A 2-in-1 Sprint: Lean Testing and Consultation

Experimentation or Lean Testing is not a one-off project. You should do it repeatedly, over and over. If we assume that 9 out of 10 business ideas fail, then it is definitely necessary to test a variety of ideas - fast - to come to that one idea that might be a success.

This particular project did not only include a lean innovation sprint, but also a consultation and training on how to implement the mindset and methods of lean innovation. This was in the context of a rather traditional company that tends to rely on knowledge from past experiences. We trained our clients along the way and included them in every task they wished to participate in. After all, this is the most effective way to learn. Take Aristotle's word for it: “For the things we have to learn before we can do them, we learn by doing them.”
The outcome was more than just a validated business idea, but also a step-by-step guidebook about lean testing.

Topic
Lean Innovation
Industry
INSURANCE
Duration
6 WEEKS
Team Size
2 Innovation Manager
0

Week Align

Before starting the sprint, we always want to get to know our clients and understand their requirements. During this time we learned about their backgrounds, found out where their strengths lie, and talked about what they can expect from working with us. In these first meetings, we wanted to find our common ground or even set a shared goal. This way, we could design the upcoming sprint and adjust our methods to their needs and expectations.

1

Week Discover

In order to gain a better understanding of the opportunity space that we chose for this sprint, we prepared a variety of exercises. These included: opportunity statements and different kinds of canvases to get a clear overview of what we already know about the opportunity as well as the areas we need to do further research on.

In the second workshop, we thought about the opportunity through the eyes of the potential customer. We weren't interested in a solution yet, but rather wanted to understand the customer's problems and the emotional outcome they would achieve by finding a better solution. This process led to 3 different potential customer segments that we could target during our first sprint together. All things considered, we strategically chose one of them to focus on within the first sprint.

2

Week Research

We started off our research by collecting the most relevant core assumptions from the first two workshops and chose suitable research methods to further explore or even validate the assumptions.

The research was split into two phases:
The purpose of the first phase was to generate more knowledge and insights about the topic, as well as to learn more about the opportunity at hand. We used common methods such as keyword and a competitive analysis. We then held customer interviews with 5 representatives of our target group.

The second phase was mainly concerned with validating key core assumptions and new insights that we gained from phase one. Using surveys, we successfully validated assumptions backed up by a representative number of participants.

3

Week Define & Design

After all we had learned about our opportunity by this point, it was time to rewrite the opportunity statement and see how it had changed. We used an ideation workshop method called “Brainwriting”, to come up with as many ideas as possible. While doing so, we kept the personas from the user interviews in mind. Compared to other brainstorming methods, this one lets you work on the ideas as a team, rather than having them compete against each other.

After prioritizing 3 ideas through voting, we used our Bonanza Design Lean Canvas to formulate the value proposition and design the details of the experiment. At this point, we are translating the process into a tangible business idea.

Having assessed the details, we built one landing page per idea. The purpose of these landing pages is to expose the idea to an audience in a realistic setting. This way, we will have access to data about how desirable the idea is in the current market, all by using as few resources as possible.

4

Week Experiment & Validate

We used Google Ads to exhibit the 3 Landing Pages to an audience. By creating campaigns and linking them with relevant keywords, we could make a decision on the best bidding strategy, given the set budget. We allowed the experiments run simultaneously for about 5-7 days, depending on their respective performance. Once we were satisfied with the amount of data we recieved, a report was created on informative metrics such as clicks, impressions, CPC, conversion, keyword performance, etc.

By determining the performance of the 3 experiments, we were finally able to gauge how the second sprint could be designed. To ensure our clients could easily follow the thought process, we created an exclusive decision-making flowchart for them. With this, they would be able to make these decisions themselves in the future.

5

Week Train

This sprint did not only have the purpose of exploring new business ideas. We also took the time to educate and console our clients throughout the whole process, so they would be able to implement these innovation sprints and mindsets into their company. To capture all of the knowledge that we shared over the sprint, we collaboratively created a 25-page guidebook that would function as a blueprint for lean innovation to be shared with other stakeholders within the company.

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