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April 15, 2023Confidential / for internal use only 1
Bringing Lean into the ideation Process
1. INTRO2. OUR PLATFORMS 3. DIFFERENT METHODS 4. CONCLUSION
AGENDA
April 15, 2023Confidential / for internal use only 2
Marlies Vangeel
Product Development
Marketing Management
Goudengids.be
Product Manager Mobile
Manager Media & Promotional Products
INTRO
April 15, 2023Confidential / for internal use only 3
OUR PLATFORMS
April 15, 2023Confidential / for internal use only 4
Goudengids.be
• 8.5 mio visitors each month• > 670.000 downloads• Recent development: Dashboard
OUR PLATFORMS
April 15, 2023Confidential / for internal use only 5
Aan Tafel
• > 200.000 downloads• Recent development: Wine Feature
OUR PLATFORMS
April 15, 2023Confidential / for internal use only 6
InDomo
• Web Beta • > 20 000 downloads
Goudengids.be web
• AB testing
DIFFERENT METHODS
April 15, 2023Confidential / for internal use only 7
Goudengids.be app – Dashboard
• On the spot recruitment - outdoor
April 15, 2023Confidential / for internal use only 8
DIFFERENT METHODS
Target audience:Pedestrians, cyclists, drivers
Goal: Test dashboard functionalities
Incentive:€10 FNAC voucher
Goudengids.be app – Dashboard
• Key learnings• 80% of the respondents liked the new dashboard
April 15, 2023Confidential / for internal use only 9
DIFFERENT METHODS
“Based on my location, the app provides me with small pieces of information that could make my life easier. I would definitely use it”
Goudengids.be app – Dashboard
• Key learnings• Introduction screen • Too focused on cars• ‘Around me’ was
confusing
April 15, 2023Confidential / for internal use only 10
DIFFERENT METHODS
Goudengids.be app – Dashboard
• Key learnings• Change in screen flow
April 15, 2023Confidential / for internal use only 11
DIFFERENT METHODS
Goudengids.be app – Dashboard
• Key learnings• New ideas
• Include shops• Include reviews• Include public transport• Develop a driving mode • …
April 15, 2023Confidential / for internal use only 12
DIFFERENT METHODS
Aan Tafel
• Guerilla testing on Keyserlei & Central Station
April 15, 2023Confidential / for internal use only 13
DIFFERENT METHODS
Target audience:Pedestrians
Goal: Determine what kind of pictures the user likes on our website
Incentive:No incentive
Aan Tafel
• Key learnings• Users prefer pictures of the interior of a restaurant
April 15, 2023Confidential / for internal use only 14
DIFFERENT METHODS
InDomo
• Lean workshop • UX Probe integration
April 15, 2023Confidential / for internal use only 15
DIFFERENT METHODS
Target audience:Ourselves, our colleagues, people on the street, focus groups, app users …
Goal: Monitor the user flow & find ways to improve
Incentive:No incentive
InDomo
• Lean workshop• Build, measure, learn. Over & over again.
Step 1 = Contextual interview • Goal: understand user goals & behavior• In their own environment• Observe: what do they say, when do they have questions, what
do they like/ don’t like, what is difficult, … • More than 70 interviews and observations were conducted
April 15, 2023Confidential / for internal use only 16
DIFFERENT METHODS
InDomo
• Lean workshop• Build, measure, learn. Over & over again.
Step 1 = Contextual interview • Goal: understand user goals & behavior• In their own environment• Observe: what do they say, when do they have questions, what
do they like/ don’t like, what is difficult, …
April 15, 2023Confidential / for internal use only 17
DIFFERENT METHODS
Swipe Home button Share ideabooks
InDomo
• Lean workshop
Step 2 = Proto persona • Goal: understand advertisers needs • Visualize who our advertisers are and what do they want to achieve• Define their needs, how do they behave, what are the pain-points, …
April 15, 2023Confidential / for internal use only 18
DIFFERENT METHODSNAMEname sketch of the personabasic demographics
PAIN POINTS & NEEDS
POTENTIAL SOLUTIONS
BEHAVIORAL DEMOGRAPHICS
InDomo
• Lean workshop
Step 2 = Proto persona • Goal: understand advertisers needs • Visualise who our advertisers are and what do they want to achieve• Define their needs, how do they behave, what are the pain-points, …
April 15, 2023Confidential / for internal use only 19
DIFFERENT METHODSNAMEname sketch of the personabasic demographics
PAIN POINTS & NEEDS
POTENTIAL SOLUTIONS
BEHAVIORAL DEMOGRAPHICS
Zero moment of truth!
InDomo
• Lean workshop
Step 3 = Innovation Battlefield• Goal: analyse each feature • Keep or remove?
April 15, 2023Confidential / for internal use only 20
DIFFERENT METHODS
Pleasure level
Indispensability levelHow hard will a feature be missed if left out?
H
L
L
H
How much pleasure does this feature bring?
“unexpected awesomeness”“harder, better, faster, stronger”
“I don’t care…” “expected essentials”
“it hurts, take it away”
InDomo
• Lean workshop
Step 3 = Innovation Battlefield• Goal: analyse each feature • Keep or remove?
April 15, 2023Confidential / for internal use only 21
DIFFERENT METHODS
Log-in advertisers
Pleasure level
Indispensability levelHow hard will a feature be missed if left out?
H
L
L
H
How much pleasure does this feature bring?
“unexpected awesomeness”“harder, better, faster, stronger”
“I don’t care…” “expected essentials”
“it hurts, take it away”
InDomo
• Lean workshop
Step 4 = Drafting dots • Goal: vote for new ideas• 3 votes each • Red = dislike, green = love, …• Select the best ideas, discussand revote
April 15, 2023Confidential / for internal use only 22
DIFFERENT METHODS
InDomo
• Lean workshop
Step 4 = Drafting dots • Goal: vote for new ideas• 3 votes each • Red = dislike, green = love, …• Select the best ideas, discussand revote
April 15, 2023Confidential / for internal use only 23
DIFFERENT METHODS
Product tagging
InDomo
• Lean workshop
Step 5 = Paper prototyping • Goal: Visualize flows & ideas• Test & rework • Use post-its for pop-ups• Ask users to perform a task• You play ‘device’• No cost
April 15, 2023Confidential / for internal use only 24
DIFFERENT METHODS
InDomo
• Lean workshop
Step 6 = Fake door • Goal: create landingspage
with key features and proposition, to captureearly feedback
• Use a fake brand • Get traffic: SEA, social• Clear CTA to measure interest• Try to engage
April 15, 2023Confidential / for internal use only 25
DIFFERENT METHODS
InDomo
• UXprobe integration
• Measure user behavior in the app
• Errors• Tasks completed• Duration • …
April 15, 2023Confidential / for internal use only 26
DIFFERENT METHODS
Goudengids.be has changed over the last few years…
• Apps and platforms are different• Think user, not product • Balance between end user and advertiser• Observe – develop – test – rework - GO
CONCLUSION
April 15, 2023Confidential / for internal use only 27
Thanks! Q&A
April 15, 2023Confidential / for internal use only 28