MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCETO THE RIGHT CUSTOMERDAVE SLOCOMBE – HEAD OF MOBILE     @DAVESLOCOMBE
TRAVEL GROWTHCLICK TO EDIT MASTER TITLE STYLE
LAST-MINUTE SEARCHESCLICK TO EDIT MASTER TITLE STYLE
GROWTH SNAPSHOTCLICK TO EDIT MASTER TITLE STYLE 100 – 200+ % yoy Western Europe   GROWTH IN MOBILE UNIQUE VISITORS 10.11 –...
MOBILE STRATEGYCLICK TO EDIT MASTER TITLE STYLE                                                                         go...
CLICK TO EDIT MASTER TITLE STYLE    KNOW YOUR CUSTOMER LIFECYCLE
CLICK TO EDIT MASTER TITLEWHEEL     CUSTOMER LIFECYCLE STYLE
CUSTOMER LIFECYCLECLICK TO EDIT MASTER TITLE STYLE                                                                     SEO...
CLICK TO EDIT MASTER TITLETO APP    LIFECYCLE MOBILE WEB STYLE     Look to identify your high value cohort and           u...
WEB DISCOVERABILITYCLICK TO EDIT MASTER TITLE STYLE      Optimise your website for mobile traffic    Advertise in search, ...
REDUCING FRICTIONCLICK TO EDIT MASTER TITLE STYLE                                             desire - friction = conversi...
CLICK TO EDIT MASTER TITLETO APP   CONVERTING FROM WEB STYLE  Understand the value of an app vs mobile web to   your custo...
CLICK TO EDIT MASTER TITLE STYLE    KNOW YOUR CUSTOMER’S CONTEXT
DIFFERENT DEVICE CONTEXTSCLICK TO EDIT MASTER TITLE STYLE                                        Travel companion         ...
CLICK TO EDIT MASTER TITLE STYLE
SEASONAL SEARCH DISTANCESCLICK TO EDIT MASTER TITLE STYLE                      April May June                        Oct N...
CLICK TO EDIT MASTER TITLE STYLE               DO ONE THING WELL
CLICK TO EDIT MASTER HOTELS USA    LASTMINUTE.COM TITLE STYLE                                  Reduce friction            ...
CLICK TO EDIT MASTER TITLE STYLE
CLICK TO EDIT MASTER TITLE STYLE
CLICK TO EDIT MASTER TITLE STYLE                    DELIVER WOW
CLICK TO EDIT MASTER TITLE STYLE                                   Reduce friction                                   Faste...
DELIVER WOWCLICK TO EDIT MASTER TITLE STYLE
CLICK TO EDIT MASTER TITLE STYLE           PUT THE CUSTOMER FIRST
CLICK TO EDIT MASTER TITLE STYLE
CUSTOMER INSIGHTCLICK TO EDIT MASTER TITLE STYLE        Guerrilla Testing          In house
RAPID PRODUCT ITERATIONCLICK TO EDIT MASTER TITLE STYLE     Challenge: Get from 80 (worthless) concepts     to 3 – 5 high ...
POP UP DESIGN STUDIOCLICK TO EDIT MASTER TITLE STYLE    Iteration wall                                         4 days =   ...
CLICK TO CROSS FUNCTIONALSTYLE         EDIT MASTER TITLE TEAM                                   BA           User research...
CLICK TO CROSS FUNCTIONALSTYLE         EDIT MASTER TITLE TEAM                                   BA           User research...
Idea       Score 0 -10   Qual. feedbackCLICK TO  backlog   EDIT MASTER TITLE STYLE          Project KPI’s                 ...
concept   Score 0 -10   Qual. feedbackCLICK TO EDIT MASTER TITLE STYLE                                           42 Interv...
HUDDLE & SHOWCASECLICK TO EDIT MASTER TITLE STYLE                                   PARK, PIVOT or PERSEVERE              ...
HUDDLE & SHOWCASECLICK TO EDIT MASTER TITLE STYLE                                   PARK, PIVOT or PERSEVERE              ...
CLICK TO EDITFIDELITY AND REPEAT   INCREASE MASTER TITLE STYLE                                      Interface sketches    ...
CLICK TO EDIT MASTER TITLE STYLE    INCREASE FIDELITY AND REPEAT                                   MVP!
CLICK TO EDIT MASTERAND REPEAT!  INCREASE FIDELITY TITLE STYLE Let UX lead - Dont waste precious Dev time on prototypes th...
VIDEOCLICK TO EDIT MASTER TITLE STYLE  Shhh....its a secret!
5 TAKEAWAYSCLICK TO EDIT MASTER TITLE STYLE            1. Know YOUR customer lifecycle            2. Know your customer’s ...
5 TAKEAWAYSCLICK TO EDIT MASTER TITLE STYLE            1. Know YOUR customer lifecycle            2. Know your customer’s ...
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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)
  • Mobile enables us to visualise and creating hypothesise about our service usage so we gain a much deeper understanding that would not be possible currently on the web. The GPS location of the users location and the locations people are searching for...For example...when we add time to this map...a whole year of data we see trends emerge, what is the difference between the distance searched in summer as opposed to winter?
  • Guerilla testing is great for early prototype 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
  • 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.
  • Consider your MVP for this concept, is qualititative feedback enough? If not look to create an online MVP such as a sign up form.
  • UX should lead the wireframe iteration process, tools like axure or basic html/css enable rapid prototypingWe have a secure site where all wireframes and design mocks live for user testing at anytime – we also make it widely available to the rest of the company so anyone can see the tests we have in progress, it make it easy to run user testing from anywhere
  • lastminute.com finland

    1. 1. MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCETO THE RIGHT CUSTOMERDAVE SLOCOMBE – HEAD OF MOBILE @DAVESLOCOMBE
    2. 2. TRAVEL GROWTHCLICK TO EDIT MASTER TITLE STYLE
    3. 3. LAST-MINUTE SEARCHESCLICK TO EDIT MASTER TITLE STYLE
    4. 4. GROWTH SNAPSHOTCLICK TO EDIT MASTER TITLE STYLE 100 – 200+ % yoy Western Europe GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
    5. 5. MOBILE STRATEGYCLICK TO EDIT MASTER TITLE STYLE google Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers
    6. 6. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER LIFECYCLE
    7. 7. CLICK TO EDIT MASTER TITLEWHEEL CUSTOMER LIFECYCLE STYLE
    8. 8. CUSTOMER LIFECYCLECLICK TO EDIT MASTER TITLE STYLE SEO PAID Social DIRECT Viral Affiliate Understand your mobile traffic Use web analytics: which devices, traffic, referrers
    9. 9. CLICK TO EDIT MASTER TITLETO APP LIFECYCLE MOBILE WEB STYLE Look to identify your high value cohort and understand their motivations.
    10. 10. WEB DISCOVERABILITYCLICK TO EDIT MASTER TITLE STYLE Optimise your website for mobile traffic Advertise in search, social, affiliate channels,
    11. 11. REDUCING FRICTIONCLICK TO EDIT MASTER TITLE STYLE desire - friction = conversion! KISS – Keep it simple stupid! Do one thing well and focus on optimising it
    12. 12. CLICK TO EDIT MASTER TITLETO APP CONVERTING FROM WEB STYLE Understand the value of an app vs mobile web to your customers, create a deeper relationship
    13. 13. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER’S CONTEXT
    14. 14. DIFFERENT DEVICE CONTEXTSCLICK TO EDIT MASTER TITLE STYLE Travel companion Couch surfing Travel companion Shop browsing Couch surfing Larger purchases Always with you Shop browsing Personal Larger purchases In store Location aware Last-minute purchases
    15. 15. CLICK TO EDIT MASTER TITLE STYLE
    16. 16. SEASONAL SEARCH DISTANCESCLICK TO EDIT MASTER TITLE STYLE April May June Oct Nov Dec
    17. 17. CLICK TO EDIT MASTER TITLE STYLE DO ONE THING WELL
    18. 18. CLICK TO EDIT MASTER HOTELS USA LASTMINUTE.COM TITLE STYLE Reduce friction KISS!
    19. 19. CLICK TO EDIT MASTER TITLE STYLE
    20. 20. CLICK TO EDIT MASTER TITLE STYLE
    21. 21. CLICK TO EDIT MASTER TITLE STYLE DELIVER WOW
    22. 22. CLICK TO EDIT MASTER TITLE STYLE Reduce friction Faster checkout Deliver Wow new technology = a better user experience
    23. 23. DELIVER WOWCLICK TO EDIT MASTER TITLE STYLE
    24. 24. CLICK TO EDIT MASTER TITLE STYLE PUT THE CUSTOMER FIRST
    25. 25. CLICK TO EDIT MASTER TITLE STYLE
    26. 26. CUSTOMER INSIGHTCLICK TO EDIT MASTER TITLE STYLE Guerrilla Testing In house
    27. 27. RAPID PRODUCT ITERATIONCLICK TO EDIT MASTER TITLE STYLE Challenge: Get from 80 (worthless) concepts to 3 – 5 high value solutions, tested with customers as fast as possible i.e. 1 week Solution:
    28. 28. POP UP DESIGN STUDIOCLICK TO EDIT MASTER TITLE STYLE Iteration wall 4 days = 100+ lastminute.com customers per day Social spaces 300+ general hotel customers
    29. 29. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM BA User research Product Owner Development Channel UX x2 I set the KPIs and prioritise stories at I beat the rhythm of each iteration I own the project, lead the drum, keep the lean process, knowledge flowing iterations and goals We own the user I’ll be asked to build this experience and value app, so id like to feedback understand the customer
    30. 30. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM BA User research Product Owner Development Channel UX x2 WE ALL TALK TO CUSTOMERS, CREATE SOLUTIONS AND TEST THEM I set the KPIs and prioritise stories at I beat the rhythm of each iteration I own the project, lead the drum, keep the lean process, knowledge flowing iterations and goals We own the user I’ll be asked to build this experience and value app, so id like to feedback understand the customer
    31. 31. Idea Score 0 -10 Qual. feedbackCLICK TO backlog EDIT MASTER TITLE STYLE Project KPI’s Iteration wall
    32. 32. concept Score 0 -10 Qual. feedbackCLICK TO EDIT MASTER TITLE STYLE 42 Interviews – 4 hours
    33. 33. HUDDLE & SHOWCASECLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT or PERSEVERE or
    34. 34. HUDDLE & SHOWCASECLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT or PERSEVERE or KILL!
    35. 35. CLICK TO EDITFIDELITY AND REPEAT INCREASE MASTER TITLE STYLE Interface sketches Just enough prototyping Concept pitch and to get deeper insight envelope of previous feedback (decision trail)
    36. 36. CLICK TO EDIT MASTER TITLE STYLE INCREASE FIDELITY AND REPEAT MVP!
    37. 37. CLICK TO EDIT MASTERAND REPEAT! INCREASE FIDELITY TITLE STYLE Let UX lead - Dont waste precious Dev time on prototypes that may get dropped!
    38. 38. VIDEOCLICK TO EDIT MASTER TITLE STYLE Shhh....its a secret!
    39. 39. 5 TAKEAWAYSCLICK TO EDIT MASTER TITLE STYLE 1. Know YOUR customer lifecycle 2. Know your customer’s context 3. Do one thing well 4. Deliver WOW 5. Get out of the building
    40. 40. 5 TAKEAWAYSCLICK TO EDIT MASTER TITLE STYLE 1. Know YOUR customer lifecycle 2. Know your customer’s context 3. Do one thing well 4. Deliver WOW 5. Get out of the building @DAVESLOCOMBE DAVESLOCOMBE LEANSHERPA.WORDPRESS.COM

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