Products are Hard 2013 talk on Customer Participation - Sarah F Rose
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Learn how to transform visionary product ideas into wildly popular product as Sarah Rose, VP of Product at award-winning e-tailer ModCloth, explains how the company leverages customer participation. In this presentation, first seen at the Products are Hard Conference (#PAH13), Sarah shares a case study of how ModCloth brought consumer engagement into the product development process to translate innovative ideas into high-performing experiences that customers love.
Products are Hard 2013 talk on Customer Participation - Sarah F Rose
- 1. Your Most Valuable Product Development Tool: Your Customer Sarah Rose, VP Product @sarahfrose
- 2. From a dorm room at CMU¡
- 3. To an industry-leading social commerce company known for its vintage-inspired clothes. #2!
- 4. We¡¯re Democratizing Fashion Make the Cut is a crowdsourced Be the Buyer allows our Name It and Win It design contest. Users submit users to pick samples for engages users in designs and vote on which our store. product-naming contests. should be produced.
- 5. Pioneering Social Commerce October 2009
- 7. Customers provide direct feedback 11.3% 88.7%
- 8. Skip It? Or Fix It?
- 9. Feedback leads to valuable improvements
- 10. BTB styles outperform their counterparts ¨C over two times the sales velocity in 1st week
- 11. Reinventing Social Commerce, a Case Study
- 12. The Challenge: Sustain ModCloth¡¯s leadership in social commerce. Find new ways to empower our girl and foster her participation in our experience
- 13. There was no shortage of Big Ideas; the hard part was figuring out where to start Be the Outfit Designer Photos Branded hot air balloons Be the Buyer 2.0 Customer Boards Q&A Free French fries Apps Activity Feeds
- 14. First, we assembled a great team ?? VALUABLE - ?? FEASIBLE - Responsible for Provides feasibility overall success or and encourages failure possibility Product Lead Manager Engineer Lead Business Designer Lead ?? USABLE - ?? ACTIONABLE - Delivers great Represents customer operational experiences processes and concerns
- 16. We¡¯re obsessed with our girl
- 17. We involved our customer in every step of our process LISTEN LEARN THINK (DREAM!) TEST
- 18. We listened to what our customer did and said Tastemakers, 1.?We observed what our ie bloggers customer was doing in our space Enthusiasts, ie haul videos 2.?Figured out why she acted like this Light participation, 3.?Brainstormed ideas ie Love, Like, Pin, Share to address her needs Site visitors The Participation Pyramid
- 19. We learned about our customers¡¯ needs, motivations, and behaviors I need outfit inspiration and advice!!! I want to connect with people like me I want more confidence in my style I need a creative outlet to express myself I want to help other girls
- 20. We thought hard about how to deliver on those needs. Dare I say we even dreamed up solutions¡ Our Visiontype
- 21. To figure out MVP, we looked for clues in: ?? Customer insights and behavior with the visiontype Be the Designer Outfit ?? Customer social behavior Be the Photos off-ModCloth Buyer 2.0 Branded hot ?? Tastemaker feedback air balloons Free french and behavior fries Boards ?? Technology considerations ¨C Customer what¡¯s feasible and possible Apps Q&A ?? Competitors moves Activity Feeds
- 22. Finally, we made our best, informed guess, and started to test, making sure we could fail fast
- 23. Result? Our customer loves being an integral part of our shopping experience, and we love having her participate!
- 24. Wherever she may be!
- 25. Proof is in the Numbers Style Gallery visitors convert at 2-3x normal rate and have higher average order values
- 26. Next step in maintaining social commerce leadership? Our customer is on this journey with us
- 27. ¡°It is good to have an end to journey toward; but it is the journey that matters, in the end.¡± - Ernest Hemingway
- 28. Thank you! @sarahfrose @ModCloth Facebook.com/ModCloth