Steep: helping teams understand the business

Steep is a tool that helps a whole team understand how the business is doing. In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya talk with Johan Baltzar, who co-founded Steep with Nino Höglund.

He was Product Analytics Manager at Spotify, Head of Product Analytics at Zettle, and Head of Analytics at Kry. Steep grew out of frustrations he kept hitting across those organizations.

The core idea is democratizing analytics. Steep turns data into visualizations. People who do not know the analysis tools can explore data on their own. How the team built it:

• Mobile-first from early on, with desktop scaling recognized as a need.
• DBT for data management, with defining metrics treated as the foundational step.
• Qualitative research through user interviews, with audio clips kept in Notion.
• The team uses its own tool to analyze itself.

Johan’s lesson from Spotify is that most prototype interfaces turned out not to work. So he puts ideas in front of real people early.

Listen to the full episode of Datadrivet for the full conversation with Johan Baltzar.