[Webinar] Enterprise Innovation: How HP Instant Ink Successfully Launched a Disruptor Brand

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Architecting insights.
Delivering growth.™

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Enterprise Innovation:
How HP Instant Ink Successfully
Launched a Disruptor Brand
Chris Goward Anthony Napolitano
CEO, Widerfunnel VP and GM, Instant Ink Subscription Service

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© Copyright 2007-2020 Widerfunnel. All rights reserved.
Before we get started...
• You'll receive a recording of this webinar
within the next two days.
• Use the Q&A button to send your questions
to the presenters. We'll answer them at the
end of the presentation.

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Chris Goward
Founder & CEO, Widerfunnel
● 13+ years in industry
● Author of industry bestseller
You Should Test That!
● Creator of the LIFT®
Model, PIE
Framework®
, PACET®
, and Inﬁnity
Experimentation Process®
● Global keynote speaker at 300+ events
Behavioral Design and Experimentation
Thought-Leader

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The Behavioral Experimentation company.
We design digital experiences that work,
proven through rigorous experimentation systems.

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We partner with great brands
2007 2009 2011 2013 2015 2017 2019 2021

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of organizations that reported
substantial year-over-year
revenue growth say that
decisions and actions happen
quickly.

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State of Experimentation Research Report
Email iwant@widerfunnel.com for a copy.

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At your company,
how fast are decisions
and actions made
in everyday business?
Company size
An organization’s ability to move quickly is inversely correlated with
company size.

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At your company,
how fast are decisions
and actions made
in everyday business?
Company size
An organization’s ability to move quickly is inversely correlated with
company size.
There’s still
hope!

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Anthony Napolitano
Vice President and General Manager, Instant Ink Subscription Service
• Majority of his career leading and scaling new
businesses at HP.
• Currently leading HP’s business
transformation from purely transactional to
service based.
• Oversees the global strategy,
P&L accountability, and growth of
HP Instant Ink subscription service.

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The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for
2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your
geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to
using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current
billing period. For full details go to instantink.hpconnected.com/terms.

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© Copyright 2019 HP Development Company., LP All rights reserved.
Continuous evolution through experimentation
20172015 2019
The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers <
$399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage,
Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that
you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan
upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the
current billing period. For full details go to instantink.hpconnected.com/terms.

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The Innovator's Dilemma
Explore Exploit

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Explore Exploit
OptimizationDisruption

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Exploration
Long term
Innovation
Flexible Adaptation
Empowerment
External focus
Growth focus
Exploitation
Short term
Eﬃciency
Discipline
Clarity of direction
Internal focus
Productivity focus
2%of companies
Amazon
Toyota
Zara
Source: BCG Henderson Institute https://www.bcg.com/en-ca/publications/2018/2-percent-company.aspx

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Characteristics of the 2% company
1. Excel at both exploration and exploitation.
2. Retain an “outside in” focus by bringing in outside perspectives.
3. Embrace necessary disruptions, even when painful.
4. Have a clear model for renewal, bringing in outside innovation to
commercialize and optimize.
Source: BCG Henderson Institute https://www.bcg.com/en-ca/publications/2018/2-percent-company.aspx

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Explore Exploit
How should
we do it best?
(Optimization)
What’s the next
new idea?
(Disruption)
Should we
do it?
(Validation)

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What worked for Instant Ink?
• Solving for real customer problems.
• Direct voice of customer.
• Created as a separate business unit.
• Results-based pilot created a culture of experimentation.
• Outsider’s perspective with partners like Widerfunnel.

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Looking to the future
• Proliferate success
Push this program's insights into other HP business units.
• Increasing insight velocity
Run more experiments on more customer touchpoints
• Program optimization
Tracking program-level metrics will enable us to optimize resources
• Mixed-methods testing
Harnessing new qualitative testing methods to drive deeper insights

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The goal: scaling experimentation

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Stage 1:
Expertise constraint
Goal:
Improve expertise
Stage 2:
Process constraint
Goal:
Improve process

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© Copyright 2007-2020 Widerfunnel. All rights reserved. Request beta access at www.Liftmap.com

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Questions?

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Overcoming the Innovator's Dilemma
within Large Enterprise Companies.
How HP Instant Ink created a disruptor service.

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Productivity metrics
Experiment Velocity - number of experiments launched / time period
Variant Velocity - number of variations launched / time period
Quality metrics
Actionable Rate - the proportion of experiments that produce actionable results
Hardcode Rate - the percentage of positive conclusive experiments that end up as deployed code
Impact metrics
Uncovered Revenue Ratio - total revenue lift / time period
Test Coverage - the percentage of visitors who are included in a test
Program evaluation criteria

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You also need
program evaluation
metrics
Experimentation Insight

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5 Components of Experimentation Success: PACET®
The way people coordinate their eﬀorts
How the program is measured
Shared beliefs that support experimentation principles
Tools that enable customer insights and testing at scale
The right talent and experience capacity

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The right experimentation process
enables testing all business questions.
Examples

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But...
Satisfaction decreased for
some subscribers.

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© Copyright 2019 HP Development Company., LP All rights reserved.
@chrisgoward @gretchengary #Opticon19
New choice: Delay the decision.
The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers <
$399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage,
Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that
you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan
upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the
current billing period. For full details go to instantink.hpconnected.com/terms.
+5.8%

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Do not just optimize for Conversion Rate!

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Free Download for
attendees
Email:
iwant@Widerfunnel.com
Or visit:
Widerfunnel.com/Opticon19

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Applying A
Mixed Methods
Approach
Behavioral
How we observe people acting
Attitudinal
What people say they need and want
Quantitative
High conﬁdence
Qualitative
Deep insights
A/B Tests
Analytics
Onsite
Polls
Surveys
Session
Recordings
Usability
Tests
Diary
Studies
Contextual
Interviews

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Triangulation Behavioral
How we observe people acting
Attitudinal
What people say they need and want
Quantitative
High conﬁdence
Qualitative
Deep insights
A/B Tests
Analytics
Onsite
Polls
Surveys
Session
Recordings
Usability
Tests
Diary
Studies
Contextual
Interviews

38
Questions?

[Webinar] Enterprise Innovation: How HP Instant Ink Successfully Launched a Disruptor Brand

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[Webinar] Enterprise Innovation: How HP Instant Ink Successfully Launched a Disruptor Brand