How mobile first led to adopting lean startup

transcript

Lonneke Vink @lexileshelle

How Mobile First led to adopting Lean Startup

measurelearn

Est. 1891Headquarters inAmsterdam, Netherlands

104,000+Employees worldwide in 100+ countries

€ 24.2 billionSales in 2016 | Portfolio ∽70% B2B

$10.3 billionBrand value in 2014

76.000Patents registered by Philips

Philips | Facts & Figures

.com | Facts & Figures

Website presence in:62 locales38 languages

Traffic in 2015240 million visits1.1 billion pageviews

21% 9%70%

What we manage daily:1 million pages4.5K author initiated changes20K automated changes

With500 users worldwide

Supporting experiencesfor all our businesses

Traffic share per device

The New Consumer Decision Journey

How Micro-Moments Impact the Consumer Experience

“I want to buy that toothbrush I saw the other day”

“I want to learn more about that shaver I just saw”

“I have some time to kill and I want to go to a store nearby where I can

browse kitchen machines”

“I’ve unboxed my Airfryer and now I need some recipes”

“My coffee machine is not working properly and I want to

know how it can be fixed”

The 3 Dimensions of Digital Experience Delivery

DIGITALEXPERIENCE

Delivering experiences that add value to the consumer

MEaningful experiencesEXPERIENCE

Consumer Decision Journey fractured into 100s of micro-moments

The new CDJ

CHANNEL

Improve business agility and deliver business

innovations at high velocity

Speed of InnovationDELIVERY

Read this book!

Reference point > prototype

Hypothesis > experiment

A/B test, measure, iterate

ORPIVOT

PERSEVERE

Decision

PROTOTYPE A/B TEST PIXEL-PERFECTINITIAL STATE

Example: evolution of Philips Home Page

MeasureLearn

Define your focus micro-moments

Apply a Lean UX approach

Defining & working with a Reference Consumer Experience

Research Long-List Focus

Analyze Frame the Problem

Ideate UX Prototype

Dedicated Roles, Fixed Communication and Meeting Structure

Domain & requirements owner

Research & optimization manager

Tech leads frontend & backend

Business owner

Data provider & analyst

Designer A/B test developer

Brand identity guardian

Product owner

The results so far

Reduction in “time to live” for website transformations

Reduction in waste: no development of features which have no added value to consumers

Closer relationship between Business, Optimization and IT > shared focus

The power of data: no discussions, no room for HIPPOs; the learnings of the experiments speak for themselves

Key takeaways for starting & getting LEAN

Define a process that

works for your business and

start small

Create a reference

point or a clear vision

Assign specific roles within your process

with dedicated people

Spend time on communication

and change management