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Design
for Growth
LX2017 Angel Steger
Angel Steger
Design Lead @
Pinterest
New User Experience
User State Machine
Notifications
Agenda
Growth
Role of Design
Velocity
Keys to success
1
2
3
4
Growth is all about
connecting users to
value—creating a path
to value inside the
product.
What is Growth?
Core Product Developing our core features and value proposition
Growth
Optimize UX to onboard and train users to understand,
get value from, and repeatedly use our product.
Brand/Marketing Show and tell our product story
What is Growth?
It’s more than momentary wins
What is Growth?
If you want to be a sustainable
What is Growth?
Momentary wins Thriving
What is Growth?
Focus Growing the number of engaged users
Responsibility To develop and optimize the user journey such that
non-users grow into longterm, engaged users
Mindset Learn as quickly and efficiently as possible
Responsibility To develop and optimize the user journey such that
non-users grow into longterm, engaged users
Why design matters
User satisfaction drives
longterm engagement:
1. Repeat behaviors
2. Word of mouth
Role of Design
Role of Design
Product
Design
Eng
What will be most
impactful for our
business?
What will be most
impactful for our users?
What is the most efficient
way to get to the most
impact?
Design is best
positioned to
understand / what
users want / when they
Role of Design
Team & experimentation
Growth is
also about
velocity
Hypothetical Engineer
or Product Manager
“Does this really need
design? Design is
just going to slow us
down.”
“I’m the guy who does his jo
You must be the other guy.”
What impacts velocity?
Lack of data
Conducting experiments that could have been answered
via data had there been proper logging (Eng)
Poorly-defined problems
If product does a poor job of defining the problem,
design
ends up being tasked with defining the problem and the
solution simultaneously (PM)
Mistaking haste for velocity
“This will be so easy, no design work needed” (XFT)
—> experience breaks on edge cases, polluting data

“We don’t need those details” (PM, Eng)
—> experience breaks, leading to insignificant results
Muddled experiment
Too many things being tested at once to understand
what is
going on (XFT)
Example muddled experiment (thx @ Scott Tong)
Example muddled experiment (thx @ Scott Tong)
How to address those issues
Ensure proper logging
Design and PM set up plan for learning so that Eng can
build in proper logging
Define problems clearly
Due diligence for a true hypothesis and metrics for
success helps Design focus on what matters
Be deliberate to be fast
Think through edge cases; 1/2 day work can save weeks
Understand experiment significance: as little as a 1%
more effective execution can lead to learning weeks
faster; negotiate tradeoffs as a team around
effectiveness
Test one thing at a time and
improve iteratively
Design experiments to incrementally lead to your
ultimate vision so every learning is clear
XFT Process
Each discipline is
accountable for things.
Everyone is
responsible for
everything.
XFT Process
Define the
problem
Explore
solutions
(Design)
Set up
experiments
Build & test
(Eng)Analyze
results
Project Doc: single source of truth
Problem (PM)
Solutions explored
(Design)
Experiment setup (XFT)
Design iterations
Good
Better
Best
Enough to learn
Quality, consistency,
Polished, performant UX
How do we ensure
design is successful?
Keys to Success
Value
“This is enjoyable
and useful”
Diversity
“I can see myself using
this in many situations”
User Intent: “This is relevant to what I want to be doing right now”
1. Focus on user intent & motivation
Comprehension
“I get what this is”
2. Develop the user journey
What are the different states of
comprehension and
engagement?
How might we ensure better
delivery of product value to
users?
When is the right time to scaffold
3. Staff teams with lightbulbs and lasers
Generating ideas Decision tree for learning
3. Train designers with research and
metrics (and their limitations)
Who? Market Research, Market Sizing
What? Quantitative Research, Data Analytics
Why? Qualitative Research
4. Show over tell concepts to XFT
Show how delight
maintains motivation
Make them witness
user pain realtime
5. Establish rails to enable
experimentation while protecting UX
Manage shipping
% for learning only
Be gentle with
vulnerable user
types
Review with other
teams to ensure
UX continuity
Growth is all about
connecting users to value.
Design can leverage user intent to suss out who/
when/how to deliver value.
With proper XFT support, design drives velocity
and learning towards sustainable ecosystems of
engaged users.
Thanks!
@angelsteger
https://www.pinterest.com/angelsteger

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Angel Steger // Design for Growth // LX 2017

  • 2. Angel Steger Design Lead @ Pinterest New User Experience User State Machine Notifications
  • 4. Growth is all about connecting users to value—creating a path to value inside the product.
  • 5. What is Growth? Core Product Developing our core features and value proposition Growth Optimize UX to onboard and train users to understand, get value from, and repeatedly use our product. Brand/Marketing Show and tell our product story
  • 6. What is Growth? It’s more than momentary wins
  • 7. What is Growth? If you want to be a sustainable
  • 9. What is Growth? Focus Growing the number of engaged users Responsibility To develop and optimize the user journey such that non-users grow into longterm, engaged users Mindset Learn as quickly and efficiently as possible
  • 10. Responsibility To develop and optimize the user journey such that non-users grow into longterm, engaged users Why design matters
  • 11. User satisfaction drives longterm engagement: 1. Repeat behaviors 2. Word of mouth Role of Design
  • 12. Role of Design Product Design Eng What will be most impactful for our business? What will be most impactful for our users? What is the most efficient way to get to the most impact?
  • 13. Design is best positioned to understand / what users want / when they Role of Design
  • 14. Team & experimentation Growth is also about velocity
  • 15. Hypothetical Engineer or Product Manager “Does this really need design? Design is just going to slow us down.”
  • 16. “I’m the guy who does his jo You must be the other guy.”
  • 17. What impacts velocity? Lack of data Conducting experiments that could have been answered via data had there been proper logging (Eng) Poorly-defined problems If product does a poor job of defining the problem, design ends up being tasked with defining the problem and the solution simultaneously (PM) Mistaking haste for velocity “This will be so easy, no design work needed” (XFT) —> experience breaks on edge cases, polluting data
 “We don’t need those details” (PM, Eng) —> experience breaks, leading to insignificant results Muddled experiment Too many things being tested at once to understand what is going on (XFT)
  • 18. Example muddled experiment (thx @ Scott Tong)
  • 19. Example muddled experiment (thx @ Scott Tong)
  • 20. How to address those issues Ensure proper logging Design and PM set up plan for learning so that Eng can build in proper logging Define problems clearly Due diligence for a true hypothesis and metrics for success helps Design focus on what matters Be deliberate to be fast Think through edge cases; 1/2 day work can save weeks Understand experiment significance: as little as a 1% more effective execution can lead to learning weeks faster; negotiate tradeoffs as a team around effectiveness Test one thing at a time and improve iteratively Design experiments to incrementally lead to your ultimate vision so every learning is clear
  • 21. XFT Process Each discipline is accountable for things. Everyone is responsible for everything.
  • 22. XFT Process Define the problem Explore solutions (Design) Set up experiments Build & test (Eng)Analyze results
  • 23. Project Doc: single source of truth Problem (PM) Solutions explored (Design) Experiment setup (XFT)
  • 24. Design iterations Good Better Best Enough to learn Quality, consistency, Polished, performant UX
  • 25. How do we ensure design is successful? Keys to Success
  • 26. Value “This is enjoyable and useful” Diversity “I can see myself using this in many situations” User Intent: “This is relevant to what I want to be doing right now” 1. Focus on user intent & motivation Comprehension “I get what this is”
  • 27. 2. Develop the user journey What are the different states of comprehension and engagement? How might we ensure better delivery of product value to users? When is the right time to scaffold
  • 28. 3. Staff teams with lightbulbs and lasers Generating ideas Decision tree for learning
  • 29. 3. Train designers with research and metrics (and their limitations) Who? Market Research, Market Sizing What? Quantitative Research, Data Analytics Why? Qualitative Research
  • 30. 4. Show over tell concepts to XFT Show how delight maintains motivation Make them witness user pain realtime
  • 31. 5. Establish rails to enable experimentation while protecting UX Manage shipping % for learning only Be gentle with vulnerable user types Review with other teams to ensure UX continuity
  • 32. Growth is all about connecting users to value. Design can leverage user intent to suss out who/ when/how to deliver value. With proper XFT support, design drives velocity and learning towards sustainable ecosystems of engaged users.