Using the Moves the Needle Value Stream Discovery Loop to Identify Bottlenecks in the Customer Journey

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Delivering new value in the eyes of the customer is not always easy. This presentation highlights how to use the Value Stream Discovery Loop tool to uncover the steps a customer may take to go from simply aware, all the way to passionate, and how to eliminate bottlenecks in the customer journey. Read more at the Value Stream Discover Loop tool here: https://movestheneedle.info/vsd-ghc

Negócios

Alex Djordjevic | alex@movestheneedle.com | @budisrecan
Mike Kendall | mike@movestheneedle.com | @DelightApostle
F I N D I N G T H E B O T T L E N E C K : T H E P O W E R O F V A L U E S T R E A M M A P P I N G
#GHC18

PAGE 2 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
mike kendall
mike@movestheneedle.com
@DelightApostle
www.movestheneedle.com | @movestheneedle
alex djordjevic
alex@movestheneedle.com
@budisrecan

PAGE 3 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18

PAGE 4 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
LEAN INNOVATION
DELIVERY OF NEW VALUE IN THE
EYES OF THE CUSTOMER
(and everybody has a customer)

PAGE 5 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
SEARCHEXECUTE
On the known In the unknown
Measure tasks Measure impact

PAGE 6 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
3 E’S OF LEAN INNOVATION

PAGE 7 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
THE VALUE STREAM LOOP
AN INTERACTIVE TOOL THAT HELPS…
• Define the business activities needed to create value
(in the face of uncertainty)
• Identify how customers ”want” to interact
• Focus a team on the activities and metrics that will
have the greatest impact

#GHC18PAGE 8 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
THE VALUE STREAM
PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE

PAGE 9 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
For each of the seven “customer
states”, hypothesize & validate:
Customer Behavior: indicating
customer is in a particular state
Business Activity: required to prompt
the customer behavior
Metric(s): used to measure behavior
AWARE
customer
behavior
business
activity
Metric(s)
VALUE STREAM
APPROACH

#GHC18PAGE 11 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
THE VALUE STREAM
PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE

#GHC18PAGE 12 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
AWARE
BUSINESS ACTIVITIES
• Airbnb: Hack Craigslist vacation rental ads
looking for business travelers who want a
“locals” travel experience.
CUSTOMER BEHAVIOR
• Click on Craigslist ad; browse listing
METRIC
• Listings browsed by source

#GHC18PAGE 13 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
INTRIGUED
BUSINESS ACTIVITIES
• Airbnb: Inexpensive rooms. Have “local’s
experience.”
• “Stay with a local when traveling.” (launch)
• “Welcome home” (2015)
CUSTOMER BEHAVIOR
• Browse FAQ or About Us
METRIC
• % hitting FAQ (Craigslist)

#GHC18PAGE 14 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
TRUSTING
BUSINESS ACTIVITIES
• Airbnb: Post articles about Airbnb
• Enable listing review posts
CUSTOMER BEHAVIOR
• Click on Request to Book
• Fills out account application
• Supplies credit car info
METRIC
• Fill out application by funnel path.

#GHC18PAGE 15 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
CONVINCED
BUSINESS ACTIVITIES
• Airbnb: Safety guarantees
• Social proof via reviews
CUSTOMER BEHAVIOR
• Books room
METRIC
• Revenue by funnel path.

#GHC18PAGE 16 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
HOPEFUL
BUSINESS ACTIVITY
• Airbnb: Facilitate (urge) communication
between host and guest.
CUSTOMER BEHAVIOR
• contacts host (guest)
METRIC
• Measure communications between host and
guest.

#GHC18PAGE 17 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
SATISFIED
BUSINESS ACTIVITIES
• Build MVP: Minimum functionality required to
fulfill utility promise.
• 1 page web site; air mattresses; fresh towels;
breakfast
CUSTOMER BEHAVIOR
• Guest stays multiple nights
• Customer comes back and rents again
METRIC
• Customer rents 3 nights every 6 months

#GHC18PAGE 18 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
PASSIONATE
BUSINESS ACTIVITIES
• Messaging/Branding
• Customer has “locals” experience
CUSTOMER BEHAVIOR
• Invites friends
• Fills out review
• Participates in online community
• Shares photos on social media
METRIC
• Viral coefficient

CUSTOMER
Joanna
Single mother, product
development professional.
Frequently in a hurry. Tech-
savvy. Likes consistency.
Wants her kids to eat
healthy.
Can’t seem to find
time to shop for
food.
Tried online delivery and
wasn’t happy with the quality
and high price.
Walmart Pick-up
Service
PROBLEM
SOLUTION

PAGE 21 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
LET’S GET STARTED :08
Get into a small team
Put yourself in Joanna’s shoes
Identify Joanna’s Behaviors for 7
stages of her journey

PAGE 22 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
LET’S ZOOM IN :08
Identify Walmart Activities and Metrics for:
SATISFIED
PASSIONATE

PAGE 23 | GRACE HOPPER CELEBRATION 2018
PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18
mike kendall
mike@movestheneedle.com
@DelightApostle
www.movestheneedle.com | @movestheneedle
MORE RESOURCES:
alex djordjevic
alex@movestheneedle.com
@budisrecan

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Using the Moves the Needle Value Stream Discovery Loop to Identify Bottlenecks in the Customer Journey

1. Alex Djordjevic | alex@movestheneedle.com | @budisrecan Mike Kendall | mike@movestheneedle.com | @DelightApostle F I N D I N G T H E B O T T L E N E C K : T H E P O W E R O F V A L U E S T R E A M M A P P I N G #GHC18

2. PAGE 2 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 mike kendall mike@movestheneedle.com @DelightApostle www.movestheneedle.com | @movestheneedle alex djordjevic alex@movestheneedle.com @budisrecan

3. PAGE 3 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18

4. PAGE 4 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 LEAN INNOVATION DELIVERY OF NEW VALUE IN THE EYES OF THE CUSTOMER (and everybody has a customer)

5. PAGE 5 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 SEARCHEXECUTE On the known In the unknown Measure tasks Measure impact

6. PAGE 6 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 3 E’S OF LEAN INNOVATION

7. PAGE 7 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 THE VALUE STREAM LOOP AN INTERACTIVE TOOL THAT HELPS… • Define the business activities needed to create value (in the face of uncertainty) • Identify how customers ”want” to interact • Focus a team on the activities and metrics that will have the greatest impact

8. #GHC18PAGE 8 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 THE VALUE STREAM PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE

9. PAGE 9 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 For each of the seven “customer states”, hypothesize & validate: Customer Behavior: indicating customer is in a particular state Business Activity: required to prompt the customer behavior Metric(s): used to measure behavior AWARE customer behavior business activity Metric(s) VALUE STREAM APPROACH

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11. #GHC18PAGE 11 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 THE VALUE STREAM PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE

12. #GHC18PAGE 12 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 AWARE BUSINESS ACTIVITIES • Airbnb: Hack Craigslist vacation rental ads looking for business travelers who want a “locals” travel experience. CUSTOMER BEHAVIOR • Click on Craigslist ad; browse listing METRIC • Listings browsed by source

13. #GHC18PAGE 13 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 INTRIGUED BUSINESS ACTIVITIES • Airbnb: Inexpensive rooms. Have “local’s experience.” • “Stay with a local when traveling.” (launch) • “Welcome home” (2015) CUSTOMER BEHAVIOR • Browse FAQ or About Us METRIC • % hitting FAQ (Craigslist)

14. #GHC18PAGE 14 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 TRUSTING BUSINESS ACTIVITIES • Airbnb: Post articles about Airbnb • Enable listing review posts CUSTOMER BEHAVIOR • Click on Request to Book • Fills out account application • Supplies credit car info METRIC • Fill out application by funnel path.

15. #GHC18PAGE 15 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 CONVINCED BUSINESS ACTIVITIES • Airbnb: Safety guarantees • Social proof via reviews CUSTOMER BEHAVIOR • Books room METRIC • Revenue by funnel path.

16. #GHC18PAGE 16 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 HOPEFUL BUSINESS ACTIVITY • Airbnb: Facilitate (urge) communication between host and guest. CUSTOMER BEHAVIOR • contacts host (guest) METRIC • Measure communications between host and guest.

17. #GHC18PAGE 17 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 SATISFIED BUSINESS ACTIVITIES • Build MVP: Minimum functionality required to fulfill utility promise. • 1 page web site; air mattresses; fresh towels; breakfast CUSTOMER BEHAVIOR • Guest stays multiple nights • Customer comes back and rents again METRIC • Customer rents 3 nights every 6 months

18. #GHC18PAGE 18 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 PASSIONATE BUSINESS ACTIVITIES • Messaging/Branding • Customer has “locals” experience CUSTOMER BEHAVIOR • Invites friends • Fills out review • Participates in online community • Shares photos on social media METRIC • Viral coefficient

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20. CUSTOMER Joanna Single mother, product development professional. Frequently in a hurry. Tech- savvy. Likes consistency. Wants her kids to eat healthy. Can’t seem to find time to shop for food. Tried online delivery and wasn’t happy with the quality and high price. Walmart Pick-up Service PROBLEM SOLUTION

21. PAGE 21 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 LET’S GET STARTED :08 Get into a small team Put yourself in Joanna’s shoes Identify Joanna’s Behaviors for 7 stages of her journey

22. PAGE 22 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 LET’S ZOOM IN :08 Identify Walmart Activities and Metrics for: SATISFIED PASSIONATE

23. PAGE 23 | GRACE HOPPER CELEBRATION 2018 PRESENTED BY ANITAB.ORG AND THE ASSOCIATION FOR COMPUTING MACHINERY #GHC18 mike kendall mike@movestheneedle.com @DelightApostle www.movestheneedle.com | @movestheneedle MORE RESOURCES: alex djordjevic alex@movestheneedle.com @budisrecan

Using the Moves the Needle Value Stream Discovery Loop to Identify Bottlenecks in the Customer Journey

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