M&S Digital Labs: Lean product development, fast feedback & leopard print dresses
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M&S Digital Labs Lean product development, fast feedback (& leopard print dresses) @hemalkuntawala
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Transcript of M&S Digital Labs: Lean product development, fast feedback & leopard print dresses
M&S Digital Labs
Lean product development, fast feedback (& leopard print dresses)
@hemalkuntawala
• About M&S Digital Labs 5 minutes
15 minutes• One of our products
About M&S Digital Labs
Lean startup techniques…
…kick-start products and experiences…
…our customers wouldn't expect to see from M&S
* Not to scale, or very accurate
*
Online Desktop, tablet, mobile
Stores High Street, Simply Food, Outlet
Marketing Digital
Marketing Offline
Marketing Branding, campaigns
Ops Stock, forecasting
Ops Trading, fulfilment
Ops Supply chain
About M&S Digital Labs
Build
Measure
Learn
Insight & assumptions
ProductData
Value proposition Customer
segmentsMarketing channels
Business model canvas Customer
development
Validate assumptions
Developers
Designers
Continuous deployment
Autonomy
Extreme programming
Design thinking
UX
User testing
Acquisition
Activation
Revenue
Referral
Retention
Split tests Product/market fit?
Vision, instinct & obsession…
Behaviour
IA
MVP
Lean startup (& product management)
Insi
ght
&
assu
mpt
ions
Prod
uct
Dat
a
Our models alienateCan’t outfit Our brands
confuse
What happens to conversion if we remove models?
What happens if we remove our brands?
Would our customers create and view outfits?
One of our products
What happens if we remove our brands?
The product: Style Board
Prod
uct What happens to
conversion if we remove models?
Would our customers create and view outfits?
The dataD
ata
Prod
uct What happens to
conversion if we remove models?
What happens if we remove our brands?
Would our customers create and view outfits?
Let’s have a look…
1250
2500
3750
5000
Month October November December January February
Traffic
Sign ups 52% conv.
Boards 39% conv.
The dataD
ata
Prod
uct What happens to
conversion if we remove models?
Would our customers create and view outfits?
• 52% visitors signed up • 39% users created a
board
• Traffic from Style Board converts 36% higher
What happens if we remove our brands?
The dataD
ata
Prod
uct What happens to
conversion if we remove models?
What happens if we remove our brands?
Would our customers create and view outfits?
• 52% visitors signed up • 39% users created a
board
• Traffic from Style Board converts 36% higher
Let’s have a look…
Brand mix
The dataPr
oduc
t What happens to conversion if we remove models?
What happens if we remove our brands?
Would our customers create and view outfits?
Dat
a • 52% visitors signed up • 39% users created a
board
• Traffic from Style Board converts 36% higher
• Brands are mixed and matched
More data!
Category mix Product relationships
Category mix
The dataPr
oduc
t What happens to conversion if we remove models?
What happens if we remove our brands?
Would our customers create and view outfits?
More data!
Dat
a • 52% visitors signed up • 39% users created a
board
• Traffic from Style Board converts 36% higher
• Brands are mixed and matched
Category mix • Some popular categories could
be better soldProduct relationships
BehaviourOpinion
Product relationships • Relationship data could produce
better product suggestions
Product category mix • Popular categories could be
better sold
The dataPr
oduc
t What happens to conversion if we remove models?
What happens if we remove our brands?
Would our customers create and view outfits?
More data!
Dat
a • 52% visitors signed up • 39% users created a
board
• Traffic from Style Board converts 36% higher
• Brands are mixed and matched
Version 2 • Increase engagement • Increase quality • Increase conversion • Lick of paint • Use as a marketing channel • Wherever else the data takes us…
Version 1 • Isolated app (mandsstyleboard.com) • Login via Facebook • (Minimal) engagement mechanics • Deep links • Responsive • Shipped in 4 weeks • Traffic from M&S Facebook
What’s next?
Online Desktop, tablet, mobile
Stores High Street, Simply Food, Outlet
What else you can expect from us
Freq
uenc
y
Purchase-cycle speed
High
Low
Slow Fast
Women’s wear
Men’s wear
Homeware
Food
Flowers
Suits
Shirts
Sofas Kitchen ware
Dresses
TopsShoes
Bottoms
UnderwearHandbags
Lingerie
Mainly onlineOnline aided by offline
Thanks!
@mnslabs
