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Collaboration: The Key to Unlocking
Innovation, Agile Development and the
Best of e-Commerce
Angela Vinci
Director, Product Management
Gap Inc
San Francisco CA USA
Angela_Vinci@gap.com
Agenda

•   Product Development Lifecycle
     • Identifying Needs
     • Developing Solutions
     • Launching & Learning

•   Toolkit of Innovation Techniques
     • Generating Ideas
     • Evaluating Ideas
     • Rapid Prototyping
     • Testing and Iterating
     • Move It or Lose It
     • Checklist
Product Lifecycle And Innovation

•   What We’ll Discuss Today
     • The software product development lifecycle
     • Innovation techniques and process that apply to software
        development but that can easily be used in other areas
•   What We Won’t Cover
     • The technical side of agile development
     • The software release process itself
     • Financial modeling and business case development processes
Product Development Lifecycle



         Identifying         Developing          Launching
           Needs              Solutions          & Learning

      Product Owners &   Project Team Members   Project Team &
         Customers            & Customers        Stakeholders

                                                  Product
         Ideation             Prioritize
                                                  Release
                                                  Report
        Evaluation             Iterate
                                                  Results
IDENTIFYING NEEDS
GENERATING & EVALUATING
IDEAS
Generating Ideas: What problem am I
solving for my customer?
•   Always look for needs through standard sources
    like:
      • Competitive Analysis
      • Sales Data
      • Customer Feedback through Surveys
      • Formal Customer Research
•   Uncover more innovative ideas through customer
    collaboration by:
      • Conducting Interviews
      • Observing Compensating Behaviors
      • Creating a Community and Inviting Participation
      • Collaborative Brainstorming
Universality Example: Identifying a
Customer Need
•   Customer Behavior: Purchase data showed us
    customers often placed an order on one of our sites
    then immediately came back and placed a second order
    on another of our sites
•   Customer Feedback: Daily comments in our post-
    checkout survey told us customers wanted an easier
    and cheaper way to shop across more than one of our
    brands
•   Competitive Landscape: We knew our customers
    always shopped from many brands, including multiple
    brands in our family
Universality Example: Generating Ideas

•   Based on the data we knew we had to create a more
    integrated experience
•   We needed to determine specifically what we were
    solving for
•   Early ideas included:
     • “Pop-up” shops to allow for easier family shopping at key times
       like back-to-school and the holiday season
     • Cross-brand outfits offered on our individual sites
Integrated Outfit




Prototype for
 Integrated
    Outfit
Evaluating Ideas: What to Test and When
to Test It
•   Determine the viability of ideas through testing and
    collaboration with your customer
•   Start as broadly as possible
•   Let your customer tell you what they need, not the
    other way around
•   Don’t be afraid to be wrong
•   Test—Then Invest
Themed Portal




Prototype for
  Themed
    Portal
Universality Example: Testing &
Customer Collaboration
•   Customer research sessions we set-up with goal of
    determining what our customers valued and were
    trying to accomplish
•   What we saw was:
      • Interest and enthusiasm is strong for the concept
      • Many customers were able to brainstorm key features
       unprompted (Video)
     • The most compelling feature by far was the universal shopping
       cart and in particular, the cross brand shipping benefit
Universality Example: Idea Evaluation

                            Feature           Gap/ON           BR
                                             Importance    Importance

 One shopping cart/transaction                  High          High

 Cross Brand Free shipping threshold            High          High

 Universal account information and sign in      High          High

 Navigation tabs                             Medium-high     Medium

 Ability to shop categories across brands    Medium-high     Medium

 Search multiple brands                      Medium-high     Medium

 Integrate Piperlime w/outfits or items        Medium      Medium-high

 Integrate Piperlime w/in shoe section         Medium      Medium-high

 Outfits that integrate brands                 Medium         Low

 One box delivery                               Low           Low

 Themed portal                                  Low           Low

 Non-merchandise related editorial              Low           Low
           14
DEVELOPING SOLUTIONS
LEVERAGING THE POWER OF
AGILE
Prioritizing Features: Project Team
Collaboration
•   In order to ensure the highest value work happens
    first it is critical that everyone on the team knows
    both the project and iteration goals
•   Product owners should articulate themes and
    business goals for each phase of the project
•   Architects or Technical Managers should do the
    same for technical goals
Universality Example: Project Team
Collaboration
Business
                   Slice Description            Jun-07   Jul-07   Aug-07   Sep-07   Oct-07   Nov-07   Dec-07   Jan-08   Feb-08   Mar-08   Apr-08   May-08
Packages
            1. Sister Links - independent
            aesthetic
Package 1




            2. BRONG sites accept
            BRONG SVCs

            3. For all new site (and call
            center) registrants, create a
            universal account
            4. For all current site (and call
            center) registrants, elevate to
Package 2




            a universal account
            5. Global Session Lite
            (recognition and link-based
            prefs)
            6. Introduce PLOL SVC
            - all sites accept all SVCs

            7. Normalize Invoice
Package 3




            8. Cross brand promos: PPC
            Setup

            9. Cross-brand shopping bag,
            checkout, order status, call
            center order entry
            10. Single fulfillment for
            BRONG packages

            11. Cross brand promos: PPC
            Runtime

            12. True Global Session and
            Single Sign-on

            13. Normalize Shipping
            Options
Package 4




            14. Sister Tabs - integrated
            aesthetic
Managing Iterative Development

•   In order to ensure iterative development can
    proceed smoothly it is important to foster
    collaboration within the team
     • Joint planning sessions which include the product owner,
       developers and QA
     • Maintain a consistent iteration cycle including planning meeting
       and other administrative tasks
     • Use the tools you need—but no more than what you need
     • Believe the burn-up
Universality Example: Project Team
Collaboration
LAUNCHING AND LEARNING
RESULTS DRIVEN ACTION
Results Matter: There’s No Such Thing as
Bad Information
•   Begin With The End
     • Create your full report as part of the project’s inception
     • Mock-up all reports needed
•   Enabling Your Measurements
     • Always include reporting in the core requirements
     • Develop and release reporting and metrics with individual features
•   Use Your Data
     • Start reporting out what you learn with each release
     • Leverage data and information gained during the project to
       prioritize, change or stop remaining development work
     • Consider additional user testing after features are released
Universality Example: Results Matter
Customer Collaboration
What To Use. When To Use It.

INNOVATION TOOLKIT
Idea Generation: Sources of Information
& Inspiration
Idea Generation: Key Questions to
Answer
•   What unmet need are we solving
•   Are we offering something new
•   Have we identified the true competition
•   Does our solution delight but not overshoot
•   Is this idea viable
•   Is there financial value
Idea Evaluation: Scoring Process

•   For ideas where no historical data or comparable
    experience exists determine what assumption would
    need to hold true to achieve success
•   Develop a test plan for each assumption
•   Score each assumption based on your degree of
    confidence and the risk if you’re wrong
•   Test the assumptions with the highest scores first
Example: Assumption Scorecard
Rapid Prototyping: When Good Enough
Is Much Better Than Good
•   Key Questions Only
•   Determine What You Really Need
•   Make It—Fast!
Example: Lo-Fi Prototype Round 1

•    Low investments
     yield highly valuable
     information

Round 1 Video LINK (25 second mark)
Test & Iterate

•   Test Plan Per Assumption
•   Low Amount of Investment=High Amount of
    Learning
•   Learn It—Don’t Love It (Yet)
Example: Test & Iterate Prototype #2
Move It or Lose It: What to Keep and
What to Lose
•   It is critically important to change or abandon ideas
    which don’t hold up to assumption-based testing
•   If your customers don’t understand or can’t use
    what you’re offering you haven’t solved their
    problem, so move on to something that will
•   Use iterative testing to learn—not to sell your idea
•   Getting rid of a bad idea early is a success
Example: What to Lose




“Gets Old” Testing Video: LINK
Example: What to Keep




  Round 3 Testing Video LINK
                               3
Example: What to Keep—Moving
  Opportunities Forward




Confidential - Do Not Distribute   3
Toolkit Checklist
Phase               Goal                           Tools
Identifying Needs   Uncover unmet customer         Research
                    needs                          Customer Feedback
                                                   Observation
Idea Generation     Generate broad range of        Collaborative Brainstorming
                    solutions                      Community Creation
Idea Evaluation     Identify key assumptions       Assumption List
                    Rank Assumptions               Scorecard
Iterative Testing   Validate assumptions           Lo-Fi Prototypes
                                                   Interviews
Idea Progression    Refine/Change/Eliminate        Progressive Testing
                    Ideas
Launch              Cost-appropriate Launch Plan   Low-investment Strategies
Monitor             Get Customer Feedback          Customer Feedback
                                                   Data Collection
                                                   Observation
Measure             Validate progress against      Reporting
                    stated goals
QUESTIONS?

MERCI BEAUCOUP!

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Collaboration Les Cles Pour Lever Les Freins A L Innovation

  • 1. Collaboration: The Key to Unlocking Innovation, Agile Development and the Best of e-Commerce Angela Vinci Director, Product Management Gap Inc San Francisco CA USA Angela_Vinci@gap.com
  • 2. Agenda • Product Development Lifecycle • Identifying Needs • Developing Solutions • Launching & Learning • Toolkit of Innovation Techniques • Generating Ideas • Evaluating Ideas • Rapid Prototyping • Testing and Iterating • Move It or Lose It • Checklist
  • 3. Product Lifecycle And Innovation • What We’ll Discuss Today • The software product development lifecycle • Innovation techniques and process that apply to software development but that can easily be used in other areas • What We Won’t Cover • The technical side of agile development • The software release process itself • Financial modeling and business case development processes
  • 4. Product Development Lifecycle Identifying Developing Launching Needs Solutions & Learning Product Owners & Project Team Members Project Team & Customers & Customers Stakeholders Product Ideation Prioritize Release Report Evaluation Iterate Results
  • 6. Generating Ideas: What problem am I solving for my customer? • Always look for needs through standard sources like: • Competitive Analysis • Sales Data • Customer Feedback through Surveys • Formal Customer Research • Uncover more innovative ideas through customer collaboration by: • Conducting Interviews • Observing Compensating Behaviors • Creating a Community and Inviting Participation • Collaborative Brainstorming
  • 7.
  • 8. Universality Example: Identifying a Customer Need • Customer Behavior: Purchase data showed us customers often placed an order on one of our sites then immediately came back and placed a second order on another of our sites • Customer Feedback: Daily comments in our post- checkout survey told us customers wanted an easier and cheaper way to shop across more than one of our brands • Competitive Landscape: We knew our customers always shopped from many brands, including multiple brands in our family
  • 9. Universality Example: Generating Ideas • Based on the data we knew we had to create a more integrated experience • We needed to determine specifically what we were solving for • Early ideas included: • “Pop-up” shops to allow for easier family shopping at key times like back-to-school and the holiday season • Cross-brand outfits offered on our individual sites
  • 10. Integrated Outfit Prototype for Integrated Outfit
  • 11. Evaluating Ideas: What to Test and When to Test It • Determine the viability of ideas through testing and collaboration with your customer • Start as broadly as possible • Let your customer tell you what they need, not the other way around • Don’t be afraid to be wrong • Test—Then Invest
  • 13. Universality Example: Testing & Customer Collaboration • Customer research sessions we set-up with goal of determining what our customers valued and were trying to accomplish • What we saw was: • Interest and enthusiasm is strong for the concept • Many customers were able to brainstorm key features unprompted (Video) • The most compelling feature by far was the universal shopping cart and in particular, the cross brand shipping benefit
  • 14. Universality Example: Idea Evaluation Feature Gap/ON BR Importance Importance One shopping cart/transaction High High Cross Brand Free shipping threshold High High Universal account information and sign in High High Navigation tabs Medium-high Medium Ability to shop categories across brands Medium-high Medium Search multiple brands Medium-high Medium Integrate Piperlime w/outfits or items Medium Medium-high Integrate Piperlime w/in shoe section Medium Medium-high Outfits that integrate brands Medium Low One box delivery Low Low Themed portal Low Low Non-merchandise related editorial Low Low 14
  • 16. Prioritizing Features: Project Team Collaboration • In order to ensure the highest value work happens first it is critical that everyone on the team knows both the project and iteration goals • Product owners should articulate themes and business goals for each phase of the project • Architects or Technical Managers should do the same for technical goals
  • 17. Universality Example: Project Team Collaboration Business Slice Description Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Packages 1. Sister Links - independent aesthetic Package 1 2. BRONG sites accept BRONG SVCs 3. For all new site (and call center) registrants, create a universal account 4. For all current site (and call center) registrants, elevate to Package 2 a universal account 5. Global Session Lite (recognition and link-based prefs) 6. Introduce PLOL SVC - all sites accept all SVCs 7. Normalize Invoice Package 3 8. Cross brand promos: PPC Setup 9. Cross-brand shopping bag, checkout, order status, call center order entry 10. Single fulfillment for BRONG packages 11. Cross brand promos: PPC Runtime 12. True Global Session and Single Sign-on 13. Normalize Shipping Options Package 4 14. Sister Tabs - integrated aesthetic
  • 18. Managing Iterative Development • In order to ensure iterative development can proceed smoothly it is important to foster collaboration within the team • Joint planning sessions which include the product owner, developers and QA • Maintain a consistent iteration cycle including planning meeting and other administrative tasks • Use the tools you need—but no more than what you need • Believe the burn-up
  • 19. Universality Example: Project Team Collaboration
  • 21. Results Matter: There’s No Such Thing as Bad Information • Begin With The End • Create your full report as part of the project’s inception • Mock-up all reports needed • Enabling Your Measurements • Always include reporting in the core requirements • Develop and release reporting and metrics with individual features • Use Your Data • Start reporting out what you learn with each release • Leverage data and information gained during the project to prioritize, change or stop remaining development work • Consider additional user testing after features are released
  • 22. Universality Example: Results Matter Customer Collaboration
  • 23. What To Use. When To Use It. INNOVATION TOOLKIT
  • 24. Idea Generation: Sources of Information & Inspiration
  • 25. Idea Generation: Key Questions to Answer • What unmet need are we solving • Are we offering something new • Have we identified the true competition • Does our solution delight but not overshoot • Is this idea viable • Is there financial value
  • 26. Idea Evaluation: Scoring Process • For ideas where no historical data or comparable experience exists determine what assumption would need to hold true to achieve success • Develop a test plan for each assumption • Score each assumption based on your degree of confidence and the risk if you’re wrong • Test the assumptions with the highest scores first
  • 28. Rapid Prototyping: When Good Enough Is Much Better Than Good • Key Questions Only • Determine What You Really Need • Make It—Fast!
  • 29. Example: Lo-Fi Prototype Round 1 • Low investments yield highly valuable information Round 1 Video LINK (25 second mark)
  • 30. Test & Iterate • Test Plan Per Assumption • Low Amount of Investment=High Amount of Learning • Learn It—Don’t Love It (Yet)
  • 31. Example: Test & Iterate Prototype #2
  • 32. Move It or Lose It: What to Keep and What to Lose • It is critically important to change or abandon ideas which don’t hold up to assumption-based testing • If your customers don’t understand or can’t use what you’re offering you haven’t solved their problem, so move on to something that will • Use iterative testing to learn—not to sell your idea • Getting rid of a bad idea early is a success
  • 33. Example: What to Lose “Gets Old” Testing Video: LINK
  • 34. Example: What to Keep Round 3 Testing Video LINK 3
  • 35. Example: What to Keep—Moving Opportunities Forward Confidential - Do Not Distribute 3
  • 36. Toolkit Checklist Phase Goal Tools Identifying Needs Uncover unmet customer Research needs Customer Feedback Observation Idea Generation Generate broad range of Collaborative Brainstorming solutions Community Creation Idea Evaluation Identify key assumptions Assumption List Rank Assumptions Scorecard Iterative Testing Validate assumptions Lo-Fi Prototypes Interviews Idea Progression Refine/Change/Eliminate Progressive Testing Ideas Launch Cost-appropriate Launch Plan Low-investment Strategies Monitor Get Customer Feedback Customer Feedback Data Collection Observation Measure Validate progress against Reporting stated goals