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Yuval Ariav, Chief Architect
@yuvalariav
THE DATA DRIVEN
EVOLUTION OF A CONSUMER
PRODUCT
Yuval Ariav, Chief Architect
@yuvalariav
Consumer mobile product
❯Millions of users (hopefully)
❯Taste becomes a quantifiable metric
❯Ecosystem provides implicit & explicit feedback
❯Cloud architecture (frequently)
❯Services easily become data intensive
❯Data-driven product decision making
❯State-of-mind during planning & execution
Yuval Ariav, Chief Architect
@yuvalariav
Example: A/B testing (1)
A B
18.6% 31.8%
+70.1%
Yuval Ariav, Chief Architect
@yuvalariav
Example: A/B testing (2)
A B
2.00% 1.00%
+102%
Yuval Ariav, Chief Architect
@yuvalariav
Onavo – overview
❯Putting smartphone users in control of
their mobile data usage
❯Make mobile data more transparent
❯Shrink mobile data volumes
❯Helping users save money on monthly bills
❯Serving users in 150 countries, 290 mobile
operators
Yuval Ariav, Chief Architect
@yuvalariav
2 MONTHS TO LAUNCH
Phase 1
Yuval Ariav, Chief Architect
@yuvalariav
Phase 1 – Overview
❯Beta program before launch
❯Test architecture
❯Evaluate compression rates
❯Build up a friendly user base
❯Bare minimum
❯Registration (e-mail)
❯Device configuration
❯Saving statistics
Yuval Ariav, Chief Architect
@yuvalariav
Registration and configuration
1. 2. 3.
Yuval Ariav, Chief Architect
@yuvalariav
Lessons learned – phase 1
❯It’s never too early to start A/B testing
❯Use Beta / testing phases to collect “product
intelligence”
❯Run an A/B-test-friendly operation
❯Plan information oriented architecture
❯Design a “test modular” product
❯Have a flexible BE to complement
Yuval Ariav, Chief Architect
@yuvalariav
LAUNCH +2WEEKS
Phase 2
Yuval Ariav, Chief Architect
@yuvalariav
Phase 2 – overview
❯Launch – 29/04/2011
❯Good reception, coverage
❯We’re out in the wild
❯Troubleshooting the world
❯Conversion pretty uniform, except…
❯Some countries… or operators?
❯Problems with installation
Yuval Ariav, Chief Architect
@yuvalariav
Testing installation screens (1)
84.2% 80.3% 83% 84.5%
A B C D
Yuval Ariav, Chief Architect
@yuvalariav
Testing installation screens (2)
49.5% 54% 47.7% 49.8%
A B C D
Yuval Ariav, Chief Architect
@yuvalariav
Lessons learned – phase 2
❯Money talks, but not always
❯DoV isn’t a substitute for clarity
❯Experiment with different conversion
approaches (walkthrough, goal, etc.)
❯Measure through
❯Tag users into cohorts ASAP
❯Plan your data for troubleshooting /
optimizing
Yuval Ariav, Chief Architect
@yuvalariav
LAUNCH +2MONTHS
Phase 3
Yuval Ariav, Chief Architect
@yuvalariav
Phase 3 – overview
❯A couple of months in
❯Growth based on mainly on PR
❯Popular blogs
❯Weekly / monthly infographics
❯User reviews
❯In-app mechanisms for sharing on social networks
❯Kvirality not high enough…
❯Looking to improve virality
Yuval Ariav, Chief Architect
@yuvalariav
Testing sharing mechanisms
Yuval Ariav, Chief Architect
@yuvalariav
Behind the scenes
❯Everything is metered
❯Who’s* sharing?
❯Who* with?
❯How effective?
❯When?
❯Couple numbers with service events
❯“User saved >50MB / $10 overall”
❯“User saw 90% savings on a single app”
Yuval Ariav, Chief Architect
@yuvalariav
Lessons learned – phase 3
❯2 types of shareable content
❯Content you “shout” about (share)
❯Content you “whisper” about (invite)
❯Sense of accomplishment / progress goes
a long way
❯Measure everything
❯Quantify sentiment / identify advocates
❯Use as an internal meter
Yuval Ariav, Chief Architect
@yuvalariav
MOVING TO A PAID MODEL
Phase 4
Yuval Ariav, Chief Architect
@yuvalariav
Phase 4 – overview
❯Evaluating business models
❯Key questions
❯How to frame the offering?
❯What payment model to use?
❯What charging model to use?
❯What to charge for the offering?
Yuval Ariav, Chief Architect
@yuvalariav
Framing the offering
❯“Raw” technological offering
❯50% optimization of mobile apps’ data
❯2 distinct product messages
❯“Pay less”❯“Onavo helps you save 50% on your data”
❯“Do more”❯“Onavo lets you double your data plan”
❯Reaching out to potential users
Yuval Ariav, Chief Architect
@yuvalariav
Testing product offering
“Pay less”
“Do more”
Control
Yuval Ariav, Chief Architect
@yuvalariav
Picking the model
❯On top of product messaging
❯Payment model❯Paid app?
❯Freemium?
❯Trial?
❯Charging model❯Price tiers
❯Pay per X
❯Renewable subscription
❯Again – reaching out
Yuval Ariav, Chief Architect
@yuvalariav
Testing potential models
How much would you be willing to pay per month to get more out of you data plan?1. $0.992. $1.993. $2.994. $3.995. $4.99
Yuval Ariav, Chief Architect
@yuvalariav
Testing potential models
Would you be willing to pay a $2.99 monthly subscription to get more out of your data plan?1. Yes2. No
Would you be willing to pay at all?1. Yes2. No
How much would you be willing to pay?…
no
yesyes
no
Yuval Ariav, Chief Architect
@yuvalariav
Lessons learned – phase 4
❯The answers you get are only as good as
the questions you ask
❯Use neutral wording
❯Be accurate
❯Less is more
❯Remember attention span is limited
❯Consider cohort sizes
❯Be creative about reaching out
Yuval Ariav, Chief Architect
@yuvalariav
Lessons learned - overall
❯ Get in a data-oriented-decision state of mind
❯ Design your operation around making informed decision
❯ Plan ahead, data-wise
❯ Learn from others’ product decisions, but don’t
generalize
❯ Product decisions are often not optimal when taken out of
context
❯ A/B testing will make your business excellent, but it
won’t make it a business
❯ Doesn’t substitute business plan, marketing, etc.
Yuval Ariav, Chief Architect
@yuvalariav
THE DATA DRIVEN
EVOLUTION OF A CONSUMER
PRODUCT