Take Your Experimentation Program to the Next Level
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The document discusses the urgent need for businesses in Europe to adopt a robust digital experimentation strategy to meet rising customer expectations and compete with digital leaders like Amazon and Spotify. It outlines a systematic approach to gathering data, formulating hypotheses, and embedding experimentation across all levels of an organization. The case study of Farfetch illustrates the challenges and solutions in creating a cohesive experimentation culture within a growing company.
Take Your Experimentation Program to the Next Level
- 1. 1 Accelerating Customer Speed in Europe: Where Next? Hazjier Pourkhalkhali Kenneth Kutyn
- 2. 2 Hazjier Pourkhalkhali Global Director of Strategy & Value Housekeeping: Ask questions in the Q&A widget We will share the recording and slides Kenneth Kutyn Lead Solutions Engineer
- 3. 3 Customers move fast, you need to move faster Customers today have sky-high expectations. Digital transformation is ongoing and organizations need to repeatedly optimize their customer digital experience using experimentation. Established brands are under threat from digital dominators: Spotify, Netflix, Amazon, Booking.com, Revolut.
- 4. 4 Getting experimentation started More experiments? Time to take action and keep progressing your experimentation strategy.
- 5. 5 Your new βbusiness as usualβ: The two steps to get started Revitalize your hypotheses and the digital experimentation ideas engine. Embed digital experimentation across the entire business.
- 6. 6 Your new βbusiness as usualβ: The two steps to get started Revitalize your hypotheses and the digital experimentation ideas engine. Embed digital experimentation across the entire business.
- 7. 7 Revitalize your hypotheses and the digital experimentation ideas engine
- 8. 8 Step 1 Use the experimentation cycle. Revitalize your hypotheses and the digital experimentation ideas engine
- 9. 9 Step 1: Gather data about customer behaviour and use insights to ask questions. Step 2: Formulate a hypothesis based on these insights. Step 3: Design and implement an experiment based on your hypothesis. Ideate solutions and decide which variations of the user experience you will experiment with. Step 4: Analyze your results to determine if your hypothesis is confirmed or rejected. Step 5: Formulate and document conclusions. Step 6: Use conclusions to create new hypothesis. Repeat. Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
- 10. 10 Step 1 Use the experimentation cycle. Maintain pipeline with innovative, disruptive, creative ideas. Revitalize your hypotheses and the digital experimentation ideas engine
- 11. 11 Step 1 Youβve mastered the first two stages of digital experimentation. But, there is still more to learn. Reinvent the wheel. Revitalize your hypotheses and the digital experimentation ideas engine
- 12. 12 First there was Uber. Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
- 13. 13 First there was Uber. Then there was Uber Eats. Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
- 14. 14 Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
- 15. 15 Step 1 Revitalize your hypotheses and the digital experimentation ideas engine
- 16. 16 Constant disruption is happening all around you. Step 1 Become a disruptor yourself. Everything starts with creative, risky ideas. Revitalize your hypotheses and the digital experimentation ideas engine
- 17. 17 Everything begins with the information you already have. Where does hypothesis creation and ideation begin? So then how do you build the analytics engine to fuel the βrightβ kind of experimentation? Letβs look at the tools you can and should draw from, quantitative and qualitative. Revitalize your hypotheses and the digital experimentation ideas engine
- 18. 18 Most companies rely on βReporting Analyticsβ Quantitative Revitalize your hypotheses and the digital experimentation ideas engine Advanced insights rely on exporting large data-sets into platforms like RedShift / BigQuery and relying on data scientists to manually analyze and extract insights
- 19. 19 Quantitative Modern analytics platforms allow faster access to prioritized insights: Amplitude, Contentsquare, FullStory, Quantum Metrics Revitalize your hypotheses and the digital experimentation ideas engine
- 20. 20 Quantitative Heatmapping solutions allow for better paint point understanding: Amplitude, Contentsquare, FullStory, Quantum Metrics Revitalize your hypotheses and the digital experimentation ideas engine
- 21. 21 Quantitative Customer Data Platforms reduce integration hurdles, increase data consistency, and reduce browser calls: Revitalize your hypotheses and the digital experimentation ideas engine
- 22. 22 Donβt forget about qualitative methods. Qualitative Use your pre-existing relationships with customers. Talk to and interview them. Set up a customer advisory board for detailed feedback. Revitalize your hypotheses and the digital experimentation ideas engine
- 23. 23 Is this risky? Taking risks Isnβt risk-taking behind me? Would you rather disrupt yourself or have a competitor disrupt you? Revitalize your hypotheses and the digital experimentation ideas engine
- 24. 24 To summarize: ⒠Take your analytics to the next level. ⒠Use richer, more granular data to reinvent the creative process. ⒠Fill your pipeline with creativity, innovation⦠⒠...and some calculated risks! Taking risks Revitalize your hypotheses and the digital experimentation ideas engine
- 25. 27 Embed digital experimentation across the entire business
- 26. 28 Scope. Fully embedding digital experimentation Function. Embed digital experimentation across the entire business
- 27. 29 Scope. Fully embedding digital experimentation Function. Embed digital experimentation across the entire business
- 28. 30 Making the business case for digital experimentation Build a solid business case with hard numbers and evidence. Create urgency and desire. Demonstrate your strategy for digital experimentation. Set clear milestones on a straightforward timeline. Create a complex, data-driven and decision-making culture. Embed digital experimentation across the entire business
- 29. 31 Pop quiz What do HelloFresh and Amazon have in common? Embed digital experimentation across the entire business
- 30. 32 What does Jeff Bezos do? Thereβs no mystery or secret sauce. Jeff spelt it out in 1997. Embed digital experimentation across the entire business
- 31. 33 What does Jeff Bezos do? Jeff spelt it out again in 2012. Embed digital experimentation across the entire business
- 32. 34 What does Jeff Bezos do? Every year! Thereβs no shortage of inspiration. Embed digital experimentation across the entire business
- 33. 36 Scope. Fully embedding digital experimentation Function. Embed digital experimentation across the entire business
- 34. 37 Making the business case for digital experimentation Digital experimentation is needed in every person in every team in every business function. It is too easy for digital experimentation specialists to appear in business teams. How do you take digital experimentation from a niche activity to standard procedure? Embed digital experimentation across the entire business
- 35. 38 The philosophy of product development Alter the process to include experimentation: β’ Workflow of production development. β’ Strategy around product roadmaps. Build the coaching and knowledge sharing abilities inside each team. Embed digital experimentation across the entire business
- 36. 39 Changing roles in a digital experimentation landscape Jobs need to change and grow. Old job titles might need upgrading. Sharing successes and education on experimentation will prepare people for the change. Embed digital experimentation across the entire business
- 37. 40 Changing roles in a digital experimentation landscape Planning for the implementation of experimentation needs to be dynamic. Maturity can vary dramatically between businesses. IBM ran only 97 experiments in 2015 IBM increased experimentation x30 in 3 years. Embed digital experimentation across the entire business
- 38. 41 Growing pains When you grow in digital experimentation, new problems can emerge. Online fashion retailer Farfetch has experienced this exact issue. 3,200 employees all learning experimentation. Embed digital experimentation across the entire business
- 39. 42 The Farfetch example βExperimentation has always been a part of our DNA, but different parts of the business were using different tools and adopting different approaches. As we grew, this started to present challenges β such as duplication of effort. What we needed was a single framework that would enable us to consistently apply experimentation across the entire customer journey.β- LuΓs Trindade, Principal Product Manager, Farfetch Embed digital experimentation across the entire business
- 40. 43 The Farfetch example βOur test and learn center of excellence includes a regular experimentation clinic. This is where we identify new areas for experimentation, hold regular sharing and training sessions, and evolve our on-boarding experimentation kit for new joiners. The goal is to make sure we encourage people to experiment - not just because they need to, but because they really want to.β- LuΓs Trindade, Principal Product Manager, Farfetch Embed digital experimentation across the entire business
- 41. 44 One more thing... Remember experiment champions? Farfetch uses experiment ambassadors to share best practices across the business. Embed digital experimentation across the entire business
- 42. 45 Your new βbusiness as usualβ: The two steps to get started Revitalize your hypotheses and the digital experimentation ideas engine. Embed digital experimentation across the entire business.
- 43. 46 Download the European research report. Visit optimizely.com for more case studies and inspiration.
- 44. 47 Youβve got questions, weβve got answers
- 45. 48 Thank you!
- 46. 49