how mobile first led to adopting lean startup
TRANSCRIPT
Lonneke Vink @lexileshelle
How Mobile First led to adopting Lean Startup
build
measurelearn
2
Est. 1891Headquarters inAmsterdam, Netherlands
104,000+Employees worldwide in 100+ countries
€ 24.2 billionSales in 2016 | Portfolio ∽70% B2B
$10.3 billionBrand value in 2014
76.000Patents registered by Philips
Philips | Facts & Figures
3
.com | Facts & Figures
Website presence in:62 locales38 languages
Traffic in 2015240 million visits1.1 billion pageviews
21% 9%70%
What we manage daily:1 million pages4.5K author initiated changes20K automated changes
With500 users worldwide
Supporting experiencesfor all our businesses
Traffic share per device
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL5
The New Consumer Decision Journey
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL6
How Micro-Moments Impact the Consumer Experience
“I want to buy that toothbrush I saw the other day”
“I want to learn more about that shaver I just saw”
“I have some time to kill and I want to go to a store nearby where I can
browse kitchen machines”
“I’ve unboxed my Airfryer and now I need some recipes”
“My coffee machine is not working properly and I want to
know how it can be fixed”
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL7
The 3 Dimensions of Digital Experience Delivery
DIGITALEXPERIENCE
Delivering experiences that add value to the consumer
MEaningful experiencesEXPERIENCE
Consumer Decision Journey fractured into 100s of micro-moments
The new CDJ
CHANNEL
Improve business agility and deliver business
innovations at high velocity
Speed of InnovationDELIVERY
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL8
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL9
Read this book!
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL10
Reference point > prototype
Hypothesis > experiment
A/B test, measure, iterate
ORPIVOT
PERSEVERE
Decision
11
PROTOTYPE A/B TEST PIXEL-PERFECTINITIAL STATE
Example: evolution of Philips Home Page
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL12
Build
MeasureLearn
Define your focus micro-moments
Apply a Lean UX approach
Defining & working with a Reference Consumer Experience
Research Long-List Focus
Analyze Frame the Problem
Ideate UX Prototype
© 2016 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL13
Dedicated Roles, Fixed Communication and Meeting Structure
Domain & requirements owner
Research & optimization manager
Tech leads frontend & backend
Business owner
Data provider & analyst
Designer A/B test developer
Brand identity guardian
Product owner
1
The results so far
Reduction in “time to live” for website transformations
Reduction in waste: no development of features which have no added value to consumers
Closer relationship between Business, Optimization and IT > shared focus
The power of data: no discussions, no room for HIPPOs; the learnings of the experiments speak for themselves
2
3
4
Key takeaways for starting & getting LEAN
Define a process that
works for your business and
start small
1
Create a reference
point or a clear vision
2
Assign specific roles within your process
with dedicated people
3
Spend time on communication
and change management
4
Define a process that
works for your business and
start small
1
Create a reference
point or a clear vision
2
Assign specific roles within your process
with dedicated people
3