Reflection: Implementing Learning Launch

Challenge:

I am a member of the Marketing team at my company and our challenge is to increase our client´  purchase transactions in our recent mobile application, which will allow us to increase our  revenue. In addition to our area, this project involves the IT team, who provide us with the  implementation and follow-up service. The project consists of a team of 7 people (including IT),  with a limited budget and with a maximum time of 45 days to achieve an increase in sales volume  of 30% through our app. We will focus on knowing our clients, their main transactions and  difficulties in using our app.

Selection:

We decided to use the learning launch tool since it is more adapted to our challenge, which  involves identifying the client's key assumptions, experimenting and testing our hypothesis in a  short period of time.

Application:

In the first stage of the learning launch, we focused on our clients who have our app downloaded  on their smartphone and their frequency of use. Then, we analyzed the most frequent  transactions made through the app. It should be noted that the app had been launched on the  market for 3 months. We wanted to validate if our app was intuitive and friendly.

In the first week of work we verified that our app was not very attractive to our customers since  it took a long time to execute a purchase transaction and the menu of options was limited and  not very intuitive. Starting from the second week, the marketing team together with IT made  some changes in the "front" of the option menu that allowed reducing the steps to complete a  purchase transaction and also enable online chat to solve customer queries.

After the analysis of the most frequent transactions, the app could offer additional products to  the one being purchased (push offer of products), which would allow offering not only a product  but a "kit" of products to our clients. We complemented these actions with offers that were  attractive to him.

At the end of the third week, we relaunched an improved version of the app along with short  explanatory tutorials on different social networks (Facebook, Twitter and Instagram) and with  raffles and prizes for those who use the app.

Insight

The application of the learning launch tool allowed us to identify and design the plan that led us  to test our assumptions. To do this, we made a series of changes to the app, seeking to capture  more sales transactions and improve the customer experience. Our real results were close to  the objective, during the following 3 weeks the use of our app increased by 30% and the sales  transactions made by 25%. After implementation, we carry out surveys to our clients on their  experience of using our app and their feedback allowed us to continue improving it along with  the offer of our products.

Approach

The Marketing team continues exploring this tool, as it was successful during its first  implementation. Our main focus is on the digital channel and this tool will allow us to quickly  adapt to changes in customer behavior. Finally, it becomes important when analyzing new  businesses with interdisciplinary teams looking for group thinking that mitigates the risk of  confirmation bias.


Reflection : Implementing Learning Launch Challenge : I am a member of the Marketing team at my company and our challenge is to increase our client ´ purchase transactions in our recent mobile application , which will allow us to increase our revenue . In addition to our area , this project involves the IT team , who provide us with the implementation and follow - up service . The project consists of a team of 7 people ( including IT ) , with a limited budget and with a maximum time of 45 days to achieve an increase in sales volume of 30 % through our app . We will focus on knowing our clients , their main transactions and difficulties in using our app . Selection : We decided to use the learning launch tool since it is more adapted to our challenge , which involves identifying the client 's key assumptions , experimenting and testing our hypothesis in a short period of time . Application : In the first stage of the learning launch , we focused on our clients who have our app downloaded on their smartphone and their frequency of use . Then , we analyzed the most frequent transactions made through the app . It should be noted that the app had been launched on the market for 3 months . We wanted to validate if our app was intuitive and friendly . In the first week of work we verified that our app was not very attractive to our customers since it took a long time to execute a purchase transaction and the menu of options was limited and not very intuitive . Starting from the second week , the marketing team together with IT made some changes in the " front " of the option menu that allowed reducing the steps to complete a purchase transaction and also enable online chat to solve customer queries . After the analysis of the most frequent transactions , the app could offer additional products to the one being purchased ( push offer of products ) , which would allow offering not only a product but a " kit " of products to our clients . We complemented these actions with offers that were attractive to him . At the end of the third week , we relaunched an improved version of the app along with short explanatory tutorials on different social networks ( Facebook , Twitter and Instagram ) and with raffles and prizes for those who use the app . Insight The application of the learning launch tool allowed us to identify and design the plan that led us to test our assumptions . To do this , we made a series of changes to the app , seeking to capture more sales transactions and improve the customer experience . Our real results were close to the objective , during the following 3 weeks the use of our app increased by 30 % and the sales transactions made by 25 % . After implementation , we carry out surveys to our clients on their experience of using our app and their feedback allowed us to continue improving it along with the offer of our products . Approach The Marketing team continues exploring this tool , as it was successful during its first implementation . Our main focus is on the digital channel and this tool will allow us to quickly adapt to changes in customer behavior . Finally , it becomes important when analyzing new businesses with interdisciplinary teams looking for group thinking that mitigates the risk of confirmation bias .