2. 1. INTRO
2. OUR PLATFORMS
3. DIFFERENT METHODS
4. CONCLUSION
AGENDA
27 May 2015
Confidential / for internal use only
2
3. Marlies Vangeel
Product Development
Marketing Management
Goudengids.be
Product Manager Mobile
Manager Media & Promotional Products
INTRO
27 May 2015
Confidential / for internal use only
3
4. OUR PLATFORMS
27 May 2015
Confidential / for internal use only
4
Goudengids.be
• 8.5 mio visitors each month
• > 670.000 downloads
• Recent development: Dashboard
5. OUR PLATFORMS
27 May 2015
Confidential / for internal use only
5
Aan Tafel
• > 200.000 downloads
• Recent development: Wine Feature
6. OUR PLATFORMS
27 May 2015
Confidential / for internal use only
6
InDomo
• Web Beta
• > 20 000 downloads
7. Goudengids.be web
• AB testing
DIFFERENT METHODS
27 May 2015
Confidential / for internal use only
7
8. Goudengids.be app – Dashboard
• On the spot recruitment - outdoor
27 May 2015
Confidential / for internal use only
8
DIFFERENT METHODS
Target audience:
Pedestrians, cyclists,
drivers
Goal:
Test dashboard
functionalities
Incentive:
€10 FNAC voucher
9. Goudengids.be app – Dashboard
• Key learnings
• 80% of the respondents liked the new dashboard
27 May 2015
Confidential / for internal use only
9
DIFFERENT METHODS
“Based on my location,
the app provides me with
small pieces of
information that could
make my life easier. I
would definitely use it”
10. Goudengids.be app – Dashboard
• Key learnings
• Introduction screen
• Too focused on cars
• ‘Around me’ was
confusing
27 May 2015
Confidential / for internal use only
10
DIFFERENT METHODS
11. Goudengids.be app – Dashboard
• Key learnings
• Change in screen flow
27 May 2015
Confidential / for internal use only
11
DIFFERENT METHODS
12. Goudengids.be app – Dashboard
• Key learnings
• New ideas
• Include shops
• Include reviews
• Include public transport
• Develop a driving mode
• …
27 May 2015
Confidential / for internal use only
12
DIFFERENT METHODS
13. Aan Tafel
• Guerilla testing on Keyserlei & Central Station
27 May 2015
Confidential / for internal use only
13
DIFFERENT METHODS
Target audience:
Pedestrians
Goal:
Determine what kind
of pictures the user
likes on our website
Incentive:
No incentive
14. Aan Tafel
• Key learnings
• Users prefer pictures
of the interior of a restaurant
27 May 2015
Confidential / for internal use only
14
DIFFERENT METHODS
15. InDomo
• Lean workshop
• UX Probe integration
27 May 2015
Confidential / for internal use only
15
DIFFERENT METHODS
Target audience:
Ourselves, our colleagues,
people on the street, focus
groups, app users …
Goal:
Monitor the user flow & find
ways to improve
Incentive:
No incentive
16. InDomo
• Lean workshop
• Build, measure, learn. Over & over again.
Step 1 = Contextual interview
• Goal: understand user goals & behavior
• In their own environment
• Observe: what do they say, when do they have questions, what do they
like/ don’t like, what is difficult, …
• More than 70 interviews and observations were conducted
27 May 2015
Confidential / for internal use only
16
DIFFERENT METHODS
17. InDomo
• Lean workshop
• Build, measure, learn. Over & over again.
Step 1 = Contextual interview
• Goal: understand user goals & behavior
• In their own environment
• Observe: what do they say, when do they have questions, what do they
like/ don’t like, what is difficult, …
27 May 2015
Confidential / for internal use only
17
DIFFERENT METHODS
Swipe Home button Share ideabooks
18. InDomo
• Lean workshop
Step 2 = Proto persona
• Goal: understand advertisers needs
• Visualize who our advertisers are
and what do they want to achieve
• Define their needs, how do they
behave, what are the pain-points, …
27 May 2015
Confidential / for internal use only
18
DIFFERENT METHODS
NAME
name
sketch of the persona
basic demographics
PAIN POINTS &
NEEDS
POTENTIAL
SOLUTIONS
BEHAVIORAL
DEMOGRAPHI
CS
19. InDomo
• Lean workshop
Step 2 = Proto persona
• Goal: understand advertisers needs
• Visualise who our advertisers are
and what do they want to achieve
• Define their needs, how do they
behave, what are the pain-points, …
27 May 2015
Confidential / for internal use only
19
DIFFERENT METHODS
NAME
name
sketch of the persona
basic demographics
PAIN POINTS &
NEEDS
POTENTIAL
SOLUTIONS
BEHAVIORAL
DEMOGRAPHI
CS
Zero moment of truth!
20. InDomo
• Lean workshop
Step 3 = Innovation Battlefield
• Goal: analyse each feature
• Keep or remove?
27 May 2015
Confidential / for internal use only
20
DIFFERENT METHODS
Pleasure level
Indispensability level
How hard will a feature be missed if left out?
H
L
L
H
How much
pleasure does
this feature
bring?
“unexpected awesomeness” “harder, better, faster, stronger”
“I don’t care…” “expected essentials”
“it hurts,
take it
away”
21. InDomo
• Lean workshop
Step 3 = Innovation Battlefield
• Goal: analyse each feature
• Keep or remove?
27 May 2015
Confidential / for internal use only
21
DIFFERENT METHODS
Log-in advertisers
Pleasure level
Indispensability level
How hard will a feature be missed if left out?
H
L
L
H
How much
pleasure does
this feature
bring?
“unexpected awesomeness” “harder, better, faster, stronger”
“I don’t care…” “expected essentials”
“it hurts,
take it
away”
22. InDomo
• Lean workshop
Step 4 = Drafting dots
• Goal: vote for new ideas
• 3 votes each
• Red = dislike, green = love, …
• Select the best ideas, discuss
and revote
27 May 2015
Confidential / for internal use only
22
DIFFERENT METHODS
23. InDomo
• Lean workshop
Step 4 = Drafting dots
• Goal: vote for new ideas
• 3 votes each
• Red = dislike, green = love, …
• Select the best ideas, discuss
and revote
27 May 2015
Confidential / for internal use only
23
DIFFERENT METHODS
Product tagging
24. InDomo
• Lean workshop
Step 5 = Paper prototyping
• Goal: Visualize flows & ideas
• Test & rework
• Use post-its for pop-ups
• Ask users to perform a task
• You play ‘device’
• No cost
27 May 2015
Confidential / for internal use only
24
DIFFERENT METHODS
25. InDomo
• Lean workshop
Step 6 = Fake door
• Goal: create landingspage
with key features and
proposition, to capture
early feedback
• Use a fake brand
• Get traffic: SEA, social
• Clear CTA to measure interest
• Try to engage
27 May 2015
Confidential / for internal use only
25
DIFFERENT METHODS
26. InDomo
• UXprobe integration
• Measure user
behavior in the app
• Errors
• Tasks completed
• Duration
• …
27 May 2015
Confidential / for internal use only
26
DIFFERENT METHODS
27. Goudengids.be has changed over the last few
years…
• Apps and platforms are different
• Think user, not product
• Balance between end user and advertiser
• Observe – develop – test – rework - GO
CONCLUSION
27 May 2015
Confidential / for internal use only
27