Build resilient systems at scale
May 27–29, 2015 • Santa Clara, CA

Building fast growth into your web app through data informed design

Alastair Simpson (Atlassian)
3:50pm–4:10pm Wednesday, 05/27/2015
Location: Ballroom GH
Average rating: *****
(5.00, 3 ratings)
Slides:   1-BIN    external link

Prerequisite Knowledge

There is no prerequisite knowledge required. An understanding of A/B testing experimentation programs and enterprise level product development would be beneficial, but not essential.


Understanding customers’ or prospective customers’ experience with your products and services — particularly in the evaluation stage and other early stages of the customer journey — can make the difference between a happy customer and a lost sale. Atlassian learned this the hard way: It discovered that more than half of new customers tried its products for less than 30 minutes, far too short a time to fully unlock their value. In some cases, they used the products for less than three minutes. But building onboarding experiences that may or may not improve the metric can be both costly and time-consuming.

The speaker will discuss how you can leverage a combination of growth hacking, user research, data analytics, and A/B testing at scale to dramatically increase customer engagement with your products, and keep prospects from turning elsewhere for a solution. Creating a cross-functional growth team is also a key to success. Empowered by data, this team can make early assumptions about customer needs, build minimum viable experiences, and then run usability and growth experiments to validate those assumptions.

Learn how your team can easily and quickly modify a product experience — without interfering with the product team — and how to design and centralize improved onboarding experiences that can be scaled across all your products.

Photo of Alastair Simpson

Alastair Simpson


Alastair Simpson has 10 years of experience in user experience design at large growth-focused businesses. Alastair is currently a project lead (Design), managing one of Atlassian’s key strategic initiatives for FY 2015. He is a passionate advocate of using lean customer-centric design and design thinking methodologies to solve complex business problems. He has helped many teams see its benefits and transition to leaner approaches to product development. Previously Alastair worked at global publishers Reed Business Information, and a digital consultancy firm consulting to Qantas, FOXTEL, and Telstra. His areas of expertise include design thinking, lean customer-centric design, and program management. You can find Alastair on Twitter at @alanstairs.