Crystal W

Guest: Crystal Widjaja - Chief Product Officer at Kumu. Crystal has led product and growth teams at major Southeast Asian consumer businesses, including Gojek, where she built and led the growth team, contributing to its success as the largest super app in the region. Key Takeaways: Scrappy Growth Tactics: Embrace unconventional methods like Gojek's stadium hiring event for drivers and using WhatsApp groups for subscription tests. These approaches can validate ideas quickly without heavy investment. Retention Insights: Focus on the step right before conversion to improve retention. Understand the user's journey and address specific barriers like trust or friction points. Effective Experimentation: Even with small sample sizes, running experiments can yield valuable insights. Prioritize actionable data over vanity metrics. Instrumentation for Insights: Properly instrument data to capture user context and behaviors, enabling actionable insights rather than just observations. Growth Team Structure: Initially, growth teams can focus on filling gaps left by core product teams. As the company scales, integrate growth PMs into product teams to drive specific outcomes. Topics Covered: Growth strategies in Southeast Asia, scrappy growth tactics, retention improvement, experimentation with small data sets, effective data instrumentation, structuring growth teams, Generation Girl initiative.