Post on 28-Jan-2015
description
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 T A K E )
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Lizzie Shupak Innovation Director lizzie.shupak@lbi.com @lizzieshupak
1. There is no innovation fast lane
The digital marketing envelope
Client
Conversion rate
NPS Traffic
Loyalty
Sentiment Brand equity
Call centre costs
Beyond business as usual
2. Solve a real problem
I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions”
“
Albert Einstein
Digital landfill
$135m $41m
3. Connect
George De Mestral
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
Grid of logos for community
4. Experiment
Experiment definition
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
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
Hard-to-read meter
What is the real problem you are trying to solve? Who has the problem? How will things be better when you have solved it?
Define the problem
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?
Sub-problems
Get software in the phone to recognise an electricity meter
Take a quality photograph of a meter in difficult conditions
Extract the numeric meter reading from the image of the meter
Display the meter reading to the customer and send it to our billing system
2
3
2
9
Back to the experiment
Palm pilot
Palm pilot image
Wood block image
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
Angel investor failure/success ratio
9 failures
1 success
:
Rovio 2013
Rovio 2006
Burbn
In summary
• There is no fast lane • Solve a real problem • Connect • Experiment • Keep going