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How to Use Lean Rapid Prototyping to Increase Marketing ROI
Nichole Kelly
CEO, Social Media Explorer | SME DigitalCo-Founder, TRKS.IT
• The problem
• What is lean rapid prototyping
• The rules of lean rapid prototyping
• Where do you start
• Lean rapid prototyping in action
• Resources/Q&A
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The Problem
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#truth
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2 What is Lean Rapid Prototyping?
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Lean Rapid PrototypingDo More…With Less…Faster…With Better Results…
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How long would it take to prototype the first functional heads up display?
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#geniustomchi
Google Glass
Tom Chi is a rock star
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3 The Rules of Lean Rapid Prototyping
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#geniustomchi
Lean Rapid Prototyping Rules
1 – Find the quickest path to experience
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#geniustomchi
Lean Rapid Prototyping Rules
2 – Doing is the best kind of thinking
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#geniustomchi
Lean Rapid Prototyping Rules
3 – Use materials that move at the speed of thought to maximize the rate of learning
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4 Where do I start?
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Step 1
Define your conditions of satisfaction
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Step 2
Define your minimum viable product
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Step 3
Define your learn
What do I want to learn
from this prototype?
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Step 3
Define how you will measure that you learned it
How will I measure that I’ve learned
it?
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Step 3
Define what you can build in under 2 hours
What can I build in <2
hours to test it?
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BONUS
You may find it easier to define all of your LMBs for a project right from the beginning to gauge progress
Learn: How to increase engagement on blog postsMeasure: Have a defined list of tests? Y/NBuild: List of prototypes for testing
Learn: Which headline increases engagement on our blog post?Measure: Clicks, Shares, Comments on postsBuild: A/B split test with 50% of traffic for each headline
Learn: Which headline increases conversions from blog content?Measure: Clicks on CTA’s, Landing page views, landing page completionsBuild: A/B split test with 50% of traffic for each headline
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Step 4
Risk assess your L, M, B
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Step 5
Create your prototype
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Step 6
Get feedback from the target audience for the prototype
Collect +EBIs
• What really worked for you?• What would make it even better
Optional based on type of prototype• What do you want more of?• What do you want less of?
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Step 7
Iterate
Rinse…repeat until you have achieved your MVP
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Step 8
SHIP
Ship your MVP
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Step 9
Get feedback from the target audience for the prototype
Collect +EBIs
• What really worked for you?• What would make it even better
Optional based on type of prototype• What do you want more of?• What do you want less of?
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Step 10
Iterate
Rinse…repeat until you have achieved your MVP
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5 Lean Rapid Prototyping in Action
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Sample PrototypeLearn: How to make measuring social media easy for marketers?Measure: Have ideas? Y/NBuild: List of ideas
• Create training to show them how to measure
• Create tools to help them measure efficiently
• Create software to operationalize link tagging
• Create content to support tools
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Sample PrototypeLearn: Would our client dashboards be useful for marketers?Measure: Responses from clients (1 not useful, 10 extremely useful)Build: Conversation during weekly call with clients using current dashboard
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Sample PrototypeLearn: How to make dashboards turn-keyMeasure: User rating on ease of use of tool kit (1 = hard, 10= Easy)Build: Toolkit with instructions sent to novice users
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Sample PrototypeLearn: What price point drives the highest volume from the landing page?Measure: # of Clicks and Conversions on landing pageBuild: Landing page with price points
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•Rapid Protyping Rules• Find the quickest path to experience• Doing is the best kind of thinking• Use materials that move at the speed of thought
•Define your conditions of satisfaction
•Define your minimum viable product
•Define your learn, measure, build (LMB)
•Check risk assessments on your LMB
•Build your prototype
•Get feedback
•Iterate
•Rinse…repeat
Summary
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From SME Digital
• Download Lean Rapid Prototyping
Worksheets http://trks.it/pBBBb
Around the web
• Tom Chi’s Google Glass Video
Resources
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Questions?
Nichole KellyCEO, Social Media Explorer | SME DigitalCo-founder, trks.it@Nichole_Kelly
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