1. RANDALL NOVAL
APR 1, 2014
ARCHITECTING
GUINNESS PUB FINDER

2. DISCOVER

4. Research
• Who are the fans?
– 67% male
– 60% 25-54 years old
– 72% no kids, or kids have left home

5. Research
• What do they want from Guinness?
– Find their refreshment
– Smartphone penetration high & climbing

6. Insight
• In larger cities, hard to find a place that serves
Guinness when the fan wants it
• Important distinction that this is for out-of-
home consumption, not retail

7. Idea!
• Help fans find Guinness when they are out
looking for suggestions

8. DEFINE

9. Find Guinness
• Implies 2 use cases
– Planned – Desktop / tablet
– Unplanned – Mobile / real-time
• Single platform with 2 views

10. DESIGN

11. Designing the UX
• Understand value-exchange
– Find Guinness
• Fans Find Guinness
• Guinness sells more & gets higher brand engagement
– Rate pubs & comments
• Fans find better pubs
• Guinness gets higher brand engagement
– Rate pour quality
• Fans get emotional benefit of supporting their favorite beer
brand
• Guinness gets data for sales team to react to

12. Deeper Dive – Find Guinness
• Where do we find Guinness?
• Marketing doesn’t have that data, who does?
• Diageo distributer data warehouse
– Different IT group
– Not separated by brand
– Need access, but can’t touch

13. Deeper Dive – Find Guinness
• Create relationship with data curator
• Understand core data processes
• Create plan to extract & clean relevant data
– Identify quick-wins that need a small effort to
have a large impact
– Create data management tool
– Identify long-term value-add to strengthen
relationship

14. DEVELOP & DEPLOY

15. Put the puzzle together
• Create scope & budget
• Create project plan & timeline

16. Put the puzzle together
• Finish the UX, site design, analytics
• Develop supporting APIs
• Launch site

18. EVALUATE

19. Success!
• Met business goals
– Still going strong
• ~3k visits / month
• ~500 ratings / month
• Limited OOH collateral
– Spikes over during heavy promotion
• ~15k visits
• ~6k ratings
– ~50k ratings total

20. RECAP

21. Recap
• Understand the business problem
• Define the required inputs / moving parts /
outputs
• Identify possible solutions
• Validate approach with client
• Define project scope and timeline
• Execute
• Repeat

22. FUTURE

23. Future
• Increase value of investment
– Extend platform to other brands
• Any extensibility possibility needs to be part of original
vision for project

24. Future
• Increase quality of value exchange
– Integrate 3rd party data for increased value as
single point of expertise

25. Future
• Increase impact of unique data sets
– License access to data unique to brand
– Enable secondary marketplace around brand data

26. Questions
• Randall Noval
– http://linkedin.com/in/rjnoval
• Presentation
– http://bit.ly/ETandRandall

27. Credits
Connected people - http://www.sxc.hu/photo/1016447
Hands touching - http://www.flickr.com/photos/robinouivan/7707155238/in/photostream/
Right location - http://www.sxc.hu/photo/369938
Personalized super hero - http://www.geekalerts.com/personalized-superhero-action-figures/
Nintendo Mii setup screen
Airport scene - http://www.hafnerengineering.com/operationsresearch.html
Smarter data - http://flic.kr/p/7tp9bD
People & Gears - http://www.piperreport.com/blog/2013/01/07/health-insurance-exchanges-cms-
guidance-state-partnership-exchanges/
ManagingComplexity - http://www.economist.com/news/business/21590341-management-thinkers-
disagree-how-manage-complexity-its-complicated