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[WUC 2016] Dr. Mirko Caspar, Managing Director, Mister Spex | Creativity for Performance

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Webtrekk User Conference 2016, 1 and 2 June, Berlin.

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[WUC 2016] Dr. Mirko Caspar, Managing Director, Mister Spex | Creativity for Performance

  1. 1. CONFIDENTIAL CONFIDENTIAL Dr. Mirko Caspar Managing Director CREATIVITY FOR PERFORMANCE 17.06.16
  2. 2. CONFIDENTIALCONFIDENTIAL WHO WE ARE MISTER SPEX AT A GLANCE 2  Largest European Online Eyewear Retailer  More than 2 Mio. customers  10 countries  400 employees  Largest assortment in stock and best customer service Creativity for Performance by Dr. Mirko Caspar
  3. 3. CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 3 TODAY‘S TOPIC 1. CREATIVITY! WHY „FOR PERFORMANCE“? 2. THE CREATIVE PROCESS AND HOW CAN DATA HELP? 3. HOW TO „ORGANIZE“ CREATIVITY? 4. A FEW LESSONS LEARNED
  4. 4. CONFIDENTIAL Source: http://wirtschaftslexikon.gabler.de/Definition/kreativitaet.html 4 WHAT IS CREATIVITY? „Creativity is the ability of an individual or a group to think and act in imaginative and formative way. " (Gabler Wirtschaftslexikon) Creativity Creativity for Performance by Dr. Mirko Caspar
  5. 5. CONFIDENTIAL Source: Clayton Christensen Innovators Dilemma: http://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing; Copernicus Marketing Consulting and Research:http://www.greenbook.org/marketing-research.cfm/top-10-reasons-for-new-product-failure 5 ANY TYPE OF CREATIVITY & IDEAS? Creativity without Performance Creativity for Performance by Dr. Mirko Caspar Failure rate of disruptive product innovations ~80%
  6. 6. CONFIDENTIAL Read more: http://www.businessdictionary.com/definition/performance.html#ixzz49Yug9Zn5 6 PERFORMANCE What means Performance? Creativity for Performance by Dr. Mirko Caspar “The accomplishment of a given task measured against preset known standards of accuracy, completeness, cost, and speed.” i.e. task: We want to sell high quality eyewear better and thereby sell more eyewear to more people.
  7. 7. CONFIDENTIAL Source: https://en.wikipedia.org/wiki/Creativity 7 THAT IS CREATIVITY! Creativity Creativity for Performance by Dr. Mirko Caspar “Creativity is a phenomenon whereby something new and somehow valuable is formed.” (Wikipedia)
  8. 8. CONFIDENTIALCONFIDENTIAL 8 CREATIVITY FOR PERFORMANCE: Leads us to the combination of creativity & data Creativity for Performance by Dr. Mirko Caspar CREATIVITY THAT PRODUCES RELEVANT, VALUABLE RESULTS
  9. 9. CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 9 TODAY‘S TOPIC 1. CREATIVITY! WHY „FOR PERFORMANCE“? 2. THE CREATIVE PROCESS AND HOW CAN DATA HELP? 3. HOW TO „ORGANIZE“ CREATIVITY? 4. A FEW LESSONS LEARNED
  10. 10. CONFIDENTIAL Read more: https://hbr.org/2015/09/design-thinking-comes-of-age; partly based on and adapted from Clayton Christensen´s Innovator´s DNA Model 10 THE CREATIVE PROCESS Building a Design Thinking Process Define Ideate Prototype Test Empathize  Learn about the audience  Construct a point of view that is based on user needs and insights  Come up with creative solutions  Build a representation of one or more ideas and present to others  Return to original user group and testing ideas for feeback Creativity for Performance by Dr. Mirko Caspar Essential behavorial skills  Questioning  Observing  Networking  Experimenting
  11. 11. CONFIDENTIAL Read more: https://hbr.org/2015/09/design-thinking-comes-of-age; partly based on and adapted from Clayton Christensen´s Innovator´s DNA Model 11 HOW CAN DATA HELP IN THE CREATIVE PROCESS? Building a Design Thinking Process Define Ideate Prototype Test Empathize  Learn about the audience  Construct a point of view that is based on user needs and insights  Brainstorming for creative solutions  Build a representation of one or more ideas and present to others  Return to original user group and testing ideas for feeback Creativity for Performance by Dr. Mirko Caspar Scope + Insights (make it relevant) Test (make sure it works)
  12. 12. CONFIDENTIAL HOW CAN DATA HELP? ITERATE, TEST AND LEARN Implement an agile process 1. Creative Idea (Hypothesis) 2. Design & Prototyping 3. Implementation 4. Measure/ Evaluate  Iterative  Cross-functional  Evolutionary  Rapid  Flexible  … 12Creativity for Performance by Dr. Mirko Caspar Understand: Customers + Problems Generate Insights Test
  13. 13. CONFIDENTIAL GENERATE INSIGHTS, DEFINE THE SCOPE Implement an agile process 1. Creative Idea (Hypothesis) 2. Design & Prototyping 3. Implementation 4. Measure/ Evaluate  Iterative  Cross-functional  Evolutionary  Rapid  Flexible  … 13Creativity for Performance by Dr. Mirko Caspar Understand: Customers + Problems Generate Insights Test Phase 1
  14. 14. CONFIDENTIAL 14 WHY DO I NEED A BRIEFING? Brief your team Creativity for Performance by Dr. Mirko Caspar  Connecting objectives with creative strategies  Building team consensus  Aligning expectations  Defining clear, measurable goals
  15. 15. CONFIDENTIAL WHAT MAKES IT RELEVANT: CUSTOMER CENTRIC VIEW Who is my customer and what does he expect? Do you offer something interesting? How can data help? Key Buying Factors • price • assortment • usability • … Customer Company Competition 15  Effectiveness  significant  perceived  Efficiency  economically  defensible Creativity for Performance by Dr. Mirko Caspar
  16. 16. CONFIDENTIAL 16 WHAT IS A GOOD BRIEFING? Brief your team Creativity for Performance by Dr. Mirko Caspar Open briefings are a terrible risk, if the agency/or team has an “out of the box” idea they’ll pitch it anyway. If they don’t have a clue what problem they are solving and why, they won’t find the clue neither! Good briefings should have  Target group, needs, attitudes…  Competitive landscape  Insights and an objective  Tasks and targets tightly defined  …  … Briefings are information on all necessary facts to run a job or task. Mandatory facts  Budget  Timeline  Project Team  Key Stakeholders
  17. 17. CONFIDENTIAL NEW TV SPOT: FAMILY SPOT MISTER SPEX 2016 https://www.youtube.com/watch?v=PJYV3HIJWpw Creativity for Performance by Dr. Mirko Caspar How to start creating a data-based concept? 17
  18. 18. CONFIDENTIAL 18 DATA DRIVEN MARKETING KPI´S – CONVERSION FUNNEL Creativity in Performance in Marketing- How to…  Measure until the end  Look at the most important subsegments to understand  Target group, visitors  Product groups, categories  Brands… Result pagesHomepage Product detail Pages Option pages Basket Con- firmation Returns  Conversion rate/ bounce rate/ average time spend/ scrolling
  19. 19. CONFIDENTIAL 19 WHAT HELPS TO GENERATE INSIGHTS? Get the relevant data Creativity for Performance by Dr. Mirko Caspar
  20. 20. CONFIDENTIAL 20 WHAT HELPS TO GENERATE INSIGHTS? Get the relevant data Creativity for Performance by Dr. Mirko Caspar "It’s easy to get stuck in one side or the other. If you do a lot of exploratory behavioral observation of humans, you can get stuck in that method; if you only do a lot of big system analysis you can lose the human touch.“ - Nate Bolt/ Facebook
  21. 21. CONFIDENTIALMister Spex Powerpoint Template 21 Mixing data with individual use cases!
  22. 22. CONFIDENTIAL RAPIDUSERTESTS: OBSERVE! Creativity in Performance in Marketing- How to… 22Creativity for Performance by Dr. Mirko Caspar
  23. 23. CONFIDENTIAL HOW CAN DATA HELP? PHASE 1 Relevant data & researches 23 Quantitative Research – Surveys  understand Customer Segments their Needs and our Performance versus the competition.  asses the Potential of different target groups and define our Positioning and our USPs. (Potential & existing customers) Creativity for Performance by Dr. Mirko Caspar Quantitative Research – Tracking  understand Customer Behavior, Customers Flow, Performance of different approaches  Identify relative strengths and weaknesses of product (also bugs;-)) Qualitative Research  Understand: Perception, Customer Experience, i.e. current usability bugs  Inspiration: concrete improvement levers and ideas  Prioritization: (partly)
  24. 24. CONFIDENTIAL HOW CAN DATA HELP? PHASE 2 Implement an agile process 1. Hypotheses 2. Design & Prototyping 3. Implementation 4. Measure/ Evaluate  Iterative  Cross-functional  Evolutionary  Rapid  Flexible  … 24Creativity for Performance by Dr. Mirko Caspar Understand: Customers + Problems Generate Insights Test Phase 2
  25. 25. CONFIDENTIALCreativity for Performance by Dr. Mirko Caspar 25 A/B- TESTING: HYPOTHESIS, PRIORITIZATION, TESTING Creativity in Performance in Marketing- How to… Original Variation B Uplift Visits 2029 1766 - Exit rate 30,51 30,24 -0,88% CTR (PLP) 58,06% 58,44% +0,65% CR (Sale) 9,41% (191 Conv.) 10,19% (180 Conv.) +8,28% 1. Hypotheses (Case landingpage lenses)  Potential Customers don‘t understand that high-quality lenses are included and that they save up to 50%  Content is neither easy to scan and read nor trustworthy 2. Prioritization & Roadmap planning 3. Implementation 4. Testing Original Variation B (New)
  26. 26. CONFIDENTIAL WHAT DO WE DO? PHASE 2 Relevant data & researches 26 Quantitative: Tracking - A/B Testing - Web-Tracking  Does it work? - Asses the impact of different messages, products, features, ads, landingpages, etc. Creativity for Performance by Dr. Mirko Caspar Quantitative Research - Surveys  Do they like it? (If not?) Qualitative Research  Understand: Perception, Customer Experience, i.e. current usability bugs Always test hypothesis!
  27. 27. CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 27 TODAY‘S TOPIC 1. CREATIVITY! WHY „FOR PERFORMANCE“? 2. THE CREATIVE PROCESS AND HOW CAN DATA HELP? 3. HOW TO „ORGANIZE“ CREATIVITY? 4. A FEW LESSONS LEARNED
  28. 28. CONFIDENTIALCONFIDENTIALCreativity for Performance by Dr. Mirko Caspar 28 MANAGING PEOPLE, ORGANISATION & PROCESSES
  29. 29. CONFIDENTIAL 29 MANAGING PEOPLE TO CREATE A CUSTOMER CENTRIC, DATA-DRIVEN AND AGILE ORGANISATION Top down: Tell them what to do - then you have to have all the answers Bottom up: they tell you what to do - then they need all the experience, scope, vision and strategy  So its boths, supported by a …  clear vision  deep customer understanding  deep understanding of mechanics and levers of your value proposition  shared values & approach (personal responsibility, quality, committed, etc.)  clear goals and scope Data Driven organisation & processes Go Track/ Test Decision Back to team Critique sessions Team – Bottom up Delegate + Definition Scope & Task – Top down Creativity for Performance by Dr. Mirko Caspar 1 2 3 3 4 5 6
  30. 30. CONFIDENTIAL 30 SET THE SCOPE – AGILE & PROJECT BASED 2. Sprints1. Top 5 Projects Part Description Presenter Time (min) Process / Discussion - Winner Reporting Cycle - UX Involvement Falko 10 Priorities / Discussion Roadmap & Upcoming AB Tests Falko 10 Update CTA & Price Adjustment Sarah 10 Update New Lenses Info Page Valentina 10 Presentation 2D/3D as fourth product picture Franziska 15 3. A/B Testboard 4. Product Council Creativity for Performance by Dr. Mirko Caspar
  31. 31. CONFIDENTIAL Move creativity process forward by asking 4 questions 1. What is the current objective? 2. What components are directly related to the objective? 3. Are those components effective in achieving the objective? 4. Why? Why not? Pixar – a successful example GIVING FEEDBACK WITHOUT RUINING CREATIVITY Critique Sessions 31Creativity for Performance by Dr. Mirko Caspar Critique sessions 3
  32. 32. CONFIDENTIAL CULTURE EATS STRATEGY FOR BREAKFAST  Mind set  Culture  Process not Org Structure Requirements 32 Read: Creativity for Performance by Dr. Mirko Caspar
  33. 33. CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 33 TODAY‘S TOPIC 1. CREATIVITY! WHY „FOR PERFORMANCE“? 2. THE CREATIVE PROCESS AND HOW CAN DATA HELP? 3. HOW TO „ORGANIZE“ CREATIVITY? 4. A FEW LESSONS LEARNED
  34. 34. CONFIDENTIAL SO WHATS?  Creativity needs scope, insights and structure for something valuable (Briefings)  Be sure to be customer centric  Data can help  Mix quantitative AND qualitative data and insights  Critique session are super helpful (use experts)  Be agile www.misterspex.de 34
  35. 35. CONFIDENTIAL 35 CORE VALUES OF MISTER SPEX AGILE DATA DRIVEN CUSTOMER CENTRIC Building organisation and processes Creativity for Performance by Dr. Mirko Caspar
  36. 36. CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 36 THANK YOU!

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