How to scrappily hire for, measure, and unlock growth | Crystal Widjaja, Gojek and Kumu

1. Validate Ideas Scrappily

To quickly gather real user data and validate new features or ideas, implement “Wizard of Oz” tests, like manually selling subscriptions via WhatsApp or overlaying design mockups on screenshots, avoiding extensive engineering investment.

2. Experiment with Small Data

Run experiments even with a small sample size (e.g., 30 users) in early stages, as the underlying trends will likely remain consistent, though precision increases with more data. This provides valuable directional information, which is better than no data at all.

3. Optimize Pre-Conversion Steps

Instead of solely focusing on retention, identify and solve for the specific “setup moments” or preceding events that users must complete before reaching their “aha moment” or converting (e.g., building trust). This approach facilitates the ultimate conversion by addressing earlier barriers.

4. Drive Action with Insights

Treat analytics as a tool for generating actionable insights that explain why user behavior occurs, rather than just observing metrics. An insight provides context and directly informs changes to your strategy or product.

5. Contextualize Events with Properties

When tracking data, ensure every event includes rich properties that capture the context and characteristics of the user’s experience (e.g., number of drivers on screen, city, surge pricing). This detailed context is essential for understanding the “why” behind user actions and making informed decisions.

6. Define Specific Retention Goals

Avoid vague retention goals; instead, define concrete, specific actions or behaviors that indicate user engagement (e.g., “everything orange in a construction site” analogy). This specificity makes growth efforts more actionable and measurable.

7. Reduce Conversion Friction

Identify the most painfully long or high-friction steps in your user’s conversion path (e.g., typing in credit card details) and focus on shortening or simplifying these processes. Optimizing these points can significantly improve conversion rates.

8. Set Retention Benchmarks

Aim for at least 60% week-over-week retention for free products and 20-30% for paid products at scale, expecting retention to flatten around these percentages after 2-3 weeks. For friends and family, target closer to 80% retention to validate product-market fit.

9. Map Growth Physics & Levers

Systematically analyze the “physics” of your market, product, model, and channels to understand your current growth environment and available resources. Then, identify and utilize underutilized levers (e.g., drivers as salespeople) to drive growth without needing to drastically alter fundamental dynamics.

10. Implement Pause/Snooze Feature

For subscription products, if cancellation reasons reveal temporary needs (e.g., “I still have too much beer”), introduce a “pause” or “snooze” option. This provides a temporary solution that addresses the user’s immediate problem and prevents permanent churn, which is harder to reacquire.

11. Refine Copy for Onboarding

If users are landing on your app or webpage but not taking a first action, focus on improving your copy to resonate with their pain points rather than just describing your solution. This helps users understand how the product fits into their lives and increases initial conversion.

12. Anchor New Concepts to Familiarity

When introducing unfamiliar product concepts (e.g., a digital wallet), tie them to existing, familiar mental models (e.g., using a credit card image for a virtual account number). This helps users quickly grasp the concept and drives adoption.

13. Use Friction for Deeper Engagement

For products involving complex human emotions or community building, strategically introduce artificial friction (e.g., detailed questionnaires for community access). This helps differentiate deeply committed users from casual ones, allowing for more tailored experiences and better understanding of true intent.

14. Beware Early International Uptake

When expanding internationally, be cautious if you see a rapid initial uptake, as this might be primarily early adopters who are already equipped to use your service. Recognize that acquiring the broader market after this initial surge will likely require significantly more effort.

15. Hire Stats-Savvy Growth Talent

When making your first growth hire, prioritize candidates with strong statistical intuition who understand concepts like sampling and selection bias. This ensures they can correctly interpret data, measure impact, and focus on the most impactful growth opportunities.

16. Assess Growth via Case Studies

In the hiring process for growth roles, use case studies that require candidates to design experiments and demonstrate a deliberate, measured approach. Provide ample time (e.g., 4 hours over 5 days) and encourage them to research and articulate their problem-solving process.

17. Prioritize Quick Growth Hacks

For early-stage growth teams, focus on implementing quick, “hacky” solutions (e.g., a simple Python script for SMS campaigns) that can deliver immediate impact. This approach maximizes the opportunity cost of time and helps unlock future potential rapidly.

18. Start with Free Data Tools

For early-stage companies, begin with free or open-source analytics tools like Google Data Studio (for single data warehouses) or Metabase (for SQL users and multiple databases). This allows for effective data analysis without significant initial investment.

19. Support Women in STEM

Support Generation Girl, a nonprofit co-founded by Crystal Wajaya, which provides free STEM classes to girls aged 12-17 in Indonesia and develops resources for teachers. You can help by donating via their website (generationgirl.org) or offering licensed software.