Where do I start?
You could say one of our super powers @3ones is in dot-com turnarounds. When you revamp a dot-com, you end up touching so many parts of a product that the new version is almost a completely different product. We’ve done this in the dating space and we’ve done it in B2B software space. But regardless of the market for these products, the methodology for measuring success is the same. First you must state a case for change. The opinions of the exec team don’t matter. Your case for change will come from the voice of customer or the data you cull from actual usage and subscriptions. Once you set out to change, it’s important to save your study and then measure the results of your changes using the same criteria you used for assessing that need. I wrote in detail about the need to have empirical data guide your decision-making process over on Quora. But here’s a quick cheat sheet:
- Come up with a hypothesis.
- Test the hypothesis.
- Make a change to your product.
- Re-test.
- Did you move the needle in the right direction? If so, keep the change and go back to step 1. If not, revert and go back to step 3.
For obvious reasons, it’s best if you do this frequently and not save up a whole bunch of changes and release at once. That’s not always the possible in a pivot though. That’s why they pay us the big bucks. We specialize is big turnarounds.