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CONFIDENTIAL
CONFIDENTIAL
Dr. Mirko CasparManaging Director
CREATIVITY FORPERFORMANCE
17.06.16
CONFIDENTIALCONFIDENTIAL
WHO WE ARE
MISTER SPEX AT A GLANCE
2
Largest European Online Eyewear Retailer
More than 2 Mio. customers
10 countries
400 employees
Largest assortment in stock and
best customer service
Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 3
TODAY‘S TOPIC
1. CREATIVITY! WHY „FOR PERFORMANCE“?
2. THE CREATIVE PROCESS AND HOW CANDATA HELP?
3. HOW TO „ORGANIZE“ CREATIVITY?
4. A FEW LESSONS LEARNED
CONFIDENTIAL
Source: http://wirtschaftslexikon.gabler.de/Definition/kreativitaet.html
4
WHAT IS CREATIVITY?
„Creativity is the ability of an individual or a
group to think and act in imaginative and
formative way. " (Gabler Wirtschaftslexikon)
Creativity
Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIAL
Source: Clayton Christensen Innovators Dilemma: http://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing; Copernicus Marketing Consulting and Research:http://www.greenbook.org/marketing-research.cfm/top-10-reasons-for-new-product-failure
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ANY TYPE OF CREATIVITY & IDEAS?
Creativity without Performance
Creativity for Performance by Dr. Mirko Caspar
Failure rate of disruptive product innovations
~80%
CONFIDENTIAL
Read more: http://www.businessdictionary.com/definition/performance.html#ixzz49Yug9Zn5
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PERFORMANCE
What means Performance?
Creativity for Performance by Dr. Mirko Caspar
“The accomplishment of a given task measured
against preset known standards of accuracy, completeness, cost, and
speed.”
i.e. task: We want to sell high quality eyewear better
and thereby
sell more eyewear to more people.
CONFIDENTIAL
Source: https://en.wikipedia.org/wiki/Creativity
7
THAT IS CREATIVITY!
Creativity
Creativity for Performance by Dr. Mirko Caspar
“Creativity is a
phenomenon whereby
something new and
somehow valuable is
formed.” (Wikipedia)
CONFIDENTIALCONFIDENTIAL 8
CREATIVITY FOR PERFORMANCE: Leads us to the combination of creativity & data
Creativity for Performance by Dr. Mirko Caspar
CREATIVITY THAT PRODUCES RELEVANT, VALUABLE RESULTS
CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 9
TODAY‘S TOPIC
1. CREATIVITY! WHY „FOR PERFORMANCE“?
2. THE CREATIVE PROCESS AND HOW CANDATA HELP?
3. HOW TO „ORGANIZE“ CREATIVITY?
4. A FEW LESSONS LEARNED
CONFIDENTIAL
Read more: https://hbr.org/2015/09/design-thinking-comes-of-age; partly based on and adapted from Clayton Christensen´s Innovator´s DNA Model
10
THE CREATIVE PROCESS
Building a Design Thinking Process
Define
Ideate
Prototype
Test Empathize
Learn about
the audience
Construct a point of
view that is based on
user needs and insights
Come up with
creative
solutions
Build a representation
of one or more ideas
and present to others
Return to original user
group and testing
ideas for feeback
Creativity for Performance by Dr. Mirko Caspar
Essential behavorial skills
Questioning
Observing
Networking
Experimenting
CONFIDENTIAL
Read more: https://hbr.org/2015/09/design-thinking-comes-of-age; partly based on and adapted from Clayton Christensen´s Innovator´s DNA Model
11
HOW CAN DATA HELP IN THE CREATIVE PROCESS?
Building a Design Thinking Process
Define
Ideate
Prototype
Test Empathize
Learn about
the audience
Construct a point of
view that is based on
user needs and insights
Brainstorming
for creative
solutions
Build a representation
of one or more ideas
and present to others
Return to original user
group and testing
ideas for feeback
Creativity for Performance by Dr. Mirko Caspar
Scope + Insights
(make it relevant)
Test
(make sure it works)
CONFIDENTIAL
HOW CAN DATA HELP?
ITERATE, TEST AND LEARN
Implement an agile process
1. Creative Idea (Hypothesis)
2. Design & Prototyping
3. Implementation
4. Measure/ Evaluate
Iterative
Cross-functional
Evolutionary
Rapid
Flexible
…
12Creativity for Performance by Dr. Mirko Caspar
Understand:
Customers
+ Problems
Generate
Insights
Test
CONFIDENTIAL
GENERATE INSIGHTS,
DEFINE THE SCOPE
Implement an agile process
1. Creative Idea (Hypothesis)
2. Design & Prototyping
3. Implementation
4. Measure/ Evaluate
Iterative
Cross-functional
Evolutionary
Rapid
Flexible
…
13Creativity for Performance by Dr. Mirko Caspar
Understand:
Customers
+ Problems
Generate
Insights
Test
Phase 1
CONFIDENTIAL 14
WHY DO I NEED A BRIEFING?
Brief your team
Creativity for Performance by Dr. Mirko Caspar
Connecting objectives with creative strategies
Building team consensus
Aligning expectations
Defining clear, measurable goals
CONFIDENTIAL
WHAT MAKES IT RELEVANT: CUSTOMER CENTRIC VIEW
Who is my customer and what does he expect? Do you offer something interesting?
How can data help?
Key Buying Factors
• price
• assortment
• usability
• …
Customer
Company Competition
15
Effectiveness
significant
perceived
Efficiency
economically
defensible
Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIAL 16
WHAT IS A GOOD BRIEFING?
Brief your team
Creativity for Performance by Dr. Mirko Caspar
Open briefings are a terrible risk, if the agency/or team has an “out of the box” idea
they’ll pitch it anyway. If they don’t have a clue what problem they are solving and why,
they won’t find the clue neither!
Good briefings should have
Target group, needs, attitudes…
Competitive landscape
Insights and an objective
Tasks and targets tightly defined
…
…
Briefings are information on all necessary facts to run a job or task.
Mandatory facts
Budget
Timeline
Project Team
Key Stakeholders
CONFIDENTIAL
NEW TV SPOT: FAMILY SPOT MISTER SPEX 2016
https://www.youtube.com/watch?v=PJYV3HIJWpw
Creativity for Performance by Dr. Mirko Caspar
How to start creating a data-based concept?
17
CONFIDENTIAL18
DATA DRIVEN MARKETING KPI´S – CONVERSION FUNNEL
Creativity in Performance in Marketing- How to…
Measure until the end
Look at the most importantsubsegments to understand
Target group, visitors
Product groups, categories
Brands…
ResultpagesHomepage
ProductdetailPages
Option pages
Basket Con-firmation
Returns
Conversion rate/ bounce rate/ average time spend/ scrolling
CONFIDENTIAL 19
WHAT HELPS TO GENERATE INSIGHTS?
Get the relevant data
Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIAL 20
WHAT HELPS TO GENERATE INSIGHTS?
Get the relevant data
Creativity for Performance by Dr. Mirko Caspar
"It’s easy to get stuck in one side or the other. If you do a lot of exploratory
behavioral observation of humans, you can get stuck in that method; if you
only do a lot of big system analysis you can lose the human touch.“
- Nate Bolt/ Facebook
CONFIDENTIALMister Spex Powerpoint Template 21
Mixing data with
individual use cases!
CONFIDENTIAL
RAPIDUSERTESTS: OBSERVE!
Creativity in Performance in Marketing- How to…
22Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIAL
HOW CAN DATA HELP? PHASE 1
Relevant data & researches
23
Quantitative Research
– Surveys
understand Customer Segments their Needs and our Performance
versus the competition.
asses the Potential of different target groups and define our Positioning
and our USPs. (Potential & existing customers)
Creativity for Performance by Dr. Mirko Caspar
Quantitative Research
– Tracking
understand Customer Behavior, Customers Flow, Performance of
different approaches
Identify relative strengths and weaknesses of product (also bugs;-))
Qualitative Research
Understand: Perception, Customer Experience, i.e. current usability
bugs
Inspiration: concrete improvement levers and ideas
Prioritization: (partly)
CONFIDENTIAL
HOW CAN DATA HELP?
PHASE 2
Implement an agile process
1. Hypotheses
2. Design & Prototyping
3. Implementation
4. Measure/ Evaluate
Iterative
Cross-functional
Evolutionary
Rapid
Flexible
…
24Creativity for Performance by Dr. Mirko Caspar
Understand:
Customers
+ Problems
Generate
Insights
Test
Phase 2
CONFIDENTIALCreativity for Performance by Dr. Mirko Caspar 25
A/B- TESTING: HYPOTHESIS, PRIORITIZATION, TESTING
Creativity in Performance in Marketing- How to…
Original Variation B Uplift
Visits 2029 1766 -
Exit rate 30,51 30,24 -0,88%
CTR (PLP) 58,06% 58,44% +0,65%
CR (Sale)9,41%
(191 Conv.)
10,19%
(180 Conv.)+8,28%
1. Hypotheses (Case landingpage lenses)
Potential Customers don‘t understand that high-quality lenses are included and that they save up to 50%
Content is neither easy to scan and read nor trustworthy
2. Prioritization & Roadmap planning 3. Implementation
4. Testing
Original Variation B (New)
CONFIDENTIAL
WHAT DO WE DO? PHASE 2
Relevant data & researches
26
Quantitative:
Tracking
- A/B Testing
- Web-Tracking
Does it work? - Asses the impact of different messages, products,
features, ads, landingpages, etc.
Creativity for Performance by Dr. Mirko Caspar
QuantitativeResearch
- Surveys
Do they like it?
(If not?)
Qualitative
Research
Understand: Perception, Customer Experience, i.e. current usability
bugs
Always test
hypothesis!
CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 27
TODAY‘S TOPIC
1. CREATIVITY! WHY „FOR PERFORMANCE“?
2. THE CREATIVE PROCESS AND HOW CANDATA HELP?
3. HOW TO „ORGANIZE“ CREATIVITY?
4. A FEW LESSONS LEARNED
CONFIDENTIALCONFIDENTIALCreativity for Performance by Dr. Mirko Caspar 28
MANAGING PEOPLE,ORGANISATION & PROCESSES
CONFIDENTIAL 29
MANAGING PEOPLE TO CREATE A CUSTOMER CENTRIC,
DATA-DRIVEN AND AGILE ORGANISATION
Top down: Tell them what to do - then you have to have all the answers
Bottom up: they tell you what to do - then they need all the experience, scope, vision and
strategy
So its boths, supported by a …
clear vision
deep customer understanding
deep understanding of mechanics and levers of your value proposition
shared values & approach (personal responsibility, quality, committed, etc.)
clear goals and scope
Data Driven organisation & processes
GoTrack/ Test
DecisionBack toteam
Critiquesessions
Team –Bottom up
Delegate + Definition Scope & Task – Top down
Creativity for Performance by Dr. Mirko Caspar
1 2 3 3 4 5 6
CONFIDENTIAL 30
SET THE SCOPE – AGILE & PROJECT BASED
2. Sprints1. Top 5 Projects
Part Description Presenter Time (min)
Process / Discussion
- Winner Reporting Cycle- UX Involvement
Falko 10
Priorities / Discussion
Roadmap & Upcoming AB Tests Falko 10
Update CTA & Price Adjustment Sarah 10
Update New Lenses Info Page Valentina 10
Presentation 2D/3D as fourth product picture Franziska 15
3. A/B Testboard 4. Product Council
Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIAL
Move creativity process forward by asking 4 questions
1. What is the current objective?
2. What components are directly related to the objective?
3. Are those components effective in achieving the objective?
4. Why? Why not?
Pixar – a successful example
GIVING FEEDBACK WITHOUT RUINING CREATIVITY
Critique Sessions
31Creativity for Performance by Dr. Mirko Caspar
Critiquesessions
3
CONFIDENTIAL
CULTURE EATS STRATEGY FOR BREAKFAST
Mind set
Culture
Process not Org Structure
Requirements
32
Read:
Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 33
TODAY‘S TOPIC
1. CREATIVITY! WHY „FOR PERFORMANCE“?
2. THE CREATIVE PROCESS AND HOW CANDATA HELP?
3. HOW TO „ORGANIZE“ CREATIVITY?
4. A FEW LESSONS LEARNED
CONFIDENTIAL
SO WHATS?
Creativity needs scope, insights and structure for something valuable (Briefings)
Be sure to be customer centric
Data can help
Mix quantitative AND qualitative data and insights
Critique session are super helpful (use experts)
Be agile
www.misterspex.de 34
CONFIDENTIAL 35
CORE VALUES OF MISTER SPEX
AGILE DATA
DRIVEN
CUSTOMER
CENTRIC
Building organisation and processes
Creativity for Performance by Dr. Mirko Caspar
CONFIDENTIALCONFIDENTIALMister Spex Powerpoint Template 36
THANK YOU!
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