Data Driven Product Development

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Data and experimentation is becoming core of product development in todays world. In this talk I will talk about what I learned from building various products, why data and experimentation matter when building products used by millions of users. The talk will also touch on how we at Customator plan to make it easy for any one to follow a data driven product development approach. Venue : NUS School of Computing Seminar

Engineering

Data Driven Product
Development
Ishan Agrawal
Founder, Customator
@ishanagr

About Me
• Founder, Customator
• Data Engineer @ Viki, a Rakuten Company
• Research Intern @ Paypal
• Teaching Assistant @ SoC
• Software Engineer @ Rocketful Inc.

Fun stuff I did
Products I built
• Tuition Agency for Indian education boards
• FML NUS
• CorruptionTrak
• Devops as a Service

Overview
• Early Products and Lessons
Learnt
• Data Driven Product
Development
• What?
• Why?
• How?
• Data @ Viki
• Why?
• How?
• Impact?
• Customator
• Activity

• Lets say we are building ‘NUS TimeTable Builder’
• Problem?
• Solution?
• Is it working?
• Can we make it better?

Is it working?
• What should we measure?

Can we make it better?
• What should we measure?

Can we make it better?
• What do we do to make it better?

Data Products @ Viki
• Dashboard - easy reporting
• AB testing
• Personalisation
• Real time charting and alerting
• Data Science

AB Testing types
• Split url testing
• Landing page testing
• Multi page testing
• Multi variate testing

AB Testing pitfalls
• Dilution
• Statistical Significance
• AB tests don’t always win
• Novelty effect
• External factors
• Choosing your goals wisely

Experimentation and
Personalisation made easy
• Cross Platform
• Experimentation in algorithms, not just UI
• Easy to use for non-technical users
• Auto personalisation
• Data Driven experimentation

• Lets pick a popular product of your choice
• Facebook? Quora?
• Brainstorm through the goals of the product
• What should we measure?
• How can we improve the product?

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Data Driven Product Development

1. Data Driven Product Development Ishan Agrawal Founder, Customator @ishanagr

2. About Me • Founder, Customator • Data Engineer @ Viki, a Rakuten Company • Research Intern @ Paypal • Teaching Assistant @ SoC • Software Engineer @ Rocketful Inc.

3. Fun stuff I did Products I built • Tuition Agency for Indian education boards • FML NUS • CorruptionTrak • Devops as a Service

4. Overview • Early Products and Lessons Learnt • Data Driven Product Development • What? • Why? • How? • Data @ Viki • Why? • How? • Impact? • Customator • Activity

5. Data Driven Product Development

6. • Lets say we are building ‘NUS TimeTable Builder’ • Problem? • Solution? • Is it working? • Can we make it better?

8. Is it working? • What should we measure?

9. Can we make it better? • What should we measure?

10. Can we make it better? • What do we do to make it better?

11. Data @ Viki

12.

13. Data Products @ Viki • Dashboard - easy reporting • AB testing • Personalisation • Real time charting and alerting • Data Science

14. Data Products @ Viki

15.

16. AB Testing

17.

18. AB Testing types • Split url testing • Landing page testing • Multi page testing • Multi variate testing

19. AB Testing pitfalls • Dilution • Statistical Significance • AB tests don’t always win • Novelty effect • External factors • Choosing your goals wisely

20.

21. Subscription Service Info page

22. Homepage Personalisation

23. User engagement - Favorite button

24.

25. Personalisation

26.

27. Experimentation and Personalisation made easy • Cross Platform • Experimentation in algorithms, not just UI • Easy to use for non-technical users • Auto personalisation • Data Driven experimentation

28. Activity

29. • Lets pick a popular product of your choice • Facebook? Quora? • Brainstorm through the goals of the product • What should we measure? • How can we improve the product?

30. Thanks @ishanagr agrawal.ish@gmail.com

Editor's Notes

Its difficult to get money from Freshmen, specially when they are your friends. Create a buzz around the products you build. Helping people more difficult than making money. People love seeing other people (specially young people) drive change. Don’t work on something that doesn’t excite you enough to work on it full time. Choose your team mates / co-founders very carefully.
I think my slides don’t strictly follow the outline, but its a general overview
DDPD seems like a big term thrown around in the industry a lot. Lets try to figure it out together.
Your very own time table builder, built by students from NUS. Lets up the stakes. Lets say we make it a product and sell it to all university students around the world. How do we make money? - And we make money by a subscription service.
So we found the problem, we came to a solution. Now how do we know if its working? Visits Visitors Average time per session Demographics, location, time of day Every dimension of information gives you more insight
Drop offs at different points in the application What are we optimising for? Heatmaps Funnels Retention rates
Feature improvements / New feature development Measure how the changes are performing Experiment? Personalize? https://www.zopim.com/ example
So what is AB testing?
Bottom left was the clear winner Split url testing
Drove the conversions up by 20%
Learning which variations work best for what audience and then auto targeting.

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Editor's Notes