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Bringing Lean into Ideation Process by Marlies Vangeel

On May 26th, Marlies Vangeel gave this presentation at UX Antwerp Meetup.

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Bringing Lean into Ideation Process by Marlies Vangeel

  1. 1. 27 May 2015 Confidential / for internal use only 1 Bringing Lean into the ideation Process
  2. 2. 1. INTRO 2. OUR PLATFORMS 3. DIFFERENT METHODS 4. CONCLUSION AGENDA 27 May 2015 Confidential / for internal use only 2
  3. 3. Marlies Vangeel Product Development Marketing Management Goudengids.be Product Manager Mobile Manager Media & Promotional Products INTRO 27 May 2015 Confidential / for internal use only 3
  4. 4. OUR PLATFORMS 27 May 2015 Confidential / for internal use only 4 Goudengids.be • 8.5 mio visitors each month • > 670.000 downloads • Recent development: Dashboard
  5. 5. OUR PLATFORMS 27 May 2015 Confidential / for internal use only 5 Aan Tafel • > 200.000 downloads • Recent development: Wine Feature
  6. 6. OUR PLATFORMS 27 May 2015 Confidential / for internal use only 6 InDomo • Web Beta • > 20 000 downloads
  7. 7. Goudengids.be web • AB testing DIFFERENT METHODS 27 May 2015 Confidential / for internal use only 7
  8. 8. Goudengids.be app – Dashboard • On the spot recruitment - outdoor 27 May 2015 Confidential / for internal use only 8 DIFFERENT METHODS Target audience: Pedestrians, cyclists, drivers Goal: Test dashboard functionalities Incentive: €10 FNAC voucher
  9. 9. Goudengids.be app – Dashboard • Key learnings • 80% of the respondents liked the new dashboard 27 May 2015 Confidential / for internal use only 9 DIFFERENT METHODS “Based on my location, the app provides me with small pieces of information that could make my life easier. I would definitely use it”
  10. 10. Goudengids.be app – Dashboard • Key learnings • Introduction screen • Too focused on cars • ‘Around me’ was confusing 27 May 2015 Confidential / for internal use only 10 DIFFERENT METHODS
  11. 11. Goudengids.be app – Dashboard • Key learnings • Change in screen flow 27 May 2015 Confidential / for internal use only 11 DIFFERENT METHODS
  12. 12. Goudengids.be app – Dashboard • Key learnings • New ideas • Include shops • Include reviews • Include public transport • Develop a driving mode • … 27 May 2015 Confidential / for internal use only 12 DIFFERENT METHODS
  13. 13. Aan Tafel • Guerilla testing on Keyserlei & Central Station 27 May 2015 Confidential / for internal use only 13 DIFFERENT METHODS Target audience: Pedestrians Goal: Determine what kind of pictures the user likes on our website Incentive: No incentive
  14. 14. Aan Tafel • Key learnings • Users prefer pictures of the interior of a restaurant 27 May 2015 Confidential / for internal use only 14 DIFFERENT METHODS
  15. 15. InDomo • Lean workshop • UX Probe integration 27 May 2015 Confidential / for internal use only 15 DIFFERENT METHODS Target audience: Ourselves, our colleagues, people on the street, focus groups, app users … Goal: Monitor the user flow & find ways to improve Incentive: No incentive
  16. 16. InDomo • Lean workshop • Build, measure, learn. Over & over again. Step 1 = Contextual interview • Goal: understand user goals & behavior • In their own environment • Observe: what do they say, when do they have questions, what do they like/ don’t like, what is difficult, … • More than 70 interviews and observations were conducted 27 May 2015 Confidential / for internal use only 16 DIFFERENT METHODS
  17. 17. InDomo • Lean workshop • Build, measure, learn. Over & over again. Step 1 = Contextual interview • Goal: understand user goals & behavior • In their own environment • Observe: what do they say, when do they have questions, what do they like/ don’t like, what is difficult, … 27 May 2015 Confidential / for internal use only 17 DIFFERENT METHODS Swipe Home button Share ideabooks
  18. 18. InDomo • Lean workshop Step 2 = Proto persona • Goal: understand advertisers needs • Visualize who our advertisers are and what do they want to achieve • Define their needs, how do they behave, what are the pain-points, … 27 May 2015 Confidential / for internal use only 18 DIFFERENT METHODS NAME name sketch of the persona basic demographics PAIN POINTS & NEEDS POTENTIAL SOLUTIONS BEHAVIORAL DEMOGRAPHI CS
  19. 19. InDomo • Lean workshop Step 2 = Proto persona • Goal: understand advertisers needs • Visualise who our advertisers are and what do they want to achieve • Define their needs, how do they behave, what are the pain-points, … 27 May 2015 Confidential / for internal use only 19 DIFFERENT METHODS NAME name sketch of the persona basic demographics PAIN POINTS & NEEDS POTENTIAL SOLUTIONS BEHAVIORAL DEMOGRAPHI CS Zero moment of truth!
  20. 20. InDomo • Lean workshop Step 3 = Innovation Battlefield • Goal: analyse each feature • Keep or remove? 27 May 2015 Confidential / for internal use only 20 DIFFERENT METHODS Pleasure level Indispensability level How hard will a feature be missed if left out? H L L H How much pleasure does this feature bring? “unexpected awesomeness” “harder, better, faster, stronger” “I don’t care…” “expected essentials” “it hurts, take it away”
  21. 21. InDomo • Lean workshop Step 3 = Innovation Battlefield • Goal: analyse each feature • Keep or remove? 27 May 2015 Confidential / for internal use only 21 DIFFERENT METHODS Log-in advertisers Pleasure level Indispensability level How hard will a feature be missed if left out? H L L H How much pleasure does this feature bring? “unexpected awesomeness” “harder, better, faster, stronger” “I don’t care…” “expected essentials” “it hurts, take it away”
  22. 22. InDomo • Lean workshop Step 4 = Drafting dots • Goal: vote for new ideas • 3 votes each • Red = dislike, green = love, … • Select the best ideas, discuss and revote 27 May 2015 Confidential / for internal use only 22 DIFFERENT METHODS
  23. 23. InDomo • Lean workshop Step 4 = Drafting dots • Goal: vote for new ideas • 3 votes each • Red = dislike, green = love, … • Select the best ideas, discuss and revote 27 May 2015 Confidential / for internal use only 23 DIFFERENT METHODS Product tagging
  24. 24. InDomo • Lean workshop Step 5 = Paper prototyping • Goal: Visualize flows & ideas • Test & rework • Use post-its for pop-ups • Ask users to perform a task • You play ‘device’ • No cost 27 May 2015 Confidential / for internal use only 24 DIFFERENT METHODS
  25. 25. InDomo • Lean workshop Step 6 = Fake door • Goal: create landingspage with key features and proposition, to capture early feedback • Use a fake brand • Get traffic: SEA, social • Clear CTA to measure interest • Try to engage 27 May 2015 Confidential / for internal use only 25 DIFFERENT METHODS
  26. 26. InDomo • UXprobe integration • Measure user behavior in the app • Errors • Tasks completed • Duration • … 27 May 2015 Confidential / for internal use only 26 DIFFERENT METHODS
  27. 27. Goudengids.be has changed over the last few years… • Apps and platforms are different • Think user, not product • Balance between end user and advertiser • Observe – develop – test – rework - GO CONCLUSION 27 May 2015 Confidential / for internal use only 27
  28. 28. Thanks! Q&A 27 May 2015 Confidential / for internal use only 28

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