5 Tips for Data-Driven Product Design by PatientPop's PM
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Product managers know they should use data in their decision making - so why are there so many roadblocks? Companies often think they're not mature enough, don't have the right volume of data, or that their data is too messy. However, those are 'roadblocks' that can slow product development, and, worse, can drive a product in the wrong direction. PatientPop's Director of Local SEO and Marketing Joel Headley and Product Manager Andy Chu offered strategies on how young companies can creatively gather and utilize data - even without data analysts!
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5 Tips for Data-Driven Product Design by PatientPop's PM
- 1. 5 Tips for Data-Driven Products Design by PatientPop’s Product Manager www.productschool.com
- 2. FREE INVITE Join 16,000+ Product Managers on productschool.com/slack-community
- 5. Data Analytics for Managers 2-month part-time Courses
- 6. Joel Headley & Andy Chu
- 7. 5 TIPS FOR DATA-INFORMED PRODUCT DESIGN
- 8. DIRECTOR OF LOCAL SEO AND MARKETING Over a decade at Google in product operations Product Manager and Local SEO Expert Expert Debater PRODUCT MANAGER 3.5 years in product management PM for Patient Feedback and Engagement Data Warehouse and Spreadsheet Jockey
- 9. INTRODUCTION TO PATIENTPOP To Help All Practices Thrive ● We build performance driven websites ● We integrate with a medical office’s calendaring system to offer online appointments & appointment reminders ● We gather feedback from patients about their office visit
- 10. THE IDEAL ● Store all things ● Read all things ● Answer any question
- 11. GOOGLE NOW: OFFERING A CONTEXTUAL, ASSISTIVE EXPERIENCE
- 12. INCREASE USER ENGAGEMENT WITH YOUR APP
- 13. THE IDEAL OF STORAGE AND RETRIEVAL
- 14. THE IDEAL ● Store all things ● Read all things ● Answer any question
- 15. BUT THAT’S GOOGLE AND I’M NOT GOOGLE
- 16. THE REALITY ● Focus on the question ● Choose your metrics ● Grab those metrics
- 17. SURVEYS CAN VALIDATE ASSUMPTIONS When there are imperfect data, do light market research.
- 18. DEVELOP SURVEY QUESTIONS THAT VALIDATE ASSUMPTIONS ● How did you first learn about your child's pediatrician? ● What research did you perform prior to selecting your child's pediatrician?
- 19. SURVEYS CAN VALIDATE ASSUMPTIONS ● How did you first learn about your child's pediatrician? > 70% was a recommendation ● What research did you perform prior to selecting your child's pediatrician? > 50% did online research N = 101, cost = $25
- 20. TEST IDEAS OUTSIDE OF YOUR PRODUCT If you can’t change the code, find another way. ● How do you improve how many patients share feedback after receiving an email?
- 21. TEST IDEAS OUTSIDE OF YOUR PRODUCT
- 22. TEST IDEAS OUTSIDE OF YOUR PRODUCT If you can’t change the code, find another way. ● How do you improve how many patients share feedback after receiving an email? ○ Change the subject line ○ Personalize the signature ○ Don’t change the UI design ● Conversion rate increased by 600%.
- 23. VALIDATE PRIOR TO RELEASE, LITTLE BY LITTLE, WITH FEATURE FLAGS ● Release to a subset ● Start small and grow
- 24. WHY STRUCTURED DATA? ● Provide relevance ● Drive search features
- 25. SMALL SCALE RESULTS EMBOLDEN FURTHER EXPANSION ● Single site 400% increase in click thru rate, for a single page Ranking improved ● 200 sites Sites appearing with stars grew from < 5% to > 60% 4x increase in pages/site with rich snippets ● Full release (thousands of sites)
- 26. FIND ALTERNATE SOURCES OF ANALYTICS DATA If you can’t find the data, try looking in other sources. ● Are patients more likely to book an appointment using their mobile or desktop on Yelp?
- 27. USE ALTERNATE SOURCES OF ANALYTICS DATA
- 28. USE ALTERNATE SOURCES OF ANALYTICS DATA
- 29. FIND ALTERNATE SOURCES OF ANALYTICS DATA If you can’t find the data, try looking in other sources. ● Are patients more likely to book an appointment using their mobile or desktop on Yelp? ○ They are more likely to book on desktop than mobile. ● Design for mobile, but don’t stress if desktop is better.
- 30. TAKE TIME TO COUNT
- 31. TAKE TIME TO COUNT Yelp Facebook Healthgrades WebMD Yellow Pages Angie's List Mapquest Vitals Yahoo Locality Better Business Bureau (BBB)
- 32. REMEMBER TO DRIVE BUSINESS GOALS ● Surveys can validate assumptions ● Test ideas outside of your product ● Validate prior to release with feature flags ● Find alternate sources of analytics data ● Take time to count
- 33. WANT TO WORK WITH US? Product Manager • UI/UX Designer Product Marketer • Data Analyst DevOps Engineer • Site Reliability Engineer • Software Engineer
- 34. Part-time Product Management Courses in San Francisco, Silicon Valley, Los Angeles, New York, Austin, Boston, Seattle, Chicago, Denver, London, Toronto www.productschool.com
Editor's Notes
- When you checked in tonight, you got an email inviting you to join our slack community In that community, we have 15k product people who have come through different companies like google, facebook, uber Sharing information about events, job offers from our partner companies, and valuable online content Please check your email and join - it’s free
- In our PM Course, we teach how to build products and how to get a job as a software product manager All our classes are 2 months, part time, and compatible with full time jobs. We have two options, Tues/Thurs in the evening and Saturdays in the morning Instructors- are senior level product managers from companies like Google, FB, Uber, etc
- In addition to our PM class, we offer our Coding for Managers class Also two months and part time tailored for professionals who don’t come from a traditional engineering background The goal of this course is not to make you a software engineer, but to give you enough technical background to build a fully functional website and pass the technical interview
- Similar to our coding course, we also offer our Data Analytics for Managers Tailored for people who don’t have a technical background but to give them enough knowledge of analytics to become product managers Also two months, compatible with full time jobs The goal of the course is not to make you a data scientist, but to make you technical enough to understand web analytics, learn SQL, and machine learning concepts
- Log everything Have queryable interfaces to respond to any question with data Dremel Logging Access controlled, properly anonymized. (Drop for time?) Industry examples data driven (here’s what we’d like to do) Preferred examples - maturity, blah, really good examples of data driven decision making Now API - ?? Some other Google example?
- Long views or clicks Determined user interaction of the card. Based on the number of user interactions with the 3+ month development time worth value to the developer to continue with the project?
- Developers only had the information provided through the API - number of users and number of cards created and if the user disabled the card. They didn’t really understand engagement. Based on the number of user interactions with the 3+ month development time worth value to the developer to continue with the project?
- We used the logging and tools at our disposal to really describe user engagement to the developer. Ultimately, we were able to take these metrics and develop a dashboard for the developers to help them understand user engagement.
- Log everything Have queryable interfaces to respond to any question with data Dremel Logging Access controlled, properly anonymized. (Drop for time?) Industry examples data driven (here’s what we’d like to do) Preferred examples - maturity, blah, really good examples of data driven decision making Now API - ?? Some other Google example?
- Remember that data does not equal insights.