qual vs. quant: using data to build better products
TRANSCRIPT
![Page 2: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/2.jpg)
Who’s Tired Of Hearing About Data?*
*be honest
![Page 3: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/3.jpg)
A/B Testing
![Page 4: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/4.jpg)
A/B Testing
Funnel Analysis
![Page 5: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/5.jpg)
A/B Testing
Cohorts
Funnel Analysis
![Page 6: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/6.jpg)
A/B Testing
Cohorts
Funnel Analysis
Blah
![Page 7: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/7.jpg)
A/B Testing
Cohorts
Funnel Analysis
Blah
Blah
![Page 8: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/8.jpg)
A/B Testing
Cohorts
Funnel Analysis
Blah
Blah
Blah
![Page 9: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/9.jpg)
Sorry. I’m Going To Talk About Data Some More.
![Page 10: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/10.jpg)
Better Data==
Better Products
![Page 11: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/11.jpg)
Well…Sometimes
![Page 12: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/12.jpg)
What Data Can’t DoReplace Design
Replace Listening to Users
Tell Us What We Should Be Building
![Page 13: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/13.jpg)
What Data Can DoInform Design
Inform Research
Tell Us What We Should Be Investigating
![Page 14: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/14.jpg)
How About An Example?
![Page 15: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/15.jpg)
A Funnel
![Page 16: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/16.jpg)
A Checkout Funnel
Create Account
Select Plan
Payment Info
Address
ConfirmThanks & Up Sell
![Page 17: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/17.jpg)
A Leaky Checkout Funnel
100%
Create Account
Select Plan
Payment Info
Address
ConfirmThanks & Up Sell
-20%
-10%
-50%
-33%
-25%== ???
![Page 18: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/18.jpg)
What That Means to You
100 Buyers
Create Account
Select Plan
Payment Info
Address
ConfirmThanks & Up Sell
-20 Buyers
-8 Buyers
-36 Buyers
-12 Buyers
-6 Buyers== 18 Buyers
![Page 19: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/19.jpg)
100 To 18????How Do We Fix This?
![Page 20: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/20.jpg)
Identifying a Friction Point
100 Buyers
Create Account
Select Plan
Payment Info
Address
ConfirmThanks & Up Sell
-20 Buyers
-8 Buyers
-36 Buyers
-12 Buyers
-6 Buyers== 18 Buyers
![Page 21: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/21.jpg)
Stop It
![Page 22: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/22.jpg)
Quantitative Data Qualitative Data
Understanding the Friction Point
![Page 23: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/23.jpg)
Quantitative Data
WHAT
Qualitative Data
WHY
![Page 24: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/24.jpg)
How Can You Use Them Together?
![Page 25: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/25.jpg)
Step 1: Identify the Biggest Problem
![Page 26: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/26.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics
![Page 27: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/27.jpg)
The Biggest Problem
100 Buyers
Create Account
Select Plan
Payment Info
Address
ConfirmThanks & Up Sell
-20 Buyers
-8 Buyers
-36 Buyers
-12 Buyers
-6 Buyers== 18 Buyers
![Page 28: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/28.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics Quant
![Page 29: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/29.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
![Page 30: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/30.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
![Page 31: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/31.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability Qual
![Page 32: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/32.jpg)
Problem Possibilities
Create Account
Select Plan
Payment Info
Address
ConfirmThanks & Up Sell
-36 People• Didn’t have payment info handy• Confused by specific question• Looked for promo code
![Page 33: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/33.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
![Page 34: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/34.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
Create Solution Hypotheses
![Page 35: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/35.jpg)
Solution Hypothesis
Problem
People looked for a promo code.
![Page 36: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/36.jpg)
Solution Hypothesis
Possible Solution
Remove promo code entirely.
![Page 37: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/37.jpg)
Solution Hypothesis
What Do We Think Would Happen?
An increase in conversion.
![Page 38: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/38.jpg)
Solution Hypothesis
What Might Go Wrong?
A decrease in acquisition or revenue.
![Page 39: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/39.jpg)
Step 4: Learn & Iterate*
*The last step is always learn & iterate!
Quant & Qual
![Page 40: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/40.jpg)
Learn…
How Would We Know We Were Right?
A/B test of the checkout flow with and without the promo code.
![Page 41: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/41.jpg)
What Really Happened?
Create Account
Select Plan
Payment Info
Address
ConfirmThanks & Up Sell
![Page 42: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/42.jpg)
Why Did It Happen?
Qual!
![Page 43: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/43.jpg)
…And Iterate
Another Possible Solution
Create custom landing pages rather than promo codes.
![Page 44: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/44.jpg)
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
Create Solution Hypotheses
Step 4: Learn & Iterate!
![Page 45: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/45.jpg)
Or…
![Page 46: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/46.jpg)
Step 1: Identify the Biggest Problem
![Page 47: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/47.jpg)
Step 1: Identify the Biggest Problem
Interview Current UsersQual
![Page 48: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/48.jpg)
Step 1: Identify the Biggest Problem
Interview Current Users
Step 2: Understand What
![Page 49: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/49.jpg)
Step 1: Identify the Biggest Problem
Interview Current Users
Step 2: Understand What
Study Relevant MetricsQuant
![Page 50: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/50.jpg)
But Why?
![Page 51: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/51.jpg)
Step 1: Identify the Biggest Problem
Interview Current Users
Step 2: Understand What
Study Relevant Metrics
Step 3: Propose Solutions
Create Solution Hypotheses
![Page 52: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/52.jpg)
Step 1: Identify the Biggest Problem
Look at Your Sales Pipeline
Step 2: Understand Why
Interview People Who Said No
Step 3: Propose Solutions
Create Solution Hypotheses
![Page 53: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/53.jpg)
Step 4: Learn & Iterate*
*The last step is always learn & iterate!
![Page 54: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/54.jpg)
Once Again…
Quantitative Data
WHAT
Qualitative Data
WHY
![Page 55: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/55.jpg)
Better Data ==
Better Products
![Page 57: Qual vs. Quant: Using data to Build Better Products](https://reader031.vdocument.in/reader031/viewer/2022030310/58f9a9af760da3da068b7129/html5/thumbnails/57.jpg)