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How Disruptors Experiment Faster and Smarter (and what you can learn from them)

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As an innovation center within HP, the Instant Ink team relies on an experimentation-led product strategy to challenge and validate business decisions. The experimentation program enriched with choice architecture and Behavioral Science reveals rich customers insights and accelerates their growth. Find out how you too can create an agile, digital-first, customer-obsessed program that drives product innovation.

Since 2007, experimentation thought-leader Chris Goward has been building and scaling experimentation programs for both disruptors and traditional companies. In this session, he'll join Gretchen Gary, Senior Product Manager at HP, to share insights and real-world examples from fast-growth disruptors that any organization (including yours!) can profit from.

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How Disruptors Experiment Faster and Smarter (and what you can learn from them)

  1. 1. 1  Sessions today will be recorded and will be available after Opticon  Join the conversation on Twitter at #Opticon19  Like what you’ve seen at Opticon? Give feedback and rate sessions on the mobile app
  2. 2. How Disruptors Experiment Faster and Smarter (and what you can learn from them) @chrisgoward Chris Goward Gretchen Gary CEO, Widerfunnel Senior Product Manager, HP @gretchengary
  3. 3. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 of organizations that reported substantial year- over-year revenue growth say that decisions and actions happen quickly.
  4. 4. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 2019 State of Experimentation Research Report
  5. 5. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 At your company, how fast are decisions and actions made in everyday business? Company size An organization’s ability to move quickly is inversely correlated with company size.
  6. 6. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 At your company, how fast are decisions and actions made in everyday business? Company size An organization’s ability to move quickly is inversely correlated with company size. There’s still hope!
  7. 7. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19
  8. 8. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 The Innovator's Dilemma Explore Exploit
  9. 9. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 The Innovator's Dilemma Explore Exploit OptimizationInnovation
  10. 10. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Source: BCG Henderson Institute https://www.bcg.com/en-ca/publications/2018/2-percent-company.aspx
  11. 11. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Characteristics of the 2% company 1. Excel at both exploration and exploitation. 2. Retain an “outside in” focus by bringing in outside perspectives. 3. Embrace necessary disruptions, even when painful. 4. Have a clear model for renewal, bringing in outside innovation to commercialize and optimize. Source: BCG Henderson Institute https://www.bcg.com/en-ca/publications/2018/2-percent-company.aspx
  12. 12. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 The Innovator's Dilemma Explore Exploit How should we do it best? (Optimization) What’s the next new idea? (Innovation) Should we do it? (Validation)
  13. 13. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 The right experimentation process enables testing along the spectrum.
  14. 14. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Infinity Experimentation Process™ ®
  15. 15. © Copyright 2007-2019 Widerfunnel. All rights reserved. Explore Expansive mindset, looking for growth opportunities with data-informed customer insights.
  16. 16. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Instinct Emotion + Reason = Decision The new understanding in brain research
  17. 17. Over 90% of decisions are made unconsciously, driven by the brain’s limbic system. - Chris Goward
  18. 18. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Cognitive Biases are important but have become overrated
  19. 19. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Behavioral Science is much more than a list of cognitive biases.
  20. 20. © Copyright 2007-2019 Widerfunnel. All rights reserved. How well do you really know your customers? • Age, gender, ethnicity, location? • Where did the information come from? • How often do you refine this? • How have your customers changed over time? • What are their emotional states in their buying scenarios? Customer Persona Sally Shopper Customer Persona Gerry Buyer
  21. 21. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Source : The New Science of Customer Emotions, Harvard Business Review Baseline +13% +52% -18% Not Emotionally Connected Highly Satisfied Perceive Brand Differentiation Fully Connected Emotional resonance of shopping experiences increases lifetime value for highly satisfied customers
  22. 22. Your growth is limited by your understanding of your customers’ emotional needs. - Chris Goward
  23. 23. To uncover insights about customers’ underlying emotional needs. MotivationLabⓇ
  24. 24. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 LimbicⓇ emotional marketing framework ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
  25. 25. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Emotional State Emotional Type Emotional Context
  26. 26. © Copyright 2007-2019 Widerfunnel and HP Development Company, L.P.. All rights reserved. @chrisgoward @gretchengary #Opticon19 Ink shoppers’ emotional type Trust Value ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
  27. 27. © Copyright 2007-2019 Widerfunnel and HP Development Company, L.P.. All rights reserved. @chrisgoward @gretchengary #Opticon19 Ink shoppers’ emotional type + state Trust Value Disciplined ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
  28. 28. © Copyright 2007-2019 Widerfunnel and HP Development Company, L.P.. All rights reserved. @chrisgoward @gretchengary #Opticon19 Emotional Associations: Creative, easy, artistic, crafty Ink Quality: High, but missing credibility HP Instant Ink associations The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  29. 29. © Copyright 2007-2019 Widerfunnel and HP Development Company, L.P.. All rights reserved. @chrisgoward @gretchengary #Opticon19 Mis-aligned creative Emotional zone Trust Value Discipline ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
  30. 30. © Copyright 2007-2019 Widerfunnel and HP Development Company, L.P.. All rights reserved. @chrisgoward @gretchengary #Opticon19 Emotional Associations: Value, Trust, Easy, Human Ink Quality: High, Credible Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms. The new page
  31. 31. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 The evolution of HP Instant Ink
  32. 32. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 HP Instant Ink • A unique “test” product home-grown within HP. • Culture of experimentation, in store and online. • Solving real customer problems with direct customer feedback. • Tests inform data-driven decision making and projections for new initiatives. • Built trust in our program through process and protocol. • Brought on Widerfunnel to advance the experimentation program.
  33. 33. © Copyright 2019 HP Development Company., LP All rights reserved. @chrisgoward @gretchengary #Opticon19 A Timeline in Screens 20172015 2019 The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  34. 34. © Copyright 2019 HP Development Company., LP All rights reserved. @chrisgoward @gretchengary #Opticon19 A Timeline in Screens 2016-20172015 2019 The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  35. 35. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #awesome Choice Architecture moves beyond simple optimization tactics.
  36. 36. © Copyright 2019 HP Development Company., LP All rights reserved. @chrisgoward @gretchengary #Opticon19 Original choice: Should I activate Instant Ink? Choice architecture – reframe the decision The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  37. 37. © Copyright 2019 HP Development Company., LP All rights reserved. @chrisgoward @gretchengary #Opticon19 New choice: Which Instant Ink plan should I choose? Choice architecture – reframe the decision +113.5% The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  38. 38. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #awesome Customer insights often yield more than just improvements to conversion rate
  39. 39. © Copyright 2019 HP Development Company., LP All rights reserved. @chrisgoward @gretchengary #Opticon19 New choice: What offer should I choose? Choice architecture – reframe the decision, again! +5.8% The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  40. 40. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #awesome Different customer groups respond differently: • Cultural nuance across different countries • Printer categories • Retailer source • Different points of the customer journey
  41. 41. © Copyright 2019 HP Development Company., LP All rights reserved. Know in advance how best to evolve your solution. Explore, exploit, repeat. Don’t Launch and Pray… Instead, Learn Then Launch
  42. 42. © Copyright 2019 HP Development Company., LP All rights reserved. @chrisgoward @gretchengary #Opticon19 Var B: Colors + design -40.6% Control Var A: Rebrand colors -2.1% The brand design challenge The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  43. 43. © Copyright 2019 HP Development Company., LP All rights reserved. @chrisgoward @gretchengary #Opticon19 Control: Widerfunnel’s Var A: Internal design team -14.6% The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  44. 44. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #awesome What worked for Instant Ink? • Created as a separate business unit. • Direct voice of customer. • Results-based pilot created a culture of experimentation. • Solving for real customer problems. • Outsider’s perspective with partners like Widerfunnel.
  45. 45. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Consider customer satisfaction in your Overall Evaluation Criterion (OEC). Don’t just optimize for conversion rate. A/B tested insight.
  46. 46. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Design for conversion is a unique skill, best suited for direct response touchpoints. A/B tested insight.
  47. 47. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 If the choice is complicated, try reframing it. A/B tested insight.
  48. 48. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Instead of multiple options, try delaying the more complicated decision. A/B tested insight.
  49. 49. © Copyright 2007-2019 Widerfunnel. All rights reserved. @chrisgoward @gretchengary #Opticon19 Get the latest insights on the industry with the 39-page research report
  50. 50. Free Download for Opticon attendees Email: iwant@Widerfunnel.com Or visit: Widerfunnel.com/Opticon19
  51. 51. Architecting insights. Delivering growth. ™ Questions?
  52. 52. Thank you!
  53. 53. Session Exit Slide  Refreshments now being served in the Expo Hall  Fireside Chat with Optimizely Co-founder Dan Siroker at 2:15pm  Closing Keynote with Dr. Mae Jemison at 2:45pm

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