M&S Digital Labs
Lean product development, fast feedback
(& leopard print dresses)

@hemalkuntawala
•

About M&S Digital Labs

•

One of our products

5 minutes

15 minutes
About M&S Digital Labs

Lean startup techniques…	

…kick-start products and experiences…	

…our customers wouldn't expect ...
About M&S Digital Labs
*
Online
Desktop, tablet, mobile

Ops

Marketing
Digital

Trading, fulfilment

Marketing

Ops

Brand...
Lean startup (& product management)
Value
proposition

Customer
segments

Business
model canvas

Marketing
channels

Custo...
Insight &
assumptions

Our brands
confuse

Would our
customers create
and view outfits?

What happens to
conversion if we
r...
Product

The product: Style Board
Would our
customers create
and view outfits?

What happens to
conversion if we
remove mod...
Product

Would our
customers create
and view outfits?

Data

The data

Let’s have a
look…

What happens to
conversion if we...
5000

Traffic
3750

Sign ups	

52% conv.

2500

Boards	


39% conv.

1250

Month

October

November

December

January

Feb...
The data

Data

Product

Would our
customers create
and view outfits?

•
•

52% visitors signed up	

39% users created a
bo...
The data

Data

Product

Would our
customers create
and view outfits?

•
•

52% visitors signed up	

39% users created a
bo...
Brand mix
The data

Data

Product

Would our
customers create
and view outfits?

•
•

52% visitors signed up	

39% users created a
bo...
Category mix
The data

Data

Product

Would our
customers create
and view outfits?

•
•

52% visitors signed up	

39% users created a
bo...
Product relationships
Behaviour

Opinion
The data

Data

Product

Would our
customers create
and view outfits?

•
•

52% visitors signed up	

39% users created a
bo...
What’s next?

Version 1	

• Isolated app (mandsstyleboard.com)	

• Login via Facebook	

• (Minimal) engagement mechanics	
...
What else you can expect from us

Online
Desktop, tablet, mobile

Stores
High Street, Simply Food, Outlet
Food

High

Online aided by offline

Mainly online

Frequency

Tops
Lingerie

Shoes
Bottoms

Women’s wear

Shirts
Underwear...
Thanks!
@mnslabs
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M&S Digital Labs: Lean product development, fast feedback & leopard print dresses

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M&S Digital Labs: Lean product development, fast feedback & leopard print dresses

  1. 1. M&S Digital Labs Lean product development, fast feedback (& leopard print dresses) @hemalkuntawala
  2. 2. • About M&S Digital Labs • One of our products 5 minutes 15 minutes
  3. 3. About M&S Digital Labs Lean startup techniques… …kick-start products and experiences… …our customers wouldn't expect to see from M&S
  4. 4. About M&S Digital Labs * Online Desktop, tablet, mobile Ops Marketing Digital Trading, fulfilment Marketing Ops Branding, campaigns Supply chain Stores Marketing Ops High Street, Simply Food, Outlet Offline Stock, forecasting * Not to scale, or very accurate
  5. 5. Lean startup (& product management) Value proposition Customer segments Business model canvas Marketing channels Customer development Validate assumptions Design thinking Insight & assumptions Learn UX Build Autonomy User testing Activation Data Product Revenue Extreme programming Retention Behaviour Split tests Developers Designers Vision, instinct & obsession… Acquisition IA Referral Product/market fit? Measure Continuous deployment MVP
  6. 6. Insight & assumptions Our brands confuse Would our customers create and view outfits? What happens to conversion if we remove models? What happens if we remove our brands? Data Can’t outfit Our models alienate Product One of our products
  7. 7. Product The product: Style Board Would our customers create and view outfits? What happens to conversion if we remove models? What happens if we remove our brands?
  8. 8. Product Would our customers create and view outfits? Data The data Let’s have a look… What happens to conversion if we remove models? What happens if we remove our brands?
  9. 9. 5000 Traffic 3750 Sign ups 52% conv. 2500 Boards 39% conv. 1250 Month October November December January February
  10. 10. The data Data Product Would our customers create and view outfits? • • 52% visitors signed up 39% users created a board What happens to conversion if we remove models? • Traffic from Style Board converts 36% higher What happens if we remove our brands?
  11. 11. The data Data Product Would our customers create and view outfits? • • 52% visitors signed up 39% users created a board What happens to conversion if we remove models? • What happens if we remove our brands? Traffic from Style Board converts 36% higher Let’s have a look…
  12. 12. Brand mix
  13. 13. The data Data Product Would our customers create and view outfits? • • 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? • Traffic from Style Board converts 36% higher • Brands are mixed and matched More data! Category mix Product relationships
  14. 14. Category mix
  15. 15. The data Data Product Would our customers create and view outfits? • • 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? • Traffic from Style Board converts 36% higher • Brands are mixed and matched More data! Category mix • Some popular categories could be better sold Product relationships
  16. 16. Product relationships
  17. 17. Behaviour Opinion
  18. 18. The data Data Product Would our customers create and view outfits? • • 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? • Traffic from Style Board converts 36% higher • Brands are mixed and matched More data! Product category mix • Popular categories could be better sold Product relationships • Relationship data could produce better product suggestions
  19. 19. What’s next? Version 1 • Isolated app (mandsstyleboard.com) • Login via Facebook • (Minimal) engagement mechanics • Deep links • Responsive • Shipped in 4 weeks • Traffic from M&S Facebook Version 2 • Increase engagement • Increase quality • Increase conversion • Lick of paint • Use as a marketing channel • Wherever else the data takes us…
  20. 20. What else you can expect from us Online Desktop, tablet, mobile Stores High Street, Simply Food, Outlet
  21. 21. Food High Online aided by offline Mainly online Frequency Tops Lingerie Shoes Bottoms Women’s wear Shirts Underwear Handbags Dresses Men’s wear Flowers Suits Low Sofas Slow Homeware Kitchen ware Purchase-cycle speed Fast
  22. 22. Thanks! @mnslabs
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