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How to Use Lean Rapid
Prototyping to Increase
Marketing ROI
Nichole Kelly
CEO, Social Media Explorer | SME Digital
Co-Founder, TRKS.IT

2. • 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
Prototyping
Do 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 posts
Measure: Have a defined list of tests? Y/N
Build: List of prototypes for testing
Learn: Which headline increases engagement on our
blog post?
Measure: Clicks, Shares, Comments on posts
Build: 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 completions
Build: 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 Prototype
Learn: How to make
measuring social media
easy for marketers?
Measure: Have ideas? Y/N
Build: 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 Prototype
Learn: 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 Prototype
Learn: How to make dashboards
turn-key
Measure: 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 Prototype
Learn: What price point drives the
highest volume from the landing
page?
Measure: # of Clicks and
Conversions on landing page
Build: 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 Kelly
CEO, Social Media Explorer | SME Digital
Co-founder, trks.it
@Nichole_Kelly