Shipping to Learn and Accelerate Growth with GitHub
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Will 2020 mark the shift to a remote-first world in the long run? For GitHub, a distributed workforce is nothing new. Join Sha Ma, VP of Engineering, and Gregory Ceccarelli, Director of Data Science, to learn how they built and scaled a successful experimentation program. They'll share their experience implementing Optimizely across timezones, a remote workforce, and a new business model. In this session, you'll learn how to: Optimize UX for a freemium business model Use data to deliver customer-centered products Scale experimentation and accelerate growth
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Shipping to Learn and Accelerate Growth with GitHub
- 1. Shipping to Learn and Accelerate Growth Opticon 2020 Presented by @shama0 & @gregce
- 2. Greg Ceccarelli (@gregce) Director, Data Science Data & Security Product Sha Ma (@shama0) VP, Software Engineering Core Platform & Ecosystem
- 3. Our Story GitHub started in 2008 as a way to make it easier for developers to host and share their code.
- 4. 50M+ Our global community today 87M+ Developers globally building on GitHub in 2020; we want to hit 100M developers by 2025. Of users are contributing from outside of the US. Pull requests merged in 2019 - and 28% more developers opened their first pull request in 2019 than in 2018. 80% 100M+Repositories across every continent on earth.
- 5. 2K Rapid internal growth 15+ Employees at GitHub, significant growth in the last year. Employees work outside of our San Francisco HQ, distributed across the globe. Countries and regions, where full time employees live and work. We hire in all 50 States of the US. 70%
- 6. Problem Statement Product Development at this scale can be costly
- 7. 1. User Experience Research 2. Focus on Minimum Viable Product 3. Data Driven Experimentation Ship to learn in practice
- 8. UX Research: The story behind GitHub Actions All customers found the Actions sidebar valuable Customers thought the suggestions were very helpful for figuring out how to edit the config file Customers wanted to see what ‘Variables’ included - secrets? “Want to see some mechanism (global variables or something else) that would allow me to retrieve that value from within the build. And some way to say only I can see this....” - Customer X
- 10. Vision: Home for All Developers “We want every developer and team on earth to be able to use GitHub for their development, whether it’s private or public development.”
- 11. We now have to learn what to ship ● How to understand new behavior as developers start to adopt a fundamentally different product ● How to reorient our Revenue function’s strategy to grow our new freemium self serve business ● How to apply developed product pricing principles to package our SKUs
- 12. Meanwhile... We’re amidst a global pandemic
- 13. Developer Signups GitHub Free’s launch premise Free Orgs Creating Private Repos Increase the YoY growth rate in the volume of new signups Increase the YoY growth rate in the count of developers that consume content on GitHub Monthly Contributors Remove barriers to entry for small teams to use the core GitHub workflow and accelerate private repo adoption Monthly Engaged Users Increase the YoY growth rate in the count of developers that create content on GitHub
- 14. And in early 2020... Implemented Optimizely to replace our homegrown platform
- 15. But… experimentation is key to learning what matters most to our customers
- 16. Why Experiment? Experimentation allows us to measure the quantitative causal impact of what we’re building
- 17. Causation allows us to isolate the impact on Y because of X It is often easier to generate a plan, execute against it, and declare success, with the key metric being: "percent of plan delivered," ignoring whether the feature has any positive impact to key metrics (Kohvai et al. 2013)
- 18. Experimentation at GitHub is enabled via people, process and technology Hubbers Propose & Design Experiments
- 19. Our Experimentation Council ● Ensures cross functional partnering across our org ● Accelerates our ability to communicate impact against our Key Metrics GitHub Product FinanceMarketing Experimentation Council
- 20. Putting this all together...
- 21. At GitHub, MVPs come in two flavors
- 22. 1. A Hubber logs an experiment proposal issue in the Experiment Council repo 2. The team meets weekly on Wednesdays to review and approve proposals 3. Next a Data Scientist is assigned to issues determine metric baselines and power (if required) 4. The experiment is then instrumented in Optimizely by Engineering 5. Results are measured and conclusions about the hypothesis are drawn 1. Proposer (e.g. Product) makes a decision about whether to ship the feature or go back to the drawing board Focusing in on how we actually experiment...
- 23. Process out of the way... Now let’s chat about some experiments!
- 24. 🧪 Can we encourage repo growth within Orgs? Hypothesis: “If we make our Org UI more informative, then more users will create repos in their Org.” Control Variant
- 25. 🧪 Can we encourage more Org page activity 🎓 Hypothesis: “If we make org pages easier to find, then viewership and org activity will commensurately increase.” Control Variant
- 26. Our proposal pipeline has accelerated
- 27. 1. Pipeline Inspiration: # of proposals in pipeline 1. Process Velocity: % of proposals run and the average latency to go from proposal to approved experiment to instrumented and shipped experiment 1. Quality: # of shipped experiments without issue (customer facing or related to measurement) and # of experiments shut down or shipped as features Current Program Metrics 📈
- 28. Experimentation in their words Carmel Schetrit (@Carmel-S) Demand Generation Manager Growth “The experimentation council helped the Growth team in 2020 to evaluate the complexities of designing, instrumenting, and measuring experiments on github.com with Optimizely. The council often shed light on scenarios requiring more careful consideration, including those that conflict with concurrent experiments or cannot reach statistical significance.”
- 29. Experimentation in their words Katie Sipos (@ohitsmekatie) Senior Product Manager Education “Our team is rolling out changes to our GitHub Classroom onboarding flow through Optimizely. Being able to definitively prove which experience is best for our users and then ship that with confidence is great! Without it, we would be flying blind and shipping features with our gut feelings and not data.”
- 30. Now that’s a wrap! Closing thoughts
- 31. Accelerating our process 1. Top of Funnel: Have a healthy proposal pipeline and backlog 1. Middle: Diagnose and triage process bottlenecks (e.g. do you have enough designers?) 1. Bottom: Invest in integrating downstream product metric enrollment to take full advantage of Optimizely’s Stats Engine
- 32. Accelerating our program maturity 1. Strategic Prioritization: # of experiments selected based on priority score (versus last in, first out) and alignment with OKRs 1. Culture: # of times we broadly syndicate learnings and % business functions integrated into the process @ GitHub
Editor's Notes
- #2: SPEAKER NOTES
- #8: SPEAKER NOTES
- #11: https://github.blog/2020-04-14-github-is-now-free-for-teams/
- #22: MVP A: It may need no development work, It’s generally _not_ a basic future release with a release backlog MVP B: Generally done when assumptions are less risky or customer research has already validated them
- #23: Power analysis is used to determine the necessary number of subjects needed to detect an effect of a given size
- #26: Primary Hypothesis: If we provide easier accessibility to the org page then access and viewership to that page will increase Impact: We saw a 131% increase in users visiting this page in the alternative arm compared to the control! Result: Growth Lifecycle shipped this a feature for all users and it supports a goal of increasing Monthly Active orgs.