A presentation for the http://themobileacademy.org.uk/ at lastminute.com on the key principles behind continuous improvement and delivery. Videos not included at this time

1. MOBILE WEB AND APPS – LEAN CUSTOMER DRIVEN DEVELOPMENT
DAVE SLOCOMBE – HEAD OF MOBILE
@DAVESLOCOMBE

2. CLICK TO EDIT MASTER TITLE STYLETRAVEL GROWTH

3. CLICK TO EDIT MASTER TITLE STYLELAST-MINUTE SEARCHES

4. CLICK TO EDIT MASTER TITLE STYLEGROWTH SNAPSHOT
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
100 – 200+ % yoy
Western Europe

5. CLICK TO EDIT MASTER TITLE STYLEMOBILE STRATEGY
Focus on acquisition through mobile website and optimising the experience
to improve conversion for our current customers
google

6. CLICK TO EDIT MASTER TITLE STYLEBUILDING THE RIGHT TEAM
Co – located
Flexible work space
Pairing stations
CI Display and monitoring

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REDUCE CYCLE TIME FROM CONCEPT TO CUSTOMER
VALIDATE ALL ASSUMPTIONS WITH CUSTOMERS AND
STAKEHOLDERS
MAKE PROGRESS VISIBLE
FOCUS ON THE MINIMUM OF THE MINIMUM VIABLE PRODUCT
NO BIG BANG RELEASES
NO MORE HEROES
WHAT DOES LEAN MEAN TO US?

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KNOW YOUR CUSTOMER LIFECYCLE

9. CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE WHEEL

10. CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE
Understand your mobile traffic
Use web analytics: which devices, traffic, referrers
SEO
DIRECT
PAID
Social
Viral
Affiliate

11. CLICK TO EDIT MASTER TITLE STYLELIFECYCLE MOBILE WEB TO APP
Look to identify your high value cohort and
understand their motivations.

12. CLICK TO EDIT MASTER TITLE STYLEWEB DISCOVERABILITY
Optimise your website for mobile traffic
Advertise in search, social, affiliate channels,

13. CLICK TO EDIT MASTER TITLE STYLEREDUCING FRICTION
KISS – Keep it simple stupid!
Do one thing well and focus on optimising it
desire - friction = conversion!

14. CLICK TO EDIT MASTER TITLE STYLECONVERTING FROM WEB TO APP
Understand the value of an app vs mobile web to
your customers, create a deeper relationship

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KNOW YOUR CUSTOMER’S CONTEXT

16. CLICK TO EDIT MASTER TITLE STYLEDIFFERENT DEVICE CONTEXTS
Always with you
“I search”
Personal
In store
Location aware
Last-minute
purchases
Travel companion
“I browse”
Couch surfing
Shop browsing
Larger purchases
Location aware
Travel companion
Couch surfing
Shop browsing
Larger purchases
IP located only

17. CLICK TO EDIT MASTER TITLE STYLEUNIQUE MOBILE INSIGHTS

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Mobile enables us to visualise and hypothesise about our service usage so
we gain a much deeper understanding of our customer behaviours that
would not be possible currently on the web.
UNIQUE MOBILE INSIGHTS

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QUICK SCENARIO – YOU are a product manager at lastminute.com running
the restaurants channel. Can you spot 3 opportunities in this visualisation?
UNIQUE MOBILE INSIGHTS

20. CLICK TO EDIT MASTER TITLE STYLEUNIQUE MOBILE INSIGHTS
Demand outstripping supply!
feedback to our supply team
GEO loc errors!
Improve quality!
Top restaurants list
configurable by any
Geo-fence

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PUT THE CUSTOMER FIRST

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23. CLICK TO EDIT MASTER TITLE STYLECUSTOMER INSIGHT
Guerrilla Testing In house

24. CLICK TO EDIT MASTER TITLE STYLECUSTOMER RAIDS!
Introducing :
RAIDS
RApid Insight Design Studios

25. CLICK TO EDIT MASTER TITLE STYLERAPID PRODUCT ITERATION
Get from hundreds of ideas
to a few high value solutions, designed and tested
as fast as possible i.e. 1 week
(video)
THE
CHALLENGE
Customers
love them!
Deliver
against our
business
KPI’s

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HYPOTHESIS DRIVEN DEVELOPMENT
BUILD TEST LEARN

27. CLICK TO EDIT MASTER TITLE STYLESTORY/EPIC LEVEL HYPOTHESIS

28. CLICK TO EDIT MASTER TITLE STYLEADDING LINKS TO THE HOMEPAGE
optimised path
non-optimised
(desktop site)
call to book
fit to screen
below the “scroll”
BEFORE AFTER

29. CLICK TO EDIT MASTER TITLE STYLEHOMEPAGE EVENTS IN ORDER...
MOVED:
Call buttons moved down
the page
NEW:
Category buttons leading
to non-optimised desktop
path
Clicks a day
Clicks a day
SUCCESS!
FAIL!
But is loss
greater than
the gain?

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daily £ increase in online decrease in offline new daily £
average daily TTV
In one year the LOSS will amount to £MM
LOSS IS GREATER THAN GAIN...
Revenuein£
29%
45%

31. CLICK TO EDIT MASTER TITLE STYLEIDEATE SOLUTIONS

32. CLICK TO EDIT MASTER TITLE STYLESOLUTION

33. CLICK TO EDIT MASTER TITLE STYLEGAIN IS GOOOOOD
Revenuein£

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STOP STARTING
START FINISHING

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18 participants
From 7 countries
Just 48hrs
…to create and launch a travel startup
(video)
www.ideasrunway.com
WORKING LEAN GETS RESULTS

36. CLICK TO EDIT MASTER TITLE STYLE4 TAKEAWAYS
1.Know YOUR customer lifecycle
2.Know your customer’s context
3.Get out of the building
4.Build test and learn
@DAVESLOCOMBE
DAVESLOCOMBE
LEANSHERPA.WORDPRESS.COM
DAVID.SLOCOMBE@LASTMINUTE.COM