JUNE 21, 2017 DEEP CUSTOMER RESEARCH (TO CUTTING CODE) FAST DIANA ADORNO & RICHARD YOUNG @dianaadorno @youngrtp12
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
17% 83% 3
HOW DO WE ASK ABOUT YOUR MONEY? 4
Research uncovers both what the right thing to build is and WHY it is the right thing 5
A DIFFERENT APPROACH TRADITIONAL BACKGROUND QUANT RESEARCH INTERVIEWS FEATURES WIREFRAMES Months RICH & FAST BACKGROUND Weeks WIREFRAMES QUANT RESEARCH FEATURES INTERVIEW 6
Why do the research FAST? 7
THE APPLICATION TRACKER STORY 8
THE PROBLEMS WITH GETTING A HOME LOAN :( understanding the mortgage process >_< frequently asking customers for more information =_= updates on my application 9
:).early research looked promising 10
HOW WE SHAPED THE PROJECT 10 DAYS 5 DAYS 12 WEEKS NOW DISCOVERY INCEPTION DELIVERY EVOLVE Research happens all the way through 11
WHERE TO START DISCOVERY INCEPTION DELIVERY EVOLVE 12
Start with a question 13
A customer question, not a business-focussed question 14
How can we REDUCE ANXIETY AND UNCERTAINTY for customers through the home loan application process? 15
SET CONTEXT AND THE BIG PICTURE 16
SPEED TIP Pair with the business expert to plan and do 17
HOW TO SHAPE THE RESEARCH APPROACH CUSTOMER PRODUCT 18
CAPTURE QUESTIONS AND HOW TO ANSWER 19
PLAN THE WEEK 20
GATHER THE DATA WHAT WE DID DISCOVERY INCEPTION DELIVERY EVOLVE 21
WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 22
WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 9000 System transactions (deals) 4126 9 Analyse customer feedback (1 year) Competitors Analysed 23
WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 9000 System transactions (deals) 2 Home Loan Advisors Sessions 4126 9 Analyse customer feedback (1 year) Competitors Analysed 3 3 Back office Staff Sessions Playback Sessions 24
WHAT WE DID DATA & REPORTS COLLEAGUES CUSTOMER 9000 System transactions (deals) 2 Home Loan Advisors Sessions 20 Listen in to Call Centre 4126 9 Analyse customer feedback (1 year) Competitors Analysed 3 3 Back office Staff Sessions Playback Sessions 12 4 Customer Sessions Broker Sessions 25
SPEED TIP Use the whole team to do the research work 26
SPEED TIP FOCUS ON ANSWERING YOUR QUESTIONS It is not about the numbers, it is about confidence 27
SPEED TIP Use multiple sources for rigour (triangulate) 28
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
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
CUSTOMER SESSIONS DISCOVERY INCEPTION DELIVERY EVOLVE 31
Ask about recent experience Map the journey 32
SORT COMMUNICATION PREFERENCES 33
TEST DESIGN IDEAS 34
SPEED TIP SORT FEATURE IDEAS AND PRIORITISE 35
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
DISTILLING & SHARING DISCOVERY INCEPTION DELIVERY EVOLVE 37
SPEED TIP SPEED TIP KEEP THE RAW DATA AND PIVOT YOUR APPROACH 38
SPEED TIP SUMMARISE ON THE JOURNEY MAP 39
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
PRIORITISING & SHAPING THE PRODUCT DISCOVERY INCEPTION DELIVERY EVOLVE 41
FEASIBILITY WORKSHOP 42
DATA DRIVEN STORY MAP JOURNEY STEPS MVP (Viable) SCREEN FLOW MMP (Marketable) VIABILITY CRITERIA FEATURE BACKLOG SOURCE SYSTEMS 43
THROUGH TO DELIVERY DISCOVERY INCEPTION DELIVERY EVOLVE 44
45
You know what would be really good? Is the status of the loan 4
4
4 CUSTOMER RESPONSES TO ONLINE SURVEY % Customers that want to see a status update
NOW IT IS LIVE DISCOVERY INCEPTION DELIVERY EVOLVE 49
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
OUR RESULTS Industry Tracker ACQUISITION Open Rate on notification emails 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, 2017 2 Localitics Mar, 2017 51
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
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
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
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
QUESTIONS 56
THANKS @dianaadorno @youngrtp12