SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack

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SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack

  1. 1. T H E R E I S N O I N N O VAT I O N FA S T L A N E ( A N D O T H E R L E S S O N S L E A R N E D W H I L E T R Y I N G T O O V E R TA K E ) SDN 2013 Lizzie Shupak Innovation Director lizzie.shupak@lbi.com @lizzieshupak
  2. 2. 1. There is no innovation fast lane
  3. 3. The digital marketing envelope Beyond business as usual Traffic NPS Loyalty Conversion rate Brand equity Sentiment Client Call centre costs
  4. 4. 2. Solve a real problem
  5. 5. “ I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions” Albert Einstein
  6. 6. Digital landfill $41m $135m
  7. 7. 3. Connect
  8. 8. “ A lot of people… haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.” Steve Jobs
  9. 9. 4. Experiment
  10. 10. An orderly procedure with the goal of verifying, refuting, or establishing the validity of a hypothesis
  11. 11. All hypotheses CD&E
  12. 12. Hard questions •  What don't you know about the problem you are trying to solve? •  What has been tried before? •  What is the hardest bit? Of what are you least certain? •  What is the greatest risk?
  13. 13. Do the hard stuff early
  14. 14. Recipe •  •  •  •  •  •  Identify a real problem you are facing Break the problem down into sub-problems Grade each one based on how confident you are of solving it Choose the sub-problem in which you have least confidence Design an experiment to help solve it Repeat as necessary
  15. 15. Mobile meter reading
  16. 16. Define the problem What is the real problem you are trying to solve? Who has the problem? How will things be better when you have solved it? Give  a  smartphone  app  to  our  customers  so  that  they  can  read   their  meters  accurately  just  by  pointing  their  phone  cameras   at  the  meter.  
  17. 17. What are the sub-problems? What smaller problems do you need to solve in order to solve the big one? Get  software  in  the  phone  to  recognise  an   electricity  meter   2   Take  a  quality  photograph  of  a  meter  in  difficult   conditions   3   Extract  the  numeric  meter  reading  from  the  image   of  the  meter   2   Display  the  meter  reading  to  the  customer  and  send   it  to  our  billing  system   9  
  18. 18. Palm pilot
  19. 19. The value of experiments •  Demonstrate that the problem deserves further investment (or not) •  Use the story of your experiment to win others over •  Uncover and retain knowledge and insight regardless of the outcome
  20. 20. 5. Keep going
  21. 21. 9:1 failures success
  22. 22. In summary •  •  •  •  •  There is no fast lane Solve a real problem Connect Experiment Keep going

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