Lean Experiment CanvasSolving Customer ProblemsAdam King @

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Masterclass

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Lean Experiment CanvasSolving Customer ProblemsAdam King @

Interactive

Masterclass

Peer-to-peer lending start-up

Customer Focused Experimentation Traditional CRO briefs and test plans can oCreate narrow test solutions before understanding actual

problemoPut the emphasis on solution rather than problem

Use Customer Journeys tooUnderstand where they are in the journey

o Are we making customers fit into our product/service (square peg, round hole)

o Biggest issueso Know their context o Create value at each step

oGet customer feedback through qualitative and quantitative data

oFrame experiments and solutions from a customer perspectiveoEnsure business is customer focused

Are you customer focused?

oDo you think your organisation is customer focus?oDo you run experiments that are customer focused?oAre your CRO initiatives looking to just boost CTR or

conversions?

A/B Testing or Experimentation FrameworkWhat most are doingoTraditional BriefsoHybridoHIPPOs

Brave New World oLean Canvas/Business Model Canvas

o Pure start-upo Validation business model

oLean Experiment Canvaso You have a businesso Growth and enterprise

Moving beyond pure start-upA mix of substantial {pivot} and incremental experiments and changes

Grounded in Lean Start-up

What is a Lean Experiment Canvas?

How to work with a Lean experience Canvas

One metric that matters

- Draw a line in the sand, write it down- Current value & Control

Problem - Hypothesis from your customers perspective- Prioritise

Solution - Cross-functional- Local optimum or Global

Test method - Maximum learning, lowest effortSuccess criterion - Set BEFORE experiment

Get out of the buildingResult & DecisionLearning

Your turn…

Socialise data on the Customer WallCapture and document relevant data oCall Centre feedbackoSocial commentsoSurveys resultsoWeb data and analyticsoFinancial dataoEtc.

What customer? Isn't it about sales…Always talk about the customerUse data to talk about the customeroQualitative – online surveys and visitor recordingsoQuantitative – track errors, lost sales and poor experience

Minimum Viable Product [MVP]o Just start using it!oGet it up and running

o Get people on board by doingoQuick process run throughoFind like minded team members and sponsorsoForm a Guild/Council to prioritise and govern process

o Get colleagues to pitch their experiment canvas

What we’ve learned1. Keep talking about the customer2. Solve for customer problems

oBy solving customer problems, conversions increase

oAre you actually solving problems?3. Make sure you take people on the

journey4. It takes time to pivot!5. An assumption is not a hypothesis6. Make sure your test/experiment

enables you to learn something

4 Recommendations1. Just do it!

oUse MVPo If it doesn’t work iterate!

2. Frame all tests, personalization and experiments from a customer perspective

3. It helps clarify hypotheses, especially for organisations new to testing and experimentation

4. Form a Guild and Centre of Excellence

Questions?

Referenceshttp://www.bloomamsterdam.com/2014/04/23/introducing-the-lean-enterprise-experiment-canvas/http://leananalyticsbook.com/one-metric-that-matters/http://leanstack.com/why-lean-canvas/http://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-experiment-act/http://www.kampyle.com/prioritizing-testing-hypotheses-cro-one-step-time-part-2/http://blog.pivotal.io/labs/labs/lean-hypotheseshttp://www.slideshare.net/intelleto/lean-ux-meetupvegashypotheses201307