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Deep Customer Research...The Heart Of Innovation - Richard Young and Diana Adorno (ThoughtWorks Live)

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The presenters share their perspectives on delivering the desired change and how good customer research can substantially benefit the entire delivery and launch process

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Deep Customer Research...The Heart Of Innovation - Richard Young and Diana Adorno (ThoughtWorks Live)

  1. 1. Richard Young @youngrtp12 Diana Adorno @dianaadorno Deep Customer Research … the Heart of Innovation
  2. 2. WHAT WE ARE TALKING ABOUT Why do research Move smoothly into development What we have learnt Sharing a project Why go fast & deep
  3. 3. 83%17%
  4. 4. HOW DID YOUR LAST PROJECT FEEL?
  5. 5. Research uncovers both what the right thing to build is… and
 WHY 
 it is the right thing
  6. 6. WORK OUT HOW TO DO IT
  7. 7. A DIFFERENT APPROACH BACKGROUND QUANT RESEARCH INTERVIEWS FEATURES WIREFRAMES TRADITIONAL Months RICH & FAST Weeks QUANT RESEARCH BACKGROUND INTERVIEWFEATURES WIREFRAMES
  8. 8. Why do the research FAST? ….and deep
  9. 9. THE APPLICATION TRACKER STORY
  10. 10. THE PROBLEMS WITH GETTING A HOME LOAN :( understanding the mortgage process >_< frequently asking customers for more information =_= updates on my application
  11. 11. ….early research looked promising:)
  12. 12. HOW WE GOT THERE 3 weeks 12 Weeks Now DISCOVERY DELIVERY EVOLVE Research happens all the way through
  13. 13. WHERE TO START DISCOVERY DELIVERY EVOLVE
  14. 14. Start with a question
  15. 15. A customer question, not a business-focussed question
  16. 16. How can we 
 REDUCE ANXIETY 
 AND UNCERTAINTY 
 for customers through the home loan application process?
  17. 17. SPEED TIP Pair with the business expert to set context and plan
  18. 18. HOW TO SHAPE THE RESEARCH APPROACH CUSTOMER PRODUCT
  19. 19. CAPTURE QUESTIONS & HOW TO ANSWER
  20. 20. GATHER THE DATA DISCOVERY DELIVERY EVOLVE
  21. 21. WHAT WE DID DATA & REPORTSCOLLEAGUESCUSTOMER
  22. 22. Customer Sessions Broker Sessions Listen in to Call Centre20 12 4 Back office Staff Sessions Playback Sessions Home Loan Advisors Sessions2 3 3 System transactions (deals) Analyse customer feedback (1 year) 9000 Competitors Analysed9 4126 WHAT WE DID DATA & REPORTSCOLLEAGUESCUSTOMER
  23. 23. Use multiple sources for rigour (triangulate) … for believability SPEED TIP
  24. 24. FOCUS ON ANSWERING YOUR QUESTIONS SPEED TIP It is not about the numbers, 
 it is about confidence
  25. 25. SPEED TIP USE THE WHOLE TEAM
  26. 26. CUSTOMER SESSIONS DISCOVERY DELIVERY EVOLVE
  27. 27. MAP THE JOURNEY
  28. 28. SORT COMMUNICATION PREFERENCES
  29. 29. SORT FEATURE IDEAS AND PRIORITISE SPEED TIP
  30. 30. DISTILL & SHARE DISCOVERY DELIVERY EVOLVE
  31. 31. KEEP THE RAW DATA & PIVOT YOUR APPROACH SPEED TIP
  32. 32. SUMMARISE ON THE JOURNEY MAP SPEED TIP
  33. 33. Space. Do everything in one room Don’t create slide decks or reports as you go leave the data raw Build the story as you go - let it evolve Keep direct quotes visible to build empathy Show prioritised lists Walk the wall HAVE A SHARED SPACE DISTILLING & SHARING SPEED TIP
  34. 34. PRIORITISE & SHAPE THE PRODUCT DISCOVERY DELIVERY EVOLVE
  35. 35. FEASIBILITY WORKSHOP
  36. 36. JOURNEY STEPS SCREEN FLOW FEATURE BACKLOG MVP (Viable) VIABILITY CRITERIA SOURCE SYSTEMS MMP (Marketable) DATA DRIVEN STORY MAP
  37. 37. THROUGH TO DELIVERY DISCOVERY DELIVERY EVOLVE
  38. 38. “You know what would be really good? Is the status of the loan”
  39. 39. “You know what would be really good? Is the status of the loan”
  40. 40. CONTINUE TO VALIDATE FINDINGS % Customers that want to see a status update
  41. 41. NOW IT IS LIVE DISCOVERY DELIVERY EVOLVE
  42. 42. “I love this idea. Being able to track how our application is going without having to feel like we are annoying anyone by asking all the time is fantastic” home loan customer Nov 2016
  43. 43. Open Rate on notification emails Click Through to logon Return customers Would recommend to a friend Increase in home loans 1 Mailchimp Industry Survey Feb, 2017 2 Localitics Mar, 2017 ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE Keeping customers informed 93%21%1 58%3%1 68%34%2 65% 2% Top 3 bank Industry Tracker OUR RESULTS
  44. 44. WHAT WE LEARNT
  45. 45. APPLICATION TRACKER LET IT GO
  46. 46. BROKER PORTAL GO WIDE DELIVER LESS
  47. 47. “I will use you a lot more. This is REALLY good I can now review my clients’ accounts armed full of knowledge and not look like a dickhead” Broker, 2017
  48. 48. IT’S NEVER TOO LATE DON’T GIVE UP START WITH EXISTING CUSTOMERS
  49. 49. THANKS Richard Young @youngrtp12 Diana Adorno @dianaadorno

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