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Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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Giving your project kick off collaboration rocket fuel

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Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

  1. 1. INTRODUCING RAPID INSIGHT DESIGN STUDIOS - RAIDS DAVE SLOCOMBE – HEAD OF MOBILE @DAVESLOCOMBE
  2. 2. STARTING WITH IDEAS CLICK TO EDIT MASTER TITLE STYLE ideas are worthless what we need is strong customer feedback Quickly! To sort the sand from diamonds
  3. 3. GETTING MASTER TITLE STYLE CLICK TO EDITOUT OF THE BUILDING “we are an online business, it’s a challenge to work directly with our customers”
  4. 4. RAIDS CLICK TO EDIT MASTER TITLE STYLE Introducing : RAIDS RApid Insight Design Studios
  5. 5. FOR MASTER TITLE STYLE CLICK TO EDIT YOUR PRODUCTIVITY A RAID will: Accelerate build test learn cycle so its measured in minutes not days
  6. 6. FOR YOUR CULTURE CLICK TO EDIT MASTER TITLE STYLE It will also… • Energise your team • Opportunity to work across teams • Enable teams who don’t come across customers in their roles to participate • Excite your organisation and raise the profile of your product team
  7. 7. PREPARING TO RAID CLICK TO EDIT MASTER TITLE STYLE Preparation is everything a) Who is the target customer? b) Location: where do these customers frequent? c) What is the goal of your RAID?
  8. 8. CUSTOMER TITLE STYLE CLICK TO EDIT MASTERBREAKFASTS Focus on their past experiences, focus acutely on learning about PROBLEMS and VOIDS
  9. 9. GUERILLA TITLE STYLE CLICK TO EDIT MASTER INTERVIEWS
  10. 10. CUSTOMER & PROBLEM INSIGHT WALL CLICK TO EDIT MASTER TITLE STYLE inspiration research Plan Booking arrive & stay share & document trip Target customers invited to breakfast interviews over 1 week
  11. 11. CUSTOMER & PROBLEM INSIGHT WALL CLICK TO EDIT MASTER TITLE STYLE inspiration Customer problems research Feedback statement Feedback statement Feedback statement Feedback statement Plan Booking arrive & stay share & document trip
  12. 12. FILLING THE IDEA BACKLOG CLICK TO EDIT MASTER TITLE STYLE Solution Solution PROBLEM Solution Solution Solution PROBLEM + SOLUTION HYPOTHESIS JUST ENOUGH CONCEPTS – 2 X 1.5 HRS SESSIONS MAX
  13. 13. RAPID PRODUCT ITERATION CLICK TO EDIT MASTER TITLE STYLE Customers love them! THE CHALLENGE Deliver against our business KPI’s Get from hundreds of ideas to a few high value solutions, designed and tested as fast as possible i.e. 1 week
  14. 14. POP UP DESIGN STUDIO CLICK TO EDIT MASTER TITLE STYLE iteration wall You will need… social spaces 4 days = 100+ lastminute.com customers per day 300+ general hotel customers
  15. 15. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM Development BA User research Channel I own the project, lead the lean process, iterations and goals Product Owner UX x2 I keep knowledge flowing, create rigor around the process I’ll be asked to build this app, so id like to understand the customer I set the KPIs and prioritise stories at each iteration We own the user experience and value feedback
  16. 16. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM Development BA User research Channel Product Owner UX x2 WE ALL TALK TO CUSTOMERS, CREATE SOLUTIONS AND TEST THEM I own the project, lead the lean process, iterations and goals I keep knowledge flowing, create rigor around the process I’ll be asked to build this app, so id like to understand the customer I set the KPIs and prioritise stories at each iteration We own the user experience and value feedback
  17. 17. CLICK TO EDIT MASTER TITLE SETUP STYLE high low • Prioritise the list of ideas to be tested against the project/product business KPIs
  18. 18. ROUND 1: IDEA SCORING CLICK TO EDIT MASTER TITLE STYLE Pro Tip: photograph 8 – 10 the cards onto ipads/mobile phone, this was all teams can test the same concepts and the cards remain on the wall. • ROUND 1 • Goal: testing many ideas • How it works: read the idea to the customer and ask them to score from 1 – 10. Repeat with each concept until you hit an 8 – 10 range, then stick with it and ask deeper questions.
  19. 19. PAIR UP CLICK TO EDIT MASTER TITLE STYLE Experienced customer interviewer Inexperienced customer interviewer • One person writing one piece of feedback on each sticky and rotate the sticky to the back of the pile • One person to interview using the ipad/iphone with concept cards. • Time box 30/45 mins, each interview taking 5 – 10 mins max but its not a rigid rule, if a customer is engaged, roll with it.
  20. 20. Idea CLICK TO backlog Idea 1 Score 0 -10 Qual. feedback EDIT MASTER TITLE STYLE 2 4 6 Feedback statement Feedback statement Project KPI’s Feedback statement Feedback statement
  21. 21. concept Score 0 -10 Qual. feedback CLICK TO EDIT MASTER TITLE STYLE 42 Interviews – 4 hours
  22. 22. HUDDLE & SHOWCASE CLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT, PERSEVERE or...
  23. 23. HUDDLE & SHOWCASE CLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT, PERSEVERE or... KILL!
  24. 24. SECOND ROUND: INCREASE FIDELITY AND REPEAT CLICK TO EDIT MASTER TITLE STYLE Concept pitch and envelope of previous feedback (decision trail) Interface sketches Just enough prototyping to get deeper insight Pro tip: Start with concepts sketched onto cards – device agnostic – to keep the feedback focussed on the idea not the execution and usability
  25. 25. ITERATE: INCREASE FIDELITY AND REPEAT CLICK TO EDIT MASTER TITLE STYLE Pro tip: with the idea gaining fidelity, start initial interface sketching to prototype the user journey
  26. 26. CLICK TO EDIT MASTER TITLE STYLE INCREASE FIDELITY AND REPEAT When should we stop prototyping? (Just enough prototyping) 1) When you have a concept that tests in 8 – 10 range consistently 2) When the product owner feels that the concept is now strong enough to warrant “sizing the prize” with quantitative data and a business case
  27. 27. WHAT DOES MASTER LOOK LIKE? CLICK TO EDITSUCCESSTITLE STYLE A short list of concepts, initial idea and final concept pitch on the top. Inside the envelope is the feedback trail, from initial scoring to qualitative feedback and interface sketches. Group them by customer journey stages. When the team has filtered and iterated from 100’s ideas to a shortlist of potentially 5 – 15 concepts to be further filtered back at base.
  28. 28. SHOWCASE! CLICK TO EDIT MASTER TITLE STYLE
  29. 29. VIDEO CLICK TO EDIT MASTER TITLE STYLE • http://www.youtube.com/watch?v=r64rrgbcEHo
  30. 30. TAKEAWAYS CLICK TO EDIT MASTER TITLE STYLE • RAIDS are good for – Most large scale design or redesign projects where the product proposition is fluid. – Accessible cross team collaboration – Generating business buzz around new directions • RAIDS are not good for – Product feasibility, rather it can show demand for ideas

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