0:00 Hey Ken, this is what I've put together so far, it's my first run through so it might 0:10 be a little disjointed, but the idea is this is where you would start after having explained 0:19 more or less the market, kind of gone through a bit of what legacy analytics are but really 0:23 left more of the in-depth dive for this section. 0:29 So I'm going to run through it, I might talk a bit throughout about what you might do in 0:33 these sections, but this requires some level of showmanship. 0:38 There's more slides than we have right now, we have one slide essentially, now this is 0:44 50. 0:45 But I think it's a script that's pretty compelling, it doesn't take longer, but it can explain 0:53 the story of what HEAP is and how it's useful I think a bit more effectively. 0:59 So I'm going to go through it, this is still an early version so feel free to give me any 1:06 feedback. 1:07 OK, so let me first run through the way things work now and then contrast it with HEAP's approach. 1:14 So let's say you're using a legacy analytics tool, you want to put together a funnel to 1:19 track users converting to your paid plan. 1:22 Now you'll need to ask an engineer to manually implement code to track each of these moments 1:28 in your user flow. 1:30 That's how things work right now, so this can be finicky and take time and it's not 1:35 even the same across platforms, so you may have different types of code depending on 1:41 where you want to implement things and as you can see it also puts the onus of good 1:46 data governance on many different engineers which is often kind of unruly and results 1:52 and inconsistencies in naming, difficulty finding the right events and then less and 1:57 less people in your organization actually using your analytics tools. 2:00 So you can see like login button here is different from feature game is different from upgrade 2:05 because different people are implementing each part. 2:11 So that's the implementation part, but let's say you have a good practice and implement 2:16 most of the events that you care about, the problem is user behavior is never really this 2:22 clear cut. 2:23 People might take a hundred different paths to perform the same task and a real journey 2:28 might look something more like this. 2:33 The complete user journey might include clicks and views on desktop or swipes and taps on 2:41 your company mobile app or smart watches or tablet apps or events you're tracking on your 2:47 server. 2:48 And so as you can see even though you're tracking the main events that you care about, most 2:53 of this stuff is still invisible to you. 2:57 For instance, you may be missing an opportunity to invest in a popular entry point that you 3:02 hadn't considered, right? 3:03 It's there but you just have never tracked it because you don't know about it or an opportunity 3:08 to optimize higher volume paths or important junction points you didn't know about. 3:15 You might be missing serious user friction in your app that's reducing your conversion 3:19 rates including tasks where users are backtracking since journeys are rarely linear and that's 3:26 something that legacy funnels can't really surface. 3:30 There might be also areas where the friction is so high it's causing your users to churn 3:35 but you don't know what you don't know, right? 3:37 You can't address any of these things until you find out about them and until you find 3:41 out about them you're not going to track them. 3:43 So it's a bit of a chicken egg thing. 3:46 Also on the flip side of that, some experiences that you aren't prioritizing might be really 3:50 good for conversion and are already working well and you just have to leverage them once 3:55 you know about them. 3:56 So even if you're disciplined about adding tracking code regularly, right, like tracking 4:02 more events than just that single funnel, most of these opportunities are probably still 4:07 invisible to you since you're tracking the events you already think are important. 4:13 And what's more, this is just one journey, right? 4:16 One type of task in your product and digital products are way more complex today than they 4:21 were say 10 years ago. 4:25 It's likely that you have many of these types of tasks with an exponential number of possible 4:30 tasks throughout your product and it's just not feasible to track all of this annually 4:37 so you end up with a subset, right? 4:39 It's clustered around areas that you care about, it might be missing different pieces 4:44 of the story, but this is the data that you have to work with, right? 4:50 And it's a really small part of the picture, it's likely missing a lot of those great opportunities 4:56 that we talked about that are kind of in between those steps that you're treating as models. 5:04 In contrast, HEAP captures everything. 5:07 So you can think of this as a digital vacuum cleaner, automatically pulling every page 5:14 view, every click and tap and swipe and form submission from every platform that your users 5:19 interact with. 5:20 And these are then organized with our smart capture technology, which makes sense of the 5:26 data for you, automating events in a consistent format and identifying complex mobile events, 5:32 prioritizing events by usage, and even finding and surfacing valuable opportunities and patterns 5:38 using powerful data science. 5:40 So you don't just have to focus on everything, get overwhelmed, we actually send you to the 5:46 things that would be the highest return on your investment. 5:51 So at this point, that's all I have so far, at this point I would kind of take the journey 5:59 type diagrams here and I might pick a few of these. 6:03 And then these are what I'm going to use to lay on top of this, the actual capabilities 6:11 that HEAP has. 6:12 And so instead of just saying, oh, and you can see what people are doing, I'd show an 6:16 actual part of the journey where you see, oh, there's user friction using the same visualization 6:21 that he used before. 6:23 And then I would take that friction and watch a video of people going through it. 6:29 And similarly to any of the other stuff I want to do. 6:33 So not just session replay, but also things like looking through HEAP maps and getting 6:40 ideas, also looking through your top events and seeing what might be useful when you've 6:45 released a feature, just like a series of very, very short stories that we can go through 6:51 also in seconds, but kind of capture the idea that we have all of this data, access to basically 6:58 everything that's happening in your app, and you can play around with it in all sorts of 7:03 different ways that have different kind of benefits to them, different strengths and 7:13 angles. 7:16 And yeah, I mean, I think that's kind of it. 7:20 So yeah, we can go through this later on and then kind of use journeys as the backstop 7:26 for all of this stuff. 7:29 So yeah, I think this stuff is like, it can be pretty modular, like this, if you think 7:34 about the primitive of like, this is a journey, even here, we can probably verticalize a lot 7:42 of the story here and have things that like, okay, this is a B2B SAS kind of freemium story, 7:49 we could similarly have like a checkout experience for e-commerce or a fintech story. 7:55 And similarly, we can like skip slides around like omni-channel stuff, where it's not relevant 8:04 and kind of change some of this language, like user churn, or whatever to match whatever 8:10 vocabulary and industries familiar with. 8:15 And yeah, that's, that's what I got so far, I think there's potential here. 8:20 This is really just like, I don't think this is actually very good visualization. 8:25 And the one from before over here, I think is actually more successful. 8:34 So I'll likely port it to something like this, right, where you have like an actual mess 8:39 of things, and viscerally feel that they're being organized versus just, you know, arranged. 8:46 But yeah, that's where I'm at. 8:50 And let me know what you think. 8:52 Hey Ken, running through the latest version of the How It Works slides as a reminder, 9:01 this is now V2 essentially of what we have right now versus actually working on the narrative 9:09 and seeing how we can build more things into it. 9:11 So this is like the one, two, three steps just maybe polished and shown in a different 9:15 way. 9:17 So initially we start talking about the user journey here of just like, oh, this is what 9:24 user journeys and funnels generally look like with competitors. 9:29 And then we talk about how each of these things needs to be instrumented. 9:34 Now we can do this with this type of like code thing, or we can do it without. 9:39 I think depending on the customer with mobile, I think what I've heard is we're seeing more 9:45 and more actually engineering teams being part of the buying process. 9:49 So potentially something like this could be valuable, but if not, we can just skip it 9:55 and talk about how each of these needs to be instrumented. 9:58 And so now we have, you know, this with five things, but also like actually journey is 10:04 more complicated and there's things happening behind the scenes. 10:07 So there's people going back, there's people starting from places you didn't expect, and 10:12 we can talk about this really quickly. 10:16 And also we can breeze through these. 10:17 Like also these events are coming from a lot of different platforms. 10:22 There's a way to, I think, polish that story up, considering we talk a bit about the platforms 10:29 initially with the code base if we're keeping that. 10:33 But then I'm bringing in the three steps. 10:38 So capture everything, added here with smart capture specifically, whatever we end up calling 10:42 that. 10:44 Highlight what matters with Illuminate and then understand the why with session replay. 10:50 And this could be session replay or voice of customer or whatever else. 10:55 Whatever we land on, I still do plan on taking a stab of like what is the actual next iteration 11:01 of this, where it's not these three steps exactly, but it's something as simple, but 11:07 also bringing in the broader value of heap. 11:12 So capture everything. 11:14 We're using the journey kind of like you said, as the canvas for a lot of this stuff. 11:19 So we start with this, just like, okay, going back to that first journey, these, our competitors 11:28 are like capturing like the five main events. 11:31 What heap does is capture everything. 11:34 So I've worked on a bunch of ways to visualize this because I think this is like, it's decent 11:41 and it works well with this and it does kind of get at the breadth. 11:46 But it doesn't quite get at this idea of like, wow, there's a ton of things coming in and 11:51 they're being simplified, which I think was a really strong, really strong attribute of 12:00 this one, where it's like, oh, I see people actually like bringing all this into a state 12:05 of common or sorry, a state of sense making. 12:10 And so there's a bunch of ways I thought about this of just like, okay, here's the dots going 12:14 towards this type of grid, actually coming out of specific parts of the journey. 12:22 And similarly, what if we just did use this, right, because this can start looking like 12:28 fairly messy on a slide. 12:30 Again, this isn't like a final or anything, but maybe there's a way to make it look a 12:37 bit more clear, maybe making these a little smaller actually have put together a script 12:42 essentially that generates parts of this so we can we can play around with different implementations. 12:51 And then the last one is like, what if we try and approach this like organization thing 12:56 with this type of style where it's just like dots going out of the thing and then here 13:01 you see like, here's the dots arranged in some way and we could, you know, potentially 13:07 go about, you know, coloring some of these thing like, okay, like, you know, what if 13:13 some of them were, you know, clearly like different from others and then you can start 13:18 getting that like, okay, idea of grouping and get it out. 13:24 Okay, so those are two things. 13:27 I have this kind of everything pulling into one of the steps. 13:32 So this sort of like visually, it feels a bit like a vacuum or kind of thing that draws 13:39 in all of these things. 13:41 And then I've used a similar kind of the word is just like starting point or yeah, I don't 13:50 know, but kind of everything needing at a single point I start I do that too with highlight 13:57 what matters. 13:58 So at this point, I'm also starting to use color to like differentiate the steps here 14:04 capture everything with smart capture, we talk about okay, we capture everything, but 14:08 we also, you know, organize it. 14:11 And now once it's organized, we highlight what matters. 14:14 And again, I'm using the journey, I could continue using kind of this data set up here, 14:20 but I'm using the journey here as the as the basis. 14:25 So we say something like, okay, so this journey is really big, it's hard to know kind of where 14:30 to start what to do. 14:32 And what he can do for you is essentially shine a light on all of these things that that are 14:39 happening and that we find meaningful and that so you can start kind of, you know, focusing 14:46 in the area that is going to be the highest ROI. 14:50 And so we this I'm kind of taking from the previous step of like showing each of the 14:55 things. 14:57 Now we kind of show everything together of just like, oh, here's all the stuff that's 15:01 interesting within this, and actually highlighting that. 15:05 And again, I like this because it kind of like fits into the flashlight metaphor that 15:11 you said lands well. 15:13 And it's also using a very similar pattern from capture everything up here. 15:21 So that's where we are, and we can start, you know, have a talk track on this of just 15:25 like, here's all the stuff that matters, and then kind of, you know, piggybacking on that, 15:33 and then keep the things highlighted here with kind of the yellow highlight thing. 15:38 And then you have the like, understand the why. 15:40 So like, you're now we're talking about, hey, so we see that there's a lot of drop off in 15:45 this step, right? 15:46 That's the thing that illuminate highlighted for us. 15:49 Now we can actually start seeing what's happening here. 15:53 And not just for one person, but we can really easily see this happening for many people, 15:58 right? 15:59 So it's supposed to be like a continuation of the story of like, we can see it in different 16:04 places. 16:05 But yeah, we can see it for many people. 16:08 And then something that you could, you know, potentially do is just see, you know, add 16:13 a thing after this of like, and then you can do this or this or whatever. 16:18 But this is the general idea. 16:21 I try to use colors here, I'm not sold on like this final steps color for understand 16:26 the why I think I might go like closer to just like a blue, you know, just like one 16:33 of like one of the colors that are less standard in your face. 16:45 So something like that. 16:48 And then it doesn't feel like a thing that really lives outside of the UI, like this 16:52 red stuff. 16:53 Yeah, that's nitpicky, I mean, we can continue working on the visual design here as much 17:00 as we want. 17:01 And none of this is really finalized. 17:03 The question is, like, is this narrative right with the 123? 17:08 And then are these patterns of just like using this kind of things coming out of the step? 17:15 Is that, do you think a good way of going about this for the kind of interim step of 17:24 what we have, a little