Content of Masterclass on how to use Lean Experience Canvas based on Bloom.

1. Lean Experiment
Canvas
Solving Customer Problems
Adam King @
Interactive
Masterclass

2. Welcome and 3 CTAS
1. Please join the CRO PROS LinkedIn group

3. Welcome and 3 CTAS
2. Check out einsights

4. Welcome and 3 CTAS
3. Send your staff to ADMA’s Lunch n’
Learn “Power up your online
performance”

5. Lean Experiment
Canvas
Solving Customer Problems
Adam King @
Interactive
Masterclass

6. Peer-to-peer lending start-up

7. Customer Focused
Experimentation
Traditional CRO briefs and test plans can
o Create narrow test solutions before understanding actual
problem
o Put the emphasis on solution rather than problem
Use Customer Journeys to
o Understand where they are in the journey
o Are we making customers fit into our product/service (square
peg, round hole)
o Biggest issues
o Know their context
o Create value at each step
o Get customer feedback through qualitative and quantitative data
o Frame experiments and solutions from a customer perspective
o Ensure business is customer focused

8. Are you customer focused?
oDo you think your organisation is customer focus?
oDo you run experiments that are customer focused?
oAre your CRO initiatives looking to just boost CTR or
conversions?

9. A/B Testing or Experimentation
Framework
What most are doing
oTraditional Briefs
oHybrid
oHIPPOs
Brave New World
oLean Canvas/Business Model Canvas
o Pure start-up
o Validation business model
oLean Experiment Canvas
o You have a business
o Growth and enterprise

10. Moving beyond pure start-
up
A mix of substantial {pivot} and incremental experiments and
changes

11. Grounded in Lean Start-
up

12. What is a Lean Experiment
Canvas?

13. How to work with a Lean
experience Canvas
One metric that
matters
- Draw a line in the sand, write it down
- Current value & Control
Problem - Hypothesis from your customers perspective
- Prioritise
Solution - Cross-functional
- Local optimum or Global
Test method - Maximum learning, lowest effort
Success criterion - Set BEFORE experiment
Get out of the building
Result & Decision
Learning

26. Your turn…

27. Socialise data on the
Customer Wall
Capture and document relevant
data
oCall Centre feedback
oSocial comments
oSurveys results
oWeb data and analytics
oFinancial data
oEtc.

28. What customer?
Isn't it about sales…
Always talk about the customer
Use data to talk about the customer
o Qualitative – online surveys and visitor recordings
o Quantitative – track errors, lost sales and poor experience
Minimum Viable Product [MVP]
o Just start using it!
o Get it up and running
o Get people on board by doing
o Quick process run through
o Find like minded team members and sponsors
o Form a Guild/Council to prioritise and govern process
o Get colleagues to pitch their experiment canvas

29. What we’ve learned
1. Keep talking about the customer
2. Solve for customer problems
oBy solving customer problems, conversions
increase
oAre you actually solving problems?
1. Make sure you take people on the journey
2. It takes time to pivot!
3. An assumption is not a hypothesis
4. Make sure your test/experiment enables
you to learn something

30. 4 Recommendations
1. Just do it!
oUse MVP
oIf it doesn’t work iterate!
1. Frame all tests, personalization and
experiments from a customer perspective
2. It helps clarify hypotheses, especially for
organisations new to testing and
experimentation
3. Form a Guild and Centre of Excellence

31. Questions?

32. References
http://www.bloomamsterdam.com/2014/04/23/introducing-the-lean-enterprise-experiment-canvas/
http://leananalyticsbook.com/one-metric-that-matters/
http://leanstack.com/why-lean-canvas/
http://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-experiment-act/
http://www.kampyle.com/prioritizing-testing-hypotheses-cro-one-step-time-part-2/
http://blog.pivotal.io/labs/labs/lean-hypotheses
http://www.slideshare.net/intelleto/lean-ux-meetupvegashypotheses201307