Activation: From thinking to tweaking it, how we do it at Spotify

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By Aurélie de St Preuve & Charlotte Andersson (Growth & Activation at Spotify) Inscrivez-vous au prochain meetup! — http://www.meetup.com/GrowthHackingParis Pour ne pas rater les prochains évènements, c'est ici : http://www.thefamily.co/education/

Marketing Empresariales Software

From thinking to tweaking,
how do we do it at Spotify
#Activation
GrowthHacking meetup #16
Wed, 27th of May, 2015

This is us.
Aurélie de Sainte Preuve
Charlotte Andersson

60 millions monthly active users
15 millions subscribers
58 markets
2 billion USD payback to the music industry
This is Spotify.

funnel
sign-up
sign-in
partnership
28 days
premium
free
markets
word of mouth
ACQUISITION
ACTIVATION
engagement
trial
registration
innovation
subscription
subscription
CONVERSION
RETENTION
payment provider
check-out
referral
This is Growth.
revenue

Data
qualitative and quantitative information that
fuel product improvements.

Insights
the interpretation of the data.

We should go for this high-level product idea

From data we derive
insights that create
beliefs. Based on our
beliefs, we form bets.

‣create hypotheses
‣define metrics
‣prototype

#1: nail product vision
#2: create prototypes we believe in

Did we change the user behaviour in
the way we desired?
Did we move the metrics we
defined?

Think it. Build it. Ship it. Tweak it.Bet it.

148 min
That’s how long the average cross-platform users spends
listening, dancing or singing along to Spotify every day.
Spotify internal data, global free, January 2015

The challenge.
How do we get users to be more engaged?

Reminder of where to begin.
Think it. Build it. Ship it. Tweak it.Bet it.

What happens when you sign-up?
Think it. Build it. Ship it. Tweak it.Bet it.

What is the communication plan?
Sign-up Take the trial
Welcome email Premium push during trial
Become Premium
Think it. Build it. Ship it. Tweak it.Bet it.

What can we improve?
Think it. Build it. Ship it. Tweak it.Bet it.

We should teach users how to get started with
Spotify, because
we believe a user should experience to learn,
we also believe that engagement drives
conversion.
Think it. Build it. Ship it. Tweak it.Bet it.

What’s the bet?
Think it. Build it. Ship it. Tweak it.Bet it.

We can increase engagement by guiding
users through the app on day 1.
Think it. Build it. Ship it. Tweak it.Explore.

What are we
going to do?
Think it. Build it. Ship it. Tweak it.Bet it.

What are our user goals?
Think it. Build it. Ship it. Tweak it.Bet it.

I understand the product.
I create my own experience.
I know the difference between free and
premium.
Think it. Build it. Ship it. Tweak it.Bet it.

What are the key metrics to
measure success?
Think it. Build it. Ship it. Tweak it.Bet it.

1. AAR metric
MAU, play on day one, trial uptake
2. Feature uptake
Saved songs
Think it. Build it. Ship it. Tweak it.Bet it.

What did we decide to build?
Think it. Build it. Ship it. Tweak it.Bet it.

In-app tutorial
Think it. Build it. Ship it. Tweak it.Bet it.

SLIDE LEFT TO
RIGHT TO BROWSE
MUSIC
SLIDE LEFT TO
RIGHT TO BROWSE
MUSIC
TAP HERE TO PLAY
SLIDE UP AND DOWN TO
VIEW MORE CONTENT
TAP HERE TO GO THROUGH
THE CURRENT PLAYLIST
Think it. Build it. Ship it. Tweak it.Bet it.

Improve welcome email.
Think it. Build it. Ship it. Tweak it.Bet it.

In-app Emails
Premium Up-sell
Story 1
I M A G E & T E X T
Content
C U R A T E D & S O C I A L
Story 2
I M A G E & T E X T
Content
C U R A T E D & S O C I A L
Intro
W E S T A R T W I T H A S O N G
Show.
I M A G E O R A N I M A T E D G I F
Teach.
E L E V A T O R P I T C H O F F E A T U R E
Content.
L O C A L I S E D A N D R E L E V A N T
Premium Up-sell
CTA
Think it. Build it. Ship it. Tweak it.Bet it.
SLIDE LEFT TO
RIGHT TO BROWSE
MUSIC
SLIDE LEFT TO
RIGHT TO BROWSE
MUSIC
TAP HERE TO PLAY
SLIDE UP AND DOWN TO
VIEW MORE CONTENT
TAP HERE TO GO THROUGH
THE CURRENT PLAYLIST

Let’s build.
Think it. Build it. Ship it. Tweak it.Bet it.

Define MVP or MVE!
Think it. Build it. Ship it. Tweak it.Bet it.

In app, we want to prove that the
user follows our guidance.
On emails, we want to know that the
users understand what we teach.
Think it. Build it. Ship it. Tweak it.Bet it.

Welcome
Shufﬂe play
Browse top lists Save an album
EMAIL
Shufﬂe play
Now playing bar
Follow playlist
Save album
Now playing save
IN-APP
Think it. Build it. Ship it. Tweak it.Bet it.

What would the MVE look like
for the in-app tutorial?
Think it. Build it. Ship it. Tweak it.Bet it.

What about the emails?
Think it. Build it. Ship it. Tweak it.Bet it.

Teach Inspire
Think it. Build it. Ship it. Tweak it.Bet it.

Let’s ship and measure.
Think it. Build it. Ship it. Tweak it.Bet it.

How do we test?
Think it. Build it. Ship it. Tweak it.Bet it.

Group A Group B Control
Think it. Build it. Ship it. Tweak it.Bet it.

What are the results?
Think it. Build it. Ship it. Tweak it.Bet it.

1. AAR metric
MAU
Play on day one
Trial uptake STABLE
2. Feature uptake
Saved songs
When it comes to emails, the results
where not as satisfying
Think it. Build it. Ship it. Tweak it.Bet it.

What do we do next?
Think it. Build it. Ship it. Tweak it.Bet it.

In-app tutorial. Teach emails.Tweak it
Think it.
Think it. Build it. Ship it. Tweak it.Bet it.

Let’s tweak and roll-out.
Think it. Build it. Ship it. Tweak it.Bet it.

Apply to other features and
need on the app.
Think it. Build it. Ship it. Tweak it.Bet it.

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Activation: From thinking to tweaking it, how we do it at Spotify

1. From thinking to tweaking, how do we do it at Spotify #Activation GrowthHacking meetup #16 Wed, 27th of May, 2015

2. This is us. Aurélie de Sainte Preuve Charlotte Andersson

3. 60 millions monthly active users 15 millions subscribers 58 markets 2 billion USD payback to the music industry This is Spotify.

4. funnel sign-up sign-in partnership 28 days premium free markets word of mouth ACQUISITION ACTIVATION engagement trial registration innovation subscription subscription CONVERSION RETENTION payment provider check-out referral This is Growth. revenue

5. Engagement This is Activation.

6. How we do things.

7. Data

8. Data qualitative and quantitative information that fuel product improvements.

9. What does this mean?!

10. Insights

11. Insights the interpretation of the data.

12. Beliefs

13. Bets

14. We should [insert bet here]

15. We should create a mobile free tier

16. We should rebuild our sign up flow

17. We should launch podcasts

18. We should go for this high-level product idea

19. From data we derive insights that create beliefs. Based on our beliefs, we form bets.

20. Think it. Build it. Ship it. Tweak it.

21. Think it. Build it. Ship it. Tweak it.

22. ‣create hypotheses ‣define metrics ‣prototype

23. #1: nail product vision

24. #1: nail product vision #2: create prototypes we believe in

25. Think it. Build it. Ship it. Tweak it.

26. MVP Minimum Viable Product

27. ‣moving metrics ‣moving fast

28. MVE Minimum Viable Experiment

29. Think it. Build it. Ship it. Tweak it.

30.

31. Did we change the user behaviour in the way we desired? Did we move the metrics we defined?

32. Think it. Build it. Ship it. Tweak it.

33.

34. Think it. Build it. Ship it. Tweak it.Bet it.

35. Let’s get concrete.

36. 148 min That’s how long the average cross-platform users spends listening, dancing or singing along to Spotify every day. Spotify internal data, global free, January 2015

37. The challenge. How do we get users to be more engaged?

38. Reminder of where to begin. Think it. Build it. Ship it. Tweak it.Bet it.

39. Reminder of where to begin. Think it. Build it. Ship it. Tweak it.Bet it.

40. What happens when you sign-up? Think it. Build it. Ship it. Tweak it.Bet it.

41. What is the communication plan? Sign-up Take the trial Welcome email Premium push during trial Become Premium Think it. Build it. Ship it. Tweak it.Bet it.

42. What can we improve? Think it. Build it. Ship it. Tweak it.Bet it.

43. We should teach users how to get started with Spotify, because we believe a user should experience to learn, we also believe that engagement drives conversion. Think it. Build it. Ship it. Tweak it.Bet it.

44. What’s the bet? Think it. Build it. Ship it. Tweak it.Bet it.

45. We can increase engagement by guiding users through the app on day 1. Think it. Build it. Ship it. Tweak it.Explore.

46. What are we going to do? Think it. Build it. Ship it. Tweak it.Bet it.

47. What are our user goals? Think it. Build it. Ship it. Tweak it.Bet it.

48. I understand the product. I create my own experience. I know the difference between free and premium. Think it. Build it. Ship it. Tweak it.Bet it.

49. What are the key metrics to measure success? Think it. Build it. Ship it. Tweak it.Bet it.

50. 1. AAR metric MAU, play on day one, trial uptake 2. Feature uptake Saved songs Think it. Build it. Ship it. Tweak it.Bet it.

51. What did we decide to build? Think it. Build it. Ship it. Tweak it.Bet it.

52. In-app tutorial Think it. Build it. Ship it. Tweak it.Bet it.

53. SLIDE LEFT TO RIGHT TO BROWSE MUSIC SLIDE LEFT TO RIGHT TO BROWSE MUSIC TAP HERE TO PLAY SLIDE UP AND DOWN TO VIEW MORE CONTENT TAP HERE TO GO THROUGH THE CURRENT PLAYLIST Think it. Build it. Ship it. Tweak it.Bet it.

54. Improve welcome email. Think it. Build it. Ship it. Tweak it.Bet it.

55. In-app Emails Premium Up-sell Story 1 I M A G E & T E X T Content C U R A T E D & S O C I A L Story 2 I M A G E & T E X T Content C U R A T E D & S O C I A L Intro W E S T A R T W I T H A S O N G Show. I M A G E O R A N I M A T E D G I F Teach. E L E V A T O R P I T C H O F F E A T U R E Content. L O C A L I S E D A N D R E L E V A N T Premium Up-sell CTA Think it. Build it. Ship it. Tweak it.Bet it. SLIDE LEFT TO RIGHT TO BROWSE MUSIC SLIDE LEFT TO RIGHT TO BROWSE MUSIC TAP HERE TO PLAY SLIDE UP AND DOWN TO VIEW MORE CONTENT TAP HERE TO GO THROUGH THE CURRENT PLAYLIST

56. Let’s build. Think it. Build it. Ship it. Tweak it.Bet it.

57. Define MVP or MVE! Think it. Build it. Ship it. Tweak it.Bet it.

58. In app, we want to prove that the user follows our guidance. On emails, we want to know that the users understand what we teach. Think it. Build it. Ship it. Tweak it.Bet it.

59. Welcome Shufﬂe play Browse top lists Save an album EMAIL Shufﬂe play Now playing bar Follow playlist Save album Now playing save IN-APP Think it. Build it. Ship it. Tweak it.Bet it.

60. What would the MVE look like for the in-app tutorial? Think it. Build it. Ship it. Tweak it.Bet it.

61. Think it. Build it. Ship it. Tweak it.Bet it.

62. What about the emails? Think it. Build it. Ship it. Tweak it.Bet it.

63. Teach Inspire Think it. Build it. Ship it. Tweak it.Bet it.

64. Let’s ship and measure. Think it. Build it. Ship it. Tweak it.Bet it.

65. How do we test? Think it. Build it. Ship it. Tweak it.Bet it.

66. Group A Group B Control Think it. Build it. Ship it. Tweak it.Bet it.

67. What are the results? Think it. Build it. Ship it. Tweak it.Bet it.

68. 1. AAR metric MAU Play on day one Trial uptake STABLE 2. Feature uptake Saved songs When it comes to emails, the results where not as satisfying Think it. Build it. Ship it. Tweak it.Bet it.

69. What do we do next? Think it. Build it. Ship it. Tweak it.Bet it.

70. In-app tutorial. Teach emails.Tweak it Think it. Think it. Build it. Ship it. Tweak it.Bet it.

71. Let’s tweak and roll-out. Think it. Build it. Ship it. Tweak it.Bet it.

72. Apply to other features and need on the app. Think it. Build it. Ship it. Tweak it.Bet it.

73. Thank you.

Activation: From thinking to tweaking it, how we do it at Spotify

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Activation: From thinking to tweaking it, how we do it at Spotify