3. About M&S Digital Labs
Lean startup techniques…
…kick-start products and experiences…
…our customers wouldn't expect to see from M&S
4. About M&S Digital Labs
*
Online
Desktop, tablet, mobile
Ops
Marketing
Digital
Trading, fulfilment
Marketing
Ops
Branding,
campaigns
Supply chain
Stores
Marketing
Ops
High Street, Simply Food, Outlet
Offline
Stock, forecasting
* Not to scale, or very accurate
5. Lean startup (& product management)
Value
proposition
Customer
segments
Business
model canvas
Marketing
channels
Customer
development
Validate
assumptions
Design thinking
Insight &
assumptions
Learn
UX
Build
Autonomy
User testing
Activation
Data
Product
Revenue
Extreme
programming
Retention
Behaviour
Split tests
Developers
Designers
Vision, instinct &
obsession…
Acquisition
IA
Referral
Product/market fit?
Measure
Continuous
deployment
MVP
6. Insight &
assumptions
Our brands
confuse
Would our
customers create
and view outfits?
What happens to
conversion if we
remove models?
What happens
if we remove
our brands?
Data
Can’t outfit
Our models
alienate
Product
One of our products
7. Product
The product: Style Board
Would our
customers create
and view outfits?
What happens to
conversion if we
remove models?
What happens
if we remove
our brands?
8. Product
Would our
customers create
and view outfits?
Data
The data
Let’s have a
look…
What happens to
conversion if we
remove models?
What happens
if we remove
our brands?
10. The data
Data
Product
Would our
customers create
and view outfits?
•
•
52% visitors signed up
39% users created a
board
What happens to
conversion if we
remove models?
•
Traffic from Style Board
converts 36% higher
What happens
if we remove
our brands?
11. The data
Data
Product
Would our
customers create
and view outfits?
•
•
52% visitors signed up
39% users created a
board
What happens to
conversion if we
remove models?
•
What happens
if we remove
our brands?
Traffic from Style Board
converts 36% higher
Let’s have a
look…
13. The data
Data
Product
Would our
customers create
and view outfits?
•
•
52% visitors signed up
39% users created a
board
What happens
if we remove
our brands?
What happens to
conversion if we
remove models?
•
Traffic from Style Board
converts 36% higher
•
Brands are mixed and
matched
More data!
Category mix
Product relationships
15. The data
Data
Product
Would our
customers create
and view outfits?
•
•
52% visitors signed up
39% users created a
board
What happens
if we remove
our brands?
What happens to
conversion if we
remove models?
•
Traffic from Style Board
converts 36% higher
•
Brands are mixed and
matched
More data!
Category mix
•
Some popular categories could
be better sold
Product relationships
18. The data
Data
Product
Would our
customers create
and view outfits?
•
•
52% visitors signed up
39% users created a
board
What happens
if we remove
our brands?
What happens to
conversion if we
remove models?
•
Traffic from Style Board
converts 36% higher
•
Brands are mixed and
matched
More data!
Product category mix
•
Popular categories could be
better sold
Product relationships
•
Relationship data could produce
better product suggestions
19. What’s next?
Version 1
• Isolated app (mandsstyleboard.com)
• Login via Facebook
• (Minimal) engagement mechanics
• Deep links
• Responsive
• Shipped in 4 weeks
• Traffic from M&S Facebook
Version 2
• Increase engagement
• Increase quality
• Increase conversion
• Lick of paint
• Use as a marketing channel
• Wherever else the data takes us…
20. What else you can expect from us
Online
Desktop, tablet, mobile
Stores
High Street, Simply Food, Outlet
21. Food
High
Online aided by offline
Mainly online
Frequency
Tops
Lingerie
Shoes
Bottoms
Women’s wear
Shirts
Underwear
Handbags
Dresses
Men’s wear
Flowers
Suits
Low
Sofas
Slow
Homeware
Kitchen ware
Purchase-cycle speed
Fast