customer raids - rapid insight design studios - dave slocombe lastminute.com

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INTRODUCING RAPID INSIGHT DESIGN STUDIOS - RAIDS DAVE SLOCOMBE – HEAD OF MOBILE @DAVESLOCOMBE

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Page 1: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

INTRODUCING RAPID INSIGHT DESIGN STUDIOS - RAIDS

DAVE SLOCOMBE – HEAD OF MOBILE

@DAVESLOCOMBE

Page 2: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLESTARTING WITH IDEAS

ideas are worthless

what we need is strong customer feedbackQuickly! To sort the sand from diamonds

Page 3: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEGETTING OUT OF THE BUILDING

“we are an online business, it’s a challenge to work directly with our customers”

Page 4: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLERAIDS

Introducing :

RAIDS

RApid Insight Design Studios

Page 5: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEFOR YOUR PRODUCTIVITY

A RAID will:

Accelerate build test learn cycle so its measured in minutes not days

Page 6: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEFOR YOUR CULTURE

It will also…• Energise your team• Opportunity to work across teams • Enable teams who don’t come across customers in their roles to

participate • Excite your organisation and raise the profile of your product team

Page 7: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEPREPARING TO RAID

Preparation is everything

a) Who is the target customer?

b) Location: where do these customers frequent?

c) What is the goal of your RAID?

Page 8: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLECUSTOMER BREAKFASTS

Focus on their past experiences, focus acutely on learning about PROBLEMS and VOIDS

Page 9: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEGUERILLA INTERVIEWS

Page 10: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLECUSTOMER & PROBLEM INSIGHT WALL

Target customers invited to breakfast

interviews over 1 week

inspiration research Plan Booking arrive & stay

share & document

trip

Page 11: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLECUSTOMER & PROBLEM INSIGHT WALL

inspiration research Plan Booking arrive & stay

share & document

trip

Customer problems

Feedback statement

Feedback statement

Feedback statement

Feedback statement

Page 12: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEFILLING THE IDEA BACKLOG

PROBLEM + SOLUTION HYPOTHESIS

JUST ENOUGH CONCEPTS – 2 X 1.5 HRS SESSIONS MAX

Solution

Solution

Solution

Solution

Solution

PROBLEM

Page 13: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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

THE CHALLENGE

Customers love them!

Deliver against our business

KPI’s

Page 14: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEPOP UP DESIGN STUDIO iteration wall

4 days =100+ lastminute.com customers per day300+ general hotel

customers

social spaces

You will need…

Page 15: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLECROSS FUNCTIONAL TEAM

ChannelDevelopment

BA User research

UX x2

Product Owner

I own the project, lead the lean process,

iterations and goals

I’ll be asked to build this app, so id like to

understand the customer

I keep knowledge flowing, create rigor around the process

We own the user experience and value

feedback

I set the KPIs and prioritise stories at

each iteration

Page 16: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLECROSS FUNCTIONAL TEAM

ChannelDevelopment

BA User research

UX x2

Product Owner

I own the project, lead the lean process,

iterations and goals

I’ll be asked to build this app, so id like to

understand the customer

I set the KPIs and prioritise stories at

each iteration

We own the user experience and value

feedback

I keep knowledge flowing, create rigor around the process

WE ALL TALK TO CUSTOMERS, CREATE SOLUTIONS AND TEST THEM

Page 17: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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• Prioritise the list of ideas to be tested against the project/product business KPIs

SETUPhigh

low

Page 18: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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• ROUND 1• Goal: testing many ideas • How it works: read the idea to the customer and ask them to score

from 1 – 10. Repeat with each concept until you hit an 8 – 10 range, then stick with it and ask deeper questions.

ROUND 1: IDEA SCORING

Pro Tip: photograph 8 – 10 the cards onto ipads/mobile phone, this was all teams can test the same concepts and the cards remain on the wall.

Page 19: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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• One person writing one piece of feedback on each sticky and rotate the sticky to the back of the pile

• One person to interview using the ipad/iphone with concept cards.• Time box 30/45 mins, each interview taking 5 – 10 mins max but its

not a rigid rule, if a customer is engaged, roll with it.

PAIR UP

Experienced customer

interviewer

Inexperienced customer interviewer

Page 20: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEIdea

backlogScore 0 -10 Qual. feedback Project KPI’s

Idea 1 42

6

Feedback statement

Feedback statement

Feedback statement

Feedback statement

Page 21: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEconcept Score 0 -10 Qual. feedback

42 Interviews – 4 hours

Page 22: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEHUDDLE & SHOWCASE

PARK, PIVOT, PERSEVERE or...

Page 23: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEHUDDLE & SHOWCASE

PARK, PIVOT, PERSEVERE or... KILL!

Page 24: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLESECOND ROUND: INCREASE FIDELITY AND REPEATInterface sketches

Just enough prototyping to get deeper insight

Concept pitch and envelope of previous

feedback (decision trail)

Pro tip: Start with concepts sketched onto cards – device agnostic – to keep the feedback focussed on

the idea not the execution and usability

Page 25: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEITERATE: INCREASE FIDELITY AND REPEAT

Pro tip: with the idea gaining fidelity, start initial interface sketching to prototype the user journey

Page 26: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEINCREASE FIDELITY AND REPEAT

When should we stop prototyping? (Just enough prototyping)

1) When you have a concept that tests in 8 – 10 range consistently

2) When the product owner feels that the concept is now strong enough to warrant “sizing the prize” with quantitative data and a business case

Page 27: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLEWHAT DOES SUCCESS LOOK LIKE?

A short list of concepts, initial idea and final concept pitch on the top. Inside the envelope is the feedback trail, from initial scoring to qualitative

feedback and interface sketches. Group them by customer journey stages.

When the team has filtered and iterated from 100’s ideas to a shortlist of potentially 5 – 15 concepts to be further filtered back at base.

Page 28: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

CLICK TO EDIT MASTER TITLE STYLESHOWCASE!

Page 29: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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• http://www.youtube.com/watch?v=r64rrgbcEHo

VIDEO

Page 30: Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com

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• RAIDS are good for– Most large scale design or redesign projects where the product

proposition is fluid.– Accessible cross team collaboration– Generating business buzz around new directions

• RAIDS are not good for– Product feasibility, rather it can show demand for ideas