Deep Customer Research...The Heart Of Innovation - Richard Young and Diana Adorno (ThoughtWorks Live)

Richard Young@youngrtp12

Diana Adorno@dianaadorno

Deep Customer Research … the Heart of Innovation

WHAT WE ARE TALKING ABOUT

Why do research

Move smoothly into development

What we have learnt

Sharing a project

Why go fast & deep

83%17%

HOW DID YOUR LAST PROJECT FEEL?

Research uncovers both what the right thing to build is… and

WHY it is the right thing

WORK OUT HOW TO DO IT

A DIFFERENT APPROACH

BACKGROUNDQUANT

RESEARCH INTERVIEWS FEATURES WIREFRAMESTRADITIONAL

Months

RICH & FAST

Weeks

QUANT RESEARCH

BACKGROUND

INTERVIEWFEATURES

WIREFRAMES

Why do the research FAST?

….and deep

THE APPLICATION TRACKER STORY

THE PROBLEMS WITH GETTING A HOME LOAN

:( understanding the mortgage process

>_< frequently asking customers for more information

=_= updates on my application

….early research looked promising:)

HOW WE GOT THERE

3 weeks 12 Weeks Now

DISCOVERY DELIVERY EVOLVE

Research happens all the way through

WHERE TO START

DISCOVERY DELIVERY EVOLVE

Start with a question

A customer question, not a business-focussed question

How can we REDUCE ANXIETY

AND UNCERTAINTY for customers through the

home loan application process?

SPEED TIP

Pair with the business expert to set context

and plan

HOW TO SHAPE THE RESEARCH APPROACH

CUSTOMER PRODUCT

CAPTURE QUESTIONS & HOW TO ANSWER

GATHER THE DATA

DISCOVERY DELIVERY EVOLVE

WHAT WE DID

DATA & REPORTSCOLLEAGUESCUSTOMER

Customer Sessions

Broker Sessions

Listen in to Call Centre20

12

4

Back office Staff Sessions

Playback Sessions

Home Loan Advisors Sessions2

3

3

System transactions (deals)

Analyse customer feedback (1 year)

9000

Competitors Analysed9

4126

WHAT WE DID

DATA & REPORTSCOLLEAGUESCUSTOMER

Use multiple sources for rigour (triangulate)

… for believability

SPEED TIP

FOCUS ON ANSWERING YOUR QUESTIONS

SPEED TIP

It is not about the numbers, it is about confidence

SPEED TIP

USE THE WHOLE TEAM

CUSTOMER SESSIONS

DISCOVERY DELIVERY EVOLVE

MAP THE JOURNEY

SORT COMMUNICATION PREFERENCES

SORT FEATURE IDEAS AND PRIORITISE

SPEED TIP

DISTILL & SHARE

DISCOVERY DELIVERY EVOLVE

KEEP THE RAW DATA & PIVOT YOUR APPROACH

SPEED TIP

SUMMARISE ON THE JOURNEY MAP

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

DISTILLING & SHARING

SPEED TIP

PRIORITISE & SHAPE THE PRODUCT

DISCOVERY DELIVERY EVOLVE

FEASIBILITY WORKSHOP

JOURNEY STEPS

SCREEN FLOW

FEATURE BACKLOG

MVP (Viable)

VIABILITY CRITERIA

SOURCE SYSTEMS

MMP (Marketable)

DATA DRIVEN STORY MAP

THROUGH TO DELIVERY

DISCOVERY DELIVERY EVOLVE

“You know what would be really good? Is the status of the loan”

“You know what would be really good? Is the status of the loan”

CONTINUE TO VALIDATE FINDINGS% Customers that want to see a status update

NOW IT IS LIVE

DISCOVERY DELIVERY EVOLVE

“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

Open Rate on notification emails

Click Through to logon

Return customers

Would recommend to a friend

Increase in home loans

1 Mailchimp Industry Survey Feb, 2017 2 Localitics Mar, 2017

ACQUISITION

ACTIVATION

RETENTION

REFERRAL

REVENUE

Keeping customers informed

93% 21%1

58% 3%1

68% 34%2

65%

2%

Top 3 bank

Industry Tracker

OUR RESULTS

WHAT WE LEARNT

APPLICATION TRACKER

LET IT GO

BROKER PORTAL

GO WIDE DELIVER LESS

“I will use you a lot more. This is REALLY good I can now review my clients’ accounts armed full of knowledge and not look like a dickhead”

Broker, 2017

IT’S NEVER TOO LATE DON’T GIVE UP START WITH EXISTING CUSTOMERS

THANKS

Richard Young@youngrtp12

Diana Adorno@dianaadorno