This document outlines an approach to driving digital transformation through product development. It discusses establishing an infrastructure for innovation, including setting up a project room, directors board, and tactical unit. It presents a 3-step framework of proving the problem, concept, and product. It also describes a 5-day sprint process for developing concepts, including defining jobs to be done, identifying current processes, and problems/pains. The goal is to generate insights through rapid prototyping instead of long analysis.

1. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
HOW TO DRIVE
DIGITAL
TRANSFORMATION
THROUGH
PRODUCT
DEVELOPMENTW IFI
1508guest
GUESTKODE
Jegvilonline
URL’S
1508.dk
slideshare.com/1508as
vimeo.com/design1508
facebook.com/company/1508-as
HASHTAG
#1508as
21/10/15
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2. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
HOW DO WE BUILD AN ‘IS THIS A
GOOD IDEA?’- MACHINE
Infrastructure
Proven ideas
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3. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
APPROACH
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4. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
Est. 15.08.2000
+ 500 websites
45 employees
Analysis, strategy, design and
implementation
Focus: From sites to services
WHO’S 1508
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5. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
3 OFFERINGS 3 APPROACHES
CONVERSION EXPERIENCE INNOVATION
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6. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
ADDED VALUE THROUGH CONVERSION
DESIGN
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7. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
ADDED VALUE THROUGH EXPERIENCE
DESIGN
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8. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
ADDED VALUE THROUGH INNOVATION
DESIGN
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9. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE BELIEVE IN DESIGN THINKING AS
AN APPROACH TO DEVELOP BUSINESS
HUMAN VALUE TECHNOLOGY
BUSINESS
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10. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
IN SHORT, THIS IS WHAT WE COMBINE
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11. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
We search for product fit and
market fit through heavy
prototyping and minimum viable
products.
WHAT WE’RE AIMING FOR
$=
Create fit
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12. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
TO SOLVE STUFF, WE NEED A REAL
PROBLEM
HOW MIGHT
WE…?
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13. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
SOLUTIONS WILL BE FOUND THROUGH
HEAVY EXPERIMENTATION
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14. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
ASSUMING IS KEY
=≈
Hypothesis Facts
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15. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
THIS MEANS WE GAIN INSIGHTS FROM
FAST PROTOTYPING INDSTEAD OF LONG
TERM ANALYSIS
Analysis
Hypothesis
Build
prototype (MVP)
Launch
Learn from insights
Recommendation
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16. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE FIND SUCCESFUL PRODUCTS
THROUGH SPEEDY CRAFTING AND
MULTIPLE ITERATIONS
Research & calculate
Build & iterate
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17. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
TO DO SO, TANGIBILITY IS KEY
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18. 1508™
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE GOT A 3-STEP FRAMEWORK FOR
BRINGING PRODUCTS TO LIFE
PROOF OF PROBLEM PROOF OF CONCEPT PROOF OF PRODUCT
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19. 1508™
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
THE FULL MONTY LOOKS LIKE THIS
CUSTOMER SEGMENTS
CUSTOMER JOURNEYS
WORK FLOW ID.
MARKET ANALYSIS
TRENDS
BUSINES MODEL CANVAS
HOW MIGHT WE
HYPOTHESIS
PROTOTYPES
TEST PRODUCT FIT
TEST FEASABILITY
BUILD MVP
TEST VIABILITY
BUILD CANVAS
PROOF OF
PROBLEM
PROOF OF
CONCEPT
PROOF OF
PRODUCT
PhaseActivitiesDeliverances
CUSTOMER NEEDS
JOBS TO BE DONE
FEASABLE PRODUCTS VIABLE PRODUCTS
GO
LIVE
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20. 1508™
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
TRENDS
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21. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
We’ve got 7500 pages with less
than 100 visits a year
x
We spend 4 hours producing each
page
x
Our internal hourly cost price is
250 kr.
=
7.500.000 kr
WE NEED TO FOCUS ON WHAT’S
DRIVING VALUE…THIS IS WHAT A
CORPORATE SITE TYPICALLY LOOKS
LIKE
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22. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
PEOPLE SEEK VALUE THROUGH
SERVICES, NOT COMMUNICATION
DO
...to services
READ
From communication
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23. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
THERE’S A DEMAND FOR INDIVIDUAL
EMPOWERMENT AND SERVICES
Kapow
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24. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
EXPERIENCE IS CORE
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25. 1508™
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WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE NEED TO AVOID ONE WOW
Time
Experience
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26. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
AND AIM FOR LONG WOWS
Time
Experience
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27. 1508™
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HOW TO DRIVE DIGITAL
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THE TRADITIONAL DEVELOPMENT
PROCES IS TOO SLOW
RESEARCH
STRATEGY
TACTICS
BUILD
LAUNCH
INSIGHTS
Time
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28. 1508™
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
HERE IS WHAT’S WRONG WITH TODAY’S
PROCESS
SPECS DESIGN BUILD LAUNCH
Some
learning
Very
little
learning
Most
learning
will
happen
here
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29. 1508™
ALWAYS IN LOVE
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE NEED TO BUILD GROWTH THROUGH
INNOVATION
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30. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
THE FUTURE IS HARD TO FIGURE OUT
NOW ?
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31. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
UNKNOWN COMPETITORS WILL EMERGE
YOU
COMP
COMP
COMP
COMP
COMP
COMP COMP
COMP
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32. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
KNOWN BUSINESS WILL BE DISRUPTED
PERFORMANCE
TIME
SUSTAINING
INNOVATIONS
DISRUPTIVE
INNOVATIONS
Thx to Clayton Christensen
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33. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
UNKNOWN TECHNOLOGIES WILL EMERGE
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34. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
KNOWN BUSINESS
HOW TO DRIVE DIGITAL
TRANSFORMATION...
SO WE NEED TO SEARCH FOR NEW
BUSINESS MODELS WITH INSPIRATION
FROM START UPS
FUTURE
BUSINESS
FUTURE
BUSINESS
FUTURE
BUSINESS
START UP
TRIALS
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35. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE NEED TO SEEK INNOVATION
THROUGHOUT THE ENTIRE
BUSINESSMODEL
Profit
model
Network Structure Process
Product
performance
Product
system
Service Channel Brand
Customer
engagement
CONFIGURATION OFFERING EXPERIENCE
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36. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE NEED TO BUILD A CULTURE THAT
LEARNS FROM LAUNCHING HISTORY
Time
Learnings
Launch
Launch
Launch
Launch
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37. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
THIS IS WHERE THE REAL CHALLENGES
ARE HIDDEN
Product
Organization
Mindset
Difficult
Easy
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38. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
CASES
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39. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
This is what we built and tested
in one day
DANSK METAL: SALARY NEGOTIATON
TOOL
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40. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
”We need to launch a new service
in 6 months. Today it takes 3
years.”
Jesper Rønnow, CEO, SKAT
SKAT WANT’S A NEW INNOVATION
PROCES
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41. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
3 MONTHS DEVELOPMENT: APP WITH
DAILY TAX SERVICES
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42. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
MOMENT: IMPROVING NEW EMPLOYEE’S
ONBOARDING TIME
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43. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
METHODOLOGY
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44. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
This part is all about creating a
basic set of structural elements,
that have to be established
before you’ll succeed in
innovating stuff.
THE PROCES
Research
Infra-
structural
set up
MVP 1 MVP2 MVP3
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45. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
WE GOT A 3-STEP FRAMEWORK FOR
BRINGING PRODUCTS TO LIFE
PROOF OF PROBLEM PROOF OF CONCEPT PROOF OF PRODUCT
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46. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
THE ENTIRE PROCESS IN ALEX
OSTERWALDERS WORDS
$
1) Identify needs 2) Test product fit 3) Test market fit
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47. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
PART 1:
UNDERSTAND
PROBLEMS AND
BUILD AN
INFRASTRUCTURE
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48. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
UNDERSTANDING BUSINESS AND
IDENTIFY KEYPROBLEMS
Target groups?
Task analysis?
User journeys?
Business model?
Competitors?
Inspiration and trends?
Channel?
Analytics?
Reports and knowledge?
=
So how might we?
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49. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
UNDERSTANDING BUSINESS AND
IDENTIFY KEYPROBLEMS WITH THE
BUSINESS CANVAS MODEL
$
Customer
segments
Customer
Relationships
Value
Propositions
Key
Activities
Key
Partnerships
Cost Structure
Channels
Revenue Streams
Key
Resources
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50. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
ESTABLISH A PROJECT ROOM
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51. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
LEARN TO SKETCH WITH JRGN CLVN
BUSINESS COURSE BECAUSE FAST
TANGIBILITY IS KEY
21/10/15
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52. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
ESTABLISH A DIRECTORS BOARD FOR
STRATEGIC DECISIONS AND CULTURAL
ANCHORING
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53. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
Project manager
IT architect
Business developer
Researcher
+
Design fascilitator
UX-designer
Frontend specialist
BUILD A TACTICTAL UNIT
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54. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
MAP AND GET INTO DIALOGUE WITH
STAKEHOLDERS AND SUPPLIERS
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55. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
SET UP AN INTERNAL COMMUNICATION
AND KNOWLEDGE PLATFORM
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56. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
SET UP A FIXED TESTPANEL WITH
EXTERNAL CUSTOMERS AND PRESUMERS
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57. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
PREPARE EDUCATIONAL RESSOURCES
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58. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
PART 2: CONCEPTS
AND GV5
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59. 1508™
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
PRINCIPLES OF THE 5 DAY SPRINT
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5
UNDRSTAND IDEA DECIDE BUILD TEST
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60. 1508™
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
STEP 1: DEFINE JOBS TO BE DONE
JOBS TO
BE DONE
PAINS
GAINS
PRODUCTS
& SERVICES
PAIN RELIEVERS
GAIN CREATORS
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61. 1508™
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TRANSFORMATION...
STEP 2: IDENTIFY ‘AS IS’ ANATOMY
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62. 1508™
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TRANSFORMATION...
STEP 3: IDENTIFY PROBLEMS AND
PAINS
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63. 1508™
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TRANSFORMATION...
STEP 4: CHECK COMPETITORS AND
STRUCTURAL INSPIRATION
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64. 1508™
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TRANSFORMATION...
STEP 5: HOW MIGHT WE…
“
...?“
How might we…
Help compainies and newhires
to onboard faster
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65. 1508™
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TRANSFORMATION...
STEP 6: IDEAS WITH CRAZY EIGHTS
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66. 1508™
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STEP 7: DECIDE WITH DOT VOTING
YES YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
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67. 1508™
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STEP 8: STORYBOARD
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68. 1508™
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STEP 9: DO WE STAND OUT
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69. 1508™
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TRANSFORMATION...
STEP 9: DO WE OFFER SOMETHING
UNIQUE?
[Offering]
Our
[Product Category]
Is the only
[Benefit]
That
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70. 1508™
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WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
STEP 10: PERFORM TEST AND COLLECT
LEARNINGS
To verify this, we will
And measure…
We are right, if…
We belive that…
Test name Deadline
TEST CARD
We observed
From that we learned
Therefore, we will
We belived that…
Insight name Date
LEARNING CARD
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71. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
Can we make it?
Will we make it?
CHECK FEASABILITY
HUMAN VALUE TECHNOLOGY
BUSINESS
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72. 1508™
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WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
PART 3: BUILD
MVP
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73. 1508™
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TRANSFORMATION...
HOW SPOTIFY BUILDS A NEW PRODUCT
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74. 1508™
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A Minimum Viable Product has just those
features that allow the product to be
deployed, and no more.
The product is typically deployed to a
subset of possible customers, such as early
adopters that are thought to be more
forgiving, more likely to give feedback, and
able to grasp a product vision from an early
prototype or marketing information.
It is a strategy targeted at avoiding
building products that customers do not
want, that seeks to maximize the information
learned about the customer per dollar spent.
"The minimum viable product is that version
of a new product which allows a team to
collect the maximum amount of validated
learning about customers with the least
effort."
http://en.wikipedia.org/wiki/Minimum_viable_
product
PROVE EVIDENCE: DO THEY MEAN WHAT
THEY SAY
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75. 1508™
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HOW TO DRIVE DIGITAL
TRANSFORMATION...
JUST GET OUT OF THE BUILDING
F..k it,
ship it
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76. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
MAKE A LANDINGPAGE
Make a landing page, distribute links and track interest
My product
BUY
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77. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
MAKE A VIDEO DESCRIBING USP’S
PREORDER NOW
21/10/15
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78. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
DO A SPLITTEST
A B
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79. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
BUILD AND TEST YOUR CANVAS
$ $
$ $
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80. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
HOW TO DRIVE DIGITAL
TRANSFORMATION...
THX
1508 A/S
www.1508.dk
Klaus Bundvig
Dir. of Business Development
kbu@1508.dk
+45 2250 9795
Check out more inspirational stuff at
1508.dk/viden
21/10/15
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