AMA Session Summary with Sia Ganesh
👋 Welcome to the AMA session! Today, we have Sia Ganesh, the User Growth Product Lead at Tinder, who has previously worked at Amazon and Lending Club.
👩💼 Sia's Background
🔍 Sia started her career in consulting and has experience in software engineering, product management, and user growth across various companies and product domains.
📊 User Growth Product Lead vs. Traditional PM
❓ Key Differences:
- Focus on business metrics like user growth, retention, and monetization.
- Emphasis on rapid experimentation and learning.
- Ownership of the user funnel rather than specific product features.
🔄 Transition to Growth Role
🔄 Sia joined Tinder initially in a marketing tech role and transitioned to user growth, leveraging her experience in marketing technology and product management.
🏢 Growth Team Structure
🏢 The growth team is part of the product team, collaborating closely with marketing, data science, design, and engineering.
📈 Product-Led Growth (PLG)
🔍 Definition: PLG varies by organization and evolves with the company's growth stage, focusing on user acquisition, retention, and monetization.
🔗 User Acquisition and Retention
🔗 Both need to work together; a leaky bucket (high churn) makes acquiring new users ineffective. Focus on a good product that retains users while acquiring new ones.
🔑 Aha Moment and Activation Metrics
🔑 The aha moment is when users realize the product meets their needs. Identifying this involves workshops and user research to define key metrics for activation.
📋 Onboarding Process
📋 A good onboarding process includes setting user expectations, minimizing friction, and explaining why information is needed to enhance user experience.
🔍 Tailoring User Activation Flows
🔍 Segment users based on behavior and demographics to personalize experiences for new and returning users, enhancing engagement and retention.
📊 Measuring User Feedback
📊 Analyze user feedback to identify common pain points and iterate on solutions that address these issues, focusing on prevalent user patterns.
🚀 Starting a Growth Team
🚀 Begin with a growth leader to assess the company's stage and market dynamics, then run experiments to identify effective growth tactics before scaling the team.
📚 Resources for Entering Growth
📚 Understand growth frameworks, observe successful products, and leverage online resources to build knowledge and skills in growth strategies.
🔄 Experimentation Process
🔄 Run experiments with a small cohort to measure impact, analyze results, and make informed decisions on rolling out successful changes.
💡 Final Thoughts
💡 Thank you for joining! For further questions or to connect with Sia, reach out on LinkedIn.