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M&S Digital Labs: Lean product development, fast feedback & leopard print dresses

hemalkuntawala
hemalkuntawala

M&S Digital Labs developed an online styling app called Style Board to test assumptions about how customers would engage with creating and viewing outfits without brands or models. Data from the initial version showed 52% of visitors signed up and 39% created boards, with 36% higher conversion than other traffic. Further analysis of brand mixing, popular categories, and product relationships provided insights to improve engagement and sales conversion for the next versions.

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M&S Digital Labs Lean product development, fast feedback (& leopard print dresses) @hemalkuntawala
About M&S Digital Labs One of our products 5 minutes 15 minutes
About M&S Digital Labs Lean startup techniques kick-start products and experiences our customers wouldn't expect to see from M&S
About M&S Digital Labs * Online Desktop, tablet, mobile Ops Marketing Digital Trading, ful鍖lment Marketing Ops Branding, campaigns Supply chain Stores Marketing Ops High Street, Simply Food, Outlet Of鍖ine Stock, forecasting * Not to scale, or very accurate
Lean startup (& product management) Value proposition Customer segments Business model canvas Marketing channels Customer development Validate assumptions Design thinking Insight & assumptions Learn UX Build Autonomy User testing Activation Data Product Revenue Extreme programming Retention Behaviour Split tests Developers Designers Vision, instinct & obsession Acquisition IA Referral Product/market 鍖t? Measure Continuous deployment MVP
Insight & assumptions Our brands confuse Would our customers create and view out鍖ts? What happens to conversion if we remove models? What happens if we remove our brands? Data Cant out鍖t Our models alienate Product One of our products
Product The product: Style Board Would our customers create and view out鍖ts? What happens to conversion if we remove models? What happens if we remove our brands?
Product Would our customers create and view out鍖ts? Data The data Lets have a look What happens to conversion if we remove models? What happens if we remove our brands?
5000 Traf鍖c 3750 Sign ups 52% conv. 2500 Boards 39% conv. 1250 Month October November December January February
The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher What happens if we remove our brands?
The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens to conversion if we remove models? What happens if we remove our brands? Traf鍖c from Style Board converts 36% higher Lets have a look
Brand mix
The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher Brands are mixed and matched More data! Category mix Product relationships
Category mix
The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher Brands are mixed and matched More data! Category mix Some popular categories could be better sold Product relationships
Product relationships
Behaviour Opinion
The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher Brands are mixed and matched More data! Product category mix Popular categories could be better sold Product relationships Relationship data could produce better product suggestions
Whats next? Version 1 Isolated app (mandsstyleboard.com) Login via Facebook (Minimal) engagement mechanics Deep links Responsive Shipped in 4 weeks Traf鍖c from M&S Facebook Version 2 Increase engagement Increase quality Increase conversion Lick of paint Use as a marketing channel Wherever else the data takes us
What else you can expect from us Online Desktop, tablet, mobile Stores High Street, Simply Food, Outlet
Food High Online aided by of鍖ine Mainly online Frequency Tops Lingerie Shoes Bottoms Womens wear Shirts Underwear Handbags Dresses Mens wear Flowers Suits Low Sofas Slow Homeware Kitchen ware Purchase-cycle speed Fast
Thanks! @mnslabs

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M&S Digital Labs: Lean product development, fast feedback & leopard print dresses

  • 1. M&S Digital Labs Lean product development, fast feedback (& leopard print dresses) @hemalkuntawala
  • 2. About M&S Digital Labs One of our products 5 minutes 15 minutes
  • 3. About M&S Digital Labs Lean startup techniques kick-start products and experiences our customers wouldn't expect to see from M&S
  • 4. About M&S Digital Labs * Online Desktop, tablet, mobile Ops Marketing Digital Trading, ful鍖lment Marketing Ops Branding, campaigns Supply chain Stores Marketing Ops High Street, Simply Food, Outlet Of鍖ine Stock, forecasting * Not to scale, or very accurate
  • 5. Lean startup (& product management) Value proposition Customer segments Business model canvas Marketing channels Customer development Validate assumptions Design thinking Insight & assumptions Learn UX Build Autonomy User testing Activation Data Product Revenue Extreme programming Retention Behaviour Split tests Developers Designers Vision, instinct & obsession Acquisition IA Referral Product/market 鍖t? Measure Continuous deployment MVP
  • 6. Insight & assumptions Our brands confuse Would our customers create and view out鍖ts? What happens to conversion if we remove models? What happens if we remove our brands? Data Cant out鍖t Our models alienate Product One of our products
  • 7. Product The product: Style Board Would our customers create and view out鍖ts? What happens to conversion if we remove models? What happens if we remove our brands?
  • 8. Product Would our customers create and view out鍖ts? Data The data Lets have a look What happens to conversion if we remove models? What happens if we remove our brands?
  • 9. 5000 Traf鍖c 3750 Sign ups 52% conv. 2500 Boards 39% conv. 1250 Month October November December January February
  • 10. The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher What happens if we remove our brands?
  • 11. The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens to conversion if we remove models? What happens if we remove our brands? Traf鍖c from Style Board converts 36% higher Lets have a look
  • 13. The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher Brands are mixed and matched More data! Category mix Product relationships
  • 15. The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher Brands are mixed and matched More data! Category mix Some popular categories could be better sold Product relationships
  • 18. The data Data Product Would our customers create and view out鍖ts? 52% visitors signed up 39% users created a board What happens if we remove our brands? What happens to conversion if we remove models? Traf鍖c from Style Board converts 36% higher Brands are mixed and matched More data! Product category mix Popular categories could be better sold Product relationships Relationship data could produce better product suggestions
  • 19. Whats next? Version 1 Isolated app (mandsstyleboard.com) Login via Facebook (Minimal) engagement mechanics Deep links Responsive Shipped in 4 weeks Traf鍖c from M&S Facebook Version 2 Increase engagement Increase quality Increase conversion Lick of paint Use as a marketing channel Wherever else the data takes us
  • 20. What else you can expect from us Online Desktop, tablet, mobile Stores High Street, Simply Food, Outlet
  • 21. Food High Online aided by of鍖ine Mainly online Frequency Tops Lingerie Shoes Bottoms Womens wear Shirts Underwear Handbags Dresses Mens wear Flowers Suits Low Sofas Slow Homeware Kitchen ware Purchase-cycle speed Fast