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