Activation: From thinking to tweaking it, how we do it at Spotify
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The document outlines Spotify's approach to user engagement and growth through a cycle of thinking, building, shipping, and tweaking. It emphasizes the importance of data-driven insights to inform product improvements, user education, and enhancing the experience from sign-up to premium conversion. It also discusses the implementation of an in-app tutorial and improved communication strategies to increase user engagement and retention.
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Activation: From thinking to tweaking it, how we do it at Spotify
- 1. From thinking to tweaking, how do we do it at Spotify #Activation GrowthHacking meetup #16 Wed, 27th of May, 2015
- 2. This is us. Aurélie de Sainte Preuve Charlotte Andersson
- 3. 60 millions monthly active users 15 millions subscribers 58 markets 2 billion USD payback to the music industry This is Spotify.
- 4. funnel sign-up sign-in partnership 28 days premium free markets word of mouth ACQUISITION ACTIVATION engagement trial registration innovation subscription subscription CONVERSION RETENTION payment provider check-out referral This is Growth. revenue
- 6. How we do things.
- 7. Data
- 8. Data qualitative and quantitative information that fuel product improvements.
- 9. What does this mean?!
- 10. Insights
- 11. Insights the interpretation of the data.
- 12. Beliefs
- 13. Bets
- 14. We should [insert bet here]
- 15. We should create a mobile free tier
- 16. We should rebuild our sign up flow
- 17. We should launch podcasts
- 18. We should go for this high-level product idea
- 19. From data we derive insights that create beliefs. Based on our beliefs, we form bets.
- 20. Think it. Build it. Ship it. Tweak it.
- 21. Think it. Build it. Ship it. Tweak it.
- 23. #1: nail product vision
- 24. #1: nail product vision #2: create prototypes we believe in
- 25. Think it. Build it. Ship it. Tweak it.
- 29. Think it. Build it. Ship it. Tweak it.
- 31. Did we change the user behaviour in the way we desired? Did we move the metrics we defined?
- 32. Think it. Build it. Ship it. Tweak it.
- 34. Think it. Build it. Ship it. Tweak it.Bet it.
- 36. 148 min That’s how long the average cross-platform users spends listening, dancing or singing along to Spotify every day. Spotify internal data, global free, January 2015
- 37. The challenge. How do we get users to be more engaged?
- 38. Reminder of where to begin. Think it. Build it. Ship it. Tweak it.Bet it.
- 39. Reminder of where to begin. Think it. Build it. Ship it. Tweak it.Bet it.
- 40. What happens when you sign-up? Think it. Build it. Ship it. Tweak it.Bet it.
- 41. What is the communication plan? Sign-up Take the trial Welcome email Premium push during trial Become Premium Think it. Build it. Ship it. Tweak it.Bet it.
- 42. What can we improve? Think it. Build it. Ship it. Tweak it.Bet it.
- 43. We should teach users how to get started with Spotify, because we believe a user should experience to learn, we also believe that engagement drives conversion. Think it. Build it. Ship it. Tweak it.Bet it.
- 44. What’s the bet? Think it. Build it. Ship it. Tweak it.Bet it.
- 45. We can increase engagement by guiding users through the app on day 1. Think it. Build it. Ship it. Tweak it.Explore.
- 46. What are we going to do? Think it. Build it. Ship it. Tweak it.Bet it.
- 47. What are our user goals? Think it. Build it. Ship it. Tweak it.Bet it.
- 48. I understand the product. I create my own experience. I know the difference between free and premium. Think it. Build it. Ship it. Tweak it.Bet it.
- 49. What are the key metrics to measure success? Think it. Build it. Ship it. Tweak it.Bet it.
- 50. 1. AAR metric MAU, play on day one, trial uptake 2. Feature uptake Saved songs Think it. Build it. Ship it. Tweak it.Bet it.
- 51. What did we decide to build? Think it. Build it. Ship it. Tweak it.Bet it.
- 52. In-app tutorial Think it. Build it. Ship it. Tweak it.Bet it.
- 53. SLIDE LEFT TO RIGHT TO BROWSE MUSIC SLIDE LEFT TO RIGHT TO BROWSE MUSIC TAP HERE TO PLAY SLIDE UP AND DOWN TO VIEW MORE CONTENT TAP HERE TO GO THROUGH THE CURRENT PLAYLIST Think it. Build it. Ship it. Tweak it.Bet it.
- 54. Improve welcome email. Think it. Build it. Ship it. Tweak it.Bet it.
- 55. In-app Emails Premium Up-sell Story 1 I M A G E & T E X T Content C U R A T E D & S O C I A L Story 2 I M A G E & T E X T Content C U R A T E D & S O C I A L Intro W E S T A R T W I T H A S O N G Show. I M A G E O R A N I M A T E D G I F Teach. E L E V A T O R P I T C H O F F E A T U R E Content. L O C A L I S E D A N D R E L E V A N T Premium Up-sell CTA Think it. Build it. Ship it. Tweak it.Bet it. SLIDE LEFT TO RIGHT TO BROWSE MUSIC SLIDE LEFT TO RIGHT TO BROWSE MUSIC TAP HERE TO PLAY SLIDE UP AND DOWN TO VIEW MORE CONTENT TAP HERE TO GO THROUGH THE CURRENT PLAYLIST
- 56. Let’s build. Think it. Build it. Ship it. Tweak it.Bet it.
- 57. Define MVP or MVE! Think it. Build it. Ship it. Tweak it.Bet it.
- 58. In app, we want to prove that the user follows our guidance. On emails, we want to know that the users understand what we teach. Think it. Build it. Ship it. Tweak it.Bet it.
- 59. Welcome Shuffle play Browse top lists Save an album EMAIL Shuffle play Now playing bar Follow playlist Save album Now playing save IN-APP Think it. Build it. Ship it. Tweak it.Bet it.
- 60. What would the MVE look like for the in-app tutorial? Think it. Build it. Ship it. Tweak it.Bet it.
- 61. Think it. Build it. Ship it. Tweak it.Bet it.
- 62. What about the emails? Think it. Build it. Ship it. Tweak it.Bet it.
- 63. Teach Inspire Think it. Build it. Ship it. Tweak it.Bet it.
- 64. Let’s ship and measure. Think it. Build it. Ship it. Tweak it.Bet it.
- 65. How do we test? Think it. Build it. Ship it. Tweak it.Bet it.
- 66. Group A Group B Control Think it. Build it. Ship it. Tweak it.Bet it.
- 67. What are the results? Think it. Build it. Ship it. Tweak it.Bet it.
- 68. 1. AAR metric MAU Play on day one Trial uptake STABLE 2. Feature uptake Saved songs When it comes to emails, the results where not as satisfying Think it. Build it. Ship it. Tweak it.Bet it.
- 69. What do we do next? Think it. Build it. Ship it. Tweak it.Bet it.
- 70. In-app tutorial. Teach emails.Tweak it Think it. Think it. Build it. Ship it. Tweak it.Bet it.
- 71. Let’s tweak and roll-out. Think it. Build it. Ship it. Tweak it.Bet it.
- 72. Apply to other features and need on the app. Think it. Build it. Ship it. Tweak it.Bet it.
- 73. Thank you.