nichole kelly - how to use lean rapid prototyping to increase marketing roi

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How to Use Lean Rapid Prototyping to Increase Marketing ROI

Nichole Kelly

CEO, Social Media Explorer | SME DigitalCo-Founder, TRKS.IT

• The problem

• What is lean rapid prototyping

• The rules of lean rapid prototyping

• Where do you start

• Lean rapid prototyping in action

• Resources/Q&A

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The Problem

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#truth

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2 What is Lean Rapid Prototyping?

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Lean Rapid PrototypingDo More…With Less…Faster…With Better Results…

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How long would it take to prototype the first functional heads up display?

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#geniustomchi

Google Glass

Tom Chi is a rock star

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3 The Rules of Lean Rapid Prototyping

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#geniustomchi

Lean Rapid Prototyping Rules

1 – Find the quickest path to experience

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#geniustomchi

Lean Rapid Prototyping Rules

2 – Doing is the best kind of thinking

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#geniustomchi

Lean Rapid Prototyping Rules

3 – Use materials that move at the speed of thought to maximize the rate of learning

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4 Where do I start?

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Step 1

Define your conditions of satisfaction

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Step 2

Define your minimum viable product

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Step 3

Define your learn

What do I want to learn

from this prototype?

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Step 3

Define how you will measure that you learned it

How will I measure that I’ve learned

it?

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Step 3

Define what you can build in under 2 hours

What can I build in <2

hours to test it?

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BONUS

You may find it easier to define all of your LMBs for a project right from the beginning to gauge progress

Learn: How to increase engagement on blog postsMeasure: Have a defined list of tests? Y/NBuild: List of prototypes for testing

Learn: Which headline increases engagement on our blog post?Measure: Clicks, Shares, Comments on postsBuild: A/B split test with 50% of traffic for each headline

Learn: Which headline increases conversions from blog content?Measure: Clicks on CTA’s, Landing page views, landing page completionsBuild: A/B split test with 50% of traffic for each headline

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Step 4

Risk assess your L, M, B

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Step 5

Create your prototype

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Step 6

Get feedback from the target audience for the prototype

Collect +EBIs

• What really worked for you?• What would make it even better

Optional based on type of prototype• What do you want more of?• What do you want less of?

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Step 7

Iterate

Rinse…repeat until you have achieved your MVP

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Step 8

SHIP

Ship your MVP

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Step 9

Get feedback from the target audience for the prototype

Collect +EBIs

• What really worked for you?• What would make it even better

Optional based on type of prototype• What do you want more of?• What do you want less of?

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Step 10

Iterate

Rinse…repeat until you have achieved your MVP

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5 Lean Rapid Prototyping in Action

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Sample PrototypeLearn: How to make measuring social media easy for marketers?Measure: Have ideas? Y/NBuild: List of ideas

• Create training to show them how to measure

• Create tools to help them measure efficiently

• Create software to operationalize link tagging

• Create content to support tools

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Sample PrototypeLearn: Would our client dashboards be useful for marketers?Measure: Responses from clients (1 not useful, 10 extremely useful)Build: Conversation during weekly call with clients using current dashboard

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Sample PrototypeLearn: How to make dashboards turn-keyMeasure: User rating on ease of use of tool kit (1 = hard, 10= Easy)Build: Toolkit with instructions sent to novice users

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Sample PrototypeLearn: What price point drives the highest volume from the landing page?Measure: # of Clicks and Conversions on landing pageBuild: Landing page with price points

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•Rapid Protyping Rules• Find the quickest path to experience• Doing is the best kind of thinking• Use materials that move at the speed of thought

•Define your conditions of satisfaction

•Define your minimum viable product

•Define your learn, measure, build (LMB)

•Check risk assessments on your LMB

•Build your prototype

•Get feedback

•Iterate

•Rinse…repeat

Summary

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From SME Digital

• Download Lean Rapid Prototyping

Worksheets http://trks.it/pBBBb

Around the web

• Tom Chi’s Google Glass Video

Resources

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Questions?

Nichole KellyCEO, Social Media Explorer | SME DigitalCo-founder, trks.it@Nichole_Kelly