The Experimentation Guide for Product Development Teams

In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can we create products compelling enough to "hook" users?

Nir Eyal, the bestselling author of "Hooked: How to Build Habit-Forming Products", has constructed a framework for designing better products and will share his years of research in this practical workshop. This webinar gives product managers, designers, and marketers a new way of thinking of the necessary components of changing user behavior by studying how the world's most engaging products keep users coming back again and again.

Quantitative measurement is the key to scaling businesses, processes, and products and making them better. It sounds easy: just pick a number, and improve it. It's not.

Choosing a metric is an exploration of a many-dimensional space with no map and no guide. Until now. This talk will teach you the science of choosing metrics that will guide you to building a better product. When you attend this webinar, you will:

• Learn how applying data is as much about questions as it is about answers
• Discover the trade-offs between different metrics
• Understand systematic ways to measure your product funnel
• Learn how to isolate the most important metrics to maximize your product impact

Product-led companies are winning in this digital era by rallying their teams around a product North Star: the metric that connects the business outcomes they are trying to deliver to the work they do each day.

In this talk, you’ll learn a practical framework for how to determine your product’s North Star and how it can shift your strategy.

By attending this session, you will:

• Learn how to define a North Star and why it is so important for product development teams
• Learn how the best product teams use a narrow set of meaningful metrics to align product strategy with actual team initiatives
• See examples of how North Stars change your product roadmap and drive your business forward
• Walk through a specific example of setting and evolving a North Star
• Feel ready to take learnings back to your teams

At Booking.com, experimentation is an important part of our product development cycle. On a daily basis we implement, deploy to production, execute and analyse hundreds of concurrent randomized controlled trials — also known as A/B tests — to quickly validate ideas.

From entire redesigns and infrastructure changes to the smallest bug fixes, these experiments allow us to develop and iterate on ideas safer and faster by helping us validate that our changes to the product have the expected impact on the user experience.

In creating experiments to increase product sales or customer acquisition, the end goal is clear: the more orders placed, the more dollars back to the business. But how should we think about prioritizing tests to increase product engagement?

In a world where we can encourage users to take a wide variety of actions with unclear business benefits, it seems almost impossible to determine what is best. How can we promote behaviors that build habits and promote retention? The answer is simple: we analyze what habits matter most. In this session Olivia will share:

• How she created the Wall Street Journal’s first habit model
• How the team identified which actions influence member tenure
• How WSJ uses habit data to inform their testing and engagement strategie s

The role of design is often overlooked on growth teams that are moving fast and running experiments at scale. When applied correctly, design can be your growth team's secret weapon. Join Angel Steger, growth design lead at Dropbox, to learn how to leverage design thinking and design craft to super-charge your growth team's velocity while driving high-quality output. We’ll walk through tools and case studies to give you ideas you can put into motion right away.

Attendees will:

• Learn how to leverage the Design role within a Growth team
• Learn how design quality works in the context of a fast-moving team
• Learn how to use design thinking to differentiate between haste and velocity as a cross-functional team
• Walk away with tools to learn quickly while making meaningful progress against large unknowns

Across the web, businesses are competing for user attention and loyalty in marketplaces that are constantly growing and evolving. In this fast moving environment, being data-driven in improving customer experience is the only way to reliably get and stay ahead of the competition. This is easier said than done - issues of what to focus on next and whether your work is improving business outcomes inevitably arise. Acting quickly and acting with confidence can sometimes be at odds with each other. In this session, Chrix Finne (VP of Product - Heap) and Matt Gomes (Director of Marketing - Opploans) discuss how Opploans approaches these challenges and more.

When shipping new features, do you optimize for speed or quality? What if you could have more of both? In this presentation, Emily will describe how the use of feature flags, observability, and the principles of code ownership come together to help Honeycomb engineers ship quickly and safely. Adopting these tools can help engineers more rapidly iterate on new features, reduce deployment risk, and quickly resolve incidents, all while keeping customers happy. When you attend this webinar, you will:

• Learn how to incorporate feature flags into your new feature release process
• Understand how observability can help your engineers ship new features quickly and safely
• Learn about the principles of code ownership and how to adopt them on your team
• Find out how these three components will help your team increase safety, speed, and user happiness

Learn how product leaders at Mailchimp and Optimizely:

• Use experimentation and insights to build products customers love
• Create psychological safety for team members to fail fast and learn rapidly
• Foster collaboration across Product, Analytics, Marketing, and Engineering teams