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Metrics-Driven Design                            by Joshua Porter                            Twitter: bokardo             ...
Saturday, March 12, 2011
“Unfortunately for me, there was one                           small problem I didn’t see back then.”Saturday, March 12, 2...
Doug Bowman on Design at Google      “                    Yes, it’s true that a team at Google couldn’t decide between two...
41 Shades of Blue Test                                                        link color        Gmail                     ...
Saturday, March 12, 2011
#2200C1          #0044CC                           Google             BingSaturday, March 12, 2011
“                    That blue was worth at                           least $80 million.                           Paul Ra...
Doug Bowman on Design at Google      “                    When a company is filled with engineers, it turns to engineering ...
Spectrum of Design   Intuition-Driven                                                                               Data-D...
Imagine that your design is a mountain...      Metrics-Driven Design               The grass is always greener on other mo...
Imagine that your design is a mountain...                    EXISTING DESIGN      Metrics-Driven Design               The ...
Imagine that your design is a mountain...                               Now                    EXISTING DESIGN      Metric...
Imagine that your design is a mountain...                 Optimized (local maxima)                               Now      ...
Imagine that your design is a mountain...           Potential           Improvement                 Optimized (local maxim...
Imagine that your design is a mountain...                                        Goal                                     ...
Imagine that your design is a mountain...                                      Goal           Potential           Improvem...
Optimization asks:                           What works best in the current model?                                    Desi...
What are Metrics?Saturday, March 12, 2011
DEFINITION                  Metrics are simply numbers                that measure the effectiveness                       ...
5 Reasons why Metrics are a                          Designer’s Best FriendSaturday, March 12, 2011
1. Metrics reduce arguments                          based on opinion.Saturday, March 12, 2011
2. Metrics give you answers                            about what really works.Saturday, March 12, 2011
3. Metrics show you where                           you’re strong as a designer.Saturday, March 12, 2011
4. Metrics allow you to test                               anything you want.Saturday, March 12, 2011
5. Clients love metrics.Saturday, March 12, 2011
PRINCIPLE                  Your metrics will be as unique                        as your business.Saturday, March 12, 2011
Saturday, March 12, 2011
Vanity Metrics      Metrics-Driven Design   Ego   SXSWSaturday, March 12, 2011
The Usage LifecycleSaturday, March 12, 2011
Interested   Trial/beta User   Customer   Passionate                                                             CustomerS...
Acquisition          Conversion      Engagement        Satisfaction           Interested               Trial/beta User    ...
With metrics you are essentially just measuring                how well you move people along the lifecycle!Saturday, Marc...
Acquisition MetricsSaturday, March 12, 2011
CPA - Cost per Acquisition                           If your CPA is higher than your LTV                                  ...
Acquisition vs. Referral: Dropbox                                            Ran Google Adwords campaigns                 ...
Dropbox Lifecycle                              30 days prior to April 2010, Dropbox users                              sen...
Performable Acquisition Metrics                      Comparative Metrics                           Revenue by Channel     ...
Conversion MetricsSaturday, March 12, 2011
Trials / Conversions = Conversion RateSaturday, March 12, 2011
Conversion Funnel Analysis                    A                A         100%                     B               B     60...
Sign-up Conversion Funnel       Original Flow                     1                    2                    3             ...
Sign-up Conversion Funnel          New Flow                                                  2                          4 ...
Engagement Matters: Twitter                                                     http://www.lukew.com/ff/entry.asp?1039    ...
Engagement MetricsSaturday, March 12, 2011
•   Hits                           •   Page views                           •   Visits                           •   Uniqu...
Cohort Analysis                                                                Engagement over time                      M...
Prevention: Facebook Deactivation                                                      Design changes to                  ...
Satisfaction MetricsSaturday, March 12, 2011
Referral: Net Promoter Score            How likely is it that you would recommend              our company to a friend or ...
Net Promoter Score            How likely is it that you would recommend              our company to a friend or colleague?...
Mint.com & Net Promoter Score      “                    Maybe we didn’t have a high viral coefficient                       ...
Emergent MetricsSaturday, March 12, 2011
Emergent Metrics: 5 Friends                                      The magic number is 5.                                   ...
Is there one metric that drives others?      “                    At Blogger, we determined that our most critical        ...
Principles of Metrics-Driven Design               1. Optimize in small steps; innovate with daring leaps.               2....
Saturday, March 12, 2011
This Talk.       http://bokardo.com/talks/metrics-driven-design/Saturday, March 12, 2011
My Life.                    http://performable.com              http://oneflightbooks.comSaturday, March 12, 2011
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Acquisition Conversion Engagement Satisfaction Interested Metrics Driven Design by Joshua Porter

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Acquisition Conversion Engagement Satisfaction Interested Trial/beta User Customer Passionate CustomerSaturday, March 12, 2011

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