The document discusses the significance of deep customer research in driving innovation, particularly in the home loan application process. It emphasizes the need for a customer-centered approach, the importance of rapid and extensive research, and the benefits of continuous feedback throughout the project. Key insights include the value of keeping customers informed and the successful implementation of an application tracker that enhances customer experience.

1. Richard Young
@youngrtp12
Diana Adorno
@dianaadorno
Deep Customer Research
… the Heart of Innovation

2. WHAT WE ARE TALKING ABOUT
Why do
research
Move smoothly into
development
What we have
learnt
Sharing a
project
Why go fast
& deep

3. 83%17%

4. HOW DID YOUR LAST PROJECT FEEL?

5. Research uncovers both what
the right thing to build is… and
WHY
it is the right thing

6. WORK OUT HOW TO DO IT

7. A DIFFERENT APPROACH
BACKGROUND
QUANT
RESEARCH
INTERVIEWS FEATURES WIREFRAMES
TRADITIONAL
Months
RICH & FAST
Weeks
QUANT
RESEARCH
BACKGROUND
INTERVIEWFEATURES
WIREFRAMES

8. Why do the research
FAST?
….and deep

9. THE APPLICATION TRACKER STORY

10. THE PROBLEMS WITH
GETTING A HOME LOAN
:( understanding the mortgage process
>_< frequently asking customers for more information
=_= updates on my application

11. ….early research looked promising:)

12. HOW WE GOT THERE
3 weeks 12 Weeks Now
DISCOVERY DELIVERY EVOLVE
Research happens all the way through

13. WHERE TO START
DISCOVERY DELIVERY EVOLVE

14. Start with a question

15. A customer question, not a
business-focussed question

16. How can we
REDUCE ANXIETY
AND UNCERTAINTY
for customers through the
home loan application process?

17. SPEED TIP
Pair with the business
expert to set context
and plan

18. HOW TO SHAPE THE
RESEARCH APPROACH
CUSTOMER PRODUCT

19. CAPTURE QUESTIONS & HOW TO ANSWER

20. GATHER THE DATA
DISCOVERY DELIVERY EVOLVE

21. WHAT WE DID
DATA & REPORTSCOLLEAGUESCUSTOMER

22. Customer Sessions
Broker Sessions
Listen in to Call Centre20
12
4
Back office Staff Sessions
Playback Sessions
Home Loan Advisors Sessions2
3
3
System transactions
(deals)
Analyse customer
feedback (1 year)
9000
Competitors Analysed9
4126
WHAT WE DID
DATA & REPORTSCOLLEAGUESCUSTOMER

23. Use multiple sources
for rigour (triangulate)
… for believability
SPEED TIP

24. FOCUS ON ANSWERING
YOUR QUESTIONS
SPEED TIP
It is not about the numbers,
it is about confidence

25. SPEED TIP
USE THE WHOLE TEAM

26. CUSTOMER SESSIONS
DISCOVERY DELIVERY EVOLVE

27. MAP THE JOURNEY

28. SORT COMMUNICATION PREFERENCES

29. SORT FEATURE IDEAS AND PRIORITISE
SPEED TIP

30. DISTILL & SHARE
DISCOVERY DELIVERY EVOLVE

31. KEEP THE RAW DATA & PIVOT YOUR APPROACH
SPEED TIP

32. SUMMARISE ON THE JOURNEY MAP
SPEED TIP

33. Space. Do everything in one room
Don’t create slide decks or reports as you go leave the data raw
Build the story as you go - let it evolve
Keep direct quotes visible to build empathy
Show prioritised lists
Walk the wall
HAVE A
SHARED SPACE
DISTILLING & SHARING
SPEED TIP

34. PRIORITISE & SHAPE
THE PRODUCT
DISCOVERY DELIVERY EVOLVE

35. FEASIBILITY WORKSHOP

36. JOURNEY
STEPS
SCREEN
FLOW
FEATURE
BACKLOG
MVP
(Viable)
VIABILITY
CRITERIA
SOURCE
SYSTEMS
MMP
(Marketable)
DATA DRIVEN STORY MAP

37. THROUGH TO DELIVERY
DISCOVERY DELIVERY EVOLVE

39. “You know what would be really good?
Is the status of the loan”

40. “You know what would be really good?
Is the status of the loan”

41. CONTINUE TO VALIDATE FINDINGS
% Customers that want to see a status update

42. NOW IT IS LIVE
DISCOVERY DELIVERY EVOLVE

43. “I love this idea. Being able to track how
our application is going without having to
feel like we are annoying anyone by
asking all the time is fantastic”
home loan customer Nov 2016

44. Open Rate on notification emails
Click Through to logon
Return customers
Would recommend to a friend
Increase in home loans
1
Mailchimp Industry Survey Feb, 2017 2
Localitics Mar, 2017
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
Keeping customers informed
93%21%1
58%3%1
68%34%2
65%
2%
Top 3 bank
Industry Tracker
OUR RESULTS

45. WHAT WE LEARNT

46. APPLICATION TRACKER
LET IT GO

47. BROKER PORTAL
GO WIDE
DELIVER LESS

48. “I will use you a lot more. This is REALLY
good I can now review my clients’
accounts armed full of knowledge and
not look like a dickhead”
Broker, 2017

49. IT’S NEVER TOO LATE DON’T GIVE UP
START WITH EXISTING
CUSTOMERS

50. THANKS
Richard Young
@youngrtp12
Diana Adorno
@dianaadorno