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Bringing Lean into the ideation Process

1. INTRO2. OUR PLATFORMS 3. DIFFERENT METHODS 4. CONCLUSION

AGENDA

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Marlies Vangeel

Product Development

Marketing Management

Goudengids.be

Product Manager Mobile

Manager Media & Promotional Products

INTRO

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OUR PLATFORMS

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Goudengids.be

• 8.5 mio visitors each month• > 670.000 downloads• Recent development: Dashboard

OUR PLATFORMS

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Aan Tafel

• > 200.000 downloads• Recent development: Wine Feature

OUR PLATFORMS

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InDomo

• Web Beta • > 20 000 downloads

Goudengids.be web

• AB testing

DIFFERENT METHODS

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Goudengids.be app – Dashboard

• On the spot recruitment - outdoor

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DIFFERENT METHODS

Target audience:Pedestrians, cyclists, drivers

Goal: Test dashboard functionalities

Incentive:€10 FNAC voucher

Goudengids.be app – Dashboard

• Key learnings• 80% of the respondents liked the new dashboard

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DIFFERENT METHODS

“Based on my location, the app provides me with small pieces of information that could make my life easier. I would definitely use it”

Goudengids.be app – Dashboard

• Key learnings• Introduction screen • Too focused on cars• ‘Around me’ was

confusing

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DIFFERENT METHODS

Goudengids.be app – Dashboard

• Key learnings• Change in screen flow

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DIFFERENT METHODS

Goudengids.be app – Dashboard

• Key learnings• New ideas

• Include shops• Include reviews• Include public transport• Develop a driving mode • …

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DIFFERENT METHODS

Aan Tafel

• Guerilla testing on Keyserlei & Central Station

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DIFFERENT METHODS

Target audience:Pedestrians

Goal: Determine what kind of pictures the user likes on our website

Incentive:No incentive

Aan Tafel

• Key learnings• Users prefer pictures of the interior of a restaurant

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DIFFERENT METHODS

InDomo

• Lean workshop • UX Probe integration

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DIFFERENT METHODS

Target audience:Ourselves, our colleagues, people on the street, focus groups, app users …

Goal: Monitor the user flow & find ways to improve

Incentive:No incentive

InDomo

• Lean workshop• Build, measure, learn. Over & over again.

Step 1 = Contextual interview • Goal: understand user goals & behavior• In their own environment• Observe: what do they say, when do they have questions, what

do they like/ don’t like, what is difficult, … • More than 70 interviews and observations were conducted

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DIFFERENT METHODS

InDomo

• Lean workshop• Build, measure, learn. Over & over again.

Step 1 = Contextual interview • Goal: understand user goals & behavior• In their own environment• Observe: what do they say, when do they have questions, what

do they like/ don’t like, what is difficult, …

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DIFFERENT METHODS

Swipe Home button Share ideabooks

InDomo

• Lean workshop

Step 2 = Proto persona • Goal: understand advertisers needs • Visualize who our advertisers are and what do they want to achieve• Define their needs, how do they behave, what are the pain-points, …

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DIFFERENT METHODSNAMEname sketch of the personabasic demographics

PAIN POINTS & NEEDS

POTENTIAL SOLUTIONS

BEHAVIORAL DEMOGRAPHICS

InDomo

• Lean workshop

Step 2 = Proto persona • Goal: understand advertisers needs • Visualise who our advertisers are and what do they want to achieve• Define their needs, how do they behave, what are the pain-points, …

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DIFFERENT METHODSNAMEname sketch of the personabasic demographics

PAIN POINTS & NEEDS

POTENTIAL SOLUTIONS

BEHAVIORAL DEMOGRAPHICS

Zero moment of truth!

InDomo

• Lean workshop

Step 3 = Innovation Battlefield• Goal: analyse each feature • Keep or remove?

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DIFFERENT METHODS

Pleasure level

Indispensability levelHow hard will a feature be missed if left out?

H

L

L

H

How much pleasure does this feature bring?

“unexpected awesomeness”“harder, better, faster, stronger”

“I don’t care…” “expected essentials”

“it hurts, take it away”

InDomo

• Lean workshop

Step 3 = Innovation Battlefield• Goal: analyse each feature • Keep or remove?

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DIFFERENT METHODS

Log-in advertisers

Pleasure level

Indispensability levelHow hard will a feature be missed if left out?

H

L

L

H

How much pleasure does this feature bring?

“unexpected awesomeness”“harder, better, faster, stronger”

“I don’t care…” “expected essentials”

“it hurts, take it away”

InDomo

• Lean workshop

Step 4 = Drafting dots • Goal: vote for new ideas• 3 votes each • Red = dislike, green = love, …• Select the best ideas, discussand revote

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DIFFERENT METHODS

InDomo

• Lean workshop

Step 4 = Drafting dots • Goal: vote for new ideas• 3 votes each • Red = dislike, green = love, …• Select the best ideas, discussand revote

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DIFFERENT METHODS

Product tagging

InDomo

• Lean workshop

Step 5 = Paper prototyping • Goal: Visualize flows & ideas• Test & rework • Use post-its for pop-ups• Ask users to perform a task• You play ‘device’• No cost

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DIFFERENT METHODS

InDomo

• Lean workshop

Step 6 = Fake door • Goal: create landingspage

with key features and proposition, to captureearly feedback

• Use a fake brand • Get traffic: SEA, social• Clear CTA to measure interest• Try to engage

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DIFFERENT METHODS

InDomo

• UXprobe integration

• Measure user behavior in the app

• Errors• Tasks completed• Duration • …

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DIFFERENT METHODS

Goudengids.be has changed over the last few years…

• Apps and platforms are different• Think user, not product • Balance between end user and advertiser• Observe – develop – test – rework - GO

CONCLUSION

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Thanks! Q&A

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