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How growth teams are
revolutionizing UX and
product development
Casey Winters
UserTesting’s on demand
customer insights platform
enables companies to create
powerful products and
exceptional customer
experiences.
#UTwebinar
We Partner With Thousands Of Customers
#UTwebinar
Across All Platforms, At All Stages Of
Development
Watch customers interact with:
DESKTOP SMARTPHONE TABLET
WEBSITES APPS &
PROGRAMS
PROTOTYPES
&
WIREFRAMES
SURVEYS PHYSICAL
PRODUCTS
Anywhere people interact with your
brand:
AT HOME AT A STORE ON THE GO
On any platform or device:
#UTwebinar
8
Casey Winters
Former Product Lead on the Growth Team, Pinterest
Casey Winters has been working on growing technology companies for over a
decade and now advises tech companies on their growth strategies. Prior to
advising, Casey spent the last three years leading growth product efforts at
Pinterest, helping the company grow to over 150 million monthly active users.
Prior to Pinterest, Casey was the first marketer at Grubhub, an online food
delivery service, helping the company grow from three cities to over 500.
@onecaseman
#UTwebinar
Why Growth Teams are
Revolutionizing UX and Product
Development
CASEY WINTERS
Casey Winters | @onecaseman | caseyaccidental.com
Casey Winters | @onecaseman | caseyaccidental.com
The purpose of a “growth” team
1. Scale usage of a product which has product market fit
2. Build a playbook on how to do 1
Casey Winters | @onecaseman | caseyaccidental.com
So why growth teams?
Why not marketing teams?
• The biggest growth drivers tend to come from within the
product
• Marketing teams don’t have access or expertise in changing the
product
Why is growth different from traditional
product development & UX?
• Most product teams are built to create value or improve
value provided to customers
• Growth teams focus on connecting more people to the
existing value of a product
• This requires a different mindset that is more iterative and
analytical than traditional product development
– More experiments or “shots on goal”
• It also requires teams to balance business value and user
value much more directly
Casey Winters | @onecaseman | caseyaccidental.com
What does a growth team look
like at scale?
• Sub-teams devoted to key areas, usually around parts
of the funnel
• Carved off real estate from core product
for swim lanes
• Special teams start to emerge at larger companies focused
on key friction areas without swim lanes
Casey Winters | @onecaseman | caseyaccidental.com
What does team structure look like?
Dedicated PM, designers, engineers, analysts, researchers,
marketers, operations for each sub-team
Casey Winters | @onecaseman | caseyaccidental.com
SEO Friendly Landing Pages
Casey Winters | @onecaseman | caseyaccidental.com
SEO Friendly Landing Pages
Casey Winters | @onecaseman | caseyaccidental.com
But conversion was still terrible…
Casey Winters | @onecaseman | caseyaccidental.com
Where are people actually
landing on your service?
Casey Winters | @onecaseman | caseyaccidental.com
Once you find a winning idea, iterate
on that idea until you can’t anymore.
Casey Winters | @onecaseman | caseyaccidental.com
What do I get if I do what you want?
Casey Winters | @onecaseman | caseyaccidental.com
Clear Value Propositions
Casey Winters | @onecaseman | caseyaccidental.com
The Mobile Equation
• Mobile signup vs. App install
• Do an AB test
Casey Winters | @onecaseman | caseyaccidental.com
App Interstitial Experiment Frenzy
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing further down
the mobile funnel
Casey Winters | @onecaseman | caseyaccidental.com
What about when they
return to their browser?
Casey Winters | @onecaseman | caseyaccidental.com
Putting it all together…
Casey Winters | @onecaseman | caseyaccidental.com
What about when they open the app?
Casey Winters | @onecaseman | caseyaccidental.com
Casey Winters | @onecaseman | caseyaccidental.com
Let’s go back to signup
Casey Winters | @onecaseman | caseyaccidental.com
Going multi-step
Casey Winters | @onecaseman | caseyaccidental.com
Going multi-step
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing multi-step login
Casey Winters | @onecaseman | caseyaccidental.com
Let’s go back to signup
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing multi-step login
Casey Winters | @onecaseman | caseyaccidental.com
Let’s go back to signup
Let’s go back to signup
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing Personalized Content
• Ask people which topics they’re
interested in
• Customize these with any data
you have on the user
Casey Winters | @onecaseman | caseyaccidental.com
Optimizing Onboarding and Education
• Get people to the core value your
product provides as fast as possible
(but not faster)
• Don’t be afraid to educate
(contextually)
Casey Winters | @onecaseman | caseyaccidental.com
Simplifying Further
• We saw in research we were educating
on too many things, and users were
getting lost
• We made a short list of critical elements
of the product to create value (not
explain how it works!), and removed
everything else
Casey Winters | @onecaseman | caseyaccidental.com
Email User Experience
• Test manually, then automate
and personalize
• Stop sending email like a
marketer. Send email like a
personal assistant
– Right content
– Right time
– Right amount
• Subject lines and calls to action
matter; design doesn't as much
Casey Winters | @onecaseman | caseyaccidental.com
Notifications & Badging
• Start with transactional, and take baby
steps to test other types of messages
• Notifications are hard to unsubscribe
from, so people will just delete your app
• Copy matters, as does landing experience
• Badging is severely under-utilized,
especially on Android
• Pinterest built a completely new
experience to leverage badging and
notification landing pages
Casey Winters | @onecaseman | caseyaccidental.com
Loyalty/Engagement Programs
These programs should be profit drivers not cost centers, unless
building a moat
Casey Winters | @onecaseman | caseyaccidental.com
Find your bucket to focus on
• Apartments.com was definitely
infrequent, non-loyal
• For Grubhub, we had to figure
out biggest opportunity
• Yummy Rummy
Casey Winters | @onecaseman | caseyaccidental.com
Referrals
• Need a strong value proposition for sharing (generally
money or a better product experience for them if friend
joins)
• Need to understand if one to one or mass referrals make
sense for your business
Casey Winters | @onecaseman | caseyaccidental.com

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How growth teams are revolutionizing UX and product development

  • 1. How growth teams are revolutionizing UX and product development Casey Winters
  • 2. UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences. #UTwebinar
  • 3. We Partner With Thousands Of Customers #UTwebinar
  • 4. Across All Platforms, At All Stages Of Development Watch customers interact with: DESKTOP SMARTPHONE TABLET WEBSITES APPS & PROGRAMS PROTOTYPES & WIREFRAMES SURVEYS PHYSICAL PRODUCTS Anywhere people interact with your brand: AT HOME AT A STORE ON THE GO On any platform or device: #UTwebinar
  • 5. 8 Casey Winters Former Product Lead on the Growth Team, Pinterest Casey Winters has been working on growing technology companies for over a decade and now advises tech companies on their growth strategies. Prior to advising, Casey spent the last three years leading growth product efforts at Pinterest, helping the company grow to over 150 million monthly active users. Prior to Pinterest, Casey was the first marketer at Grubhub, an online food delivery service, helping the company grow from three cities to over 500. @onecaseman #UTwebinar
  • 6. Why Growth Teams are Revolutionizing UX and Product Development CASEY WINTERS Casey Winters | @onecaseman | caseyaccidental.com
  • 7. Casey Winters | @onecaseman | caseyaccidental.com The purpose of a “growth” team 1. Scale usage of a product which has product market fit 2. Build a playbook on how to do 1
  • 8. Casey Winters | @onecaseman | caseyaccidental.com So why growth teams? Why not marketing teams? • The biggest growth drivers tend to come from within the product • Marketing teams don’t have access or expertise in changing the product
  • 9. Why is growth different from traditional product development & UX? • Most product teams are built to create value or improve value provided to customers • Growth teams focus on connecting more people to the existing value of a product • This requires a different mindset that is more iterative and analytical than traditional product development – More experiments or “shots on goal” • It also requires teams to balance business value and user value much more directly Casey Winters | @onecaseman | caseyaccidental.com
  • 10. What does a growth team look like at scale? • Sub-teams devoted to key areas, usually around parts of the funnel • Carved off real estate from core product for swim lanes • Special teams start to emerge at larger companies focused on key friction areas without swim lanes Casey Winters | @onecaseman | caseyaccidental.com
  • 11. What does team structure look like? Dedicated PM, designers, engineers, analysts, researchers, marketers, operations for each sub-team Casey Winters | @onecaseman | caseyaccidental.com
  • 12. SEO Friendly Landing Pages Casey Winters | @onecaseman | caseyaccidental.com
  • 13. SEO Friendly Landing Pages Casey Winters | @onecaseman | caseyaccidental.com
  • 14. But conversion was still terrible… Casey Winters | @onecaseman | caseyaccidental.com
  • 15. Where are people actually landing on your service? Casey Winters | @onecaseman | caseyaccidental.com
  • 16. Once you find a winning idea, iterate on that idea until you can’t anymore. Casey Winters | @onecaseman | caseyaccidental.com
  • 17. What do I get if I do what you want? Casey Winters | @onecaseman | caseyaccidental.com
  • 18. Clear Value Propositions Casey Winters | @onecaseman | caseyaccidental.com
  • 19. The Mobile Equation • Mobile signup vs. App install • Do an AB test Casey Winters | @onecaseman | caseyaccidental.com
  • 20. App Interstitial Experiment Frenzy Casey Winters | @onecaseman | caseyaccidental.com
  • 21. Optimizing further down the mobile funnel Casey Winters | @onecaseman | caseyaccidental.com
  • 22. What about when they return to their browser? Casey Winters | @onecaseman | caseyaccidental.com
  • 23. Putting it all together… Casey Winters | @onecaseman | caseyaccidental.com
  • 24. What about when they open the app? Casey Winters | @onecaseman | caseyaccidental.com
  • 25. Casey Winters | @onecaseman | caseyaccidental.com Let’s go back to signup
  • 26. Casey Winters | @onecaseman | caseyaccidental.com Going multi-step
  • 27. Casey Winters | @onecaseman | caseyaccidental.com Going multi-step
  • 28. Casey Winters | @onecaseman | caseyaccidental.com Optimizing multi-step login
  • 29. Casey Winters | @onecaseman | caseyaccidental.com Let’s go back to signup
  • 30. Casey Winters | @onecaseman | caseyaccidental.com Optimizing multi-step login
  • 31. Casey Winters | @onecaseman | caseyaccidental.com Let’s go back to signup
  • 32. Let’s go back to signup Casey Winters | @onecaseman | caseyaccidental.com
  • 33. Optimizing Personalized Content • Ask people which topics they’re interested in • Customize these with any data you have on the user Casey Winters | @onecaseman | caseyaccidental.com
  • 34. Optimizing Onboarding and Education • Get people to the core value your product provides as fast as possible (but not faster) • Don’t be afraid to educate (contextually) Casey Winters | @onecaseman | caseyaccidental.com
  • 35. Simplifying Further • We saw in research we were educating on too many things, and users were getting lost • We made a short list of critical elements of the product to create value (not explain how it works!), and removed everything else Casey Winters | @onecaseman | caseyaccidental.com
  • 36. Email User Experience • Test manually, then automate and personalize • Stop sending email like a marketer. Send email like a personal assistant – Right content – Right time – Right amount • Subject lines and calls to action matter; design doesn't as much Casey Winters | @onecaseman | caseyaccidental.com
  • 37. Notifications & Badging • Start with transactional, and take baby steps to test other types of messages • Notifications are hard to unsubscribe from, so people will just delete your app • Copy matters, as does landing experience • Badging is severely under-utilized, especially on Android • Pinterest built a completely new experience to leverage badging and notification landing pages Casey Winters | @onecaseman | caseyaccidental.com
  • 38. Loyalty/Engagement Programs These programs should be profit drivers not cost centers, unless building a moat Casey Winters | @onecaseman | caseyaccidental.com
  • 39. Find your bucket to focus on • Apartments.com was definitely infrequent, non-loyal • For Grubhub, we had to figure out biggest opportunity • Yummy Rummy Casey Winters | @onecaseman | caseyaccidental.com
  • 40. Referrals • Need a strong value proposition for sharing (generally money or a better product experience for them if friend joins) • Need to understand if one to one or mass referrals make sense for your business Casey Winters | @onecaseman | caseyaccidental.com