The document discusses how AutoScout24 improved its product development process. Previously, development lacked user involvement and focused on broad market research. Now, AutoScout24 uses lean discovery and development principles. It observes users to understand problems, builds small solutions quickly, and measures results to learn and iterate. As an example, AutoScout24 developed a bookmarks feature for dealers to contact car buyers, releasing updates based on data from user interactions and conversations. This new process helps AutoScout24 get products to users faster that solve real problems.

1. www.autoscout24.de
Lean Discovery &
Development @ AutoScout24
Bonn
September,
17th, 2013
www.autoscout24.de

2. Agenda
1. Short introduction of AutoScout24 and myself
2. The history of product development at AutoScout24
3. How we changed product development
4. Conclusion

3. Just some words…
Introducing AutoScout24 and
myself

4. AutoScout24 – IT IS ALL ABOUT CARS.
More than 2 million new and used cars
17.1 million visitors a year in Germany (WNK, ACTA 2012)
The largest online car marketplace Europe-wide
Over 100,000 used commercial vehicles
More than 10 million people Europe-wide use
AutoScout24 every month
More than 300 million virtual vehicle
inspections per month in Europe
More than 40,000 dealer clients Europe-
wide
More than 100,000 motorcycles

5. AutoScout24 - Europe
RUS
S
PL
NL
D
B
F CH A
HR RO
BG
UA
I
TR
E
CZ
Involved in the markets in 18 countries,
AutoScout24 is the largest online car
marketplace Europe-wide.
AutoScout24 has more than
360 employees throughout
Europe.

6. AutoScout24 Business Model
There are two types of customers

7. Some words about myself
Katrin Grothues
Born in Marl / Ruhrgebiet
Since 01/2012: Product Manager Vehicle Market Dealer Products @ AutoScout24
Before: 3.5 years strategie and projectmanagement at big e-commerce companies
Education: Cultural Science (M.A.), university of Lüneburg

8. Now get to the point
Lean Discovery & Lean
Development @ AutoScout24

9. Back then… Product development at AutoScout24
The „discovery“ phase
Ok, when
you say
so…
We gonna build
the super tool.
That‘s fancy and
I just know it‘ll
work!

10. Back then… Product development at AutoScout24
The build phase
1st month… 2nd month… 3rd month…
Ready!

11. Back then… Product development at AutoScout24
And finally – get the product to the customer
? Klick

12. So, where‘s the problem?
Stakeholder-centric development lacks user involvement.
Market research looks for averages.
Market research asks users what they want and does not observe them.
It leads to building products, users do not need or cannot use.
“If I had asked people what they wanted, they would have said faster
horses.”
Henry Ford

13. Discover
Build
Measure
Learn
Now: Customer Value Driven Development
Observe
Observe
Observe

14. Make it better!
Focus on the user throughout all the steps of the product development.
Observe, don‘t ask.
Build small packages and release them fast in order to learn fast.

15. That‘s theory! What about
real life?!
A practical example

16. Here you have it – a real life example
Bookmarks
Dealer area

17. The AutoScout24 Value Canvas
Customer Quotation Customer Qualification
Customer Quantification
Customer Insight
Customer Value Business Value
Key Metrics Key Metrics
Uptake Potential

18. The classical Business Model Canvas

19. Who‘s my customer?
Great, now I see the number of bookmarks for my cars. But what can I do
with this information? I do not know the users.
Visiting dealers Field sales Customer service Workshops …
Start with 1 customer! Observe, don‘t ask!

20. What‘s his problem?
The dealer knows, there are prospects – hot leads - but he cannot directly
address them. He has a special offer to convince them to buy, just as he
does when a prospect visits the dealership.
Focus on the customer‘s 1 core problem!

21. How many customers have this problem?
Identify more real customers with a similar problem!
Observe more!

22. Is the solution successful?
Customer Value
• Increased Conversion on bookmarks in terms of visits
vs. contact mails
+ x% conversion rate after 2 months
Business Value
• Dealers‘ usage of product
X special offers after 4 weeks
Y special offers after 2 months
Define actionable key metrics!

23. What is the solution?
Show user
addresses!
E-Mail
system!
User-
admin!
Customer
Value
Solution
Detailpage!
Manage
Stock!
Expiration
date!
Interfaces!
Multiple
creation!
Text
templates!
Contact form!
Statistics!
Bookmarks
!
Create!
Edit!
Delete!
Free
text!

24. Build: Implementing the solution
Build small packages – Release fast – Learn fast
Story Designs Tracking

25. The first solution on the bookmarks

26. Measure: Data grabbing
User has a favorite
list with special
offer.
User opens
special offer.
User contacts
dealer
Dealer inserts a
special offer.
C
o
n
v
e
r
s
i
o
n
F
u
n
n
e
l

27. Learn: We have the data – what next?
Small open rate Small contact rate
Testing with users in lab Telephone interviews with dealers
Special offer? That is
promotion, I ignore
promotions
automatically.
Special offer?
That‘s great! Prospects
print it and come to my
dealer ship right away!
?

28. Learn: Adjusting the solution step by step
!
Different design drafts – non
promotional
Fast tests of these drafts with
colleagues inhouse
A/B test with Optimizely on Live
Implementing the winner version
Release and tracking on Live
Print button on special offer
Little open rate Little contact rate

29. The result: an optimized special offer

30. Closing notes and take-
aways

31. Get to the right product faster
t
Specification Build Release
Level of uncertainty
Order Product
Problem Solution
Back then
Today
Level of uncertainty

32. Make it better!
Problems
Stakeholder-centric development lacks user involvement.
Market research looks for averages.
Market research asks users what they want and does not observe them.
It leads to building products, users do not need or cannot use.
Improvements
Focus on the user throughout all the steps of the product development.
Observe, don‘t ask.
Build small packages and release them fast in order to learn fast.

33. www.autoscout24.de
www.autoscout24.de
Thank you for your
attention!
Kontakt:
AutoScout24 GmbH
Dingolfinger Straße 1-15
81673 München
Katrin Grothues
Fon +49 89 444 56-1159
Fax +49 89 444 56 19-1159
kgrothues@autoscout24.com