Lauren Braun, gravitytank , @another_lauren Testing apps, websites and digital services is pretty well-documented territory. But running lean experiments for services without a screen can seem daunting. In-person services are holistic experiences with lots of moving parts, which can easily make testing costs and timelines balloon. The biggest challenge is figuring out which parts of the service to make real and which parts to fake. At gravitytank, we work with organizations big and small to run lean experiments that focus on the most uncertain and risky element of a new service. Like any good test, our experiments generate useful quant data (i.e. throughput, sales, user preferences), but we also leverage them to collect meaningful qualitative feedback. We’ve used this approach to lean service MVPs for restaurant startups, huge CPG companies, global hotel chains and others. Across the board, the learnings have had significant impact on development. Caution: Live Subject! will take you through a few examples, offer some ‘pro tips’, and together, we’ll run a rapid-fire service experiment to bring it to life.

1. gravitytank | Lean Service Experiments | 2015 LSU Conference
CAUTION: Live Subjects!
Lean Experiments for Services
Lauren Braun @gravitytankinc
lauren.braun@gravitytank.com

2. 70people
DESIGNERS
RESEARCHERS
STRATEGISTS
OPERATIONS
ILchicago
2000-present
CAsan francisco
I work at an
innovation firm.

3. gravitytank | Lean Service Experiments | 2015 LSU Conference 3
Doing something new
that becomes widely adopted
and creates significant value.
Implementation,
not idea
Market pull
Economic
or social
what we mean
by innovation

4. gravitytank | Lean Service Experiments | 2015 LSU Conference 4
Design
Thinking
Lean
Startup+
desirable
viable feasible

5. gravitytank | Lean Service Experiments | 2015 LSU Conference 5
+
• Focus on learning (not on scale or execution)
• Prototyping and iteration
• Speed and agility
• Structured experimentation
• Eliminating wasted effort
• Quantitative, behavioral data
• User empathy
• Multiple solutions
• Design “special effects”
• Qualitative feedback
Design
Thinking
Lean
Startup

6. How do I design a
good MVP experiment
for a service?*
QUESTION
*without a screen

7. gravitytank | Lean Service Experiments | 2015 LSU Conference

8. gravitytank | Lean Service Experiments | 2015 LSU Conference

9. gravitytank | Lean Service Experiments | 2015 LSU Conference
“We want to be the Chipotle of stir-fry.”
- BRIGHTWOK FOUNDERS

10. Are the sauce
names accurate?
What’s our “hero”
sauce?
How many sauces
should we have?
Sauces
Lead with proteins
or sauces?
Protein as part of base
price or add-on?
How many veggies
should be standard?
Food
& Pricing
How is the menu
best navigated?
Is our menu intuitive
to order from?
Full, partial or no
customization?
Ordering
Experience

11. gravitytank | Lean Service Experiments | 2015 LSU Conference
Brightwok had very limited means to run an experiment
11
oocJ’~7
i-is.
nil:

12. gravitytank | Lean Service Experiments | 2015 LSU Conference
What’s the product of a restaurant?
12

13. Are the sauce
names accurate?
What’s our “hero”
sauce?
How many sauces
should we have?
Sauces
Lead with proteins
or sauces?
Protein as part of base
price or add-on?
How many veggies
should be standard?
Food
& Pricing
How is the menu
best navigated?
Is our menu intuitive
to order from?
Full, partial or no
customization?
Ordering
Experience

14. gravitytank | Lean Service Experiments | 2015 LSU Conference
We designed three menus with different levels of customization
14

15. gravitytank | Lean Service Experiments | 2015 LSU Conference
We built out a restaurant counter
in our event space
15

16. gravitytank | Lean Service Experiments | 2015 LSU Conference
We cooked some Brightwok
stirfry in advance
16

17. gravitytank | Lean Service Experiments | 2015 LSU Conference
Then, we invited 60 gravitytankers
and neighbors to lunch
17

18. gravitytank | Lean Service Experiments | 2015 LSU Conference
We invited about 100 employees and neighbors to lunch
18
Three groups of 20 customers
ordered from each menu

19. gravitytank | Lean Service Experiments | 2015 LSU Conference 19
Finally, they got delicious free stirfry
(but not what they ordered)

20. gravitytank | Lean Service Experiments | 2015 LSU Conference 20
We observed them while
they ordered and interviewed
them while they ate

21. gravitytank | Lean Service Experiments | 2015 LSU Conference
Full customization is not the answer
21
More menu customization equals
a better ordering experience
HYPOTHESIS LEARNING
Actually, it can be overwhelming and
many people ask for suggestions.

22. gravitytank | Lean Service Experiments | 2015 LSU Conference
“The tests showed us we could make our menu
simpler and there is no doubt our customer
experience will be much better because of it.”
22
— JEREMY KLABEN, FOUNDER & CEO
Full customization is not the answer

23. gravitytank | Lean Service Experiments | 2015 LSU Conference 23
So what happened?

24. gravitytank | Lean Service Experiments | 2015 LSU Conference
So what happened?
24
“Had a great first-time experience.”
“Chipotle-style fast casual stir fry
shop. Easy menu to navigate.”
“Absolutely phenomenal! Friendly
staff, easy process, fresh ingredients,
and amazing flavors.”
“You can build your own or choose
from a menu …”
“I cannot believe this place is one of a
kind! I imagine there is NO WAY this
won't take off if the owner wants.”

25. Focus your test on
the most uncertain
or risky elements.
PRO TIP 1

26. gravitytank | Lean Service Experiments | 2015 LSU Conference 26
For Brightwok, that was
the ordering experience

27. Make the focus of
your test real,
use “special effects”
for the rest.
PRO TIP 2

28. gravitytank | Lean Service Experiments | 2015 LSU Conference 28
REAL ORDER-TAKER
REAL CUSTOMERS
REAL MENU
SPECIAL
EFFECTS
SPECIAL
EFFECTS
SPECIAL
EFFECTS

29. PRO TIP 3
Design your test to
capture quantitative
and qualitative data.

30. gravitytank | Lean Service Experiments | 2015 LSU Conference 30
Interviews and observation provide
the “why” behind quant data

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Surveys validate qualitative data and let you ask even more

32. Design your test
around a specific
hypothesis.
PRO TIP 4

33. How is the menu
best navigated?
Is our menu intuitive
to order from?
Full, partial or no
customization?
We really think full
customization will be the
best ordering experience.

34. We call these kind
of experiments
Micro Pilots.
AT GRAVITYTANK

35. gravitytank | Lean Service Experiments | 2015 LSU Conference
They use real behavior to test specific components of a full offering
Not simply smaller versions of pilots!
35
PILOT
A live test of a complete
offering, scaled down to a
fraction of its eventual size.
MICRO PILOT
An experiment targeted at
a very specific hypothesis
about a new offering.

36. gravitytank | Lean Service Experiments | 2015 LSU Conference
Don’t build and test the whole system
Target the gear that will break the machine
36
MACHINE
a system of interlocking physical
components
Will this gear hold up
at 500 RPM?
Can people easily order
from our menu?
BUSINESS MODEL
a system of interlocking hypotheses
about a new offering

37. gravitytank | Lean Service Experiments | 2015 LSU Conference
Micro Pilots see how people act in real(ish) contexts
Not projected behavior, real behavior!
37
“You can’t put into a
spreadsheet how people
are going to behave
around a new product.”
- Jeff Bezos

38. gravitytank | Lean Service Experiments | 2015 LSU Conference
We’ve done Micro Pilots for a wide range of products and services
38
HEALTH & BEAUTY RETAIL
APPLIANCESAPPSCPG
HOSPITALITY

39. @gravitytankinc
lauren.braun@gravitank.com
Design your test around a specific hypothesis.
PRO TIP 4
PRO TIP 3
Design your test to capture quantitative and qualitative data.
Make the focus of your test real, use “special effects” for the rest.
PRO TIP 2
Focus your test on the most uncertain or risky elements.
PRO TIP 1