How to Build What Customers Want: the Story of Atlassian's Growth Team

GRAEME SMITH • DEV MANAGER • ATLASSIAN

How to Build What Customers Want

The Story of Atlassian's Growth Team

Being a customer is easy

The airline understood what I needed

The hotel didn’t understand what I needed

Limitless improvements you could make

Most changes won’t make a difference

Success = Desire - FrictionDesire Friction

Success = Desire - Friction

FrictionSuccess = Desire - FrictionDesire

Try lots of ideas

Tackling this head on

Measure impact

Two things you’ll need


Analytics


Analytics

A/B testing

Control Variation

A/B testing

Research and lessons

Generate ideasExecute ideas

How to operate

Qualitative

Front-line staff


Public issue trackerCustomer interviewsUser testing

Qualitative

Quantitative

Analytics


Experiment results

Generate ideas

Structured brainstorming

Research up frontGenerate ideas

Involve other teams

Structured brainstorming

Prioritise

Impact, Confidence, Ease

Generate ideas

Time to runValue of lesson

Execute ideas

Build quicklyExecute ideas

Build quickly

Measure impact

Execute ideas

Build quickly

Measure impact

Feed into lessons

Execute ideas

Claire Maynard

6 Strategies to Uncover Growth Opportunities

for Your Business

I know something is better, we should just ship it

OptimisationExplorationResearch

Three types of experiments

Where did you find out about us?

Is there something you can’t find?

What almost stopped you from signing up?

Sean Cramer

How Your Insights are Affecting

Change in 2017

Where Research works well

Discover things you weren’t looking for


Understand how users feel about something

Discover things you weren’t looking for


Challenges

Avoid interrupting usersChallenges

Interpretation of answers

Challenges Avoid interrupting users

How to make it happen

Think about what insights you need for an upcoming feature


Share insights and stories

Think about what insights you need for an upcoming feature


0.5% sent an

invitation

1/4 of users went through this path

Sign up ratewent down

64% increase in users joining groups

30% still using it after5 days

Where Exploration works well

Blowing up your thinking


Blowing up your thinking

Finding things that are not worth building


Challenges

Challenges

Stripping an idea back to its core

Challenges


Maintaining the quality bar


Going big on totally new ideas

Maintaining the quality bar

Challenges


Talk with designers and product managers


Challenge the current work

Talk with designers and product managers

52% increase in product sign up

37% increase in products purchased

18% increase in new users logging in

Sam Tardif

How We Re-imagined and Simplified

Confluence Bit by Bit

Where Optimisation works well

Removing friction


Removing friction

Refining features before everyone sees them


Challenges

Making changes afterwardsChallenges

Making changes afterwards

Slow to build for real

Challenges


Pair with developers


Pair with developers

Find features that aren’t used


Get feedback directly from customers

Fine tune ideas that are worthwhile

Go broad, find areas worth pursuing

Measure impactTry lots of ideas

Success = Desire - Friction

How to Build What Customers Want: the Story of Atlassian's Growth Team

Technology

Transcript of How to Build What Customers Want: the Story of Atlassian's Growth Team