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Lean Service Creation program

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How we approach the impossible: changing company culture.

Lean Service Creation program

  1. 1. LEAN SERVICE CREATIONOUR SECRET INGREDIENT Hanno Nevanlinna @HannoNevanlinna
  2. 2. We create digital services for people to love and help our customers to succeed in digital world. •  Founded in 2000 •  280+ employees from 18 countries •  Europe’s best workplace 2012&2013 •  8th year in a row profitable growth •  YOY growth 30% LEANSERVICECREATION
  3. 3. LEANSERVICECREATION
  4. 4. LEANSERVICECREATION “The era of separating traditional industries and technology industries is over—and those who fail to adapt right now will soon find themselves obsolete.” – Forbes.com Now every company is a software company http://www.forbes.com/sites/techonomy/2011/11/30/now-every-company-is-a-software-company/
  5. 5. YOU CAN’T PLAN THE DIGITAL FUTURE, YOU NEED TO BUILD IT.
  6. 6. AND AS YOU CAN’T KNOW WHAT YOU NEED TO BUILD YOU NEED TO >> EXPERIMENT >> FAIL FAST & MAXIMIZE LEARNING
  7. 7. YOU NEED A NEW COMPANY CULTURE.
  8. 8. COMPANY CULTURE IS HARD TO CHANGE. EVEN IF YOU HAVE THE MANDATE FROM THE CEO THERE MANY RESISTING FACTORS. •  LEADERSHIP MODEL •  BUDGETING •  PROCESS'S •  CURRENT CULTURE •  CURRENT BUSINESS •  PERSONAL KPI’S & INCENTIVES •  PEOPLE
  9. 9. WE CAN HELP! WITH FAST PROVEN RESULTS
  10. 10. HOW
  11. 11. CHANGING LEADERSHIP MODEL’S IS HARD. USING NEW WORK PROCESS'S IS EASY.
  12. 12. WITH THE HELP OF THE TOP MANAGEMENT WE START THE CULTURE CHANGE WHERE IT’S NEEDED THE MOST- PRODUCT DEVELOPMENT.
  13. 13. SMALL GROUPS OF PEOPLE + CHANGE IN DAILY WORK METHODS = PERMANENT CHANGE + TRANSPARENCY = BEGINNING OF COMPANY CULTURE CHANGE
  14. 14. NEW WAY OF WORKING WILL •  INCREASE SPEED & CLOCK RATE •  CUSTOMER DRIVEN •  OVER THE SILOS, TOGETHER •  TRYING BRAVELY, VALIDATING, BRACING WHAT WE DON’T KNOW •  LOVING THE PROBLEM NOT THE SINGLE SOLUTION >> BETTER BUSINESS, BETTER WORK SATISFACTION, BETTER LIFE.
  15. 15. MAKING PROBLEM AREAS VISIBLE
  16. 16. THREE WAYS FORWARD: CRASH COURSE FOR INTRODUCTION (1 DAY 5990€) CO-CREATION PROJECT (5 DAYS) LSC TRAINING & CO-CREATION (20 DAYS + )
  17. 17. WHAT
  18. 18. LEANSERVICECREATION BUILD MEASURE LEARN
  19. 19. LEANSERVICECREATION COMBINATION OF Design thinkingAgile development Lean startup
  20. 20. LEANSERVICECREATION €
  21. 21. SERVICE VISION SPRINT TEAM : Business / Technology Design / End-Users BUSINESS NEED Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH
  22. 22. LEANSERVICECREATION 0 Immersion 1 Insights 2 Ideation 3 Business planning 4 Service design 5 Prototyping 6 MVP & analytics Chosen topics & people LSC program 1 Culturalchange Culturalchange Cultural change 0 1 2 34 5 6 Cultural change + new concepts, products, product launches
  23. 23. CONCRETE WORK
  24. 24. WHAT ARE WE SOLVING? WHERE ARE WE AIMING?
  25. 25. IMMERSION - To know where you are and to build on top of others work. Customers Competitors Competitors Domestic & Global: Hottest start-ups: How could current business be disrupted: Hot names: Inspiring services: Public debate around the topic: LEAN SERVICE CREATION BUILD ON OTHERS WORK
  26. 26. SEGMENTATION - Choose who you aim to serve. Why/why not? Main segment? Segment name: Why/why not? Main segment? Segment name: Why/why not? Main segment? Segment name: LEAN SERVICE CREATION Problem assumed to be worth solving: Description: Problem assumed to be worth solving: Description: Problem assumed to be worth solving: Description: WHO ARE OUR USERS?
  27. 27. INTERVIEWING THE USERS What does she Say? What does she Need? I need coffee! Energy? Caffeine? Is it a habit? Socialize? Break?
  28. 28. BRAINSTORMING
  29. 29. CONCEPT AND VALUE PROPOSITION Insert concept sheet here: Insert concept sheet here: Insert concept sheet here: Pain relievers Gain creators Products & services Gains Pains Customer jobs Value proposition: Pain relievers Gain creators Products & services Gains Pains Customer jobs Value proposition: Pain relievers Gain creators Products & services Gains Pains Customer jobs Value proposition: LEAN SERVICE CREATION VALUE PROPOSITION
  30. 30. FIRST PROTOTYPE TO TEST THE VALUE PROPOSITION FAKE ADVERTISEMENT - The value proposition prototype FAKEITTILL YOUMAKEIT. Picture Headline Copy Caption The first prototype to measure actions in solution interviews. •  Is it clear and focused? •  Is it written in consumer language? •  How is it inspirational? Does it generate emotion? What is it that would motivate people about this proposition? •  Is it fact based? •  Will it make the target consumer react because it has touched a nerve and is relevant? •  Does it really stand out? Is it different? What key elements are different? (Simplicity, price, looks…) •  What are the proof points that back up the value prop and give substance to the proposition? •  Does it fit with your brand? •  Does it address the agreed business objective? •  Is it actionable and does it lead to inspiring and differentiated communication? ADVERTISEMENT THE FIRST PROTOTYPE FAKE LEAN SERVICE CREATION
  31. 31. VERIFYING THE SOLUTION WITH USERS
  32. 32. € BUSINESS MODEL & MARKET SIZE - Making sure there is the business Who pays whom? How much? What is the revenue model? How are customers paying today? How much? Cost structure? Key elements for EBIT? LEAN SERVICE CREATION Total addressable market: Potential target market: 1st year sales: Plan for 1st month sales: How much? How? To whom? Who? “SHOW ME THE MONEY”
  33. 33. BUILDING MARKETING INSIDE THE PRODUCT CUSTOMER ENGAGEMENT- How do we make people advocate the service Key activities: What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? Key resources: What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? Key partners: Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform? LEAN SERVICE CREATION
  34. 34. LOVE THE PROBLEM NOT THE SOLUTION
  35. 35. DETAILED LANDING PAGE + WIRE FRAMES.
  36. 36. DETAILED CONCEPTING STEPS BEFOREHAND USING THE SERVICE AFTER USE NOTICE, UNDERSTAND, BE TRIGGERED DECIDE TO USE, FIRST USE, HELP WITH PROBLEMS RELATIONSHIP BUILDING, STIMULATING RE-USE SUPPORT EXTERNAL PROCESS What happens in the ecosystem? FRONTOFFICE ACTIVITY What happens here? BACKSTAGE INTERNAL PROCESS What do your employees or system do behind the scenes? SERVICE BLUEPRINT LEAN SERVICE CREATION TOUCH POINT What do the user and employee use for this?USER ACTIVITY What does the user do in this step?
  37. 37. EXPERIMENTING - Finding the answers before building it.. OUR MAIN ASSUMPTIONS DO YOU THINK? DO YOU KNOW? DID YOU CHECK? HOW TO EXPERIMENT SUCCESS CRITERIA KEY FINDINGS IFTHECONCEPT/BUSINESSWON’TWORKITFAILSDUETO: LEAN SERVICE CREATION KNOWING WHAT WE DON’T KNOW.
  38. 38. WHAT IS THE MINIMUM YOU NEED TO BUILD TO SEE IF PEOPLE WILL LOVE IT?
  39. 39. ANALYTICS TO MAKE SURE WE KNOW WHERE TO DO BETTER AND TO MAKE OUR WORK TRANSPARENT. WHAT TO MEASURE - MVP is out. What to measure to make it rock. VALUE PROPOSITION LEAN SERVICE CREATION [Insert metrics here][Insert user problem here] SERVICE METRICS [Insert metrics here][Insert main service elements] BUSINESS [Insert metrics here][Insert our business Problem/goals here] ! €
  40. 40. WHAT NEEDS TO HAPPEN TO GET THE FIRST VERSION OUT.
  41. 41. SERVICE VISION SPRINT TEAM : Business / Technology Design / End-Users BUSINESS NEED Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH
  42. 42. LEANSERVICECREATION Constantly Visible & Tangible Goal Constant Feedback Meaningful and motivating work. >> Small Steps BUILD MEASURE LEARN
  43. 43. RESULT: // LANGUAGE CHANGED // REALLY CLEAR CHANGE IN PEOPLE & MANAGEMENT // IT REALLY IS PRODUCT DEVELOPMENT WITH LEARNING TWIST // EXTREMELY GOOD FEEDBACK (NPS86%) // ASK FOR MORE!

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