Presentation by Dan Olsen, YourVersion, on how to plan, design, & optimize product development by focusing on measurable events & user actions, business value creation.

1. Designing & Optimizing the DNA of a Killer App Dan Olsen, CEO & Founder, YourVersion Startonomics · San Francisco · Oct 2, 2008

3. Adding Metrics and Optimization to your Product Process Copyright © 2008 Olsen Solutions LLC Plan Design Develop Business Objectives Product Objectives Prioritized Feature List Scoping Requirements & Design Code Test Launch Site Level Feature Level Optimize Metrics & User Feedback

5. Optimizing Business Value Creation with Metrics Copyright © 2008 Olsen Solutions LLC

9. Sample Signup Page Yield Data Copyright © 2008 Olsen Solutions LLC

12. Maximum Upside Potential of a Metric Copyright © 2008 Olsen Solutions LLC 0 100% 0 100% 0 ? Registration conversion rate % of users sending invitations Avg # of invites sent per sender 2.3 85% 15% Max possible improvement 0.15 / 0.85 = 18% 0.85 / 0.15 = 570% ? / 2.3 = ?%

13. Copyright © 2008 Olsen Solutions LLC Doubling Number of Invitations Sent per Sender by Adding Address Book Importer

14. Optimizing Customer Value Creation with Metrics Copyright © 2008 Olsen Solutions LLC

17. Analyzing Product Ideas by ROI Copyright © 2008 Olsen Solutions LLC Investment (developer-weeks) Return (Value Created) Idea C Idea B Idea D Idea A Idea F 1 1 2 3 4 2 3 4 ?

18. Prioritizing Product Ideas by ROI Copyright © 2008 Olsen Solutions LLC Investment (developer-weeks) Return (Value Created) Idea B Idea C Idea A 1 1 2 3 4 2 3 4 5 6 7 8 5

19. The UI Design Iceberg Copyright © 2008 Olsen Solutions LLC Visual Design Interaction Design Information Architecture Conceptual Design Recommended reading: Jesse James Garrett’s “Elements of User Experience” chart, free at www.jjg.net What most people see and react to What good PMs and Designers think about

21. Put Key Conversion Actions Above The Fold Copyright © 2008 Olsen Solutions LLC Landing Page A Landing Page B Key conversion action is above the fold Key conversion action is below the fold The Fold

22. The Fold Isn’t Binary Either Copyright © 2008 Olsen Solutions LLC 600 px 768 px 1024 px Data courtesy of ClickTale Free trial at www.clicktale.com % of Users The chrome steals about 170 pixels

23. Case Study: Account Signup Process Redesign Copyright © 2008 Olsen Solutions LLC % of Users Sign in / Registration Account Type Cash vs. Margin 5 Partner Pages 3 Partner Pages Biggest drop

24. Analysis of Sign In/Registration Flow Copyright © 2008 Olsen Solutions LLC Open Account Sign in Account Selection Register 56% 44% Forget Password Registration Process 45% drop off (20% of total) 36% overall drop off for this step 70% (32% of Total) 17% drop off (10% of total) 20% drop off (6% of total) 30% (14% of Total) 80% (26% of Total) 55% (24% of Total) 64% of Total Change Password 83% (46% of Total)

25. Redesigned User Flow Improved Registration Conversion Rate Copyright © 2008 Olsen Solutions LLC 37% improvement in conversion rate Released New Design

27. [email_address] Questions? www.yourversion.com

28. Appendix Copyright © 2008 Olsen Solutions LLC

30. Olsen’s Hierarchy of Web User Needs (adapted from Maslow) Copyright © 2008 Olsen Solutions LLC Is the site up when I want to use it? Is the site fast enough? Does the functionality work? How compelling and easy to use is the functionality? Customer’s Perspective What does it mean to us? Uptime Page Load Time Absence of Bugs Feature Set Usability & Design Decreasing Dissatisfaction Increasing Satisfaction

31. Kano Model: User Needs & Satisfaction Copyright © 2008 Olsen Solutions LLC User Satisfaction User Dissatisfaction Performance (more is better) Delighter (wow) Need not met Need fully met Must Have Needs & features migrate over time

32. Importance vs. Satisfaction Ask Users to Rate for Each Feature Copyright © 2008 Olsen Solutions LLC Recommended reading: “What Customers Want” by Anthony Ulwick Bad Great