opticon 2015-collaborating to scale

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#opticon2015 Collaborating to Scale Katherine Shea [email protected] Cameron Deatsch Head of Growth and Acquisition, Atlassian [email protected] Product Manager, Rue La La

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#opticon2015

Collaborating to Scale

Katherine Shea

[email protected]

Cameron Deatsch Head of Growth and Acquisition, Atlassian

[email protected]

Product Manager, Rue La La

Collaborating To Scale: How Rue La La Spread Optimization Across Its Org And Kept Things From Getting Messy

Katherine Shea Product Manager, Rue La La

Rue La La Overview

With Your Boss

And the CEO

And by Testing Controversial Things

CONTROL TEST VARIATION

And by Running Company-Wide A/B Test Idea Contests

By Sending Regular Emails with Results

And by Showing Results in Numbers People Can Relate To

And by Going on an A/B Road Show

And Your Key Stakeholders

For Idea Intake

And Knowledge Sharing

For Your Testing Road Map

Have an idea? Submit your idea through our Google Form here.

NAME PAGE DEVICE PLATFORM THEME ROBOHEAD JIRA CONFLUENCE 1ST DRAFT FINAL DRAFT STAKEHOLDER

2015.05.27 2015.05.11 2015.05.18Increase Day 0 Purchases By Calling Out Day 0 Boutiques (CTA copy update on Welcome Mod Multi-Page All Evergage Activation Yes AT-469 Yes Kristen KellyDrive awareness and sales for Father's Day Multi-Page All Evergage Revenue Optimizati N/A AT-464 Yes Santi MoraLive Chat on Product List Pages Product List Pages Computer, tablet Evergage Customer Service N/A AT-471 Yes N/A N/A Meredith GendreauMake size chart link more noticeable Product Details All Optimizely Revenue Optimizati N/A AT-456 Yes John Camilleri

2015.06.03 2015.05.18 2015.05.25EDR Responsive Mobile Modal EDR Phone Optimizely Registration N/A N/A NoConsolidate Header to Bring More Boutiques above the Fold Multi-Page Computer, tablet Optimizely Revenue Optimizati Yes AT-470 No John CamilleriWarn Members of Expiring Rue 30 to Encourage Purchase Product Details All Evergage Revenue Optimizati Yes AT-472 No Alex HollisTrending Products Algorithm Change (populate by brand) Multi-page All Evergage Revenue Optimizati N/A AT-477 No N/A N/A Alex HollisRecently Viewed Redesign Multi-Page All Evergage Revenue Optimizati N/A AT-478 NoLive Chat on Boutique Main Boutique Main Computer, tablet Evergage Customer Service N/A No NoAdd Android to GOA Desktop Flyout Multi-Page Computer Evergage App Download Yes No N/A

2015.06.10 2015.05.25 2015.06.02Flyout Showcasing Similar Boutiques to Customers Reaching Bottom of a List Page Product List Pages All Evergage Revenue Optimizati Yes No No Alex HollisAdd to Cart from List Pages Product List Pages Computer Evergage Revenue Optimizati Yes No No AlexReword Countdown Timers (2) Muti-Page All Optimizely Revenue Optimizati Yes No No AlexIncrease Day 0 Purchases By Calling Out NM Boutique (Copy and CTA on Boutique Window) Boutique Main All Optimizely Activation Yes No No Kristen KellyGOA on Order Confirmation Page Order Confirmation All Evergage Mobile App Downlo Yes AT-458 No Abby LokshinBeauty secret sale in CMS zone for 1st time buyers Boutique main / cat Computer, tablet Evergage Personalization N/A AT-438 No Sam BartleWelcome Modal Animated Images Welcome Modal Computer Evergage Activation Yes AT-416 No Feng ChangIncrease Day 0 Purchase by Showing Products on Window Rollover Boutique Main Computer Evergage Activation Yes No No Santi Mora

2015.06.17 2015.06.02 2015.06.09Favorite/ Wishlist Multi-Page All Evergage Engagement No No NoIncrease image size on experience pages Product Details All Optimizely Revenue Optimizati No No NoIncrease Image Size on Product Details Pages Product Details All Optimizely Revenue Optimizati No No NoGilt Modal Registration All Evergage Registration No No NoEliminate top header on mobile web Multi-Page Tablet, phone Evergage Mobile Web No No NoCat NavMessage Coming Soon Boutiques Multi-Page All Evergage Activation No No No Santi Mora

2015.06.24 2015.06.09 2015.06.1670% off + Site Section Navigation All Evergage Revenue Optimizati Yes No No AlexNew Member Boutique Gets Its Own Tab Navigation All Evergage Activation No No NoFacebook Registration More Prominent on Reg Modal Reg Modal All Evergage Registration No No NoOverlay on image instead of text underneath (BM on mobile) Boutique Main Tablet, phone Evergage Revenue Optimizati No No NoReplace NMWM with Tool Tip Welcome Modal All Evergage Activation No No NoELF authenticity messaging

2015.07.01 2015.06.16 2015.06.23Save and Confirm Messaging Multi-Page All Evergage Customer Experienc No No NoNavigagte to next product from product details page Product Details All Evergage Navigation No No NoSimilar boutiques shown on expired product details pages Product Details All Evergage Activation No No NoWelcome stream before registration on mobile web Reg on Mobile Web Tablet, phone Evergage Education No No No

NOTES:

• Your main title goes in the large blue

font.

• If you have a title that naturally splits

into a subtitle, use the smaller green

font for the subtitle. If not, delete the

subtitle

PHOTO

1. Place your photo at around the

same size as the example photo

2. (Keynote users:) Move your photo

onto the blue shape below Select both

photo and shape and then choose

“Mask with selected shape” from the

menu. Double click the photo to edit

the scale and crop position.

Collaborating to ScaleThe evolution of Atlasssian’s Growth initiatives

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Serving 43,000 customers worldwideOur mission: unlock the potential in every team.

$55

$80

$112

$149

$215

FY10 FY11 FY12 FY13 FY14

Facts and Figures Consistent and Profitable Growth9,000+ net new last year

10+ years of FCF ($67M in ’14)

(Revenue in USD mm, FYE June)!

Atlassian’s strong momentum

•  43,000 active customers

•  1,000+ FTEs worldwide

•  85 of the Fortune 100

•  Highly disruptive model

•  Founded in Sydney

NOTES:

• Adjust numeral size as needed

Growth Team SWAT Teams Embedded Teams

NOTES:

• An exaple of a pie chart.

Birth of the Growth Team

• CEO special project• Experiments on two products• Website and Evaluation conversion

rates

What we learned

Your gut is usually wrong.

Experiments breed experiments.

Small changes make for big Impact.Process makes happier colleagues but less experiments.

NOTES:

• An exaple of a pie chart.

SWAT Teams

• Quarterly growth assignments• Full funnel experimentation• Licensed user growth

What we learned

Experiment code is not production code.

Poor data equals wasted time.

Experiments kill experiments.

Hard to move the business.

NOTES:

• An exaple of a pie chart.

Embedded Growth Teams

•  Incubation model• Every product team has growth capability• Focused on MAU targets• Central growth team enables and accelerates

What we are learning

Scaling systems.

Nomenclature and measurement standards.

Hire people who are comfortable failing.

#opticon2015

Thank You!

Katherine Shea

[email protected]

Cameron Deatsch Head of Growth and Acquisition, Atlassian

[email protected]

Product Manager, Rue La La