This is presentation for measuring product performance, part of 3rd product tank talk in Saigon

1. Alex Tran
ProductTank - 3rd Meetup
Oct 2017
Measure Your Product
Performance

2. About me
1995 - 1st line of code
2007 - 1st engineering job (Python)
2014 - start product management career (Lazada)
2016 - have some fun with e-wallet (MoMo)
2017 till Now - serving wearable program management (Fossil)
Email: p.tran.alex@gmail.com
Linkedin: https://www.linkedin.com/in/ptranalex/

3. Measure ‘Your’ Product
Performance

4. Why it is important?
“Measurement is the first step that leads to control and eventually to improvement.
If you can’t measure something, you can’t understand it.
If you can’t understand it, you can’t control it.
If you can’t control it, you can’t improve it.” ― Quality Guru Dr. H. James Harrington

5. Consider these scenarios
Should we spend more money to promote recurring payment?
Is our sign up’s user experience good enough?
What if we kill feature guest checkout?
Should we launch a hotfix for our current production app?
…

6. How to get it done?

7. Plan out
1. Technology/platforms
2. Write SPECIFICATION
3. Development
4. QA
5. Release
6. Keep setup updated
○ Documentation

8. Technology/Partners
Criteria:
● Technical Requirements
● Metrics
● Additional Functionality
● Easy of Use
● Budget

9. Data Analytics Concept
● Dimension .vs Metrics
● Segmentation
● Funnel
● Cohorts
DIMENSION METRIC METRIC
City Sessions Pages/Session
San Francisco 5,000 3.74
Berlin 4,000 4.55

10. Specifications
Product Vision
What is the problem
the product is solving
for the user?
KPI
KPI tell you how well
your product is
meeting the vision
Metrics
Metrics are what you
can manipulate to hit
the targets set by KPIs
Funnels
The funnels (via user
journeys) that affect
your metrics

11. Typical Ecommerce Checkout
Product Vision
Help customer to place an
order
KPI
Revenue
Checkout success rate
Metrics
Time to checkout
Average basket size
% return users
% free shipping
Traffic to checkout
% split of each payment
option
% success rate of each
payment option
Funnels
Cart > Auth > Shipping >
Payment > Thank you!
Segment:
- New .vs Return
- Payment options
- Shipment methods
- Shipping fee

12. Sample - Ecommerce Checkout

13. Implementation 1. Technology/platforms
2. Write SPECIFICATION
3. Development
4. QA
5. Release
1 - 3 months

14. Firebase Analytic

15. Firebase Analytic
● Google Analytics
○ Most popular
○ Ease of use
○ A general-purpose (and more web
oriented) analytics tool
○ Report on Sampling data
● Firebase Analytics
○ Mobile focussed
○ Event-based tracking
○ Integrate-able with Google BigQuery

16. Firebase Analytic
● Custom Event
○ Support up to 500 different Analytics Event types.
○ Support event custom parameters
○ No limit on the total volume of events.
● Custom User Properties
○ Attributes to describe segments of your user base
○ Support up to 25 different Analytics User Properties.

17. Firebase Analytic + Google Data Studio
Analytic Tracking Data Storage Querying and Visualisation

18. Google Data Studio
● Multiple source of data in one single place
● Build your own dashboard
● Sharing is just easy like any other google product

19. Google Studio Sample

20. Challenge
● Culture - people/organisation trust their gut feelings (especially the hippos)
● Timeline - pressure to make decision without enough data
● Resource - money + engineering + product efforts
● Technical knowledge

21. Book
Materials
Online
● https://blog.kissmetrics.com/topics/academy/
● https://analytics.google.com/analytics/academy/
● http://online-metrics.com/start-here/#ecommerce

22. Thank you!
“Our job is to invent on behalf of our users.” ― Anonymous