10. Are we representative of our users?
totally fictional graph to illustrate that employees who use the product is probably not representative ofthe normal users!
Ratioofusers
0
0,225
0,45
0,675
0,9
Engagement score
0 1 2 3 4 5 6 7
Normal users Employees
12. 1. Analyse the data to
get insights on what is
useful for real users
13. A little more data-driven development
illustration courtesy of Dan McKinley, Etsy
Think it Code it Release itInsights
14. A little more data-driven development
illustration courtesy of Dan McKinley, Etsy
Think it Code it Release itInsights
Probably something that is useful
15. A little more data-driven development
illustration courtesy of Dan McKinley, Etsy
Think it Code it Release itInsights
Probably something that is useful This particular solution works.
But is it the best?
16. A little more data-driven development
illustration courtesy of Dan McKinley, Etsy
Think it Code it Release itInsights
Are we sure what we are
working on solving the problem we saw?
17. A little more data-driven development
illustration courtesy of Dan McKinley, Etsy
Think it Release itInsights Test TestPrototype
One platform only?
Think it Code it Release itInsights
Code it
20. A/B testing
Control A B
“The shuffle button test”
Hypothesis: From insights Xwe believe
redesigning the shuffle button will
increase number of users who click on it
24. 2. Measure and test if
what you are doing is
solving what you hoped to
25. Even more data-driven development
illustration courtesy of Dan McKinley, Etsy
Think it Release itInsights Test TestPrototype Code it
Maybe do something else
26. Even more data-driven development
illustration courtesy of Dan McKinley, Etsy
Think it Release itInsights Test TestPrototype Code it
Data Data Data
27. All of this requires collection of
data
and users to test on
33. Less users
create playlist
on iOS
Fictional insights that could be presented to the Playlist squad
Some users don’t
invest time in
creating playlists
Revisit
playlist flow
on iOS
Pre curated
playlists
37. Swedish data plans are
enormous compared to
countries X,Y,Z
Fictional insights that could be presented to theAudio playback squad
Some users only
have internet at home
but want to
stream everywhere
Offline, caching?
Improve
Offline
Experience
38. Summary
• Incorporate data in all steps of development and in organisation
• Cross functional squads - feature teams
• Let Data/Insights drive ideas
• A/B tests to evaluate solutions