Digital transformation through product development 2015.10.21

1508™ALWAYS IN LOVEWITH WHAT WE DO

HOW TO DRIVE DIGITAL TRANSFORMATION...

HOW TO DRIVE DIGITAL TRANSFORMATION THROUGH PRODUCT DEVELOPMENTWIFI

1508guest

GUESTKODEJegvilonline

URL’S1508.dkslideshare.com/1508asvimeo.com/design1508facebook.com/company/1508-as

HASHTAG#1508as

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HOW DO WE BUILD AN ‘IS THIS A GOOD IDEA?’- MACHINE

Infrastructure

Proven ideas

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APPROACH21/10/15P 3



Est. 15.08.2000

+ 500 websites45 employeesAnalysis, strategy, design and implementation

Focus: From sites to services

WHO’S 1508

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3 OFFERINGS 3 APPROACHES

CONVERSION EXPERIENCE INNOVATION

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ADDED VALUE THROUGH CONVERSION DESIGN

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ADDED VALUE THROUGH EXPERIENCE DESIGN

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ADDED VALUE THROUGH INNOVATION DESIGN

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WE BELIEVE IN DESIGN THINKING AS AN APPROACH TO DEVELOP BUSINESS

HUMAN VALUE TECHNOLOGY

BUSINESS

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IN SHORT, THIS IS WHAT WE COMBINE

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We search for product fit and market fit through heavy prototyping and minimum viable products.

WHAT WE’RE AIMING FOR

$=

Create fit

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TO SOLVE STUFF, WE NEED A REAL PROBLEM

HOW MIGHT WE…?

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SOLUTIONS WILL BE FOUND THROUGH HEAVY EXPERIMENTATION

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ASSUMING IS KEY

=≈Hypothesis Facts

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THIS MEANS WE GAIN INSIGHTS FROM FAST PROTOTYPING INDSTEAD OF LONG TERM ANALYSIS

Analysis

Hypothesis Build prototype (MVP)

Launch

Learn from insights

Recommendation

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WE FIND SUCCESFUL PRODUCTS THROUGH SPEEDY CRAFTING AND MULTIPLE ITERATIONS

Research & calculate

Build & iterate

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TO DO SO, TANGIBILITY IS KEY

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WE GOT A 3-STEP FRAMEWORK FOR BRINGING PRODUCTS TO LIFE

PROOF OF PROBLEM PROOF OF CONCEPT PROOF OF PRODUCT

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THE FULL MONTY LOOKS LIKE THIS

CUSTOMER SEGMENTSCUSTOMER JOURNEYS

WORK FLOW ID.MARKET ANALYSIS

TRENDSBUSINES MODEL CANVAS

HOW MIGHT WEHYPOTHESISPROTOTYPES

TEST PRODUCT FITTEST FEASABILITY

BUILD MVPTEST VIABILITYBUILD CANVAS

PROOF OF PROBLEM

PROOF OF CONCEPT

PROOF OF PRODUCTP

hase

Activities

Deliverances

CUSTOMER NEEDS JOBS TO BE DONE

FEASABLE PRODUCTS VIABLE PRODUCTS

GOLIVE

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TRENDS21/10/15P 20



We’ve got 7500 pages with less than 100 visits a yearxWe spend 4 hours producing each pagexOur internal hourly cost price is 250 kr.=7.500.000 krWE NEED TO FOCUS ON WHAT’S DRIVING VALUE…THIS IS WHAT A CORPORATE SITE TYPICALLY LOOKS LIKE

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PEOPLE SEEK VALUE THROUGH SERVICES, NOT COMMUNICATION

DO

...to services

READ

From communication

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THERE’S A DEMAND FOR INDIVIDUAL EMPOWERMENT AND SERVICES

Kapow

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EXPERIENCE IS CORE

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WE NEED TO AVOID ONE WOW

Time

Experience

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AND AIM FOR LONG WOWS

Time

Experience

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THE TRADITIONAL DEVELOPMENT PROCES IS TOO SLOW

RESEARCH

STRATEGY

TACTICS

BUILD

LAUNCH

INSIGHTS

Time

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HERE IS WHAT’S WRONG WITH TODAY’S PROCESS

SPECS DESIGN BUILD LAUNCH

Some learning

Very littlelearning

Most learning will happen here

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WE NEED TO BUILD GROWTH THROUGH INNOVATION

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THE FUTURE IS HARD TO FIGURE OUT

NOW ?

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UNKNOWN COMPETITORS WILL EMERGE

YOU

COMP

COMP

COMP

COMP

COMP

COMP COMP

COMP

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KNOWN BUSINESS WILL BE DISRUPTED

PERFORMANCE

TIME

SUSTAINING INNOVATIONS

DISRUPTIVE INNOVATIONS

Thx to Clayton Christensen21/10/15P 32



UNKNOWN TECHNOLOGIES WILL EMERGE

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KNOWN BUSINESS


SO WE NEED TO SEARCH FOR NEW BUSINESS MODELS WITH INSPIRATION FROM START UPS

FUTURE BUSINESS

FUTURE BUSINESS

FUTURE BUSINESS

START UPTRIALS

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WE NEED TO SEEK INNOVATION THROUGHOUT THE ENTIRE BUSINESSMODEL

Profit model Network Structure Process Product

performanceProduct system Service Channel Brand Customer

engagement

CONFIGURATION OFFERING EXPERIENCE

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WE NEED TO BUILD A CULTURE THAT LEARNS FROM LAUNCHING HISTORY

Time

Learnings

Launch

Launch

Launch

Launch

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THIS IS WHERE THE REAL CHALLENGES ARE HIDDEN

Product

Organization

MindsetDifficult

Easy

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CASES21/10/15P 38



This is what we built and tested in one day

DANSK METAL: SALARY NEGOTIATONTOOL

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”We need to launch a new service in 6 months. Today it takes 3 years.”

Jesper Rønnow, CEO, SKAT

SKAT WANT’S A NEW INNOVATION PROCES

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3 MONTHS DEVELOPMENT: APP WITH DAILY TAX SERVICES

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MOMENT: IMPROVING NEW EMPLOYEE’S ONBOARDING TIME

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METHODOLOGY21/10/15P 43



This part is all about creating a basic set of structural elements, that have to be established before you’ll succeed in innovating stuff.

THE PROCES

ResearchInfra-

structural set up

MVP 1 MVP2 MVP3

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WE GOT A 3-STEP FRAMEWORK FOR BRINGING PRODUCTS TO LIFE

PROOF OF PROBLEM PROOF OF CONCEPT PROOF OF PRODUCT

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THE ENTIRE PROCESS IN ALEXOSTERWALDERS WORDS

$

1) Identify needs 2) Test product fit 3) Test market fit

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PART 1: UNDERSTAND PROBLEMS AND BUILD AN INFRASTRUCTURE

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UNDERSTANDING BUSINESS AND IDENTIFY KEYPROBLEMS

Target groups?Task analysis?User journeys?Business model?Competitors?Inspiration and trends?Channel?Analytics?Reports and knowledge?=So how might we?

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UNDERSTANDING BUSINESS AND IDENTIFY KEYPROBLEMS WITH THEBUSINESS CANVAS MODEL

$

Customer segments

Customer Relationships

ValuePropositions

Key Activities

Key Partnerships

Cost Structure

Channels

Revenue Streams

Key Resources

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ESTABLISH A PROJECT ROOM

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LEARN TO SKETCH WITH JRGN CLVNBUSINESS COURSE BECAUSE FAST TANGIBILITY IS KEY

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ESTABLISH A DIRECTORS BOARD FOR STRATEGIC DECISIONS AND CULTURAL ANCHORING

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Project managerIT architectBusiness developerResearcher

+

Design fascilitatorUX-designerFrontend specialist

BUILD A TACTICTAL UNIT

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MAP AND GET INTO DIALOGUE WITH STAKEHOLDERS AND SUPPLIERS

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SET UP AN INTERNAL COMMUNICATION AND KNOWLEDGE PLATFORM

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SET UP A FIXED TESTPANEL WITH EXTERNAL CUSTOMERS AND PRESUMERS

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PREPARE EDUCATIONAL RESSOURCES

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PART 2: CONCEPTS AND GV5

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PRINCIPLES OF THE 5 DAY SPRINT

DAY 1 DAY 2 DAY 3 DAY 4 DAY 5

UNDRSTAND IDEA DECIDE BUILD TEST

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STEP 1: DEFINE JOBS TO BE DONE

JOBS TO BE DONE

PAINS

GAINS

PRODUCTS & SERVICES

PAIN RELIEVERS

GAIN CREATORS

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STEP 2: IDENTIFY ‘AS IS’ ANATOMY

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STEP 3: IDENTIFY PROBLEMS AND PAINS

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STEP 4: CHECK COMPETITORS AND STRUCTURAL INSPIRATION

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STEP 5: HOW MIGHT WE…

“

...?“

How might we…

Help compainies and newhiresto onboard faster

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STEP 6: IDEAS WITH CRAZY EIGHTS

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STEP 7: DECIDE WITH DOT VOTING

YES YES

YES

YES

YES

YES

YES

YES

YES

YESYES

YES

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STEP 8: STORYBOARD

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STEP 9: DO WE STAND OUT

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STEP 9: DO WE OFFER SOMETHING UNIQUE?

[Offering]

Our

[Product Category]

Is the only

[Benefit]

That

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STEP 10: PERFORM TEST AND COLLECT LEARNINGS

To verify this, we will

And measure…

We are right, if…

We belive that…

Test name Deadline

TEST CARD

We observed

From that we learned

Therefore, we will

We belived that…

Insight name Date

LEARNING CARD

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Can we make it?Will we make it?

CHECK FEASABILITY

HUMAN VALUE TECHNOLOGY

BUSINESS

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PART 3: BUILD MVP

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HOW SPOTIFY BUILDS A NEW PRODUCT

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A Minimum Viable Product has just those features that allow the product to be deployed, and no more.

The product is typically deployed to a subset of possible customers, such as early adopters that are thought to be more forgiving, more likely to give feedback, and able to grasp a product vision from an early prototype or marketing information.

It is a strategy targeted at avoiding building products that customers do not want, that seeks to maximize the information learned about the customer per dollar spent. "The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort."

http://en.wikipedia.org/wiki/Minimum_viable_product

PROVE EVIDENCE: DO THEY MEAN WHAT THEY SAY

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JUST GET OUT OF THE BUILDING

F..k it, ship it

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MAKE A LANDINGPAGE

Make a landing page, distribute links and track interest

My product

BUY

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MAKE A VIDEO DESCRIBING USP’S

PREORDER NOW

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DO A SPLITTEST

A B

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BUILD AND TEST YOUR CANVAS

$ $

$ $

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THX

1508 A/Swww.1508.dk

Klaus BundvigDir. of Business [email protected]+45 2250 9795

Check out more inspirational stuff at 1508.dk/viden

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