Next up, meet Tanner McGrath, Lead Product Manager for Growth Engineering at Postmates, a passionate community of riders and drivers delivering local goods to 40 major metropolitan markets, where he leverages his experience as a developer, data engineer, data scientist, growth hacker, and UX designer.
mParticle: What are the most common accelerators of mobile growth you’ve seen with Postmates?
Tanner McGrath: Building a culture that (1) measures properly, (2) constantly seeks feedback and (3) is open to experimentation. We often say, “If it is not worth measuring, it is not worth doing.” It takes focus + dedication and is worth investing in. To accelerate growth we use product, engineering and data leverage.
Measuring enables us to understand the impact of a change across the organization and properly size the true impact to the bottom line. It also creates a strong feedback loop that enables us to prioritize ruthlessly. Since most changes can be measured through short term a/b test results building the capability & platform to quickly run experiments and evaluate them is key for acceleration.
It’s also important to not lose sight of customer feedback and long tail effects of any change you introduce. So having measurement built in is key enabling the team to move quickly and continuously ship the highest impact product.
mP: Please give an example of how Postmates bridges the gap between physical and digital, mobile and web, or any other two platforms/channels you’d like to highlight?
TM: It has been our vision to provide a reliable infrastructure for on-demand deliveries in every major metropolitan area in the world. We want to make it as easy as possible to connect you to all the goods in your city. We are the only people crazy enough to try and truly bridge the gap of wanting any item in your city and getting it on-demand.
We are the only people crazy enough to try and truly bridge the gap of wanting any item in your city and getting it on-demand.
I can think of 100’s examples, but it is more fun to let you use your imagination.
mP: What are some surprising learnings you’ve had about how your mobile audience/users behave?
TM: Habits and holidays. Our product is most successful when it becomes a habit, go figure. When you acquire customers over a holiday or a point in their life that is atypical i.e. traveling, they don’t get a fair chance to form a habit.
Rebaselining these customers and giving them a fair shot at developing a habit can be in your best interest for growth.
mP: What’s your favorite app and why (excluding those you work on directly)?
TM: Amplitude, because I have never had such a high insight to time ratio. From product design to feature release speed, they are outstanding.
mP: What are the top 5 “no brainers” for growth for any app?
TM: My list…
- Product Market Fit: No amount of growth engineering or growth hacking is going to make a product that doesn’t have product-market fit have product-market fit. Be sure you have product market fit.
- Measure: Measure first, measure always. If it is not worth measuring question whether it is worth doing.
- Experimentation: Enable experimentation, then focus on optimizing throughput in experiments shipped.
- Prioritize: Prioritize ruthlessly. Only be satisfied with shipping the highest impact work
- Continuously Deliver: Build a culture where you are only as good as the last thing you shipped
Don’t miss Tanner McGrath’s panel at Acceleration, taking place Thursday, May 25th in NYC at Spring Studios.
Visit Acceleration2017.com to learn more and get your tickets today!