGE MAKE PERSONAS DATA DRIVEN Trial Onboarding “The look and feel of Squarespace is so new and unique. That’s really important to me” — Katherine “What is the logical next step here? Should I put my copy in? Photos? Do I need to edit them to be a certain size or ratio? Is there a logical or easier way to make this mine?” – Christina “I want to be treated like an idiot, because I want it to be as simple as possible.” — Dmitry QUALITATIVE RESEARCH + HYPOTHESIS TREE Users want publish-ready websites Users have limited time to spend building a website Users don’t know where to start when it comes to building their site Users don’t have the content required to build a website
- 40. MARKETING PERSONA MEASURABLE ATTRIBUTES AMPLIFY 2019 BACKSTAGE MAKE PERSONAS DATA DRIVEN Trial Onboarding Technical Sophistication Industry/Vertical Planned time commitment Readiness of content
- 41. AMPLIFY 2019 BACKSTAGE MAKE PERSONAS DATA DRIVEN Trial Onboarding AMPLITUDE PERSONAS PERSONA CLASSIFICATION
- 42. KEY IDEAS 01 GOALS > FEATURES 02 MAKE PERSONAS DATA DRIVEN 03 EMPHASIZE LANDINGS, NOT JUST THE LAUNCH AMPLIFY 2019 BACKSTAGE
- 43. Reframe success to be about learning. Share what a feature will teach you about the market, your users, and what to build next – not just the launch of a feature. AMPLIFY 2019 BACKSTAGE EMPHASIZE LANDINGS, NOT JUST THE LAUNCH
- 44. AMPLIFY 2019 BACKSTAGE EMPHASIZE LANDINGS, NOT JUST THE LAUNCH Project: “Template Search”
- 45. AMPLIFY 2019 BACKSTAGE EMPHASIZE LANDINGS, NOT JUST THE LAUNCH Template Search IMPROVED UX AND EARLY SUCCESS
- 46. AMPLIFY 2019 BACKSTAGE EMPHASIZE LANDINGS, NOT JUST THE LAUNCH Template Search IMPROVED UX AND EARLY SUCCESS NEW TEST AND DIFFERENT RESULTS +8.8%
- 47. Feature Launches
- 48. AMPLIFY 2019 BACKSTAGE EMPHASIZE LANDINGS, NOT JUST THE LAUNCH Feature Launches FEATURE ANNOUNCEMENT + LEARNING PLAN AMPLITUDE DASHBOARD + IMPACT ANALYSIS LEARNING DIGESTS
- 50. GOALS > FEATURES Start with goals stated as metrics/hypotheses, not as features AMPLIFY 2019 BACKSTAGE
- 51. AMPLIFY 2019 BACKSTAGE MAKE PERSONAS DATA DRIVEN Define metric-driven user segments to map to your success criteria
- 52. AMPLIFY 2019 BACKSTAGE EMPHASIZE LANDINGS, NOT JUST THE LAUNCH Celebrate business impacts and learnings as much as feature launches
- 53. @jonathan_sqsp linkedin.com/in/jonathanshastings Jonathan Hastings AMPLIFY 2019 BACKSTAGE Senior Product Manager, Growth Thanks!