lastminute com - lean customer driven development - for mobile academy
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The document outlines mobile web and app strategies for customer-driven development, emphasizing the importance of understanding customer lifecycles and contexts to enhance user acquisition and conversion. It suggests a lean approach to product iteration, focusing on rapid testing and validation while prioritizing customer feedback and insights. Key takeaways include knowing the customer lifecycle, gathering context, engaging in guerrilla testing, and adopting a build-test-learn methodology.
![CLICK TO EDIT MASTER TITLE STYLEGROWTH SNAPSHOT
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
100 – 200+ % yoy
Western Europe](https://image.slidesharecdn.com/lastminutecommobileacademy-130626051209-phpapp01/85/lastminute-com-lean-customer-driven-development-for-mobile-academy-4-320.jpg)
lastminute com - lean customer driven development - for mobile academy
- 1. MOBILE WEB AND APPS – LEAN CUSTOMER DRIVEN DEVELOPMENT DAVE SLOCOMBE – HEAD OF MOBILE @DAVESLOCOMBE
- 2. CLICK TO EDIT MASTER TITLE STYLETRAVEL GROWTH
- 3. CLICK TO EDIT MASTER TITLE STYLELAST-MINUTE SEARCHES
- 4. CLICK TO EDIT MASTER TITLE STYLEGROWTH SNAPSHOT GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD] 100 – 200+ % yoy Western Europe
- 5. CLICK TO EDIT MASTER TITLE STYLEMOBILE STRATEGY Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers google
- 6. CLICK TO EDIT MASTER TITLE STYLEBUILDING THE RIGHT TEAM Co – located Flexible work space Pairing stations CI Display and monitoring
- 7. CLICK TO EDIT MASTER TITLE STYLE REDUCE CYCLE TIME FROM CONCEPT TO CUSTOMER VALIDATE ALL ASSUMPTIONS WITH CUSTOMERS AND STAKEHOLDERS MAKE PROGRESS VISIBLE FOCUS ON THE MINIMUM OF THE MINIMUM VIABLE PRODUCT NO BIG BANG RELEASES NO MORE HEROES WHAT DOES LEAN MEAN TO US?
- 8. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER LIFECYCLE
- 9. CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE WHEEL
- 10. CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE Understand your mobile traffic Use web analytics: which devices, traffic, referrers SEO DIRECT PAID Social Viral Affiliate
- 11. CLICK TO EDIT MASTER TITLE STYLELIFECYCLE MOBILE WEB TO APP Look to identify your high value cohort and understand their motivations.
- 12. CLICK TO EDIT MASTER TITLE STYLEWEB DISCOVERABILITY Optimise your website for mobile traffic Advertise in search, social, affiliate channels,
- 13. CLICK TO EDIT MASTER TITLE STYLEREDUCING FRICTION KISS – Keep it simple stupid! Do one thing well and focus on optimising it desire - friction = conversion!
- 14. 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
- 15. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER’S CONTEXT
- 16. CLICK TO EDIT MASTER TITLE STYLEDIFFERENT DEVICE CONTEXTS Always with you “I search” Personal In store Location aware Last-minute purchases Travel companion “I browse” Couch surfing Shop browsing Larger purchases Location aware Travel companion Couch surfing Shop browsing Larger purchases IP located only
- 17. CLICK TO EDIT MASTER TITLE STYLEUNIQUE MOBILE INSIGHTS
- 18. CLICK TO EDIT MASTER TITLE STYLE 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
- 19. CLICK TO EDIT MASTER TITLE STYLE 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
- 20. CLICK TO EDIT MASTER TITLE STYLEUNIQUE MOBILE INSIGHTS Demand outstripping supply! feedback to our supply team GEO loc errors! Improve quality! Top restaurants list configurable by any Geo-fence
- 21. CLICK TO EDIT MASTER TITLE STYLE PUT THE CUSTOMER FIRST
- 22. CLICK TO EDIT MASTER TITLE STYLE
- 23. CLICK TO EDIT MASTER TITLE STYLECUSTOMER INSIGHT Guerrilla Testing In house
- 24. CLICK TO EDIT MASTER TITLE STYLECUSTOMER RAIDS! Introducing : RAIDS RApid Insight Design Studios
- 25. 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
- 26. CLICK TO EDIT MASTER TITLE STYLE HYPOTHESIS DRIVEN DEVELOPMENT BUILD TEST LEARN
- 27. CLICK TO EDIT MASTER TITLE STYLESTORY/EPIC LEVEL HYPOTHESIS
- 28. 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
- 29. 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?
- 30. CLICK TO EDIT MASTER TITLE STYLE 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... Revenuein£ 29% 45%
- 31. CLICK TO EDIT MASTER TITLE STYLEIDEATE SOLUTIONS
- 32. CLICK TO EDIT MASTER TITLE STYLESOLUTION
- 33. CLICK TO EDIT MASTER TITLE STYLEGAIN IS GOOOOOD Revenuein£
- 34. CLICK TO EDIT MASTER TITLE STYLE STOP STARTING START FINISHING
- 35. CLICK TO EDIT MASTER TITLE STYLE 18 participants From 7 countries Just 48hrs …to create and launch a travel startup (video) www.ideasrunway.com WORKING LEAN GETS RESULTS
- 36. CLICK TO EDIT MASTER TITLE STYLE4 TAKEAWAYS 1.Know YOUR customer lifecycle 2.Know your customer’s context 3.Get out of the building 4.Build test and learn @DAVESLOCOMBE DAVESLOCOMBE LEANSHERPA.WORDPRESS.COM DAVID.SLOCOMBE@LASTMINUTE.COM