Innovating from first principles. E-commerce is evolving, fast. At Lyst we are reimagining the future of how you’ll shop online, applying first principles thinking to build new products. I will talk you through our journey from understanding what customers want to how they behave, and how we translate that into product. I’ll explore the challenges of thinking outside of industry standards, and discuss the value of going beyond the accepted conventions of your vertical. Making incremental changes to existing solutions is comfortable, but to change behaviour and deliver new value to customers, we need to explore new paths.