lastminute.com finland
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MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE TO THE RIGHT CUSTOMER
DAVE SLOCOMBE – HEAD OF MOBILE
@DAVESLOCOMBE
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CLICK TO EDIT MASTER TITLE STYLETRAVEL GROWTH
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CLICK TO EDIT MASTER TITLE STYLELAST-MINUTE SEARCHES
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CLICK TO EDIT MASTER TITLE STYLEGROWTH SNAPSHOT
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
100 – 200+ % yoyWestern Europe
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CLICK TO EDIT MASTER TITLE STYLEMOBILE STRATEGY
Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers
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KNOW YOUR CUSTOMER LIFECYCLE
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CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE WHEEL
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CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE
Understand your mobile trafficUse web analytics: which devices, traffic, referrers
SEO
DIRECT
PAID
Social
Viral
Affiliate
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CLICK TO EDIT MASTER TITLE STYLELIFECYCLE MOBILE WEB TO APP
Look to identify your high value cohort and understand their motivations.
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CLICK TO EDIT MASTER TITLE STYLEWEB DISCOVERABILITY
Optimise your website for mobile trafficAdvertise in search, social, affiliate channels,
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CLICK TO EDIT MASTER TITLE STYLEREDUCING FRICTION
KISS – Keep it simple stupid!Do one thing well and focus on optimising it
desire - friction = conversion!
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CLICK TO EDIT MASTER TITLE STYLECONVERTING FROM WEB TO APP
Understand the value of an app vs mobile web to your customers, create a deeper relationship
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KNOW YOUR CUSTOMER’S CONTEXT
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CLICK TO EDIT MASTER TITLE STYLEDIFFERENT DEVICE CONTEXTS
Always with youPersonalIn storeLocation awareLast-minute purchases
Travel companionCouch surfingShop browsing Larger purchases
Travel companionCouch surfingShop browsing Larger purchases
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CLICK TO EDIT MASTER TITLE STYLEUK restaurant
locationsuser searches
for restaurants
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CLICK TO EDIT MASTER TITLE STYLESEASONAL SEARCH DISTANCES
April May June
Oct Nov Dec
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DO ONE THING WELL
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CLICK TO EDIT MASTER TITLE STYLELASTMINUTE.COM HOTELS USA
Reduce frictionKISS!
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DELIVER WOW
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Reduce frictionFaster checkout
Deliver Wownew technology =a better user experience
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CLICK TO EDIT MASTER TITLE STYLEDELIVER WOW
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PUT THE CUSTOMER FIRST
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CLICK TO EDIT MASTER TITLE STYLE
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CLICK TO EDIT MASTER TITLE STYLECUSTOMER INSIGHT
Guerrilla Testing In house
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CLICK TO EDIT MASTER TITLE STYLERAPID PRODUCT ITERATION
Challenge: Get from 80 (worthless) concepts
to 3 – 5 high value solutions, tested with customers
as fast as possible i.e. 1 week
POP UP STUDIO!
Solution:
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CLICK TO EDIT MASTER TITLE STYLEPOP UP DESIGN STUDIO Iteration wall
4 days =100+ lastminute.com customers per day300+ general hotel
customers
Social spaces
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CLICK TO EDIT MASTER TITLE STYLECROSS FUNCTIONAL TEAM
ChannelDevelopment
BA User research
UX x2
Product Owner
I own the project, lead the lean process,
iterations and goals
I’ll be asked to build this app, so id like to
understand the customer
I beat the rhythm of the drum, keep
knowledge flowing
We own the user experience and value
feedback
I set the KPIs and prioritise stories at
each iteration
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CLICK TO EDIT MASTER TITLE STYLECROSS FUNCTIONAL TEAM
ChannelDevelopment
BA User research
UX x2
Product Owner
I own the project, lead the lean process,
iterations and goals
I’ll be asked to build this app, so id like to
understand the customer
I beat the rhythm of the drum, keep
knowledge flowing
I set the KPIs and prioritise stories at
each iteration
We own the user experience and value
feedback
WE ALL TALK TO CUSTOMERS, CREATE SOLUTIONS AND TEST THEM
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CLICK TO EDIT MASTER TITLE STYLEIdea
backlogScore 0 -10 Qual. feedback
Project KPI’s
Iteration wall
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CLICK TO EDIT MASTER TITLE STYLEconcept Score 0 -10 Qual. feedback
42 Interviews – 4 hours
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CLICK TO EDIT MASTER TITLE STYLEHUDDLE & SHOWCASE
PARK, PIVOT or PERSEVERE or
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CLICK TO EDIT MASTER TITLE STYLEHUDDLE & SHOWCASE
PARK, PIVOT or PERSEVERE or
KILL!
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CLICK TO EDIT MASTER TITLE STYLEINCREASE FIDELITY AND REPEATInterface sketches
Just enough prototyping to get deeper insight
Concept pitch and envelope of previous
feedback (decision trail)
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CLICK TO EDIT MASTER TITLE STYLEINCREASE FIDELITY AND REPEAT
MVP!
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CLICK TO EDIT MASTER TITLE STYLEINCREASE FIDELITY AND REPEAT!
Let UX lead - Dont waste precious Dev time on prototypes that may get dropped!
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Shhh....its a secret!
VIDEO
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CLICK TO EDIT MASTER TITLE STYLE5 TAKEAWAYS
1.Know YOUR customer lifecycle
2.Know your customer’s context
3.Do one thing well
4.Deliver WOW
5.Get out of the building
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CLICK TO EDIT MASTER TITLE STYLE5 TAKEAWAYS
1.Know YOUR customer lifecycle
2.Know your customer’s context
3.Do one thing well
4.Deliver WOW
5.Get out of the building
@DAVESLOCOMBE
DAVESLOCOMBE
LEANSHERPA.WORDPRESS.COM
Thanks!