7. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 7 App Days #2015
The Lean Startup @ Digital Agency
This is a revised & extended version of Dave Landis schema
8. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 8 App Days #2015
The Lean Startup @ Digital Agency
This is a revised & extended version of Dave Landis schema
9. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 9 App Days #2015
It all starts
with listening
to people you
want to
address
10. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 10 App Days #2015
11. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 11 App Days #2015
- Field Interviews -
LIVEANOTHER LIFE
12. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 12 App Days #2015
to
get
user
PAIN
POINTS
13. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 13 App Days #2015
- User Profiles -
PLAY WITH CHARACTERS
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User mindset criterias
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Define who’s going to use your product
years
PERSONA
Volatile with Brands
Expert onDigital
PositiveAttitude
Personal approach
Do not take the Time
Relax Environment
THE DIGITAL NATIVE
“I just need a digital
product that works fine!”
Unfamiliar with insurance
“I just need simple insurance
product that I can understand,
otherwise I will not buy.”
20 single
low income no kids
high activity little apartment
16. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 16 App Days #2015
From needs to solutions to « user stories »
THE USER JOURNEY MAP
I need to…MY NEEDS I need to… I need to…
MY PROBLEMS
But I can not
because of…
But I can not
because of…
But I can not
because of…
AXA SOLUTIONS
Providethis
information
Allow people
todothisaction
Personalise
thiscontent
Out, morning
Phone, Tablet
SPACE, TIME, DEVICES
In, evening
Tablet, Desktop
In, Out, Everywhere
Every devices
17. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 17 App Days #2015
The Lean Startup @ Digital Agency
This is a revised & extended version of Dave Landis schema
18. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 18 App Days #2015
FUNCTIONALSOLUTION
19. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 19 App Days #2015
INSERT AGILE SLIDE
Agile Development
Building the product in an interative and progressive way
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COMPLETESOLUTION(?)
21. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 21 App Days #2015
• Implicit : Mobile analytics to
find out what is actually used
• Explicit : Customer verbatims
(App stores and Feedback
forms)
• Social : When users are
organized into a community,
« wisdom of crowds » is at
work
Customer Feedback Learning Loop (CFLL)
22. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 22 App Days #2015
The Lean Startup @ Digital Agency
This is a revised & extended version of Dave Landis schema
23. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 23 App Days #2015
Satisfaction, Retention before Referral, Referral before Advertising
24. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 24 App Days #2015
Success does not happen overnight
Lean Startup methods allow to discover the product/market fit
25. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 25 App Days #2015
The Lean Startup @ Digital Agency
This is a revised & extended version of Dave Landis schema
26. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 26 App Days #2015
Conclusion
Customer & Pain Point First
• One must learn to co-create experiences with their customers
• Focus on the problem at length before the solution
• Experience Design : from usability to emotional design
Incremental & Start-of-the-Art
• Agile : Small steps & iterate
• Lean Startup : MVP & innovation accounting
• Exploit technology to its fullest, from smartphones to Big Data
Measure & Method
• CFLL (Customer Feedback Learning Loop)
• Growth Hacking : design products that distribute themselves
It’s about engineering Growth
Pirate Metrics
Growth models
Viral and Social Distribution
A mix of marketing and coding practices
Andrew Chen: Growth Hackers are hybrid of marketer and coder
Seth Godin : “virality is not something that you do to a product. It is something the product is”