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Lean Startup and mobile development at the AXA Digital Agency

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Lean Startup and mobile development at the AXA Digital Agency

  1. 1. LEAN STARTUP & MOBILE DEVELOPMENT @ AXA DIGITAL AGENCY November 26th 2015 AppDays, Day #2
  2. 2. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 2 App Days #2015 INSERT DESIGNED IN DA SLIDE DESIGN & BUILD FORPEOPLE
  3. 3. WHO AM I? Hi, I’m Stephane (but people call me Stef or @sdelbecque)
  4. 4. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 4 App Days #2015 It’s only going to be one slide, don’t worry
  5. 5. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 5 App Days #2015 It’s only going to be one slide, don’t worry
  6. 6. LEAN @ DIGITAL AGENCY From theory to the real world
  7. 7. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 7 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema 
  8. 8. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 8 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema 
  9. 9. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 9 App Days #2015 It all starts with listening to people you want to address
  10. 10. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 10 App Days #2015
  11. 11. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 11 App Days #2015 - Field Interviews - LIVEANOTHER LIFE
  12. 12. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 12 App Days #2015 to get user PAIN POINTS
  13. 13. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 13 App Days #2015 - User Profiles - PLAY WITH CHARACTERS
  14. 14. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 14 App Days #2015 User mindset criterias
  15. 15. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 15 App Days #2015 Define who’s going to use your product years PERSONA Volatile with Brands Expert onDigital PositiveAttitude Personal approach Do not take the Time Relax Environment THE DIGITAL NATIVE “I just need a digital product that works fine!” Unfamiliar with insurance “I just need simple insurance product that I can understand, otherwise I will not buy.” 20 single low income no kids high activity little apartment
  16. 16. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 16 App Days #2015 From needs to solutions to « user stories » THE USER JOURNEY MAP I need to…MY NEEDS I need to… I need to… MY PROBLEMS But I can not because of… But I can not because of… But I can not because of… AXA SOLUTIONS Providethis information Allow people todothisaction Personalise thiscontent Out, morning Phone, Tablet SPACE, TIME, DEVICES In, evening Tablet, Desktop In, Out, Everywhere Every devices
  17. 17. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 17 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema 
  18. 18. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 18 App Days #2015 FUNCTIONALSOLUTION
  19. 19. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 19 App Days #2015 INSERT AGILE SLIDE Agile Development Building the product in an interative and progressive way
  20. 20. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 20 App Days #2015 COMPLETESOLUTION(?)
  21. 21. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 21 App Days #2015 • Implicit : Mobile analytics to find out what is actually used • Explicit : Customer verbatims (App stores and Feedback forms) • Social : When users are organized into a community, « wisdom of crowds » is at work Customer Feedback Learning Loop (CFLL)
  22. 22. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 22 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema 
  23. 23. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 23 App Days #2015 Satisfaction, Retention before Referral, Referral before Advertising
  24. 24. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 24 App Days #2015 Success does not happen overnight Lean Startup methods allow to discover the product/market fit
  25. 25. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 25 App Days #2015 The Lean Startup @ Digital Agency This is a revised & extended version of Dave Landis schema 
  26. 26. Lean Startup @ AXA Digital Agency – Nov 2015 – Page 26 App Days #2015 Conclusion Customer & Pain Point First • One must learn to co-create experiences with their customers • Focus on the problem at length before the solution • Experience Design : from usability to emotional design Incremental & Start-of-the-Art • Agile : Small steps & iterate • Lean Startup : MVP & innovation accounting • Exploit technology to its fullest, from smartphones to Big Data Measure & Method • CFLL (Customer Feedback Learning Loop) • Growth Hacking : design products that distribute themselves
  27. 27. THANK YOU! Stephane Delbecque @sdelbecque

Notas del editor

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  • It’s about engineering Growth
    Pirate Metrics
    Growth models
    Viral and Social Distribution
    A mix of marketing and coding practices
    Andrew Chen: Growth Hackers are hybrid of marketer and coder
    Seth Godin : “virality is not something that you do to a product. It is something the product is”
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