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

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The presenters share their perspectives on delivering the desired change and how good customer research can substantially benefit the entire delivery and launch process

Design

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

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

A DIFFERENT APPROACH
BACKGROUND
QUANT
RESEARCH
INTERVIEWS FEATURES WIREFRAMES
TRADITIONAL
Months
RICH & FAST
Weeks
QUANT
RESEARCH
BACKGROUND
INTERVIEWFEATURES
WIREFRAMES

THE PROBLEMS WITH
GETTING A HOME LOAN
:( understanding the mortgage process
>_< frequently asking customers for more information
=_= updates on my application

HOW WE GOT THERE
3 weeks 12 Weeks Now
DISCOVERY DELIVERY EVOLVE
Research happens all the way through

WHERE TO START
DISCOVERY DELIVERY EVOLVE

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

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

CUSTOMER SESSIONS
DISCOVERY DELIVERY EVOLVE

SORT FEATURE IDEAS AND PRIORITISE
SPEED TIP

DISTILL & SHARE
DISCOVERY DELIVERY EVOLVE

KEEP THE RAW DATA & PIVOT YOUR APPROACH
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

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”

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

“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

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

1. Richard Young @youngrtp12 Diana Adorno @dianaadorno Deep Customer Research … the Heart of Innovation

2. WHAT WE ARE TALKING ABOUT Why do research Move smoothly into development What we have learnt Sharing a project Why go fast & deep

3. 83%17%

4. HOW DID YOUR LAST PROJECT FEEL?

5. Research uncovers both what the right thing to build is… and  WHY   it is the right thing

6. WORK OUT HOW TO DO IT

7. A DIFFERENT APPROACH BACKGROUND QUANT RESEARCH INTERVIEWS FEATURES WIREFRAMES TRADITIONAL Months RICH & FAST Weeks QUANT RESEARCH BACKGROUND INTERVIEWFEATURES WIREFRAMES

8. Why do the research FAST? ….and deep

9. THE APPLICATION TRACKER STORY

10. THE PROBLEMS WITH GETTING A HOME LOAN :( understanding the mortgage process >_< frequently asking customers for more information =_= updates on my application

11. ….early research looked promising:)

12. HOW WE GOT THERE 3 weeks 12 Weeks Now DISCOVERY DELIVERY EVOLVE Research happens all the way through

13. WHERE TO START DISCOVERY DELIVERY EVOLVE

14. Start with a question

15. A customer question, not a business-focussed question

16. How can we   REDUCE ANXIETY   AND UNCERTAINTY   for customers through the home loan application process?

17. SPEED TIP Pair with the business expert to set context and plan

18. HOW TO SHAPE THE RESEARCH APPROACH CUSTOMER PRODUCT

19. CAPTURE QUESTIONS & HOW TO ANSWER

20. GATHER THE DATA DISCOVERY DELIVERY EVOLVE

21. WHAT WE DID DATA & REPORTSCOLLEAGUESCUSTOMER

22. 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

23. Use multiple sources for rigour (triangulate) … for believability SPEED TIP

24. FOCUS ON ANSWERING YOUR QUESTIONS SPEED TIP It is not about the numbers,   it is about confidence

25. SPEED TIP USE THE WHOLE TEAM

26. CUSTOMER SESSIONS DISCOVERY DELIVERY EVOLVE

27. MAP THE JOURNEY

28. SORT COMMUNICATION PREFERENCES

29. SORT FEATURE IDEAS AND PRIORITISE SPEED TIP

30. DISTILL & SHARE DISCOVERY DELIVERY EVOLVE

31. KEEP THE RAW DATA & PIVOT YOUR APPROACH SPEED TIP

32. SUMMARISE ON THE JOURNEY MAP SPEED TIP

33. 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

34. PRIORITISE & SHAPE THE PRODUCT DISCOVERY DELIVERY EVOLVE

35. FEASIBILITY WORKSHOP

36. JOURNEY STEPS SCREEN FLOW FEATURE BACKLOG MVP (Viable) VIABILITY CRITERIA SOURCE SYSTEMS MMP (Marketable) DATA DRIVEN STORY MAP

37. THROUGH TO DELIVERY DISCOVERY DELIVERY EVOLVE

38.

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

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

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

42. NOW IT IS LIVE DISCOVERY DELIVERY EVOLVE

43. “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

44. 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

45. WHAT WE LEARNT

46. APPLICATION TRACKER LET IT GO

47. BROKER PORTAL GO WIDE DELIVER LESS

48. “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

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

50. THANKS Richard Young @youngrtp12 Diana Adorno @dianaadorno

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

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