7 Steps to a Successful Mobile Launch: 2. Optimize user conversion
Now that we understand what success means, we look at ways to optimize conversion on mobile. We map out a funnel from user’s initial interest all the way through their onboarding. We provide best practices that allow participants to avoid wasting opportunities to smoothly onboard people who want to use their product. We also offer creative ways to acquire users on mobile based on examples from Facebook and real-estate marketplace Trulia.
RecordedFeb 23 201644 mins
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Agile transformations are about people. Frameworks and practices can help, but a successful transformation starts and ends with the individuals, teams and leaders who bring the change to life. One of the most powerful tools you already have for facilitating change is your vocabulary and your word choice. eBay exec and Agile Alliance board member Paul Hammond reveals how to create strong foundations for a strong agile transformation through careful consideration and selection of your team or organizational agile vocabulary.
What if chronic diseases weren't actually chronic? What if everything we’ve been told about healthcare is wrong? Virta Health founding CEO, former co-founder of Trulia, and world-class athlete Sami Inkinen reveals the 5 principles that can disrupt healthcare and end diabetes. Sami is a returning guest at Products That Count, where he previously talked about how to achieve the impossible— literally: what most people think is impossible. Once again, he set out to do just that! From systems building to applications of artificial intelligence to exponential thinking, Sami offers practical wisdom from a remarkable life and career.
What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world’s most habit-forming technologies and provides practical advice for increasing user engagement.
Successful product managers help their organizations identify and build magical products that solve their users’ needs. While finding the perfect user-product fit is rarely easy, trained product managers can find great fits consistently through User Science–understanding both user needs (identifying which problem to solve) and user behaviors (understanding how and why users react to products). Brent Tworetzky (CPO of XO Group, which includes The Knot) walks you through a simple system that brings User Science to life for you and your team.
Master the art of prototyping by learning to apply six core principles honed by Oculus Design Engineering Head Caitlin Kalinowski. Distilling 15+ years shipping products, she shares examples of how these principles can help you to turbocharge your product's development and focus your team on the right things at the right time. She also shares management secrets that pair best with each stage of development and iteration to keep your product on track.
Software is hard. Getting the product right is challenging enough, and unless you're working alone, you're contending with people and process in a daily struggle to get things done. As product builders, how do we guarantee excellence when so much can go wrong? Slack product lead Paul Rosania gives an overview of the many risks that face software teams, and a recipe for building exceptional products.
Paul Rosania leads the Core Product team at Slack, where he and his team build the interfaces millions of people use to get their work done each day. Previously, he led the Timelines Team at Twitter, where he spearheaded the transition to an algorithmically ranked feed. Paul graduated Dartmouth College with a BA in Computer Science and has spent the last decade building software he hopes brings people closer together.
The success of a product is increasingly defined by the 'why' someone will use a product, over the 'how' it should be built. But how do you get people to care? How do you go about showing people why they must use your product. The Times and The Sunday Times fmr-product head Paul Jackson explores the drivers of that 'Aha' moment, including the 9x challenge of new product adoption.
As a Product Manager and user-centred design practitioner, Paul Jackson has been building digital products and services for over 15 years. Currently Managing Director of Castle in the UK, he was Head of Product Management for The Times and The Sunday Times and Director of Product at Newsmart, an edtech SaaS that leverages premium news content from the Wall Street Journal. Paul is the publisher of Pivot Product Hits, a monthly newsletter on product strategy and a regular writer on all things product.
Teams do their best work, collaborate more efficiently, and are highly motivated when there are clear metric goals that are aligned with the company mission. Unfortunately many teams struggle with setting goal metrics that drive meaningful product outcomes, align stakeholder incentives, or allow teams to execute rapidly with a clear purpose. Instagram growth lead Bangaly Kaba shares his attributes of good metrics, discuss how to align and prioritize team metrics to topline goals, highlight common risks and mistakes, and share how he applies these frameworks to a couple real life products.
About the speaker: Bangaly Kaba leads the Growth Team at Instagram, leading the growth efforts for its core app. He's been at Facebook for over 3 years and previously worked on Facebook's Growth Team as the PM for Friending, the team responsible for building the social graph. Prior to FB, Bangaly drove new product ideation for DirecTV's Digital Innovation Lab, launched a couple startups, and also worked on Wall Street.
Joel Freeman, Co-Founder and CEO of Grabble & Mobula
How do you go about launching products that attract millions of users? How do you go from ZERO to 1 MILLION users? Serial mobile entrepreneur and member of Facebook's Client Council, Joel Freeman shares his experience bringing fast growing apps to market and reveals what he learned along the way, including how to effectively design for virality and retention, how to maximise organic growth and invest in scaling paid opportunities, and what the future of the Appstore looks like.
About the speaker: Joel Freeman is co-Founder and CEO of Grabble & Mobula. He has launched services that have reached millions of users and ha ve been featured by Apple in over 100 countries. Interested in starting businesses from a young age, which led to an accidental delivery of 1m playing cards in London Bridge with no means to distribute them, Joel is obsessed with the future of mobile. He sits on the Facebook Client Council and strategizes about the future of native app distribution.
Marketplaces are changing the way we work, buy, travel and more. Their business model could well be the best ever: it’s powered by network effects at scale, where supply and demand follow one another, creating a winner-take-all situation. But why will one marketplace gain traction and achieve scale, where others falter? How do you build a winning one? Eventbrite Growth VP and marketplace guru Brian Rothenberg shares what he learned through more than a decade building 4 marketplaces from $0 to $billions.
Brian Rothenberg has spent the last four years playing a critical role in scaling Eventbrite’s business to millions of events per year, generating more than $5Bn in gross transactions since inception. Prior to Eventbrite, Brian helped to multiply TaskRabbit’s business 3x, he co-founded and ran product & marketing for his own marketplace startup SkillSlate (acquired by TaskRabbit), and started his career as a product manager for Yahoo!’s marketplace businesses.
How do you go from building products to running a marketplace that creates thousands of jobs and is valued at over $1Bn? Upwork CEO Stephane Kasriel shares what he learned along the way, from product manager at Paypal, to SVP of product and then CEO at Upwork. “Getting to product-market fit is only the beginning,” he says “From there, there are even bigger hills to climb, like building a sustainable growth engine, maintaining trust in the platform, expanding to new verticals, and securing funding along the way.”
As CEO of Upwork, the world’s largest freelancing website, Stephane Kasriel is driving the company’s vision of connecting businesses with talent faster than ever. At Upwork (formerly Elance-oDesk), he built and led a distributed team of more than 300 engineers, product managers and designers located around the world as SVP of Product & Engineering before ascending to be CEO of the company. Stephane applies his learnings to help people build their own teams so that they can overcome talent gaps, create more job opportunities, and give rise to a flexible work future. He holds an MBA from INSEAD, Master’s from Stanford in Computer Science and a BS from Ecole Polytechnique in France.
Leading others, influencing, giving feedback is part of every product manager’s job, but it can make people uncomfortable. Criticizing others can feel brutal, and praising them can feel patronizing. Giving feedback is hard, but it’s just the beginning. It’s equally as important to get feedback (especially criticism) from others, and encourage it between them. Kim will share her approach for giving impromptu feedback effectively, soliciting it from others, and encouraging it between the people you work most closely with.
Kim Scott is the co-founder of Candor and the author of “Radical Candor: Be a Kickass Boss without Losing your Humanity” (St. Martin’s Press, March 2017). Kim led AdSense, YouTube, and Doubleclick Online Sales and Operations at Google and then joined Apple University to develop and teach “Managing at Apple.” Kim has been a CEO coach at Dropbox, Qualtrics, Twitter, and several other Silicon Valley companies. She received her MBA from Harvard Business School and her BA from Princeton University.
Leading others, influencing, giving feedback is part of every product manager's job, but it can make people uncomfortable. Criticizing others can feel brutal, and praising them can feel patronizing. Giving feedback is hard, but it’s just the beginning. It’s equally as important to get feedback (especially criticism) from others, and encourage it between them. Kim will share her approach for giving impromptu feedback effectively, soliciting it from others, and encouraging it between the people you work most closely with.
Kim Scott is the co-founder of Candor and the author of "Radical Candor: Be a Kickass Boss without Losing your Humanity" (St. Martin’s Press, March 2017). Kim led AdSense, YouTube, and Doubleclick Online Sales and Operations at Google and then joined Apple University to develop and teach “Managing at Apple.” Kim has been a CEO coach at Dropbox, Qualtrics, Twitter, and several other Silicon Valley companies. She received her MBA from Harvard Business School and her BA from Princeton University.
Shawn Carolan’s lightning talk:
Iconic consumer products seem obvious in hindsight, but crafting a “products that counts” from a blank canvas is a challenging climb filled with pitfalls. Uber early investor, venture capitalist and recovering entrepreneur Shawn Carolan argues that you need to boil down a product’s core purpose to a single sentence in order to gauge demand, scope ambitions, attract investors, align teams, speed execution, hire employees and get customers faster.
Jonas Kaufman’s lightning talk:
Safe drinking water is the product that counts the most. But today, millions of people lack access to it. Serial entrepreneur and social activist Jonas Kaufman will share the disruptive approach he’s come up with to provide clean drinking water to millions of people. He’ll also discuss how easy it is to get involved.
SC Moatti’s lighning talk:
How do you go about creating mobile products used by billions of people? What are the new rules shaping the future of connected technology? Drawing from her work experience as an executive at places like Facebook, Nokia, and Opera Software, as well as extensive interviews with executives at mobile pioneers such as Airbnb, Pandora, and Uber, SC Moatti lays out the three rules that every mobile product needs to be successful.
Companies invest billions of dollars in designing new products every year, but more than 70% of those products fail to monetize effectively. What a waste! "It doesn’t have to be this way. And it needs to stop," says pricing guru Madhavan Ramanujam. In this talk, he reveals his approach to designing products based on price based on working with over a 100 technology companies. He will shares concrete case studies and examples from leading companies such as LinkedIn, Uber and Optimizely and a practical, step-by-step methodology for pricing innovation.
Madhavan Ramanujam is a board member and partner at Simon-Kucher & Partners, a strategy firm with a leading practice around pricing new products. He has led hundreds of pricing project for new technologies and products and is co-author of “Monetizing Innovation: How Smart Companies Design the Product Around the Price.” Madhavan is an alumni of the Stanford Graduate School of Business (GSB), Stanford University and the Indian Institute of Technology (IIT, Chennai).
What are the fundamentals of building great products at scale? Former Uber product exec Frederique Dame reveals why it is critical to have a clear mission and clear goals, how companies can stay agile as they scale, and what culture fosters innovation with a team that operates in hyper growth mode. Along the way, she shares concrete examples from Yahoo!, Photobucket, SmugMug, and Uber.
Frederique Dame is a product veteran with 15 years of experience building large scale products for large and small tech companies in Silicon Valley. Most recently, she helped scale Uber from 80 employees to 7000+, and from 14 cities in 4 countries to 400+ in 68 countries. Prior to Uber, she built large-scale social products at Yahoo!, Photobucket, and Smugmug. Today, Frederique is a startup advisor and angel investor.
How do you bring new users on board in ways that keeps them coming back? Slack head of growth Merci Victoria Grace reveals the secrets behind Slack new user experience including building a culture of shoshin (the “beginner’s mindset”), cultivating empathy for new users and more. Prior to joining Slack, Merci ran her own mobile company and most recently, was the Director of Product Management at Gigwalk, a mobile workforce platform.
Amazon started as an online book store and today, it’s a leading retailer and cloud computing giant. What are the secrets behind Amazon’s success? Amazon’s product exec Kintan Brahmbhatt reveals the Amazon Way, including insights on Amazon’s approach to building products by working backwards from the customer. He leads product vision and execution for Amazon Music, including Prime Music and Amazon’s music experience on Echo and Alexa. Previously Kintan led product launches for IMDb, Amazon Video and Kindle. He is also an active angel investor and advisor to several startups.
Increasingly, businesses are focusing their time and budget on going mobile. But without good execution, it’s extremely easy to fail! There are three elements of a mobile product that make it a success - they must be beautiful, they must understand us, and they must learn about us as we use them.
Conversation and messaging-based interfaces are becoming the new norm in the post-app economy for next-generation mobile services, commerce and transactions. But why do some messaging services thrive when most don’t? Veteran Silicon Valley VC and Mayfield fund managing partner Tim Chang shares his investment thesis for re-inventing the interface for everything from offline services, shopping, healthcare, banking and finance, education, fitness, nutrition, to travel, enterprise apps, and IoT via messaging and chat. Along the way, he shares lessons learned from the most compelling mobile messaging services out there. Tim has been named one of Forbes/Midas top 100 venture capitalists in 2011 and 2012. More at http://www.mayfield.com/.
Products That Count is one of the largest communities of product managers, leaders and founders in the world. It provides insider access to founders and C-level execs such as Netflix Product VP, Crossing the Chasm legendary author, Trulia Founder, or Lyft CMO, via speaker series, podcasts, and invite-only executive retreats. Partners include WeChat, Yelp, LeanPlum, Pragmatic Marketing, and StartupDigest. Its venture arm, Mighty Capital, invests in companies building products that count once they have demonstrated product/market fit. More at ProductsThatCount.com.