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This talk at Product Tank in Hamburg is all about using to inform data decisions, outlining good ways to use data as a product person.
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Use data to inform product decisions
Why we do need data to inform product development
Product Tank Hamburg - 16th May ‘14
Imagine this ...
... or this
Outline
What
Why
What not
Driven vs Informed
How
Why do we need data?
Why do we need data?
Why do we need data?To learn about products and users
To measure success
To choose between options
To understand user interaction
To decide on our products
What can quant data tell us?
Quantitative data can help us: !
Get stats on how people use our products !
Measure actual user behaviour !
Measure whether we are making a noticeable difference !
What can quant data tell us?
What can quant data tell us?
What can quant data tell us?
What can quant data tell us?
What can qual data tell us?Qualitative data can help us: !
Understand the why behind quantitative data !
Get insight into what people think and feel !
Learn about a product idea or prototype !
!
What can data tell us?
What can data tell us?
Data driven
Data drivenFocus on the “One Metric That Matters” !
Build hypothesis around key KPI !
A/B or multi-variate test continuously !
Optimise your product based on data !
Are we making a noticeable difference?
BUT... What data cannot tellIs it a good product idea? !
Metrics do not always offer you the full picture !
Data is one of the factors that feed into a decision !
We typically do not own all product decisions
Data informed
Data informed
Data
Users
Intuition
Competition
Technology
Brand
Strategy
BusinessRegulation
Time
Data informedData is one of the factors to consider !
Focus on the questions that you want answered !
You cannot replace intuition or creative ideas with data !
Assess impact on relevant areas
How to use data?What do we want to do?
Assumptions, hypotheses, assessments, prototypes
How should it work?
User testing, user stories, A/B testing, prototypes
How is it working?
Product retrospectives, tracking, goal-oriented planning
SO ...
Embrace the data, don’t fear it!
Thanks!marcabrahamlondon@gmail.com
!
marcabraham.wordpress.com !
@MAA1 !
!
!
Related linkshttp://svpg.com/assessing-product-opportunities/ !http://www.romanpichler.com/blog/goal-oriented-agile-product-roadmap/
http://vimeo.com/14999991
http://www.realityisagame.com/archives/390/wooga-follows-zynga-in-metrics-driven-game-design/
http://marcabraham.wordpress.com/2013/05/03/book-review-lean-analytics/
http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
http://marcabraham.wordpress.com/2013/09/09/some-considerations-regarding-data-driven-design/
http://insideintercom.io/the-problem-with-data-driven-decisions/
http://www.webdesignerdepot.com/2013/05/the-perils-of-ab-testing/
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