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1
Product Experimentation
Masterclass:
Forming Strong Experiment
Hypotheses
Jason has been a member of Optimizely’s
Customer Success, Education, and Services
teams for over three years, enabling hun...
1. Use direct and indirect data to develop
experiment ideas
2. Craft hypotheses using a defined
framework
3. Identify the d...
Housekeeping
➔ This webinar will last around 60 minutes.
➔ Feel free to ask questions in the chat console at
any time!
➔ W...
Audiences
Areas
KPIs
Goal
Levers
Experiments
What problem are we trying to solve?
How will we know if we’ve solved it?
Whe...
● Web or Product analytics
● Experiment results
● Voice of the customer
● Heatmaps
● User personas
● Usability tests
Indir...
Revisit the Customer’s
Journey
Put Yourself in Your
User’s Shoes
Start by Identifying User Problems
Formulate a
Problem Statement
A problem statement is a clear concise description of the issue(s) that
need(s) to be addres...
Exercise: Good or Bad Problem Statement?
1. Our Android app experience is bad.
2. Users are confused by our pricing tiers....
Exercise: Good or Bad Problem Statement?
1. Our Android app experience is bad.
2. Users are confused by our pricing tiers....
Exercise: Good or Bad Problem Statement?
1. Our Android app experience is bad.
2. Users are confused by our pricing tiers....
Exercise: Good or Bad Problem Statement?
1. Our Android app experience is bad.
2. Users are confused by our pricing tiers....
Exercise: Good or Bad Problem Statement?
1. Our Android app experience is bad.
2. Users are confused by our pricing tiers....
Exercise: Good or Bad Problem Statement?
1. Our Android app experience is bad.
2. Users are confused by our pricing tiers....
Exercise: Good or Bad Problem Statement?
1. Our Android app experience is bad.
2. Users are confused by our pricing tiers....
The #1 comment from our sales team is that our pricing tiers are confusing.
78% of paid/campaign users bounce from the lan...
1. Poor: Customers want to be able to pay bills using their smartphone
camera.
2. Good: All mobile banking customers want ...
1. Poor: Customers want to be able to pay bills using their smartphone
camera.
2. Good: All mobile banking customers want ...
1. Poor: Customers want to be able to pay bills using their smartphone
camera.
2. Good: All mobile banking customers want ...
Audiences
Areas
KPIs
Goal
Levers
Experiments
What problem are we trying to solve?
How will we know if we’ve solved it?
Whe...
Problem-Solution-Result Framework
32
Discovery vs Delivery
33
Discovery vs Delivery
Discovery MVP Build
Feature
Refinement
Experiment
Launched
MVP
Go-Live
Decision
MVP
Feature
Definition
Experiment
Definition
...
1. Ensure your hypotheses solve for
defined and validated user problems
2. Identify the primary, secondary, and
monitoring ...
Product Experimentation | Forming Strong Experiment Hypotheses
Product Experimentation | Forming Strong Experiment Hypotheses
Product Experimentation | Forming Strong Experiment Hypotheses
Product Experimentation | Forming Strong Experiment Hypotheses
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Product Experimentation | Forming Strong Experiment Hypotheses

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A strong hypothesis is the heart of data-driven product discovery & development. It helps you turn data and insights about your users’ behavior into focused proposals that you’ll take action on.

Check out this very exclusive presentation from Jason G'Sell – Lead Training Consultant – and get a framework to help you and your team form strong experiment hypotheses and come up with the right products and features for your customers.

You’ll learn:
- How and when to introduce experimentation into your product development process
- Identifying the differences between Optimization & Discovery
- Building successful experiments in your product development lifecycle

Publicado en: Tecnología
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Product Experimentation | Forming Strong Experiment Hypotheses

  1. 1. 1 Product Experimentation Masterclass: Forming Strong Experiment Hypotheses
  2. 2. Jason has been a member of Optimizely’s Customer Success, Education, and Services teams for over three years, enabling hundreds of businesses to build their experimentation programs, increase their testing and personalization skills, and derive meaningful insights from their experiment data. OPTIMIZELYSERVICES 2018 Jason G’Sell Lead Training Consultant, EMEA Opticon Training Day Managed five training workshops tailored to all skill levels delivered at the annual Opticon conference. Launch Customer Education in Europe Expanded Optimizely Customer Education training and support from US to EMEA region Selected experience Customers Customized Training Programs Build and deliver bespoke virtual and in-person training programs for large enterprises to effectively onboard hundreds of teams globally Education & Certification University of Notre Dame, USA Bachelor of Arts in Sociology, Minor in Gender Studies Association of Talent Development ATD Training Certificate Sr. Training Consultant, Optimizely Training customers on high-value skills across Web Experimentation, Personalization, and Full Stack Launch Manager, Optimizely Onboarding Web Experimentation customers at-scale, helping them achieve value as quickly as possible Customer Success Manager – Implementation, ClearSlide Developed train-the-trainer program to enable onboarding for thousands of sales reps nationally Areas of expertise & industry
  3. 3. 1. Use direct and indirect data to develop experiment ideas 2. Craft hypotheses using a defined framework 3. Identify the differences between optimization and discovery Agenda
  4. 4. Housekeeping ➔ This webinar will last around 60 minutes. ➔ Feel free to ask questions in the chat console at any time! ➔ We are recording this session and will email a link to the recording.
  5. 5. Audiences Areas KPIs Goal Levers Experiments What problem are we trying to solve? How will we know if we’ve solved it? Where is the problem? Who does it impact and how? What solutions could exist? Which is the best solution? Experimentation is a Problem-Solving Framework
  6. 6. ● Web or Product analytics ● Experiment results ● Voice of the customer ● Heatmaps ● User personas ● Usability tests Indirect Data is collected about the industry, your competitors, and external trends Direct & Indirect Data Direct Data is directly focused on your site experience and can tell you about a specific problem in your site experience. ● Competitor sites ● Best-in-class experiences ● Blogs and webinars ● User groups ● Academic literature
  7. 7. Revisit the Customer’s Journey Put Yourself in Your User’s Shoes
  8. 8. Start by Identifying User Problems
  9. 9. Formulate a Problem Statement A problem statement is a clear concise description of the issue(s) that need(s) to be addressed.
  10. 10. Exercise: Good or Bad Problem Statement? 1. Our Android app experience is bad. 2. Users are confused by our pricing tiers. 3. We should transition to a single-page app. 4. Users don’t understand our value proposition. 5. Users exit between Step 3 and 4. 6. Users don’t trust our marketing.
  11. 11. Exercise: Good or Bad Problem Statement? 1. Our Android app experience is bad. 2. Users are confused by our pricing tiers. 3. We should transition to a single-page app. 4. Users don’t understand our value proposition. 5. Users exit between Step 3 and 4. 6. Users don’t trust our marketing. X
  12. 12. Exercise: Good or Bad Problem Statement? 1. Our Android app experience is bad. 2. Users are confused by our pricing tiers. 3. We should transition to a single-page app. 4. Users don’t understand our value proposition. 5. Users exit between Step 3 and 4. 6. Users don’t trust our marketing. X
  13. 13. Exercise: Good or Bad Problem Statement? 1. Our Android app experience is bad. 2. Users are confused by our pricing tiers. 3. We should transition to a single-page app. 4. Users don’t understand our value proposition. 5. Users exit between Step 3 and 4. 6. Users don’t trust our marketing. X X
  14. 14. Exercise: Good or Bad Problem Statement? 1. Our Android app experience is bad. 2. Users are confused by our pricing tiers. 3. We should transition to a single-page app. 4. Users don’t understand our value proposition. 5. Users exit between Step 3 and 4. 6. Users don’t trust our marketing. X X
  15. 15. Exercise: Good or Bad Problem Statement? 1. Our Android app experience is bad. 2. Users are confused by our pricing tiers. 3. We should transition to a single-page app. 4. Users don’t understand our value proposition. 5. Users exit between Step 3 and 4. 6. Users don’t trust our marketing. X ? Symptom of a Problem X
  16. 16. Exercise: Good or Bad Problem Statement? 1. Our Android app experience is bad. 2. Users are confused by our pricing tiers. 3. We should transition to a single-page app. 4. Users don’t understand our value proposition. 5. Users exit between Step 3 and 4. 6. Users don’t trust our marketing. X ? Symptom of a Problem X
  17. 17. The #1 comment from our sales team is that our pricing tiers are confusing. 78% of paid/campaign users bounce from the landing page. 88% of users opt-out of receiving our promotional marketing messaging upon signing up. 1. Users are confused by our pricing tiers. 2. Users don’t understand our value proposition. 3. Users don’t trust our marketing. Validate Problems with Data Points
  18. 18. 1. Poor: Customers want to be able to pay bills using their smartphone camera. 2. Good: All mobile banking customers want the convenience of easily paying bills on their mobile device but are required to enter payee details for every single transaction. 3. Great! All mobile banking customers want the convenience of easily paying bills on their mobile device but are required to enter payee details for every single transaction. We see a 45% drop off on the first form field entry and an average time on page that is 70% site average. Problem Statements from Poor to Great
  19. 19. 1. Poor: Customers want to be able to pay bills using their smartphone camera. 2. Good: All mobile banking customers want the convenience of easily paying bills on their mobile device but are required to enter payee details for every single transaction. 3. Great! All mobile banking customers want the convenience of easily paying bills on their mobile device but are required to enter payee details for every single transaction. We see a 45% drop off on the first form field entry and an average time on page that is 70% site average. Problem Statements from Poor to Great
  20. 20. 1. Poor: Customers want to be able to pay bills using their smartphone camera. 2. Good: All mobile banking customers want the convenience of easily paying bills on their mobile device but are required to enter payee details for every single transaction. 3. Great! All mobile banking customers want the convenience of easily paying bills on their mobile device but are required to enter payee details for every single transaction. We see a 45% drop off on the first form field entry and an average time on page that is 70% site average. Problem Statements from Poor to Great
  21. 21. Audiences Areas KPIs Goal Levers Experiments What problem are we trying to solve? How will we know if we’ve solved it? Where is the problem? Who does it impact and how? What solutions could exist? Which is the best solution? Experimentation is a Problem-Solving Framework
  22. 22. Problem-Solution-Result Framework
  23. 23. 32 Discovery vs Delivery
  24. 24. 33 Discovery vs Delivery
  25. 25. Discovery MVP Build Feature Refinement Experiment Launched MVP Go-Live Decision MVP Feature Definition Experiment Definition Incremental Feature Definition Discovery to Optimization
  26. 26. 1. Ensure your hypotheses solve for defined and validated user problems 2. Identify the primary, secondary, and monitoring metrics that will give you the full story of how your experiment impacts user behavior 3. Determine where experimentation can be leveraged in both discovery and optimization/refinement Key Takeaways

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