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SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
T H E R E I S N O I N N O VAT I O N FA S T L A N E
( A N D O T H E R L E S S O N S L E A R N E D W H I L E T R Y I N G T O O V E R TA K E )
SDN 2013

Lizzie Shupak
Innovation Director
lizzie.shupak@lbi.com
@lizzieshupak
1. There is no innovation fast lane
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
The digital marketing envelope
Beyond business as usual

Traffic
NPS
Loyalty

Conversion rate

Brand equity

Sentiment
Client

Call centre costs
2. Solve a real problem
“ I’d spend 55 minutes thinking about the
problem and 5 minutes thinking about
solutions”

Albert Einstein
Digital landfill

$41m

$135m
3. Connect
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
“ A lot of people… haven’t had very diverse
experiences. So they don’t have enough dots to
connect, and they end up with very linear
solutions without a broad perspective on the
problem. The broader one’s understanding of the
human experience, the better design we will
have.”
Steve Jobs
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
4. Experiment
An orderly procedure with the goal of
verifying, refuting, or establishing the
validity of a hypothesis
All hypotheses

CD&E
Hard questions
•  What don't you know about the problem you are trying to
solve?
•  What has been tried before?
•  What is the hardest bit? Of what are you least certain?
•  What is the greatest risk?
Do the hard stuff early
Recipe
• 
• 
• 
• 
• 
• 

Identify a real problem you are facing
Break the problem down into sub-problems
Grade each one based on how confident you are of solving it
Choose the sub-problem in which you have least confidence
Design an experiment to help solve it
Repeat as necessary
Mobile meter reading
Define the problem
What is the real problem you are trying to solve?
Who has the problem? How will things be better when you have solved it?

Give	
  a	
  smartphone	
  app	
  to	
  our	
  customers	
  so	
  that	
  they	
  can	
  read	
  
their	
  meters	
  accurately	
  just	
  by	
  pointing	
  their	
  phone	
  cameras	
  
at	
  the	
  meter.	
  
What are the sub-problems?
What smaller problems do you need to solve in order to solve the big one?

Get	
  software	
  in	
  the	
  phone	
  to	
  recognise	
  an	
  
electricity	
  meter	
  

2	
  

Take	
  a	
  quality	
  photograph	
  of	
  a	
  meter	
  in	
  difficult	
  
conditions	
  

3	
  

Extract	
  the	
  numeric	
  meter	
  reading	
  from	
  the	
  image	
  
of	
  the	
  meter	
  

2	
  

Display	
  the	
  meter	
  reading	
  to	
  the	
  customer	
  and	
  send	
  
it	
  to	
  our	
  billing	
  system	
  

9	
  
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
Palm pilot
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
The value of experiments
•  Demonstrate that the problem deserves further
investment (or not)
•  Use the story of your experiment to win others over
•  Uncover and retain knowledge and insight regardless of
the outcome
5. Keep going
9:1
failures

success
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
In summary
• 
• 
• 
• 
• 

There is no fast lane
Solve a real problem
Connect
Experiment
Keep going
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack

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SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack

  • 2. T H E R E I S N O I N N O VAT I O N FA S T L A N E ( A N D O T H E R L E S S O N S L E A R N E D W H I L E T R Y I N G T O O V E R TA K E ) SDN 2013 Lizzie Shupak Innovation Director lizzie.shupak@lbi.com @lizzieshupak
  • 3. 1. There is no innovation fast lane
  • 5. The digital marketing envelope Beyond business as usual Traffic NPS Loyalty Conversion rate Brand equity Sentiment Client Call centre costs
  • 6. 2. Solve a real problem
  • 7. “ I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions” Albert Einstein
  • 11. “ A lot of people… haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.” Steve Jobs
  • 14. An orderly procedure with the goal of verifying, refuting, or establishing the validity of a hypothesis
  • 16. Hard questions •  What don't you know about the problem you are trying to solve? •  What has been tried before? •  What is the hardest bit? Of what are you least certain? •  What is the greatest risk?
  • 17. Do the hard stuff early
  • 18. Recipe •  •  •  •  •  •  Identify a real problem you are facing Break the problem down into sub-problems Grade each one based on how confident you are of solving it Choose the sub-problem in which you have least confidence Design an experiment to help solve it Repeat as necessary
  • 20. Define the problem What is the real problem you are trying to solve? Who has the problem? How will things be better when you have solved it? Give  a  smartphone  app  to  our  customers  so  that  they  can  read   their  meters  accurately  just  by  pointing  their  phone  cameras   at  the  meter.  
  • 21. What are the sub-problems? What smaller problems do you need to solve in order to solve the big one? Get  software  in  the  phone  to  recognise  an   electricity  meter   2   Take  a  quality  photograph  of  a  meter  in  difficult   conditions   3   Extract  the  numeric  meter  reading  from  the  image   of  the  meter   2   Display  the  meter  reading  to  the  customer  and  send   it  to  our  billing  system   9  
  • 26. The value of experiments •  Demonstrate that the problem deserves further investment (or not) •  Use the story of your experiment to win others over •  Uncover and retain knowledge and insight regardless of the outcome
  • 33. In summary •  •  •  •  •  There is no fast lane Solve a real problem Connect Experiment Keep going