Using the Moves the Needle Value Stream Discovery Loop to Identify Bottlenecks in the Customer Journey
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Delivering new value in the eyes of the customer is not always easy. This presentation highlights how to use the Value Stream Discovery Loop tool to uncover the steps a customer may take to go from simply aware, all the way to passionate, and how to eliminate bottlenecks in the customer journey. Read more at the Value Stream Discover Loop tool here: https://movestheneedle.info/vsd-ghc
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Using the Moves the Needle Value Stream Discovery Loop to Identify Bottlenecks in the Customer Journey
- 1. Alex Djordjevic | alex@movestheneedle.com | @budisrecan Mike Kendall | mike@movestheneedle.com | @DelightApostle F I N D I N G T H E B O T T L E N E C K : T H E P O W E R O F V A L U E S T R E A M M A P P I N G #GHC18
- 2. PAGE 2 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 mike kendall mike@movestheneedle.com @DelightApostle www.movestheneedle.com | @movestheneedle alex djordjevic alex@movestheneedle.com @budisrecan
- 3. PAGE 3 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
- 4. PAGE 4 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 LEAN INNOVATION DELIVERY OF NEW VALUE IN THE EYES OF THE CUSTOMER (and everybody has a customer)
- 5. PAGE 5 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 SEARCHEXECUTE On the known In the unknown Measure tasks Measure impact
- 6. PAGE 6 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 3 E’S OF LEAN INNOVATION
- 7. PAGE 7 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 THE VALUE STREAM LOOP AN INTERACTIVE TOOL THAT HELPS… • Define the business activities needed to create value (in the face of uncertainty) • Identify how customers ”want” to interact • Focus a team on the activities and metrics that will have the greatest impact
- 8. #GHC18PAGE 8 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 THE VALUE STREAM PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE
- 9. PAGE 9 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 For each of the seven “customer states”, hypothesize & validate: Customer Behavior: indicating customer is in a particular state Business Activity: required to prompt the customer behavior Metric(s): used to measure behavior AWARE customer behavior business activity Metric(s) VALUE STREAM APPROACH
- 11. #GHC18PAGE 11 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 THE VALUE STREAM PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE
- 12. #GHC18PAGE 12 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 AWARE BUSINESS ACTIVITIES • Airbnb: Hack Craigslist vacation rental ads looking for business travelers who want a “locals” travel experience. CUSTOMER BEHAVIOR • Click on Craigslist ad; browse listing METRIC • Listings browsed by source
- 13. #GHC18PAGE 13 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 INTRIGUED BUSINESS ACTIVITIES • Airbnb: Inexpensive rooms. Have “local’s experience.” • “Stay with a local when traveling.” (launch) • “Welcome home” (2015) CUSTOMER BEHAVIOR • Browse FAQ or About Us METRIC • % hitting FAQ (Craigslist)
- 14. #GHC18PAGE 14 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 TRUSTING BUSINESS ACTIVITIES • Airbnb: Post articles about Airbnb • Enable listing review posts CUSTOMER BEHAVIOR • Click on Request to Book • Fills out account application • Supplies credit car info METRIC • Fill out application by funnel path.
- 15. #GHC18PAGE 15 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 CONVINCED BUSINESS ACTIVITIES • Airbnb: Safety guarantees • Social proof via reviews CUSTOMER BEHAVIOR • Books room METRIC • Revenue by funnel path.
- 16. #GHC18PAGE 16 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 HOPEFUL BUSINESS ACTIVITY • Airbnb: Facilitate (urge) communication between host and guest. CUSTOMER BEHAVIOR • contacts host (guest) METRIC • Measure communications between host and guest.
- 17. #GHC18PAGE 17 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 SATISFIED BUSINESS ACTIVITIES • Build MVP: Minimum functionality required to fulfill utility promise. • 1 page web site; air mattresses; fresh towels; breakfast CUSTOMER BEHAVIOR • Guest stays multiple nights • Customer comes back and rents again METRIC • Customer rents 3 nights every 6 months
- 18. #GHC18PAGE 18 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 PASSIONATE BUSINESS ACTIVITIES • Messaging/Branding • Customer has “locals” experience CUSTOMER BEHAVIOR • Invites friends • Fills out review • Participates in online community • Shares photos on social media METRIC • Viral coefficient
- 20. CUSTOMER Joanna Single mother, product development professional. Frequently in a hurry. Tech- savvy. Likes consistency. Wants her kids to eat healthy. Can’t seem to find time to shop for food. Tried online delivery and wasn’t happy with the quality and high price. Walmart Pick-up Service PROBLEM SOLUTION
- 21. PAGE 21 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 LET’S GET STARTED :08 Get into a small team Put yourself in Joanna’s shoes Identify Joanna’s Behaviors for 7 stages of her journey
- 22. PAGE 22 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 LET’S ZOOM IN :08 Identify Walmart Activities and Metrics for: SATISFIED PASSIONATE
- 23. PAGE 23 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 mike kendall mike@movestheneedle.com @DelightApostle www.movestheneedle.com | @movestheneedle MORE RESOURCES: alex djordjevic alex@movestheneedle.com @budisrecan