Transform or Evolve?

23.02.2016
Transform or Evolve?

+44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Are you sitting
comfortably?

You shouldn’t be

Stagnation = Risk

Source: Shutter Stock

Source: www.astronomygcse.co.uk
Everything want to be in the lowest state of
energy with the least amount of disorder.
Third Law of Thermodynamics

Source: IMDB.Com

WRONG

Eewei Chen, @ultraman

Source: YouTube.com/RadDan

Everything Changes

Transform Evolve

Transform
• Do different
• Step change
• Systems
• Processes
• Tools
• People

Source: Word of DTC Marketing

Evolve
• Environment
• Politics
• Economy
• Society
• Technology
• CUSTOMERS

Feel Good, Be Comfortable, Less Effort
Source: The Simpons

• Who
• Where
• What
• Why
• How

Exploration
• New ideas
• Step change
• Don’t know where or
when
• High risk, high reward
Exploitation
• Continuous improvement
• Better outcomes
• Less wastage
• Evolution
• Low-med risk, Low-High
Reward

1. Discover

Generative Product & Market Research
Generative Product Research Generative Market Research
Questions
 How can we solve the problem?
 What form should this take?
 How important is the design?
 What’s the quickest solution?
 What is the minimum feature set?
 How should we prioritise?
Methods
 Solution interview
 Contextual inquiry/ethnography
 Demo pitch
 Consulting
 Competitor analysis and usability testing
Questions
 Who is our customer?
 What are their pains?
 What job needs to be done?
 Is our customer segment too broad?
 How do we find them?
Methods
 Customer discovery interviews
 Contextual inquiry/ethnography
 Data mining
 Focus groups*
 Surveys* (open ended)
* Not recommended

Evaluative Product/Market Research
Evaluative Product Research Evaluative Market Research
Questions
 Is this solution working?
 Are people using it?
 Which solution is better?
 How should we optimise this?
 What do people like / dislike?
 Why do they do that?
Methods
 Paper prototypes
 Clickable prototypes
 Usability
 Hallway
 Live
 Remote
 Functioning products
 Analytics
 Surveys*
o Net Promoter Score
o Product/Market Fit Survey
* Not recommended
Questions
 Are they really willing to pay?
 How much will they pay?
 How do we convince them to buy?
 How much will it cost to sell?
 Can we scale marketing?
Methods
 5 second tests
 Comprehension
 Conjoint Analysis
 Data mining/market research
 Surveys* (closed)
* Not recommended

2. Define

Ask the right questions

Ask the right questions
• Who are we building for?
• What is their purpose?
• What are their wants and needs?
• What are the problems and challenges
they face?
• How does our “solution” fit into their lives
and the jobs they need to get done?

Set your hypothesis:
“If I do ‘X’, ‘Y’ will happen”

3. Design, test, implement

Task:
Reduce Complaints and Reworks

If you see there is a problem with a customer’s policy. Find out
how to fix it and then pick up the phone and tell them:
1. What the problem was
2. How it will be resolved
3. How long it will take to resolve it
4. When you will call them back once it is fixed.
Pick Up The Phone

If you see thereis a problemwith a customer’spolicy.Find out
how to fix it and then pickup the phone and tellthem:
1. What the problemwas
2. Howit will be resolved
3. Howlongit will taketo resolveit
4. When you will call themback onceit is fixed.
Pick Up The Phone
• Reduction in complaints
• Reduction in reworks
• Reduction in box losses
• Better Staff engagement results
• Better Customer Satisfaction
results

4. Measure and improve

Ask yourselves
• Was my hypothesis right?
• If yes, what was the impact to the
business
• If no, why wasn’t it right
• What have we learnt?
• How will we do differently next time?

How will we do
differently next time?

Good,
then you can begin

Problem solved.
0131 561 7300
esther@bordercrossingmedia.com
@EstherBCM @BCM_Tweets

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