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MOBILE WEB AND APPS – LEAN CUSTOMER DRIVEN DEVELOPMENT
DAVE SLOCOMBE – HEAD OF MOBILE
@DAVESLOCOMBE
CLICK TO EDIT MASTER TITLE STYLETRAVEL GROWTH
CLICK TO EDIT MASTER TITLE STYLELAST-MINUTE SEARCHES
CLICK TO EDIT MASTER TITLE STYLEGROWTH SNAPSHOT
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
100 – 200+ % yoyWestern Europe
CLICK TO EDIT MASTER TITLE STYLEMOBILE STRATEGY
Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers
CLICK TO EDIT MASTER TITLE STYLEBUILDING THE RIGHT TEAMCo – locatedFlexible work spacePairing stationsCI Display and monitoring
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REDUCE CYCLE TIME FROM CONCEPT TO CUSTOMERVALIDATE ALL ASSUMPTIONS WITH CUSTOMERS AND
STAKEHOLDERSMAKE PROGRESS VISIBLE
FOCUS ON THE MINIMUM OF THE MINIMUM VIABLE PRODUCTNO BIG BANG RELEASES
NO MORE HEROES
WHAT DOES LEAN MEAN TO US?
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KNOW YOUR CUSTOMER LIFECYCLE
CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE WHEEL
CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE
Understand your mobile trafficUse web analytics: which devices, traffic, referrers
SEO
DIRECT
PAID
Social
Viral
Affiliate
CLICK TO EDIT MASTER TITLE STYLELIFECYCLE MOBILE WEB TO APP
Look to identify your high value cohort and understand their motivations.
CLICK TO EDIT MASTER TITLE STYLEWEB DISCOVERABILITY
Optimise your website for mobile trafficAdvertise in search, social, affiliate channels,
CLICK TO EDIT MASTER TITLE STYLEREDUCING FRICTION
KISS – Keep it simple stupid!Do one thing well and focus on optimising it
desire - friction = conversion!
CLICK TO EDIT MASTER TITLE STYLECONVERTING FROM WEB TO APP
Understand the value of an app vs mobile web to your customers, create a deeper relationship
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KNOW YOUR CUSTOMER’S CONTEXT
CLICK TO EDIT MASTER TITLE STYLEDIFFERENT DEVICE CONTEXTS
Always with you“I search”PersonalIn storeLocation awareLast-minute purchases
Travel companion“I browse”Couch surfingShop browsing Larger purchasesLocation aware
Travel companionCouch surfingShop browsing Larger purchasesIP located only
CLICK TO EDIT MASTER TITLE STYLEUNIQUE MOBILE INSIGHTS
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UK restaurant
locationsuser searches
for restaurants
Mobile enables us to visualise and hypothesise about our service usage so we gain a much deeper understanding of our customer behaviours that would not be possible currently on the web.
UNIQUE MOBILE INSIGHTS
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UK restaurant
locationsuser searches
for restaurants
QUICK SCENARIO – YOU are a product manager at lastminute.com running the restaurants channel. Can you spot 3 opportunities in this visualisation?
UNIQUE MOBILE INSIGHTS
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UK restaurant
locationsuser searches
for restaurants
UNIQUE MOBILE INSIGHTS
Demand outstripping supply! feedback to our supply team
GEO loc errors! Improve quality!
Top restaurants list configurable by any Geo-fence
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PUT THE CUSTOMER FIRST
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CLICK TO EDIT MASTER TITLE STYLECUSTOMER INSIGHT
Guerrilla Testing In house
CLICK TO EDIT MASTER TITLE STYLECUSTOMER RAIDS!
Introducing :
RAIDS RApid Insight Design Studios
CLICK TO EDIT MASTER TITLE STYLERAPID PRODUCT ITERATION
Get from hundreds of ideas
to a few high value solutions, designed and tested
as fast as possible i.e. 1 week(video)
THE CHALLENGE
Customers love them!
Deliver against our business
KPI’s
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HYPOTHESIS DRIVEN DEVELOPMENTBUILD TEST LEARN
CLICK TO EDIT MASTER TITLE STYLESTORY/EPIC LEVEL HYPOTHESIS
CLICK TO EDIT MASTER TITLE STYLEADDING LINKS TO THE HOMEPAGE
optimised path
non-optimised(desktop site)
call to book
fit to screen
below the “scroll”
BEFORE AFTER
CLICK TO EDIT MASTER TITLE STYLEHOMEPAGE EVENTS IN ORDER...
MOVED:Call buttons moved down the page
NEW:Category buttons leading to non-optimised desktop path
Clicks a day
Clicks a day
SUCCESS!
FAIL!But is loss greater than the gain?
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daily £ increase in online decrease in offline new daily £
average daily TTV
In one year the LOSS will amount to £MM
LOSS IS GREATER THAN GAIN...R
even
ue in
£
29%
45%
CLICK TO EDIT MASTER TITLE STYLEIDEATE SOLUTIONS
CLICK TO EDIT MASTER TITLE STYLESOLUTION
CLICK TO EDIT MASTER TITLE STYLEGAIN IS GOOOOODR
even
ue in
£
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STOP STARTINGSTART FINISHING
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18 participantsFrom 7 countries
Just 48hrs
…to create and launch a travel startup(video)
www.ideasrunway.com
WORKING LEAN GETS RESULTS
CLICK TO EDIT MASTER TITLE STYLE4 TAKEAWAYS
1.Know YOUR customer lifecycle 2.Know your customer’s context3.Get out of the building4.Build test and learn
@DAVESLOCOMBE
DAVESLOCOMBE
LEANSHERPA.WORDPRESS.COMThanks!
