There's a thing called "time to value": how long it takes a team to uncover and realize value from a product. Atlassian learned this the hard way, discovering that more than half of new customers tried its products for less than 30 minutes – far too short a time to fully unlock their value. We approached and solved this problem using data-informed design – a combination of growth hacking, user research, data analytics, and A/B testing at scale – to dramatically increase customer engagement with our products. Come hear lead designer Alastair Simpson describe the variety of approaches we started with and how we learned which ones to pursue and which ones to discard. You'll learn how to design and centralise improved onboarding experiences that can be spread across all your products.

1. ALASTAIR SIMPSON • DESIGN MANAGER • CONFLUENCE • @ALANSTAIRS
Building fast growth into your products
Data driven informed design

2. Time to value

3. The Parsonage B&B
San Francisco

7. Time to value

8. 50% of new users spend less than 30 minutes
trying Confluence before leaving.

9. 30 minutes

10. DATA DRIVEN INFORMED DESIGN
OWNERSHIP
FIX THE CORE

11. Who owns time to value?
Product
(PM, Design &
Dev)
Marketing
Documentation
(Tech writers)
Time to value

12. Acquisition
Activation
Retention
Revenue
Referral
Who owns time to value?

13. Marketing - How do customers find us?
? - Do they have a great first experience?
Product - Do they stay or do they churn?
Product - Do they pay us?
Marketing - Do they bring in others?
Acquisition
Activation
Retention
Revenue
Referral
Who owns time to value?

14. Accountability

15. Time to value teams
Design

16. DATA DRIVEN INFORMED DESIGN
OWNERSHIP
FIX THE CORE

17. Stand up please

18. 18% are “Developers”
Stay standing

19. 65% are Male
Stay standing

20. 75% are from USA
Stay standing

23. Data informed design
Data Empathy
Gut feeling
Great product design

24. AAA Data

25. Accurate

26. Accessible

27. Actionable

28. 7 friends in 10 days

29. Engagement (Time spent)
Conversion

30. A/B Test
Noun | A/B Test |ˈā-ˈbē ˈtest
An experiment in which a single element of a web
page is altered to create one or more variations of
a page.

31. Workshop Design + Development Running Analysis
Experiment lifecycle (3 weeks)

32. First iteration
-12% engagement
~ conversion

33. Data informed design
Data Empathy
Gut feeling

34. Quantitative feedback tells you what is
happening (or not happening), and
qualitative feedback helps you understand
why.
JOSHUA PORTER, PRODUCT DESIGN GUY
“
”

35. • Big cool statistic
• 2,56
9
• Add-Ons in Marketplace

36. I’m trying to understand how something
could have that amount of power and be that
difficult to pick up.
ANOTHER (POTENTIAL) CUSTOMER
“
”

38. Time to value conceptual model
2. Help me set up and complete critical tasks
3. Show me practical value in everyday work
4. Demonstrate immediate value to subsequent users
1. Identify my problem & potential solution

39. Workshop Design + Development Running Analysis
Experiment lifecycle (3 weeks)
Qualitative insights →

40. Second iteration
~ engagement
+22% conversion

41. Data informed design
Data Empathy
Gut feeling

42. Data and A/B tests are valuable allies, and
they help us understand and grow and
optimize, but they’re not a replacement for
clear-headed, strong decision-making.
JULIE ZHUO, FACEBOOK PRODUCT DESIGN DIRECTOR
“
”

43. Stand up if this experiment
was a success

46. -8% engagement
~ conversion

49. +26% engagement
+17% conversion

50. DATA DRIVEN INFORMED DESIGN
OWNERSHIP
FIX THE CORE

51. You have more attention
than you ever will

53. Simplicity wins

54. Thank you!
ALASTAIR SIMPSON • DESIGN MANAGER • CONFLUENCE • @ALANSTAIRS