DEEP CUSTOMER RESEARCH (TO CUTTING CODE)… FAST · DEEP CUSTOMER RESEARCH (TO CUTTING CODE)… FAST JUNE 21, 2017 DIANA ADORNO & RICHARD YOUNG ... Tips on how to go fast. 3 17 %

DEEP CUSTOMER RESEARCH (TO CUTTING CODE)… FAST

JUNE 21, 2017

DIANA ADORNO & RICHARD YOUNG@dianaadorno @youngrtp12

2

WHAT WE ARE TALKING ABOUT

Why do research

How to move smoothly into development

What you can start to do

immediately

Sharing a project we did

Tips on how to go fast

3

83%17%

4

HOW DO WE ASK ABOUT YOUR MONEY?

5

Research uncovers both what the right thing to build is… and

WHY it is the right thing

6

A DIFFERENT APPROACH

BACKGROUND QUANT RESEARCH INTERVIEWS FEATURES WIREFRAMESTRADITIONAL

Months

RICH & FAST

Weeks

QUANT RESEARCH

BACKGROUND

INTERVIEWFEATURES

WIREFRAMES

7

Why do the research

FAST?

8

THE APPLICATION TRACKER STORY

9

THE PROBLEMS WITH GETTING A HOME LOAN

:( understanding the mortgage process

>_< frequently asking customers for more information

=_=||| updates on my application

10

….early research looked promising:)

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HOW WE SHAPED THE PROJECT

10 DAYS 5 DAYS 12 WEEKS NOW

INCEPTIONDISCOVERY DELIVERY EVOLVE

Research happens all the way through

12

WHERE TO START


13

Start with a question

14

A customer question, not a business-focussed question

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How can we

REDUCE ANXIETY AND UNCERTAINTY

for customers through the home loan application process?

16

SET CONTEXT AND THE BIG PICTURE

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SPEED TIP

Pair with the business expert to plan and do

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HOW TO SHAPE THE RESEARCH APPROACH

CUSTOMER PRODUCT

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CAPTURE QUESTIONS AND HOW TO ANSWER

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PLAN THE WEEK

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GATHER THE DATAWHAT WE DID


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WHAT WE DID

CUSTOMERCOLLEAGUESDATA & REPORTS

23

WHAT WE DID


System transactions (deals)

Analyse customer feedback (1 year)

9000

Competitors Analysed9

4126

24

WHAT WE DID


Back office Staff Sessions

Playback Sessions

Home Loan Advisors Sessions2

3

3



9000


4126

25

WHAT WE DID


Customer Sessions

Broker Sessions

Listen in to Call Centre20

12

4

Back office Staff Sessions

Playback Sessions

Home Loan Advisors Sessions2

3

3



9000


4126

26

SPEED TIP

Use the whole team to do the research work

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SPEED TIP

FOCUS ON ANSWERING YOUR QUESTIONS

It is not about the numbers, it is about confidence

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SPEED TIP

Use multiple sources for rigour (triangulate)

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FIND CUSTOMERS YOURSELF

...NOT THROUGH AN AGENCY

Our personal networks

Our Marketing team

Our internal (staff/team) networks

External research agency

Call centreSales team

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HOW DO YOU SPEND YOUR TIME...

CUSTOMER RESEARCHASSEMBLING THE

STORY

PRIORITISING

20%

40% 20%

‘PANNING FOR GOLD’

20%

• Non-linear• Not strictly methodical

CompetitorsIndustry ReportsBusiness DataBusiness ProcessPrior Research

31

CUSTOMER SESSIONS


32

Map the journey

Ask about recent experience

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SORT COMMUNICATION PREFERENCES

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TEST DESIGN IDEAS

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SORT FEATURE IDEAS AND PRIORITISE

SPEED TIP

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SPEED TIP

• Get consensus with the team by visualising the product as early as possible

• Never waste an opportunity to validate your thinking - Just DO SOMETHING

• Never go empty handed to a session. Always take two versions of the same thing -- this gives a chance of a third

• Adapt techniques and content as you go

• Use the same approach for any sessions with people (customers, colleagues, staff)

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DISTILLING & SHARING


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KEEP THE RAW DATA AND PIVOT YOUR APPROACH

SPEED TIPSPEED TIP

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SUMMARISE ON THE JOURNEY MAP

SPEED TIP

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DISTILLING & SHARING

Space. Do everything in one room

Don’t create slide decks or reports as you go

leave the data raw

Build the story as you go - let it evolve

Keep direct quotes visible to build empathy

Show prioritised lists

Walk the wall

HAVE A SHARED SPACE

SPEED TIP

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PRIORITISING & SHAPING THE PRODUCT

INCEPTION DELIVERY EVOLVEDISCOVERY

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FEASIBILITY WORKSHOP

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MVP(Viable)

VIABILITY CRITERIA

SCREEN FLOW

FEATURE BACKLOG

SOURCE SYSTEMS

DATA DRIVEN STORY MAPJOURNEY STEPS

MMP(Marketable)

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THROUGH TO DELIVERY


45

4

6

“You know what would be really good? Is the status of the loan”

4

7

4

8

CUSTOMER RESPONSES TO ONLINE SURVEY

% Customers that want to see a status update

49

NOW IT IS LIVE


“I love this idea. Being able to track

how our application is going without

having to feel like we are annoying

anyone by asking all the time is

fantastic”

5

0

home loan customer Nov 2016

51

Open Rate on notification emails

Click Through to logon

Return customers

Application Tracker finalist for Most Innovative Mortgage Offering at Australian Retail

Banking Awards 2017

Would recommend to a friend

Increase in home loans

1 Mailchimp Industry Survey Feb, 20172Localitics Mar, 2017

ACQUISITION

ACTIVATION

RETENTION

REFERRAL

REVENUE

Keeping customers informed

93% 21%1

58% 3%1

68% 34%2

65%

2%

Top 3 bank

Industry Tracker

OUR RESULTS

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WHAT YOU CAN DO STRAIGHT AWAY

ABOUT TO GO LIVE

Release, but set up to get rich feedback

Usage analytics

(is anyone using it, any returns)

User testing

IN DELIVERY

User test what you are building

Don’t ask permission

Feature sort for remaining scope

Reprioritise remaining backlog

NEW PROJECTS

Do some research

Generate ideas to test

Run customer sessions

Call Centre calls

User test prototypes

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ABOUT TO GO LIVE


Usage analytics


User testing

IN DELIVERY





NEW PROJECTS

Do some research



Call Centre calls


54


ABOUT TO GO LIVE


Usage analytics


User testing

IN DELIVERY





NEW PROJECTS

Do some research



Call Centre calls


55


ABOUT TO GO LIVE


Usage analytics


User testing

IN DELIVERY





NEW PROJECTS

Do some research



Call Centre calls


56

QUESTIONS

THANKS@dianaadorno

@youngrtp12

Documents

DEEP CUSTOMER RESEARCH (TO CUTTING CODE)… FAST · DEEP CUSTOMER RESEARCH (TO CUTTING CODE)… FAST JUNE 21, 2017 DIANA ADORNO & RICHARD YOUNG ... Tips on how to go fast. 3 17 %