customer raids - rapid insight design studios - dave slocombe lastminute.com
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INTRODUCING RAPID INSIGHT DESIGN STUDIOS - RAIDS
DAVE SLOCOMBE – HEAD OF MOBILE
@DAVESLOCOMBE
CLICK TO EDIT MASTER TITLE STYLESTARTING WITH IDEAS
ideas are worthless
what we need is strong customer feedbackQuickly! To sort the sand from diamonds
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“we are an online business, it’s a challenge to work directly with our customers”
CLICK TO EDIT MASTER TITLE STYLERAIDS
Introducing :
RAIDS
RApid Insight Design Studios
CLICK TO EDIT MASTER TITLE STYLEFOR YOUR PRODUCTIVITY
A RAID will:
Accelerate build test learn cycle so its measured in minutes not days
CLICK TO EDIT MASTER TITLE STYLEFOR YOUR CULTURE
It will also…• Energise your team• Opportunity to work across teams • Enable teams who don’t come across customers in their roles to
participate • Excite your organisation and raise the profile of your product team
CLICK TO EDIT MASTER TITLE STYLEPREPARING TO RAID
Preparation is everything
a) Who is the target customer?
b) Location: where do these customers frequent?
c) What is the goal of your RAID?
CLICK TO EDIT MASTER TITLE STYLECUSTOMER BREAKFASTS
Focus on their past experiences, focus acutely on learning about PROBLEMS and VOIDS
CLICK TO EDIT MASTER TITLE STYLEGUERILLA INTERVIEWS
CLICK TO EDIT MASTER TITLE STYLECUSTOMER & PROBLEM INSIGHT WALL
Target customers invited to breakfast
interviews over 1 week
inspiration research Plan Booking arrive & stay
share & document
trip
CLICK TO EDIT MASTER TITLE STYLECUSTOMER & PROBLEM INSIGHT WALL
inspiration research Plan Booking arrive & stay
share & document
trip
Customer problems
Feedback statement
Feedback statement
Feedback statement
Feedback statement
CLICK TO EDIT MASTER TITLE STYLEFILLING THE IDEA BACKLOG
PROBLEM + SOLUTION HYPOTHESIS
JUST ENOUGH CONCEPTS – 2 X 1.5 HRS SESSIONS MAX
Solution
Solution
Solution
Solution
Solution
PROBLEM
CLICK TO EDIT MASTER TITLE STYLERAPID PRODUCT ITERATION
Get from hundreds of ideas
to a few high value solutions, designed and tested
as fast as possible i.e. 1 week
THE CHALLENGE
Customers love them!
Deliver against our business
KPI’s
CLICK TO EDIT MASTER TITLE STYLEPOP UP DESIGN STUDIO iteration wall
4 days =100+ lastminute.com customers per day300+ general hotel
customers
social spaces
You will need…
CLICK TO EDIT MASTER TITLE STYLECROSS FUNCTIONAL TEAM
ChannelDevelopment
BA User research
UX x2
Product Owner
I own the project, lead the lean process,
iterations and goals
I’ll be asked to build this app, so id like to
understand the customer
I keep knowledge flowing, create rigor around the process
We own the user experience and value
feedback
I set the KPIs and prioritise stories at
each iteration
CLICK TO EDIT MASTER TITLE STYLECROSS FUNCTIONAL TEAM
ChannelDevelopment
BA User research
UX x2
Product Owner
I own the project, lead the lean process,
iterations and goals
I’ll be asked to build this app, so id like to
understand the customer
I set the KPIs and prioritise stories at
each iteration
We own the user experience and value
feedback
I keep knowledge flowing, create rigor around the process
WE ALL TALK TO CUSTOMERS, CREATE SOLUTIONS AND TEST THEM
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• Prioritise the list of ideas to be tested against the project/product business KPIs
SETUPhigh
low
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• ROUND 1• Goal: testing many ideas • How it works: read the idea to the customer and ask them to score
from 1 – 10. Repeat with each concept until you hit an 8 – 10 range, then stick with it and ask deeper questions.
ROUND 1: IDEA SCORING
Pro Tip: photograph 8 – 10 the cards onto ipads/mobile phone, this was all teams can test the same concepts and the cards remain on the wall.
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• One person writing one piece of feedback on each sticky and rotate the sticky to the back of the pile
• One person to interview using the ipad/iphone with concept cards.• Time box 30/45 mins, each interview taking 5 – 10 mins max but its
not a rigid rule, if a customer is engaged, roll with it.
PAIR UP
Experienced customer
interviewer
Inexperienced customer interviewer
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backlogScore 0 -10 Qual. feedback Project KPI’s
Idea 1 42
6
Feedback statement
Feedback statement
Feedback statement
Feedback statement
CLICK TO EDIT MASTER TITLE STYLEconcept Score 0 -10 Qual. feedback
42 Interviews – 4 hours
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PARK, PIVOT, PERSEVERE or...
CLICK TO EDIT MASTER TITLE STYLEHUDDLE & SHOWCASE
PARK, PIVOT, PERSEVERE or... KILL!
CLICK TO EDIT MASTER TITLE STYLESECOND ROUND: INCREASE FIDELITY AND REPEATInterface sketches
Just enough prototyping to get deeper insight
Concept pitch and envelope of previous
feedback (decision trail)
Pro tip: Start with concepts sketched onto cards – device agnostic – to keep the feedback focussed on
the idea not the execution and usability
CLICK TO EDIT MASTER TITLE STYLEITERATE: INCREASE FIDELITY AND REPEAT
Pro tip: with the idea gaining fidelity, start initial interface sketching to prototype the user journey
CLICK TO EDIT MASTER TITLE STYLEINCREASE FIDELITY AND REPEAT
When should we stop prototyping? (Just enough prototyping)
1) When you have a concept that tests in 8 – 10 range consistently
2) When the product owner feels that the concept is now strong enough to warrant “sizing the prize” with quantitative data and a business case
CLICK TO EDIT MASTER TITLE STYLEWHAT DOES SUCCESS LOOK LIKE?
A short list of concepts, initial idea and final concept pitch on the top. Inside the envelope is the feedback trail, from initial scoring to qualitative
feedback and interface sketches. Group them by customer journey stages.
When the team has filtered and iterated from 100’s ideas to a shortlist of potentially 5 – 15 concepts to be further filtered back at base.
CLICK TO EDIT MASTER TITLE STYLESHOWCASE!
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• http://www.youtube.com/watch?v=r64rrgbcEHo
VIDEO
CLICK TO EDIT MASTER TITLE STYLETAKEAWAYS
• RAIDS are good for– Most large scale design or redesign projects where the product
proposition is fluid.– Accessible cross team collaboration– Generating business buzz around new directions
• RAIDS are not good for– Product feasibility, rather it can show demand for ideas
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