DEEP CUSTOMER RESEARCH (TO CUTTING CODE) FAST

Transcription

1 JUNE 21, 2017 DEEP CUSTOMER RESEARCH (TO CUTTING CODE) FAST DIANA ADORNO &

2 WHAT WE ARE TALKING ABOUT Why do research Sharing a project we did Tips on how to go fast How to move smoothly into development What you can start to do immediately 2

3 17% 83% 3

4 HOW DO WE ASK ABOUT YOUR MONEY? 4

5 Research uncovers both what the right thing to build is and WHY it is the right thing 5

6 A DIFFERENT APPROACH TRADITIONAL BACKGROUND QUANT RESEARCH INTERVIEWS FEATURES WIREFRAMES Months RICH & FAST BACKGROUND Weeks WIREFRAMES QUANT RESEARCH FEATURES INTERVIEW 6

7 Why do the research FAST? 7

8 THE APPLICATION TRACKER STORY 8

9 THE PROBLEMS WITH GETTING A HOME LOAN :( understanding the mortgage process >_< frequently asking customers for more information =_= updates on my application 9

10 :).early research looked promising 10

11 HOW WE SHAPED THE PROJECT 10 DAYS 5 DAYS 12 WEEKS NOW DISCOVERY INCEPTION DELIVERY EVOLVE Research happens all the way through 11

12 WHERE TO START DISCOVERY INCEPTION DELIVERY EVOLVE 12

13 Start with a question 13

14 A customer question, not a business-focussed question 14

15 How can we REDUCE ANXIETY AND UNCERTAINTY for customers through the home loan application process? 15

16 SET CONTEXT AND THE BIG PICTURE 16

17 SPEED TIP Pair with the business expert to plan and do 17

18 HOW TO SHAPE THE RESEARCH APPROACH CUSTOMER PRODUCT 18

19 CAPTURE QUESTIONS AND HOW TO ANSWER 19

20 PLAN THE WEEK 20

21 GATHER THE DATA WHAT WE DID DISCOVERY INCEPTION DELIVERY EVOLVE 21

22 WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 22

23 WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 9000 System transactions (deals) Analyse customer feedback (1 year) Competitors Analysed 23

24 WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 9000 System transactions (deals) 2 Home Loan Advisors Sessions Analyse customer feedback (1 year) Competitors Analysed 3 3 Back office Staff Sessions Playback Sessions 24

25 WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 9000 System transactions (deals) 2 Home Loan Advisors Sessions 20 Listen in to Call Centre Analyse customer feedback (1 year) Competitors Analysed 3 3 Back office Staff Sessions Playback Sessions 12 4 Customer Sessions Broker Sessions 25

26 SPEED TIP Use the whole team to do the research work 26

27 SPEED TIP FOCUS ON ANSWERING YOUR QUESTIONS It is not about the numbers, it is about confidence 27

28 SPEED TIP Use multiple sources for rigour (triangulate) 28

29 FIND CUSTOMERS YOURSELF...NOT THROUGH AN AGENCY Our personal networks Call centre Our internal (staff/team) networks Sales team Our Marketing team External research agency 29

30 HOW DO YOU SPEND YOUR TIME... CUSTOMER RESEARCH 40% ASSEMBLING THE STORY 20% 20% PANNING FOR GOLD Non-linear Not strictly methodical PRIORITISING 20% Competitors Industry Reports Business Data Business Process Prior Research 30

31 CUSTOMER SESSIONS DISCOVERY INCEPTION DELIVERY EVOLVE 31

32 Ask about recent experience Map the journey 32

33 SORT COMMUNICATION PREFERENCES 33

34 TEST DESIGN IDEAS 34

35 SPEED TIP SORT FEATURE IDEAS AND PRIORITISE 35

36 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) 36

37 DISTILLING & SHARING DISCOVERY INCEPTION DELIVERY EVOLVE 37

38 SPEED TIP SPEED TIP KEEP THE RAW DATA AND PIVOT YOUR APPROACH 38

39 SPEED TIP SUMMARISE ON THE JOURNEY MAP 39

40 DISTILLING & SHARING SPEED TIP 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 40

41 PRIORITISING & SHAPING THE PRODUCT DISCOVERY INCEPTION DELIVERY EVOLVE 41

42 FEASIBILITY WORKSHOP 42

43 DATA DRIVEN STORY MAP JOURNEY STEPS MVP (Viable) SCREEN FLOW MMP (Marketable) VIABILITY CRITERIA FEATURE BACKLOG SOURCE SYSTEMS 43

44 THROUGH TO DELIVERY DISCOVERY INCEPTION DELIVERY EVOLVE 44

45 45

46 You know what would be really good? Is the status of the loan 4

47 4

48 4 CUSTOMER RESPONSES TO ONLINE SURVEY % Customers that want to see a status update

49 NOW IT IS LIVE DISCOVERY INCEPTION DELIVERY EVOLVE 49

50 5 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 home loan customer Nov 2016

51 OUR RESULTS Industry Tracker ACQUISITION Open Rate on notification s 21% 1 93% ACTIVATION Click Through to logon 3% 1 58% RETENTION Return customers 34% 2 68% REFERRAL Would recommend to a friend 65% REVENUE Increase in home loans 2% Application Tracker finalist for Most Innovative Mortgage Offering at Australian Retail Banking Awards 2017 Keeping customers informed Top 3 bank 1 Mailchimp Industry Survey Feb, Localitics Mar,

52 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 52

53 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 53

54 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 54

55 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 55

56 QUESTIONS 56

57 @youngrtp12