Delivering value through experimentation, from LAST Conference 2018 in Melbourne

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Most organisations now understand why they need insights on customers’ needs and behaviours to drive customer-centred outcomes within agile teams. But many organisations struggle to convert insights from their quantitative and qualitative research into value that actually gets delivered to customers. And whilst many organisations are employing researchers, and building agile teams, organisational behaviours—at a team level, and also at a leadership level—often get in the way of those teams converting insights into value, leaving teams feeling lost at sea. But there are behaviours and principles that teams and leaders can put into practice to create an culture of effective experimentation based on insights. By being more human, we can enable our teams to deliver efficient value to customers, and even within the organisation itself. Come with Julia Birks and Dave Calleja on a swashbuckling journey, as we show you how to navigate the oft-treacherous waters of organisational culture, to help your teams reach the mystical location we call Value Atoll.

Direction et management

Julia Birks
Strategic Design Lead, Isobar
Twitter @juliabirks
Dave Calleja
Associate Design Director -
Experimentation
Twitter @davecalleja
Introductions

Insights Island
How do you even decide what
you’re building?
Do you want profits???
SERIOUSLY.
If you’re not
collecting insights
around users’
needs, start doing
it NOW!
@juliabirks • @davecalleja • @isobarAU

Insights Island: A scary slide you need to pay attention to
“Our customers will
show us what
they need”
“We know better
than our customers”
@juliabirks • @davecalleja • @isobarAU
17%
3%
CX Leaders CX laggards
Compound average revenue growth 2010-15
Source: June 21, 2016 “Customer Experience Drives Revenue Growth, 2016” Forrester report

So you’re
collecting
insights!
Insights Island
@juliabirks • @davecalleja • @isobarAU

Lesson 1:
Know you’re stuck on
Insights Island

Lesson 2:
Value Atoll is a real place*
*But not really

Lesson 3:
Get to Value Atoll by creating
an experimentation culture

Ways of working
that enable
experimentation
AKA The speedboat
@juliabirks • @davecalleja • @isobarAU

Ways of Working
Principles over
process
Create guiding principles
Maximise opportunities
to deliver value
Don’t be a process zealot!
@juliabirks • @davecalleja • @isobarAU

Design and deliver
it together
Ways of Working
Diverse teams
From gender to skills
Minimise silos
Maximise knowledge sharing
Design with users
Customers and staff
@juliabirks • @davecalleja • @isobarAU

Every good team needs a coach
Ways of Working
@juliabirks • @davecalleja • @isobarAU

Value lives in
the middle
DESIRABILITY
VIABILITY FEASIBILITY
Ways of Working
@juliabirks • @davecalleja • @isobarAU

Desirable and feasible?
You can’t service it or
afford it
Desirable and viable?
It’s a great idea that can’t
be built
Viable and feasible?
No customer wants it
Value lives in
the middle
Ways of Working
@juliabirks • @davecalleja • @isobarAU

Run all the
experiments
Ways of Working
@juliabirks • @davecalleja • @isobarAU

Run all the
experiments
Refinement Exploration
Best solution
is missed
Many alternate
solutions explored
Ways of Working
@juliabirks • @davecalleja • @isobarAU

Run all of the experiments
Run all the experiments
ANZ Small Business ATM

Enabling
experimentation
through culture
AKA The sea

Create
psychological
safety
Culture of Enablement
More likely to own mistakes
Better partners to their colleagues
Less likely to leave
More openness to diverse ideas
@juliabirks • @davecalleja • @isobarAU

Don’t fail —
disprove your
hypothesis
Culture of Enablement
‘Fail fast, fail often’ is a goal
Promote learning through
experimentation
“I have a hypothesis, let’s go
and test it”
Accept and celebrate killing ideas
@juliabirks • @davecalleja • @isobarAU

Democratise
your ideas
Culture of Enablement
Evidence based decision making
Empower everyone
to contribute ideas
Establish an idea or
experiment framework
@juliabirks • @davecalleja • @isobarAU

Experimentation Framework - Hypothesis & Ideation
IF
OPPORTUNITY OR CHALLENGE
Any aspect of the experience or system
which could be improved
This is not the specific change e.g
moving an element on a page.
THEN
PREDICTED RESULT
What is the expected outcome of the
solution?
How will the business or user be
impacted?
BECAUSE
RATIONALE
Why do we believe the result will occur?
What insights inform this?
PROFESSIONAL HUNCH QUALITATIVE DATA QUANTITATIVE DATA
PRIMARY METRIC SECONDARY/MONITORING METRICS TARGET / AUDIENCE
@juliabirks • @davecalleja • @isobarAU

Experimentation Framework - Planning & Development
Plann
BUSINESS & CUSTOMER IMPACT DESIGN & DEVELOPMENT EFFORT DURATION
LOW HIGHLEVEL OF EFFORT
DEGREEOFIMPACTHIGHLOW
QUICK WINS
HARD SLOGS
@juliabirks • @davecalleja • @isobarAU

“...When you are lacking in faith,
Others will be unfaithful to you…”
- Lao Tzu, writing in the Tao Te Ching
Culture of Enablement
Unblock issues
Trust teams to try, be like
the bumpers in bowling
Develop skills and
confidence
Enable autonomy,
mastery, and purpose
Foster servant
leadership
@juliabirks • @davecalleja • @isobarAU

Lead by doing
Culture of Enablement
Organisational
belief
Team/group belief
Professional belief
Self belief
Structure
Business benefits
Governance
Strategy and vision
Ways of working
Team dynamics
Vision alignment
Future skills
Quality & craft
Mastery
Fulfillment
Wellness
Social Connections
Purpose
@juliabirks • @davecalleja • @isobarAU

Bringing it all together
Define & Ideate
Discover & Learn Design & Build
Deliver & Test
Form & Align
Review Prepare
Test
A case study
@juliabirks • @davecalleja • @isobarAU

Run all of the experiments
Bringing it all together
Finding wins

Delivering value through experimentation, from LAST Conference 2018 in Melbourne

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Delivering value through experimentation, from LAST Conference 2018 in Melbourne

2. Julia Birks Strategic Design Lead, Isobar Twitter @juliabirks Dave Calleja Associate Design Director - Experimentation Twitter @davecalleja Introductions

5. Insights Island How do you even decide what you’re building? Do you want profits??? SERIOUSLY. If you’re not collecting insights around users’ needs, start doing it NOW! @juliabirks • @davecalleja • @isobarAU

6. Insights Island: A scary slide you need to pay attention to “Our customers will show us what they need” “We know better than our customers” @juliabirks • @davecalleja • @isobarAU 17% 3% CX Leaders CX laggards Compound average revenue growth 2010-15 Source: June 21, 2016 “Customer Experience Drives Revenue Growth, 2016” Forrester report

7. So you’re collecting insights! Insights Island @juliabirks • @davecalleja • @isobarAU

9. Lesson 1: Know you’re stuck on Insights Island

10. Lesson 2: Value Atoll is a real place* *But not really

11. Lesson 3: Get to Value Atoll by creating an experimentation culture

12.

13. Ways of working that enable experimentation AKA The speedboat @juliabirks • @davecalleja • @isobarAU

14. Ways of Working Principles over process Create guiding principles Maximise opportunities to deliver value Don’t be a process zealot! @juliabirks • @davecalleja • @isobarAU

15. Design and deliver it together Ways of Working Diverse teams From gender to skills Minimise silos Maximise knowledge sharing Design with users Customers and staff @juliabirks • @davecalleja • @isobarAU

16. Every good team needs a coach Ways of Working @juliabirks • @davecalleja • @isobarAU

17. Value lives in the middle DESIRABILITY VIABILITY FEASIBILITY Ways of Working @juliabirks • @davecalleja • @isobarAU

18. Desirable and feasible? You can’t service it or afford it Desirable and viable? It’s a great idea that can’t be built Viable and feasible? No customer wants it Value lives in the middle Ways of Working @juliabirks • @davecalleja • @isobarAU

19. Value lives in the middle DESIRABILITY VIABILITY FEASIBILITY Ways of Working @juliabirks • @davecalleja • @isobarAU

20. Run all the experiments Ways of Working @juliabirks • @davecalleja • @isobarAU

21. Run all the experiments Refinement Exploration Best solution is missed Many alternate solutions explored Ways of Working @juliabirks • @davecalleja • @isobarAU

22. Run all of the experiments Run all the experiments ANZ Small Business ATM

23. Enabling experimentation through culture AKA The sea

24. Create psychological safety Culture of Enablement More likely to own mistakes Better partners to their colleagues Less likely to leave More openness to diverse ideas @juliabirks • @davecalleja • @isobarAU

25. Don’t fail — disprove your hypothesis Culture of Enablement ‘Fail fast, fail often’ is a goal Promote learning through experimentation “I have a hypothesis, let’s go and test it” Accept and celebrate killing ideas @juliabirks • @davecalleja • @isobarAU

26. Democratise your ideas Culture of Enablement Evidence based decision making Empower everyone to contribute ideas Establish an idea or experiment framework @juliabirks • @davecalleja • @isobarAU

27. Experimentation Framework - Hypothesis & Ideation IF OPPORTUNITY OR CHALLENGE Any aspect of the experience or system which could be improved This is not the specific change e.g moving an element on a page. THEN PREDICTED RESULT What is the expected outcome of the solution? How will the business or user be impacted? BECAUSE RATIONALE Why do we believe the result will occur? What insights inform this? PROFESSIONAL HUNCH QUALITATIVE DATA QUANTITATIVE DATA PRIMARY METRIC SECONDARY/MONITORING METRICS TARGET / AUDIENCE @juliabirks • @davecalleja • @isobarAU

28. Experimentation Framework - Planning & Development Plann BUSINESS & CUSTOMER IMPACT DESIGN & DEVELOPMENT EFFORT DURATION LOW HIGHLEVEL OF EFFORT DEGREEOFIMPACTHIGHLOW QUICK WINS HARD SLOGS @juliabirks • @davecalleja • @isobarAU

29. “...When you are lacking in faith, Others will be unfaithful to you…” - Lao Tzu, writing in the Tao Te Ching Culture of Enablement Unblock issues Trust teams to try, be like the bumpers in bowling Develop skills and confidence Enable autonomy, mastery, and purpose Foster servant leadership @juliabirks • @davecalleja • @isobarAU

30. Lead by doing Culture of Enablement Organisational belief Team/group belief Professional belief Self belief Structure Business benefits Governance Strategy and vision Ways of working Team dynamics Vision alignment Future skills Quality & craft Mastery Fulfillment Wellness Social Connections Purpose @juliabirks • @davecalleja • @isobarAU

31. Bringing it all together

32. Bringing it all together Define & Ideate Discover & Learn Design & Build Deliver & Test Form & Align Review Prepare Test A case study @juliabirks • @davecalleja • @isobarAU

33. Run all of the experiments Bringing it all together Finding wins

Delivering value through experimentation, from LAST Conference 2018 in Melbourne

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