Meaghan Jones, CX Ops do Hotjar, apresentou no Product Starter 2019 um case muito legal de como eles utilizam dados para tomar decisões de produto.

1. Be Bold and Move Fast:
How Hotjar Built a Better Relationship
between CX and Product

2. I’m going to tell you a story...
We spent 200,000 USD to
make a mobile app we then
killed it!

3. About Me - for Context
● Started at Hotjar in 2017 as a
Support Engineer
● Changed positions in January
2019 to Customer Support
Operations
● Started at Hotjar when we had
25 people - now we are 78

5. Tools - Analytics
Heatmaps Recordings

6. Tools - Analytics
Funnels
Forms

7. Tools - Feedback
Polls Incoming Feedback

8. Tools - Feedback
Surveys Recruiters

10. Takeaways
1. Be Bold and Move Fast (make mistakes to be
better)
2. Product working together with Customer
Experience can be really powerful
3. Use lots of data

11. Hotjar Values
1. Obsess over our users:
We strive to deliver a WOW
experience.
2. Work with Respect

12. Hotjar Values
3. Build Trust with
Transparency
4. Learn by Doing

13. Hotjar Values - Be Bold and Move Fast
- We deliver on commitments by focusing on speed and ruthless prioritization
without compromising on quality.
- We are not afraid of making mistakes and view decisions as reversible.
- We care about the company's reputation and results which drives us to act
with a sense of urgency.

14. Story: We launched (& killed) a $200K mobile app
- We were bold and moved fast
- We built a mobile app
- At this time we had 0 product managers

15. Nobody wanted a Hotjar App
Requests on Receptive (where we collect and
track customer ideas for new features)
Requests in App stores
Requests in Customer Feedback

16. Why We Built the App

17. We launched (& killed) a $200K mobile app
- The app launched in November of 2017 and reactions
were lukewarm
- Retention for the app started dropping right away
- The majority of complaints centered around the fact that
you couldn’t play recordings on the mobile app

18. We hired a PM
Stefan - Hotjar’s first official
Product Manager
* team of 10
engineers when he
was hired

19. We should have hired product managers
much earlier. When you don’t have product
managers, and you’re a small team, you
don’t have the focus to make good decisions.
You tend to have these meetings where you
make stupid decisions and fail to see the big
picture.
David Darminin - CEO at Hotjar

20. We launched (& killed) a $200K mobile app
- When the first product manager came in, we started
looking at the bigger picture
- We asked ourselves, what’s missing in Hotjar as a whole
that would have the biggest impact for our users?
- We started to use more data

21. We Lost Time and Money
We had invested over 3,500 developer hours and $200,000
into the app no one wanted

22. CX not yet involved in Product Planning
- At this time there was no enough communication
between Customer Experience and Product
- Customer Experience often felt a little out of the
loop
- Weekly calls with Product but it still didn’t feel like
enough

23. How Support Feels about the Changes
It’s frustrating to know what the
customers want because you talk to
them everyday and then have
product build something that you
know no one wants.
Karissa - Support Specialist at Hotjar

24. Tribes Came to Hotjar in 2019
A tribe consists of multiple teams from different
departments across Hotjar working closely together.

25. 2019 - Hotjar has 6 PMs
Director of Product Management
Product Manager Product ManagerProduct Manager Sr Product Manager Tech Program
Manager

26. How Support Feels about the Changes
We have a say now in what gets built.
We are able to bring the voice of the
customer to the PMs and since we
are working every day with hundreds
of customers we have a good idea of
what they want and can help with
prioritization.
Karissa - Support Specialist at Hotjar

27. Data in Tribes
1. Discovery
2. Iteration
3. Testing

28. Receptive - Discovery

29. Zendesk - Discovery
How many times someone contacts us a week because they can’t sign in

30. Hotjar - Discovery
NPS Poll Incoming Feedback

31. Mixpanel - Iteration & Testing

32. Zendesk - Testing
Tag tickets by topic
and count how many
we are seeing for
different products.
Here we tested to
see if a fix solved an
issue for customers.

33. Improving Hotjar as Tribes
Cross Team Collaboration Discovery Phase

34. Improving Hotjar as Tribes

35. Improving Hotjar as Tribes

36. Improving Hotjar as Tribes

37. Improving Hotjar as Tribes

38. Takeaways
1. Be Bold and Move Fast (make mistakes to be
better)
2. Product working together with Customer
Experience can be really powerful
3. Use lots of data

39. Thank You*
*would love to take more about this
linkedin.com/meaghanj