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Lean Startup and mobile development at the AXA Digital Agency
This document outlines the Lean Startup methodology used at AXA Digital Agency for mobile development. It discusses starting with listening to customers to understand their pain points, developing minimum viable products through an agile process, and continuously learning from customer feedback to iteratively improve products. The goal is to discover product-market fit through measuring customer satisfaction, retention, referrals, and growth. In conclusion, it emphasizes focusing on customers and problems first, taking incremental steps with constant iteration, and leveraging technology throughout the process.
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Lean Startup and mobile development at the AXA Digital Agency
- 1. LEAN STARTUP & MOBILE DEVELOPMENT @ AXADIGITAL AGENCY November 26th 2015 AppDays, Day #2
- 2. Lean Startup @AXA Digital Agency – Nov 2015 – Page 2 App Days #2015 INSERT DESIGNED IN DA SLIDE DESIGN & BUILD FORPEOPLE
- 3. WHO AM I? Hi,I’m Stephane (but people call me Stef or @sdelbecque)
- 4. Lean Startup @AXA Digital Agency – Nov 2015 – Page 4 App Days #2015 It’s only going to be one slide, don’t worry
- 5. Lean Startup @AXA Digital Agency – Nov 2015 – Page 5 App Days #2015 It’s only going to be one slide, don’t worry
- 6. LEAN @ DIGITALAGENCY From theory to the real world
- 7. Lean Startup @AXA Digital Agency – Nov 2015 – Page 7 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema
- 8. Lean Startup @AXA Digital Agency – Nov 2015 – Page 8 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema
- 9. Lean Startup @AXA Digital Agency – Nov 2015 – Page 9 App Days #2015 It all starts with listening to people you want to address
- 10. Lean Startup @AXA Digital Agency – Nov 2015 – Page 10 App Days #2015
- 11. Lean Startup @AXA Digital Agency – Nov 2015 – Page 11 App Days #2015 - Field Interviews - LIVEANOTHER LIFE
- 12. Lean Startup @AXA Digital Agency – Nov 2015 – Page 12 App Days #2015 to get user PAIN POINTS
- 13. Lean Startup @AXA Digital Agency – Nov 2015 – Page 13 App Days #2015 - User Profiles - PLAY WITH CHARACTERS
- 14. Lean Startup @AXA Digital Agency – Nov 2015 – Page 14 App Days #2015 User mindset criterias
- 15. Lean Startup @AXA Digital Agency – Nov 2015 – Page 15 App Days #2015 Define who’s going to use your product years PERSONA Volatile with Brands Expert onDigital PositiveAttitude Personal approach Do not take the Time Relax Environment THE DIGITAL NATIVE “I just need a digital product that works fine!” Unfamiliar with insurance “I just need simple insurance product that I can understand, otherwise I will not buy.” 20 single low income no kids high activity little apartment
- 16. Lean Startup @AXA Digital Agency – Nov 2015 – Page 16 App Days #2015 From needs to solutions to « user stories » THE USER JOURNEY MAP I need to…MY NEEDS I need to… I need to… MY PROBLEMS But I can not because of… But I can not because of… But I can not because of… AXA SOLUTIONS Providethis information Allow people todothisaction Personalise thiscontent Out, morning Phone, Tablet SPACE, TIME, DEVICES In, evening Tablet, Desktop In, Out, Everywhere Every devices
- 17. Lean Startup @AXA Digital Agency – Nov 2015 – Page 17 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema
- 18. Lean Startup @AXA Digital Agency – Nov 2015 – Page 18 App Days #2015 FUNCTIONALSOLUTION
- 19. Lean Startup @AXA Digital Agency – Nov 2015 – Page 19 App Days #2015 INSERT AGILE SLIDE Agile Development Building the product in an interative and progressive way
- 20. Lean Startup @AXA Digital Agency – Nov 2015 – Page 20 App Days #2015 COMPLETESOLUTION(?)
- 21. Lean Startup @AXA Digital Agency – Nov 2015 – Page 21 App Days #2015 • Implicit : Mobile analytics to find out what is actually used • Explicit : Customer verbatims (App stores and Feedback forms) • Social : When users are organized into a community, « wisdom of crowds » is at work Customer Feedback Learning Loop (CFLL)
- 22. Lean Startup @AXA Digital Agency – Nov 2015 – Page 22 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema
- 23. Lean Startup @AXA Digital Agency – Nov 2015 – Page 23 App Days #2015 Satisfaction, Retention before Referral, Referral before Advertising
- 24. Lean Startup @AXA Digital Agency – Nov 2015 – Page 24 App Days #2015 Success does not happen overnight Lean Startup methods allow to discover the product/market fit
- 25. Lean Startup @AXA Digital Agency – Nov 2015 – Page 25 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema
- 26. Lean Startup @AXA Digital Agency – Nov 2015 – Page 26 App Days #2015 Conclusion Customer & Pain Point First • One must learn to co-create experiences with their customers • Focus on the problem at length before the solution • Experience Design : from usability to emotional design Incremental & Start-of-the-Art • Agile : Small steps & iterate • Lean Startup : MVP & innovation accounting • Exploit technology to its fullest, from smartphones to Big Data Measure & Method • CFLL (Customer Feedback Learning Loop) • Growth Hacking : design products that distribute themselves
- 27.
Editor's Notes
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- #24 It’s about engineering Growth Pirate Metrics Growth models Viral and Social Distribution A mix of marketing and coding practices Andrew Chen: Growth Hackers are hybrid of marketer and coder Seth Godin : “virality is not something that you do to a product. It is something the product is”
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