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How mobile first led to adopting lean startup
- 1. Lonneke Vink @lexileshelle How Mobile First led to adopting Lean Startup build measurelearn
- 2. 2 Est. 1891 Headquarters in Amsterdam, Netherlands 104,000+ Employees worldwide in 100+ countries € 24.2 billion Sales in 2016 | Portfolio ∽70% B2B $10.3 billion Brand value in 2014 76.000 Patents registered by Philips Philips | Facts & Figures
- 3. 3 .com | Facts & Figures Website presence in: 62 locales 38 languages Traffic in 2015 240 million visits 1.1 billion pageviews 21 % 9%70% What we manage daily: 1 million pages 4.5K author initiated changes 20K automated changes With 500 users worldwide Supporting experiences for all our businesses Traffic share per device
- 5. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL5 The New Consumer Decision Journey
- 6. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL6 How Micro-Moments Impact the Consumer Experience “I want to buy that toothbrush I saw the other day” “I want to learn more about that shaver I just saw” “I have some time to kill and I want to go to a store nearby where I can browse kitchen machines” “I’ve unboxed my Airfryer and now I need some recipes” “My coffee machine is not working properly and I want to know how it can be fixed”
- 7. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL7 The 3 Dimensions of Digital Experience Delivery DIGITAL EXPERIENCE Delivering experiences that add value to the consumer MEaningful experiences Consumer Decision Journey fractured into 100s of micro-moments The new CDJ Improve business agility and deliver business innovations at high velocity Speed of Innovation
- 8. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL8
- 9. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL9 Read this book!
- 10. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL10 Reference point > prototype Hypothesis > experiment A/B test, measure, iterate OR PIVOT PERSEVERE Decision
- 11. 11 PROTOTYPE A/B TEST PIXEL-PERFECTINITIAL STATE Example: evolution of Philips Home Page
- 12. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL12 Build MeasureLearn Define your focus micro-moments Apply a Lean UX approach Defining & working with a Reference Consumer Experience Research Long-List Focus Analyze Frame the Problem Ideate UX Prototype
- 13. © 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL13 Dedicated Roles, Fixed Communication and Meeting Structure Domain & requirements owner Research & optimization manager Tech leads frontend & backend Business owner Data provider & analyst Designer A/B test developer Brand identity guardian Product owner
- 14. 1 The results so far Reduction in “time to live” for website transformations Reduction in waste: no development of features which have no added value to consumers Closer relationship between Business, Optimization and IT > shared focus The power of data: no discussions, no room for HIPPOs; the learnings of the experiments speak for themselves 2 3 4
- 15. Key takeaways for starting & getting LEAN Define a process that works for your business and start small 1 Create a reference point or a clear vision 2 Assign specific roles within your process with dedicated people 3 Spend time on communication and change management 4 Define a process that works for your business and start small 1 Create a reference point or a clear vision 2 Assign specific roles within your process with dedicated people 3
Editor's Notes
- “The internet cannot be stopped”. That’s what I recently heard from Elaine from the Lovie awards. Well - I’d like to state “the mobile phone cannot be stopped”
- I don’t have to tell you about the uptake of mobile phones. Instead, let me tell about how this uptake has led to a change in consumer behavior. For example, you’re in your office waiting at the coffee machine. What do you do? You grab your phone. You’re thinking about that trip to Paris you and your partner talked about last night. But what hotel would you stay in? So you google “best hotels in Paris”. This is an example of a so-called “I-want-to-know”- micromoment.
- Giving context to Digital Experience Delivery; Role of smartphone > triggered the consumer behavior change, and is the device of choice to deliver these new experiences
- So here’s our approach. I firmly believe that both in Agile and in Lean you need a vision, or a reference point. In our Mobile First project, it was the prototype created based on the research done. We then broke up the entire prototype in hypotheses. And subsequently defined experiments to test these hypotheses. These experiments were basically A/B tests. And sometimes we had to iterate 1-2 times before we could decide whether to pivot or persevere. So you see, I did learn this pivot/persevere thing at some time. Very important, each hypothesis was accompanied by KPIs so we could assess whether the hypothesis was true and added value to the consumer. When successful, we extend the hypothesis from experiment to full website implementation. In our case, building it in Adobe Experience Manager. This Lean Startup-inspired or Lean UX process proved so successful within the Mobile First project, that I decided to adopt to manage the entire B2C website. To work with according to Lean UX, I did need a reference point. Let me show you how we approached that.
- How do we then deliver these experiences? Already from the moment of ideation, we work with a dedicated, multi-disciplinary team. Meaning, I don’t wait until we have something to develop to bring IT in. And with IT I mean Wipro. We have a very close cooperation between business and IT. For example, we have two of our scrum team tech leads joining the A/B test team to help define the experiments. That way we ensure a smooth transfer from business to IT. And before we set off, we thought about the different roles in our Lean Startup-inspired process and assigned specific people to these roles.
- Wrapping up.. To summarize, here are the key takeaways from my story: 1. Define a Lean Startup process that works for your business and apply it first to a specific project 2. Define a clear reference point, both within the project and when expanding to a broader scope 3. Assign specific roles in your Lean Startup process and dedicate specific people to these roles 4. Spend good time on communications and change management I used to say “you need to have a consumer focused and mobile first mindset to succeed in digital”. Having a lean mindset is the latest addition to this, and – at least in my case – it’s here to stay. I started with saying that “mobile cannot be stopped”. It’s only a matter of time that Lean cannot and should not be stopped. Thank you.