1. Transitioning
to Lean
@DhruvBansal @JimEngland @TimGasper

2. We’re in a predicament with DATA.

3. DATA
is the raw materials

4. DATA
involves many markets and data types

5. DATA
involves a wide variety of customers
in undefined markets

6. how does Infochimps
fit into the data landscape?

7. our existing products
Data marketplace
Social media influence
IP intelligence
Geolocated data

8. Our lean mission is to determine
solutions to must-have problems for
sizable markets.

9. new product hypotheses
foursquare data derivatives
social media solutions

11. We have a significant portion of the
foursquare check-in firehose.

12. HYPOTH
ESIS
FOURSQUARE DEVS
Want venue hotness and venue ID
matching for their applications.

13. How many
4sq devs
are there?

14. How many
would pay?

15. HYPOTH
ESIS
DIGITAL AGENCIES
Want venue hotness and brand
comparisons for their clients.

16. How many
brands want
4sq metrics?

17. How many
would pay?

18. Must have Nice to have Don’t need

22. killing a feature is
just as important as
building one :)

23. Social media data

24. DEVELOPERS
Wanted detailed and transparent
influence metrics and rankings.

25. trstrank

26. HYPOTH
ESIS
DIGITAL AGENCIES
Want detailed and transparent
influence metrics and rankings.

27. 15+
interviews later...

28. Digital agencies actually wanted
analytics research tools and dashboards.

30. That’s not our market.
PROBLEMS That’s not a feature set we’ve
ever built.
Leverages stuff we know, but
little of what we’ve built.
Sends the company in a very
different direction.

31. you’ve found a
market and a product;
should you build it?

32. Learn from and measure what you
already have.
Diagnose whether to pivot
or persevere.

33. Product Optimization
Strategy Pivot
Vision

34. You shouldn’t define where to pivot to
unless you know why you should pivot.

35. You can only know why if...
1 2 3 4

36. 1 Clearly defined hypotheses.
2 Clearly defined actionable metrics.
vs. vanity metrics

37. 3 You’ve been experimenting and
optimizing.
4 The experimenting and optimizing
still has you short of your goals of
creating a sustainable business.

38. Pivots are a change in strategy.
The lean canvas provides a powerful
strategy framework.

39. ERICSTRATEGY ASH MAURYA
RIES LEAN CANVAS
Product roadmap Problem, solution & key metrics
Customer definition Customer segments & channels
Partners & competitors Value proposition, unfair
competitive advantage
Business model Cost structure & revenue
streams

40. the
bottom line

41. Lean is more straightforward if you
start with it from the beginning.
If you haven’t been lean, you must
revisit the past.

42. Move through the loop faster.

43. data web

44. TWO USE CASES, ONE WEBSITE
data scientists developers

45. DATA SCIENTISTS
business analysts, marketers,
consultants, economists,
statisticians, etc.

46. We provide data scientists access
to data through downloadable data sets.

47. We provide developers access
to data through RESTful APIs.

48. DATA SCIENTISTS?
NO PROBLEM
Downloadable data sets follow
a typical web flow

49. homepage
data set page
signup
search results
blog
twitter download

50. MULTI-STEP

51. DEVELOPERS?
IT’S COMPLICATED
API usage funnel involves many steps
and is more difficult to track & define

52. homepage
data set page
signup
search results
blog
twitter

53. new developer

54. new developer

55. active developer

56. A developer becomes active when they
send over 1,000 API calls per month.

57. How do we convert a developer to an
active developer?

58. HOWTOs
CODE EXAMPLES

60. DATA SET PAGES
API REFERENCE

62. homepage signup
data set page
search results
blog howto guide
twitter code example
api reference
active data set page
user search results

63. PLUS

64. TE CHNICAL PROBLEM
We need to connect user activity on the
website with user activity on our APIs.

65. SOLUTION
GOOGLE ANALYTICS CUSTOM VARIABLES
TO THE RESCUE

66. We use Google Analytics to track
visitor behavior on our websites.

67. There are a lot of other options
• Cookie, JS-based data collection • Without JS, client-side
• No servers to maintain behavior is a mystery
• APIs for reports • Lots of work
• Potentially awesome

68. One identity is known to us.
The other is known to Google.
Web Data

69. ?
Web Data

70. Google stores 3 cookies:
VISITOR
expires after 2 years
SESSION
expires after 30 minutes
PAGE
set on every pageview

72. Visitor Variables Session Variables Page Variables
Username Milestones Category
First seen at • Signed up Completeness
Segment • Downloaded Pricing
Original traffic source • Searched Distribution
Milestones • Bought
• Signed up • Queried
• Downloaded
• Searched
• Bought
• Queried

73. CUSTOM
VARIABLES

74. Visitor Variables
c=201110;ms=dev;ds=1;sd=1;u=dhruv
First seen in October, 2011 (c)
Is a developer (ms)
Has seen a dataset (ds)
Has done a search (sd)
Username is ‘dhruv’ (u)

75. WE CAN GET THIS DATA OVER THE WEB.

76. WE CAN GET THIS DATA THROUGH AN API.

77. Web Data

78. developers
developers
developers
developers

79. The web team’s goal is to increase
the number of active API users.
But we don’t have a traditional funnel
for converting these users.

80. So, we started by focusing on the
overall site experience for developers.

84. TRANSIT IONING
to Lean

85. We haven’t run any experiments
on the website... yet.

86. web experiments
brainstorm

87. 1 Developer-centric email campaigns

88. 2 Improved “getting started” dashboard
http://twilio.com/user/account

89. 3 Improved search experience

90. thank you
@DhruvBansal
@JimEngland
@TimGasper