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AMA: Dropbox Group Product Manager, DocSend Growth, Willie Tran on Growth Product Management and Experimentation
September 20 @ 10:00AM PST
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Dropbox Group Product Manager, DocSend Growth, Willie Tran on Growth Product Management and Experimentation
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
I've wrestled with this over the course of ten years now. I used to think Growth PMs and Core PMs should just be one in the same and every Core PM should be able to do Growth work. However, I don't really believe that anymore. From my experience, there's a place in the business to do optimization......Read More
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
Personally, I've always used pirate metrics. * Acquisition - Getting the user to sign up * Activation - Getting the signed up user to realize the value of the product * Revenue - Getting the user to pay for the product * Retention - Getting the user to stick around * Referral - Getting the ......Read More
636 Views
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
The number one thing first time growth PMs get wrong is only focusing on wins and not involving their team. When creating a Growth squad, your number one enemy isn't not making the number bigger, it's xfn attrition. Designers and engineers who are new to Growth have historically been rewarded for......Read More
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
The areas I index the most when hiring someone: * Partial - Do they fall in love with their own ideas? If so, then I don't believe they will be a strong Growth PM. Given so many experiments fail, you want someone who is focused on answering questions about the user and the science of i......Read More
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
If you're trying to measure the results of an experiment, assuming they're under a binomial distribution, you just need the numerator and denominator (people exposed to the experiment) for the control and treatment. Then just throw it into your favorite chi square significance calculator (I'm a b......Read More
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
I mentally use the ICE (Impact, Confidence, Ease) framework when prioritizing experiments. Impact = How many people does this affect? Confidence = How sure are you that this will work? Ease = How easy is it to implement? Impact and Ease are pretty simple to calculate. However, I find that most......Read More
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
By far the best material you could read to learn about PLG has nothing to do with PLG. PLG is based off of the Scientific Method you learned in grade school. Go back and reread the fundamentals of how to go through the Scientific Method. Lessons around experiment design/methodology are highly val......Read More
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Willie Tran
Dropbox Group Product Manager, DocSend Growth • September 20
Ideally, you design experiments in a way that seek to answer a question regardless of the result. For example, "do users not adopt this feature because of discoverability or usability?" is a great question to be answered with an experiment. If the exeriment execution puts that feature front and c......Read More
935 Views
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