lean discovery & development @ autoscout24
DESCRIPTION
Lean discovery and development in daily use. See how we live lean development to reduce risks, get feedback fast and build the right products for the right users. This is not a theoretic essay but shows how to get theory to real life.TRANSCRIPT
www.autoscout24.de
Lean Discovery &
Development @ AutoScout24
Bonn
September,
17th, 2013
www.autoscout24.de
Agenda
1. Short introduction of AutoScout24 and myself
2. The history of product development at AutoScout24
3. How we changed product development
4. Conclusion
Just some words…Introducing AutoScout24 andmyself
AutoScout24 – IT IS ALL ABOUT CARS.
More than 2 million new and used cars
17.1 million visitors a year in Germany (WNK, ACTA 2012)
The largest online car marketplace Europe-wide
Over 100,000 used commercial vehicles
More than 10 million people Europe-wide use
AutoScout24 every month
More than 300 million virtual vehicle
inspections per month in Europe
More than 40,000 dealer clients Europe-
wide
More than 100,000 motorcycles
AutoScout24 - Europe
RUS
S
PL
NL
DB
F CH A
HR RO
BG
UA
I
TR
E
CZ
Involved in the markets in 18 countries,
AutoScout24 is the largest online car
marketplace Europe-wide.
AutoScout24 has more than
360 employees throughout
Europe.
AutoScout24 Business Model There are two types of customers
Some words about myself
Katrin Grothues
�Born in Marl / Ruhrgebiet
�Since 01/2012: Product Manager Vehicle Market Dealer Products @ AutoScout24
�Before: 3.5 years strategie and projectmanagement at big e-commerce companies
�Education: Cultural Science (M.A.), university of Lüneburg
Now get to the pointLean Discovery & Lean Development @ AutoScout24
Back then… Product development at AutoScout24The „discovery“ phase
Ok, when
you say
so…
We gonna build
the super tool.
That‘s fancy and
I just know it‘ll
work!
Back then… Product development at AutoScout24 The build phase
1st month… 2nd month… 3rd month…
Ready!
Back then… Product development at AutoScout24And finally – get the product to the customer
? Klick
So, where‘s the problem?
Stakeholder-centric development lacks user involvement.
Market research looks for averages.
Market research asks users what they want and does not observe them.
It leads to building products, users do not need or cannot use.
“If I had asked people what they wanted, they would have said faster horses.”
Henry Ford
Discover
Build
Measure
Learn
Now: Customer Value Driven Development
Observe
Observe
Observe
Make it better!
Focus on the user throughout all the steps of the product development.
Observe, don‘t ask.
Build small packages and release them fast in order to learn fast.
That‘s theory! What aboutreal life?!A practical example
Here you have it – a real life example
Bookmarks
Dealer area
The AutoScout24 Value Canvas
Customer Quotation Customer Qualification
Customer QuantificationCustomer Insight
Customer Value Business Value
Key Metrics Key MetricsUptake Potential
The classical Business Model Canvas
Who‘s my customer?
Great, now I see the number of bookmarks for my cars. But what can I do
with this information? I do not know the users.
Visiting dealers Field sales Customer service Workshops …
Start with 1 customer! Observe, don‘t ask!
What‘s his problem?
The dealer knows, there are prospects – hot leads - but he cannot directly
address them. He has a special offer to convince them to buy, just as he
does when a prospect visits the dealership.
Focus on the customer‘s 1 core problem!
How many customers have this problem?
Identify more real customers with a similar problem!
Observe more!
Is the solution successful?
Customer Value
• Increased Conversion on bookmarks in terms of visits
vs. contact mails
� + x% conversion rate after 2 months
Business Value
• Dealers‘ usage of product
� X special offers after 4 weeks
� Y special offers after 2 months
Define actionable key metrics!
What is the solution?
Show user
addresses!
system!
User-
admin!
Customer
Value
Solution
Detailpage!
Manage
Stock!Expiration
date!
Interfaces!
Multiple
creation!
Text
templates!
Contact form!
Statistics!
Bookmarks
!
Create!
Edit!
Delete!
Free
text!
Build: Implementing the solution
Build small packages – Release fast – Learn fast
Story Designs Tracking
The first solution on the bookmarks
Measure: Data grabbing
User has a favorite
list with special
offer.
User opens
special offer.
User contacts
dealer
Dealer inserts a
special offer.
C
o
n
v
e
r
s
i
o
n
F
u
n
n
e
l
Learn: We have the data – what next?
Small open rate Small contact rate
Testing with users in lab Telephone interviews with dealers
Special offer? That is
promotion, I ignore
promotions
automatically.
Special offer?
That‘s great! Prospects
print it and come to my
dealer ship right away!
?
Learn: Adjusting the solution step by step!
Different design drafts – non
promotional
Fast tests of these drafts with
colleagues inhouse
A/B test with Optimizely on Live
Implementing the winner version
Release and tracking on Live
Print button on special offer
Little open rate Little contact rate
The result: an optimized special offer
Closing notes and take-aways
Get to the right product faster
t
Specification Build Release
Level of uncertainty
Order Product
Problem Solution
Back then
Today
Level of uncertainty
Make it better!
Problems
Stakeholder-centric development lacks user involvement.
Market research looks for averages.
Market research asks users what they want and does not observe them.
It leads to building products, users do not need or cannot use.
Improvements
Focus on the user throughout all the steps of the product development.
Observe, don‘t ask.
Build small packages and release them fast in order to learn fast.
www.autoscout24.de
www.autoscout24.de
Thank you for your
attention!
Kontakt:
AutoScout24 GmbH
Dingolfinger Straße 1-15
81673 München
Katrin Grothues
Fon +49 89 444 56-1159
Fax +49 89 444 56 19-1159