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Take Your Experimentation Program to the Next Level

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Are you already running experiments at scale and think there is nothing left to learn? Well, first of all congratulations. And second, think again.

Because when it comes to the number of experiments you run, more is always more. Join this webinar to find out why there are no limits to experimentation – and how you can keep on making tangible progress.

This webinar will show you:
- How to embed ownership of experimentation into each and every team
- How to keep the experimentation engine running with fresh and creative testing ideas
- How to embed a winning experimentation culture across the entire business

Published in: Internet
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Take Your Experimentation Program to the Next Level

  1. 1. 1 Accelerating Customer Speed in Europe: Where Next? Hazjier Pourkhalkhali Kenneth Kutyn
  2. 2. 2 Hazjier Pourkhalkhali Global Director of Strategy & Value Housekeeping: Ask questions in the Q&A widget We will share the recording and slides Kenneth Kutyn Lead Solutions Engineer
  3. 3. 3 Customers move fast, you need to move faster Customers today have sky-high expectations. Digital transformation is ongoing and organizations need to repeatedly optimize their customer digital experience using experimentation. Established brands are under threat from digital dominators: Spotify, Netflix, Amazon, Booking.com, Revolut.
  4. 4. 4 Getting experimentation started More experiments? Time to take action and keep progressing your experimentation strategy.
  5. 5. 5 Your new ‘business as usual’: The two steps to get started Revitalize your hypotheses and the digital experimentation ideas engine. Embed digital experimentation across the entire business.
  6. 6. 6 Your new ‘business as usual’: The two steps to get started Revitalize your hypotheses and the digital experimentation ideas engine. Embed digital experimentation across the entire business.
  7. 7. 7 Revitalize your hypotheses and the digital experimentation ideas engine
  8. 8. 8 Step 1 Use the experimentation cycle. Revitalize your hypotheses and the digital experimentation ideas engine
  9. 9. 9 Step 1: Gather data about customer behaviour and use insights to ask questions. Step 2: Formulate a hypothesis based on these insights. Step 3: Design and implement an experiment based on your hypothesis. Ideate solutions and decide which variations of the user experience you will experiment with. Step 4: Analyze your results to determine if your hypothesis is confirmed or rejected. Step 5: Formulate and document conclusions. Step 6: Use conclusions to create new hypothesis. Repeat. Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
  10. 10. 10 Step 1 Use the experimentation cycle. Maintain pipeline with innovative, disruptive, creative ideas. Revitalize your hypotheses and the digital experimentation ideas engine
  11. 11. 11 Step 1 You’ve mastered the first two stages of digital experimentation. But, there is still more to learn. Reinvent the wheel. Revitalize your hypotheses and the digital experimentation ideas engine
  12. 12. 12 First there was Uber. Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
  13. 13. 13 First there was Uber. Then there was Uber Eats. Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
  14. 14. 14 Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
  15. 15. 15 Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
  16. 16. 16 Constant disruption is happening all around you. Step 1 Become a disruptor yourself. Everything starts with creative, risky ideas. Revitalize your hypotheses and the digital experimentation ideas engine
  17. 17. 17 Everything begins with the information you already have. Where does hypothesis creation and ideation begin? So then how do you build the analytics engine to fuel the ‘right’ kind of experimentation? Let’s look at the tools you can and should draw from, quantitative and qualitative. Revitalize your hypotheses and the digital experimentation ideas engine
  18. 18. 18 Most companies rely on “Reporting Analytics” Quantitative Revitalize your hypotheses and the digital experimentation ideas engine Advanced insights rely on exporting large data-sets into platforms like RedShift / BigQuery and relying on data scientists to manually analyze and extract insights
  19. 19. 19 Quantitative Modern analytics platforms allow faster access to prioritized insights: Amplitude, Contentsquare, FullStory, Quantum Metrics Revitalize your hypotheses and the digital experimentation ideas engine
  20. 20. 20 Quantitative Heatmapping solutions allow for better paint point understanding: Amplitude, Contentsquare, FullStory, Quantum Metrics Revitalize your hypotheses and the digital experimentation ideas engine
  21. 21. 21 Quantitative Customer Data Platforms reduce integration hurdles, increase data consistency, and reduce browser calls: Revitalize your hypotheses and the digital experimentation ideas engine
  22. 22. 22 Don’t forget about qualitative methods. Qualitative Use your pre-existing relationships with customers. Talk to and interview them. Set up a customer advisory board for detailed feedback. Revitalize your hypotheses and the digital experimentation ideas engine
  23. 23. 23 Is this risky? Taking risks Isn’t risk-taking behind me? Would you rather disrupt yourself or have a competitor disrupt you? Revitalize your hypotheses and the digital experimentation ideas engine
  24. 24. 24 To summarize: • Take your analytics to the next level. • Use richer, more granular data to reinvent the creative process. • Fill your pipeline with creativity, innovation… • ...and some calculated risks! Taking risks Revitalize your hypotheses and the digital experimentation ideas engine
  25. 25. 27 Embed digital experimentation across the entire business
  26. 26. 28 Scope. Fully embedding digital experimentation Function. Embed digital experimentation across the entire business
  27. 27. 29 Scope. Fully embedding digital experimentation Function. Embed digital experimentation across the entire business
  28. 28. 30 Making the business case for digital experimentation Build a solid business case with hard numbers and evidence. Create urgency and desire. Demonstrate your strategy for digital experimentation. Set clear milestones on a straightforward timeline. Create a complex, data-driven and decision-making culture. Embed digital experimentation across the entire business
  29. 29. 31 Pop quiz What do HelloFresh and Amazon have in common? Embed digital experimentation across the entire business
  30. 30. 32 What does Jeff Bezos do? There’s no mystery or secret sauce. Jeff spelt it out in 1997. Embed digital experimentation across the entire business
  31. 31. 33 What does Jeff Bezos do? Jeff spelt it out again in 2012. Embed digital experimentation across the entire business
  32. 32. 34 What does Jeff Bezos do? Every year! There’s no shortage of inspiration. Embed digital experimentation across the entire business
  33. 33. 36 Scope. Fully embedding digital experimentation Function. Embed digital experimentation across the entire business
  34. 34. 37 Making the business case for digital experimentation Digital experimentation is needed in every person in every team in every business function. It is too easy for digital experimentation specialists to appear in business teams. How do you take digital experimentation from a niche activity to standard procedure? Embed digital experimentation across the entire business
  35. 35. 38 The philosophy of product development Alter the process to include experimentation: • Workflow of production development. • Strategy around product roadmaps. Build the coaching and knowledge sharing abilities inside each team. Embed digital experimentation across the entire business
  36. 36. 39 Changing roles in a digital experimentation landscape Jobs need to change and grow. Old job titles might need upgrading. Sharing successes and education on experimentation will prepare people for the change. Embed digital experimentation across the entire business
  37. 37. 40 Changing roles in a digital experimentation landscape Planning for the implementation of experimentation needs to be dynamic. Maturity can vary dramatically between businesses. IBM ran only 97 experiments in 2015 IBM increased experimentation x30 in 3 years. Embed digital experimentation across the entire business
  38. 38. 41 Growing pains When you grow in digital experimentation, new problems can emerge. Online fashion retailer Farfetch has experienced this exact issue. 3,200 employees all learning experimentation. Embed digital experimentation across the entire business
  39. 39. 42 The Farfetch example “Experimentation has always been a part of our DNA, but different parts of the business were using different tools and adopting different approaches. As we grew, this started to present challenges – such as duplication of effort. What we needed was a single framework that would enable us to consistently apply experimentation across the entire customer journey.”- Luís Trindade, Principal Product Manager, Farfetch Embed digital experimentation across the entire business
  40. 40. 43 The Farfetch example “Our test and learn center of excellence includes a regular experimentation clinic. This is where we identify new areas for experimentation, hold regular sharing and training sessions, and evolve our on-boarding experimentation kit for new joiners. The goal is to make sure we encourage people to experiment - not just because they need to, but because they really want to.”- Luís Trindade, Principal Product Manager, Farfetch Embed digital experimentation across the entire business
  41. 41. 44 One more thing... Remember experiment champions? Farfetch uses experiment ambassadors to share best practices across the business. Embed digital experimentation across the entire business
  42. 42. 45 Your new ‘business as usual’: The two steps to get started Revitalize your hypotheses and the digital experimentation ideas engine. Embed digital experimentation across the entire business.
  43. 43. 46 Download the European research report. Visit optimizely.com for more case studies and inspiration.
  44. 44. 47 You’ve got questions, we’ve got answers
  45. 45. 48 Thank you!
  46. 46. 49

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