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/

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.

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.

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.