lastminute com - lean customer driven development - for mobile academy

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A presentation for the http://themobileacademy.org.uk/ at lastminute.com on the key principles behind continuous improvement and delivery.
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lastminute com - lean customer driven development - for mobile academy

  1. 1. MOBILE WEB AND APPS – LEAN CUSTOMER DRIVEN DEVELOPMENTDAVE SLOCOMBE – HEAD OF MOBILE@DAVESLOCOMBE
  2. 2. CLICK TO EDIT MASTER TITLE STYLETRAVEL GROWTH
  3. 3. CLICK TO EDIT MASTER TITLE STYLELAST-MINUTE SEARCHES
  4. 4. CLICK TO EDIT MASTER TITLE STYLEGROWTH SNAPSHOTGROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]100 – 200+ % yoyWestern Europe
  5. 5. CLICK TO EDIT MASTER TITLE STYLEMOBILE STRATEGYFocus on acquisition through mobile website and optimising the experienceto improve conversion for our current customersgoogle
  6. 6. CLICK TO EDIT MASTER TITLE STYLEBUILDING THE RIGHT TEAMCo – locatedFlexible work spacePairing stationsCI Display and monitoring
  7. 7. CLICK TO EDIT MASTER TITLE STYLEREDUCE CYCLE TIME FROM CONCEPT TO CUSTOMERVALIDATE ALL ASSUMPTIONS WITH CUSTOMERS ANDSTAKEHOLDERSMAKE PROGRESS VISIBLEFOCUS ON THE MINIMUM OF THE MINIMUM VIABLE PRODUCTNO BIG BANG RELEASESNO MORE HEROESWHAT DOES LEAN MEAN TO US?
  8. 8. CLICK TO EDIT MASTER TITLE STYLEKNOW YOUR CUSTOMER LIFECYCLE
  9. 9. CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE WHEEL
  10. 10. CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLEUnderstand your mobile trafficUse web analytics: which devices, traffic, referrersSEODIRECTPAIDSocialViralAffiliate
  11. 11. CLICK TO EDIT MASTER TITLE STYLELIFECYCLE MOBILE WEB TO APPLook to identify your high value cohort andunderstand their motivations.
  12. 12. CLICK TO EDIT MASTER TITLE STYLEWEB DISCOVERABILITYOptimise your website for mobile trafficAdvertise in search, social, affiliate channels,
  13. 13. CLICK TO EDIT MASTER TITLE STYLEREDUCING FRICTIONKISS – Keep it simple stupid!Do one thing well and focus on optimising itdesire - friction = conversion!
  14. 14. CLICK TO EDIT MASTER TITLE STYLECONVERTING FROM WEB TO APPUnderstand the value of an app vs mobile web toyour customers, create a deeper relationship
  15. 15. CLICK TO EDIT MASTER TITLE STYLEKNOW YOUR CUSTOMER’S CONTEXT
  16. 16. CLICK TO EDIT MASTER TITLE STYLEDIFFERENT DEVICE CONTEXTSAlways with you“I search”PersonalIn storeLocation awareLast-minutepurchasesTravel companion“I browse”Couch surfingShop browsingLarger purchasesLocation awareTravel companionCouch surfingShop browsingLarger purchasesIP located only
  17. 17. CLICK TO EDIT MASTER TITLE STYLEUNIQUE MOBILE INSIGHTS
  18. 18. CLICK TO EDIT MASTER TITLE STYLEMobile enables us to visualise and hypothesise about our service usage sowe gain a much deeper understanding of our customer behaviours thatwould not be possible currently on the web.UNIQUE MOBILE INSIGHTS
  19. 19. CLICK TO EDIT MASTER TITLE STYLEQUICK SCENARIO – YOU are a product manager at lastminute.com runningthe restaurants channel. Can you spot 3 opportunities in this visualisation?UNIQUE MOBILE INSIGHTS
  20. 20. CLICK TO EDIT MASTER TITLE STYLEUNIQUE MOBILE INSIGHTSDemand outstripping supply!feedback to our supply teamGEO loc errors!Improve quality!Top restaurants listconfigurable by anyGeo-fence
  21. 21. CLICK TO EDIT MASTER TITLE STYLEPUT THE CUSTOMER FIRST
  22. 22. CLICK TO EDIT MASTER TITLE STYLE
  23. 23. CLICK TO EDIT MASTER TITLE STYLECUSTOMER INSIGHTGuerrilla Testing In house
  24. 24. CLICK TO EDIT MASTER TITLE STYLECUSTOMER RAIDS!Introducing :RAIDSRApid Insight Design Studios
  25. 25. CLICK TO EDIT MASTER TITLE STYLERAPID PRODUCT ITERATIONGet from hundreds of ideasto a few high value solutions, designed and testedas fast as possible i.e. 1 week(video)THECHALLENGECustomerslove them!Deliveragainst ourbusinessKPI’s
  26. 26. CLICK TO EDIT MASTER TITLE STYLEHYPOTHESIS DRIVEN DEVELOPMENTBUILD TEST LEARN
  27. 27. CLICK TO EDIT MASTER TITLE STYLESTORY/EPIC LEVEL HYPOTHESIS
  28. 28. CLICK TO EDIT MASTER TITLE STYLEADDING LINKS TO THE HOMEPAGEoptimised pathnon-optimised(desktop site)call to bookfit to screenbelow the “scroll”BEFORE AFTER
  29. 29. CLICK TO EDIT MASTER TITLE STYLEHOMEPAGE EVENTS IN ORDER...MOVED:Call buttons moved downthe pageNEW:Category buttons leadingto non-optimised desktoppathClicks a dayClicks a daySUCCESS!FAIL!But is lossgreater thanthe gain?
  30. 30. CLICK TO EDIT MASTER TITLE STYLEdaily £ increase in online decrease in offline new daily £average daily TTVIn one year the LOSS will amount to £MMLOSS IS GREATER THAN GAIN...Revenuein£29%45%
  31. 31. CLICK TO EDIT MASTER TITLE STYLEIDEATE SOLUTIONS
  32. 32. CLICK TO EDIT MASTER TITLE STYLESOLUTION
  33. 33. CLICK TO EDIT MASTER TITLE STYLEGAIN IS GOOOOODRevenuein£
  34. 34. CLICK TO EDIT MASTER TITLE STYLESTOP STARTINGSTART FINISHING
  35. 35. CLICK TO EDIT MASTER TITLE STYLE18 participantsFrom 7 countriesJust 48hrs…to create and launch a travel startup(video)www.ideasrunway.comWORKING LEAN GETS RESULTS
  36. 36. CLICK TO EDIT MASTER TITLE STYLE4 TAKEAWAYS1.Know YOUR customer lifecycle2.Know your customer’s context3.Get out of the building4.Build test and learn@DAVESLOCOMBEDAVESLOCOMBELEANSHERPA.WORDPRESS.COMDAVID.SLOCOMBE@LASTMINUTE.COM

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