How we built fast growth into our products using data informed design.

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

2. Time to value

3. The Parsonage B&B
San Francisco

6. Time to value

7. 40k customers $3.3b valuation 1,200 staff
15 products 2 founders 12 years old

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

9. 30 minutes

10. Ownership

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

12. Who owns time to value?
Referral
Acquisition
Activation
Retention
Revenue
Marketing
Product
Product / Docs
?
Marketing
Time to value

13. Accountability

14. 7 friends in 10 days

15. Users invited
Net Promoter Score (NPS)
Conversion
Engagement (Time spent)

16. Time to Value Teams
Design

17. ✓ Ownership
Data informed design

18. Data Empathy
Gut feelingGreat product design
Data informed design

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

20. Data Empathy
Gut feeling
Data informed design

21. 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.

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

23. -11% conversion
FIRST ITERATION

24. Data Empathy
Gut feeling
Data informed design

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

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

27. +22% in conversion
SECOND ITERATION

28. Data Empathy
Gut feeling
Data informed design

29. 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 DESIGN DIRECTOR)
”
“

30. ✓ Ownership
✓ Data informed design
Fix the core

31. You have more attention than
you ever will

33. Simplicity wins

34. Clear value proposition
Clear next steps & affordances
Sane defaults
Intuitive product

35. ✓ Ownership
✓ Data informed design
✓ Fix the core

36. ALASTAIR SIMPSON • DESIGN MANAGER • ATLASSIAN • @ALANSTAIRS
Thank you!
piratemetrics.com (Funnel metrics)
gv.com (HEART framework)
melconway.com (Conway’s law)