INTRODUCING RAPID INSIGHT DESIGN STUDIOS - RAIDS

DAVE SLOCOMBE – HEAD OF MOBILE
@DAVESLOCOMBE
STARTING WITH IDEAS
CLICK TO EDIT MASTER TITLE STYLE

ideas are worthless

what we need is strong customer feedback
Quickl...
GETTING MASTER TITLE STYLE
CLICK TO EDITOUT OF THE BUILDING

“we are an online business, it’s a challenge
to work directly...
RAIDS
CLICK TO EDIT MASTER TITLE STYLE

Introducing :

RAIDS
RApid Insight Design Studios
FOR MASTER TITLE STYLE
CLICK TO EDIT YOUR PRODUCTIVITY

A RAID will:
Accelerate build test learn cycle so its measured in ...
FOR YOUR CULTURE
CLICK TO EDIT MASTER TITLE STYLE

It will also…
• Energise your team
• Opportunity to work across teams
•...
PREPARING TO RAID
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Preparation is everything
a) Who is the target customer?
b) Location: ...
CUSTOMER TITLE STYLE
CLICK TO EDIT MASTERBREAKFASTS

Focus on their past experiences, focus acutely on learning about
PROB...
GUERILLA TITLE STYLE
CLICK TO EDIT MASTER INTERVIEWS
CUSTOMER & PROBLEM INSIGHT WALL
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inspiration

research

Plan

Booking

arrive &
stay

sha...
CUSTOMER & PROBLEM INSIGHT WALL
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inspiration

Customer
problems

research

Feedback
state...
FILLING THE IDEA BACKLOG
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Solution
Solution
PROBLEM
Solution

Solution
Solution

PROBLEM +...
RAPID PRODUCT ITERATION
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Customers
love them!

THE
CHALLENGE

Deliver
against our
busines...
POP UP DESIGN STUDIO
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iteration wall

You will need…

social spaces

4 days =
100+ lastmi...
CLICK TO CROSS FUNCTIONALSTYLE
EDIT MASTER TITLE TEAM
Development

BA

User research

Channel

I own the project, lead
the...
CLICK TO CROSS FUNCTIONALSTYLE
EDIT MASTER TITLE TEAM
Development

BA

User research

Channel

Product Owner
UX x2

WE ALL...
CLICK TO EDIT MASTER TITLE SETUP
STYLE
high

low

• Prioritise the list of ideas to be tested against the project/product
...
ROUND 1: IDEA SCORING
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Pro Tip: photograph 8 – 10 the cards onto
ipads/mobile phone, this...
PAIR UP
CLICK TO EDIT MASTER TITLE STYLE

Experienced
customer
interviewer

Inexperienced
customer interviewer

• One pers...
Idea
CLICK TO
backlog

Idea 1

Score 0 -10

Qual. feedback

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2

4
6

Feedback
statement

Feedback
...
concept

Score 0 -10

Qual. feedback

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42 Interviews – 4 hours
HUDDLE & SHOWCASE
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PARK, PIVOT, PERSEVERE or...
HUDDLE & SHOWCASE
CLICK TO EDIT MASTER TITLE STYLE

PARK, PIVOT, PERSEVERE or... KILL!
SECOND ROUND: INCREASE FIDELITY AND REPEAT
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Concept pitch and
envelope of previous
feedbac...
ITERATE: INCREASE FIDELITY AND REPEAT
CLICK TO EDIT MASTER TITLE STYLE

Pro tip: with the idea gaining fidelity, start ini...
CLICK TO EDIT MASTER TITLE STYLE
INCREASE FIDELITY AND REPEAT

When should we stop prototyping? (Just enough prototyping)
...
WHAT DOES MASTER LOOK LIKE?
CLICK TO EDITSUCCESSTITLE STYLE

A short list of concepts, initial idea and final concept pitc...
SHOWCASE!
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VIDEO
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• http://www.youtube.com/watch?v=r64rrgbcEHo
TAKEAWAYS
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• RAIDS are good for
– Most large scale design or redesign projects where the p...
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Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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Giving your project kick off collaboration rocket fuel

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  • Target reduced cycle time from concept to customer through Continuous DeploymentMaking work visibleUsing the right tools Lean team structuresCommunicate clear organisational and team goalsGrow your pool of ideasEmpower your UX teamRegularly, health checking the team – continuous improvementNo more heroes! Share knowledge and skills (XP, Pairing, TDD & Continuous Integration)
  • You have them every day, your team comes up with them by the bucket load, your boss sends them by email, the director of x pops by your desk with his net greatest idea. What we need is customers to give us feedback on these ideas
  • “What we need is a concentrated effort to get the customer feedback we need to get this project off the ground”Today we’ll explore an engaging and exciting way to get refined and focussed feedback on your ideas, enabling you to complete the build test learn loop in minutes not days
  • Accelerate build test learn cycle get more focussed and applicable customer feedback in a day than you could get in months of lab testingWe have used RAIDS for kicking off product discovery for web and mobile products. Its great for new projects for evaluating hundreds of product ideas in a single sitting enabling creative juices to flow!
  • Know your Data! Use your analytics, sales, email and account data to identify the target customersContact customers! Use your social, email and account lists to contact your target customersFinesse your Customer Targeting! A good way to start is to look for the 1% of customers who generate 10% of your revenue, they really really like your brand, find out why!Choose your location wisely! Where do these customers travel to, hangout, have fun. Where do you position your team to get an intensive customer experience?
  • Over period of a week we invited our key customers to breakfast to talk about their experiences of using our products. Don’t lead or ask for solutions , seek to solely identify PROBLEMS and VOIDS
  • Guerilla testing is great for early feedback and for broader engagement from product, design and development teams. Try going to the nearby coffee shop and get direct feedback from customers for the price of a coffee
  • Coordinate the customer feedback according to the customer journeyObserve how the volume of feedback is focussed around where your strengths are and also the bias of the team.
  • Feedback is colour coded, Yellow/Green for problems, Blue for VOIDS.
  • Use this as an opportunity to engage your stakeholders
  • One idea per card…
  • Get currency!
  • After each round of interviews we play back the learnings and decide whether to PARK, PIVOT or PERSEVERE or my favourite .... KILL!
  • After each round of interviews we play back the learnings and decide whether to PARK, PIVOT or PERSEVERE or my favourite .... KILL!
  • With basic concepts validated increase the fidelity of the idea by creating 1 or 2 interface design sketches on cards and revalidate. Huddle and playback the customer feedback, at each iteration decide more detailed criteria on the PIVOT.
  • Youve put in all this effort, showcase it – we showcase fortnightly to the wider org, kay stakeholders in marketing, trading, product and techRule is: live code demo, latest designs,
  • Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

    1. 1. INTRODUCING RAPID INSIGHT DESIGN STUDIOS - RAIDS DAVE SLOCOMBE – HEAD OF MOBILE @DAVESLOCOMBE
    2. 2. STARTING WITH IDEAS CLICK TO EDIT MASTER TITLE STYLE ideas are worthless what we need is strong customer feedback Quickly! To sort the sand from diamonds
    3. 3. GETTING MASTER TITLE STYLE CLICK TO EDITOUT OF THE BUILDING “we are an online business, it’s a challenge to work directly with our customers”
    4. 4. RAIDS CLICK TO EDIT MASTER TITLE STYLE Introducing : RAIDS RApid Insight Design Studios
    5. 5. FOR MASTER TITLE STYLE CLICK TO EDIT YOUR PRODUCTIVITY A RAID will: Accelerate build test learn cycle so its measured in minutes not days
    6. 6. FOR YOUR CULTURE CLICK TO EDIT MASTER TITLE STYLE 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
    7. 7. PREPARING TO RAID CLICK TO EDIT MASTER TITLE STYLE Preparation is everything a) Who is the target customer? b) Location: where do these customers frequent? c) What is the goal of your RAID?
    8. 8. CUSTOMER TITLE STYLE CLICK TO EDIT MASTERBREAKFASTS Focus on their past experiences, focus acutely on learning about PROBLEMS and VOIDS
    9. 9. GUERILLA TITLE STYLE CLICK TO EDIT MASTER INTERVIEWS
    10. 10. CUSTOMER & PROBLEM INSIGHT WALL CLICK TO EDIT MASTER TITLE STYLE inspiration research Plan Booking arrive & stay share & document trip Target customers invited to breakfast interviews over 1 week
    11. 11. CUSTOMER & PROBLEM INSIGHT WALL CLICK TO EDIT MASTER TITLE STYLE inspiration Customer problems research Feedback statement Feedback statement Feedback statement Feedback statement Plan Booking arrive & stay share & document trip
    12. 12. FILLING THE IDEA BACKLOG CLICK TO EDIT MASTER TITLE STYLE Solution Solution PROBLEM Solution Solution Solution PROBLEM + SOLUTION HYPOTHESIS JUST ENOUGH CONCEPTS – 2 X 1.5 HRS SESSIONS MAX
    13. 13. RAPID PRODUCT ITERATION CLICK TO EDIT MASTER TITLE STYLE Customers love them! THE CHALLENGE Deliver against our business KPI’s Get from hundreds of ideas to a few high value solutions, designed and tested as fast as possible i.e. 1 week
    14. 14. POP UP DESIGN STUDIO CLICK TO EDIT MASTER TITLE STYLE iteration wall You will need… social spaces 4 days = 100+ lastminute.com customers per day 300+ general hotel customers
    15. 15. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM Development BA User research Channel I own the project, lead the lean process, iterations and goals Product Owner UX x2 I keep knowledge flowing, create rigor around the process 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
    16. 16. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM Development BA User research Channel Product Owner UX x2 WE ALL TALK TO CUSTOMERS, CREATE SOLUTIONS AND TEST THEM I own the project, lead the lean process, iterations and goals I keep knowledge flowing, create rigor around the process 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
    17. 17. CLICK TO EDIT MASTER TITLE SETUP STYLE high low • Prioritise the list of ideas to be tested against the project/product business KPIs
    18. 18. ROUND 1: IDEA SCORING CLICK TO EDIT MASTER TITLE STYLE 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. • 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.
    19. 19. PAIR UP CLICK TO EDIT MASTER TITLE STYLE Experienced customer interviewer Inexperienced customer interviewer • 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.
    20. 20. Idea CLICK TO backlog Idea 1 Score 0 -10 Qual. feedback EDIT MASTER TITLE STYLE 2 4 6 Feedback statement Feedback statement Project KPI’s Feedback statement Feedback statement
    21. 21. concept Score 0 -10 Qual. feedback CLICK TO EDIT MASTER TITLE STYLE 42 Interviews – 4 hours
    22. 22. HUDDLE & SHOWCASE CLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT, PERSEVERE or...
    23. 23. HUDDLE & SHOWCASE CLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT, PERSEVERE or... KILL!
    24. 24. SECOND ROUND: INCREASE FIDELITY AND REPEAT CLICK TO EDIT MASTER TITLE STYLE Concept pitch and envelope of previous feedback (decision trail) Interface sketches Just enough prototyping to get deeper insight Pro tip: Start with concepts sketched onto cards – device agnostic – to keep the feedback focussed on the idea not the execution and usability
    25. 25. ITERATE: INCREASE FIDELITY AND REPEAT CLICK TO EDIT MASTER TITLE STYLE Pro tip: with the idea gaining fidelity, start initial interface sketching to prototype the user journey
    26. 26. CLICK TO EDIT MASTER TITLE STYLE INCREASE 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
    27. 27. WHAT DOES MASTER LOOK LIKE? CLICK TO EDITSUCCESSTITLE STYLE 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.
    28. 28. SHOWCASE! CLICK TO EDIT MASTER TITLE STYLE
    29. 29. VIDEO CLICK TO EDIT MASTER TITLE STYLE • http://www.youtube.com/watch?v=r64rrgbcEHo
    30. 30. TAKEAWAYS CLICK TO EDIT MASTER TITLE STYLE • 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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