Process 2020: In-macy Innova-ons around Customers Engage Millennials and Increase Speed
Webinar Roundtable Discussion July 8, 2015
Brad Power Steve Stanton
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Discussion Ques+on: Engage Millennials
Where are you seeing a need to change your processes to engage Millennials differently?
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The Case for Engaging Millennials
• Opportunities • Purpose • Mastery • Autonomy
• Threats • Problems
Future Vision
Sense of Urgency
Plan
Where Are We Going?
How Do We Get There?
Why Leave Home?
Current State
Journey
magnet Best Practices
Marrio7, Mass Mutual
Mobile, Social (Facebook)
Mass Mutual
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Dos and Don’ts from My Millennials
Do Don’t
Uber, AirBnB Car, home ownership
Latest iPhone Land line
Laptop Desktop
Mobile apps, Google Docs
Windows Office, downloaded soRware
Dropbox Hard drive
Streaming, NeVlix TV
Facebook, Instagram LeYers, e-‐mail
Online news Newspaper, magazine
Dis\nc\ve small stores, Amazon Prime, Etsy
Shopping malls, chains, mass brands
Google Maps, Yelp Get lost, need advice
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The Customer Discovery Process
Discover Need Research Choose
and Buy Use and Re+re
Purchase Intent Options
Purchase Decision
Problem in Use
Marketing Sales Order Processing
Customer Service
Physical Web,
Mobile
Store, Media Store Store Store, Repair
Shopping Site, App
Shopping Site, App
Shopping Site, App
Call center, Wiki, chat
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Engagement Opportuni+es
Discover Need Research Choose
and Buy Use and Re+re
Purchase Intent Options
Purchase Decision
Problem in Use
Marketing Sales Order Processing
Customer Service
Store, Media Store Store Store, Repair
Shopping Site, App
Shopping Site
Shopping Site, App
Call center, Wiki, chat
Physical Web,
Mobile
1. Recommenda+ons 3. One click 2. Reviews
7. Integrate across channels
4. Easy return
5. Design thinking 6. Advice
8. Beacon
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MassMutual Uses Design Thinking: Empathy, Experiment, Advice
• Problem: Deep customer research by IDEO and MassMutual: people either have a smart-‐money mindset or they don’t
• Solu+on: Instead of making a case for something young people don’t want (life insurance), set out to create educa\on on adulthood (e.g., 401Ks, wine selec\on) called the ”Society of Grownups”
• Experiment: Design a brand iden\ty, a digital plaVorm with financial planning tools, and a hip brick-‐and-‐mortar locale. And don’t sell MassMutual products!
MassMutual starts “Society of Grownups” to get millennials thinking of financial future
Our doors are officially open! Come say hi at 1653 Beacon St in Brookline from 4-‐9 tonight. hYp://bit.ly/1nZDaI9 1:17 PM -‐ 8 Oct 2014
Sources: IDEO website, Masslive.com, Boston Globe
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Where to Start?
1. Benchmark your customers’ discovery process against Amazon – Current state, future process, complementary
changes, ac\on plan
2. Run social and mobile experiments – Fast and frugal
3. Invest in data analy+cs across media and channels to prepare unique +me-‐sensi+ve offers – Billboards, stores, mobile apps, loca\on, web
cookies, third party data
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Discussion Ques+on: Increasing Speed
Where are you seeing a need for increased speed in your industry, business unit, organiza-on, and processes, especially in taking ideas to market?
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The Case for Speed
• Opportunities • Purpose • Mastery • Autonomy
• Threats • Problems
Future Vision
Sense of Urgency
Plan
Where Are We Going?
How Do We Get There?
Why Leave Home?
Current State
Journey
magnet Best Practices
Healthcare.gov, Microso`, Staples
Amazon, Apple, Facebook, Google
American Express, GE, IBM, ING,
Na+onwide, PayPal
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New Developments in the Idea-‐to-‐Market Process: Bias to Speed
Waterfall Agile Con+nuous Release Frequency
Annual, twice a year Weeks (days) = batch Con\nuous: 100s of changes per day = flow
Architecture Full product Minimum viable product
Many small services
Release Process (Tes\ng)
Sequen\al stage gates, handoffs, document knowledge transfer
Prototyping, small, frequent batches
Launch and recover, test layering, automated test system, “feature gates” (hidden, test, beta, unveil, A/B)
Organiza\on Departmental silos, sequen\al
Cross-‐func\onal team, business plus developer, face-‐to-‐face
Small services teams, accountable for making changes and tes\ng
Performance Measures
Mee\ng stage gates Working soRware Customer feedback
Customer Internal func\ons Product owner User
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The So`ware Development Process
Plan Big
Plan Small
Dev & Test
Release to
Market
Strategic Initiatives
Prioritized Capabilities
Working Software Production
Business Unit
Product Owner
Agile Team
Operations
Annual Two weeks Two weeks Monthly
Daily Daily Daily
Standard = major features Fast = bugs and small changes
Standard Fast
Monthly Daily
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Accelera+on Opportuni+es
Plan Big
Plan Small
Dev & Test
Release to
Market
Strategic Initiatives
Prioritized Capabilities
Working Software Production
Business Unit
Product Owner
Agile Team
Operations
Annual Two weeks Two weeks Monthly
Daily Daily Daily
Standard = major features Fast = bugs and small changes
Standard Fast
Monthly Daily
1. Mobile: trend to Fast – “Model Line”
2. More frequent releases
4. Steady Feed
6. Automate tes+ng 7. Automate deployment
8. Pipeline Visibility
5. Microservices Cloud Plahorm
3. Small teams (DevOps)
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Where to Start?
1. Develop a plan and select a “model line” where speed is key – Current state, future process, complementary
changes, ac\on plan
2. For your “model line” reorganize into small, self-‐governing teams with end-‐to-‐end responsibility – Team structure, roles, staffing
3. Invest in high speed infrastructure – Microservices plaVorm (cloud), transi\on
plan, automated tes\ng and deployment, con\nuous delivery pipeline
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More Informa+on?
� Scrum: Jeff Sutherland (book and website)
� Lean Startup: Eric Reis, Steve Blank (book)
� Con\nuous Delivery: Andy Singleton: Unblock (book), ING: Henk Kolk (video)
� Na\onwide: Conference (September)
� Implemen\ng Innova\on Course (September)
Appendix Hip Pocket Slides
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Con+nue the Discussion Online
LinkedIn Discussion Groups
1. Process: Business Process Roundtable
2. Enterprise: Con\nuous Innova\on
3. Individuals: Change Agents in Ac\on
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For More Informa+on FCB Partners
Lindsay Field, Program Director
617 245 0265 [email protected]