Collaboration Les Cles Pour Lever Les Freins A L Innovation
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Transcript of Collaboration Les Cles Pour Lever Les Freins A L Innovation
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
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 Needs
Developing Solutions
Launching & Learning
Product Owners & Customers
Ideation
Evaluation
Project Team Members & Customers
Prioritize
Iterate
Project Team & Stakeholders
Product Release
Report Results
GENERATING & EVALUATING IDEAS
IDENTIFYING NEEDS
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
14
Feature Gap/ON
Importance
BR
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
LEVERAGING THE POWER OF AGILE
DEVELOPING SOLUTIONS
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 CollaborationBusiness
Packages 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
1. Sister Links - independent
aesthetic
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
a universal account
5. Global Session Lite
(recognition and link-based
prefs)
6. Introduce PLOL SVC
- all sites accept all SVCs
7. Normalize Invoice
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
14. Sister Tabs - integrated
aesthetic
Packag
e 1
Packag
e 2
Packag
e 3
Packag
e 4
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
RESULTS DRIVEN ACTION
LAUNCHING AND LEARNING
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
INNOVATION TOOLKIT
What To Use. When To Use It.
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—Moving Opportunities Forward
Confidential - Do Not Distribute or Copy
35
Toolkit Checklist
Phase Goal Tools
Identifying Needs Uncover unmet customer
needs
Research
Customer Feedback
Observation
Idea Generation Generate broad range of
solutions
Collaborative Brainstorming
Community Creation
Idea Evaluation Identify key assumptions
Rank Assumptions
Assumption List
Scorecard
Iterative Testing Validate assumptions Lo-Fi Prototypes
Interviews
Idea Progression Refine/Change/Eliminate
Ideas
Progressive Testing
Launch Cost-appropriate Launch Plan Low-investment Strategies
Monitor Get Customer Feedback Customer Feedback
Data Collection
Observation
Measure Validate progress against
stated goals
Reporting
MERCI BEAUCOUP!
QUESTIONS?