MDW NY | Tim Malbon_How to actually make stuff

MAKING DIGITAL WORK NYC 2010

Friday, 3 December 2010

How to actually make stuff

BDWNY - MAKING DIGITAL WORK 2010#bdwny



BDWNY - MAKING DIGITAL WORK 2010

...that people actually want

#bdwny


We make new stuff out of the internet



making useful stuff

selling stuff


“Ideas that do”Stop communicating products & start making communication productsGareth Kay, Goodby Silverstein & Partners



“People that do”



#mxmplanningness BDWNY - MAKING DIGITAL WORK 2010#bdwny


[images: twitter, youtube, flickr, napster, facebook, google, myspace, ebay, amazon, paypal, skype, slide,

spotify, apple, drop box]


We all need to become masters of product design & development



Act like a start-up


MxM


How?



The old ways of product development



Concept/Seed

Product Development

Alpha/Beta Test

Launch/Ship



ClientBrief

Research

Agency Brief

Creative Development

Testing

StrategicDevelopment

Production

small adjustment



Strategy

Functional Spec

Wireframes

Design

Code

small adjustment

Test

Deploy



A

B

known problem known solution



PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN



PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN DOES

NOT EXIST



PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN DOES

NOT EXIST

AGILE



PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN DOES

NOT EXIST

AGILE LEAN



The Lean Start-up Movement



• Rapid prototyping to test hypotheses

• Minimum Viable Product (MVP)

• Nail it then scale it

• Customer obssession (development)

• Iterative, metrics-driven & Agile

• Learn fast, don’t fail fast

props to Eric Ries, Steve Blank, Andrew Chen

Lean Principles

#bdwny


• Rapid prototyping to test hypotheses

• Minimum Viable Product (MVP)

• Nail it then scale it

• Customer obssession (development)

• Iterative, metrics-driven & Agile

• Learn fast, don’t fail fast

props to Eric Ries, Steve Blank, Andrew Chen

Lean Principles

#bdwny

NO, IT ISN’T


#bdwny

http://www.startuplessonslearned.com/

Meet Eric Ries


http://www.startuplessonslearned.com

http://www.startuplessonslearned.com

#bdwny


S P E E D



It’s not iterative if you only do it once



Agilista



Incremental



Iterative



The Local Maxima



The Local Maxima

Iterative optimisationmay only reach the peak

of a smaller idea



The Local Maxima

A better idea/design may exist but requires

an intuitive leap

Iterative optimisationmay only reach the peak

of a smaller idea



Iterativeoptimisation

Intuition



gustavman-love


Gustav Von Sydowhttp://www.burtcorp.com/


http://www.burtcorp.com

http://www.burtcorp.com

Our goal is always to discover which aspects of this vision are grounded in reality, & to adapt

those aspects that are not

We always have a vision that is clearly articulated, big enough to matter, &

shared by the whole team

Eric Ries, Start-up Lessons Learned#bdwny


PROTOTYPEVIS ION PRODUCT ION



#mxmplanningness


Jim Glymph, Gehry Technologies

If you freeze an idea too quickly, you fall in love with it

If you freeze an idea too quickly, you fall in love with it... ...refine it too quickly

& you become attached to it

The crudeness of early models in particular is very deliberate

#bdwny


Make in small batches



User stories



Adaptive Planning

NOW THE FUTURE

AmbiguityPredictable Uncertain Unpredictable

Horizon of Predictability



Adaptive Planning

NOW THE FUTURE

2 week coding sprint



Adaptive Planning

NOW THE FUTURE


small, well defined



Adaptive Planning

NOW THE FUTURE


small, well defined

increasingly large, ambiguous



Adaptive Planning

NOW THE FUTURE



Adaptive Planning

NOW THE FUTURE

Interaction Design



Adaptive Planning

NOW THE FUTURE

Interaction Design

Service Design



Adaptive Planning

NOW THE FUTURE

Interaction Design

Strategy

Service Design



Adaptive Planning

NOW THE FUTURE

Interaction Design

Strategy

Service Design

Design loops refine features to user feedback and

business priority



Adaptive Planning

NOW THE FUTURE



Deciding what to build



Minimum Viable Product



Design Lenses



Minimum Viable Product



Minimum Viable ProductDesirable

Smallest execution of an idea that people will love



Possible places to put a MDP

• Blogs

• Facebook Pages/Groups

• Twitter

• YouTube Videos

• Lightweight Apps



Get out of the building



Closed Testing



Recruitment

• Twitter

• Facebook

• LinkedIn

• YouTube

• Niche community sites



Skype interviews



Open TestingRapid, at scale and in context



Dry Testing

Signup Database

50%

50%



This Is Your Life - Dry Test


+152%

This Is Your Life - Dry Test


Learning

• The whole team learns

• What we learn is communicated to clients

• What we learn is documented

• Metrics are important



Vanity metrics

• Visits

• Visitors

• Page Impressions

• Downloads

• Fans, Followers



ACQUISITION ACTIVATION

RETENTION

REFERRAL REVENUE

Pirate metrics... AARRR

Dave McClure#bdwny




Workshop bit



BDWNY - MAKING DIGITAL WORK 2010

...that people actually want

#bdwny

Workshop bit


Linear bad. Iterative good.

1



Make. Test. Learn.2



Speed wins.3



Balance intuitionwith optimisation.

4



Low fidelity to start.5



Break it down.6



Minimum DESIRABLE product.

7



Get out of your building.8



The Web is your lab.9



AARRR!10



Let’s make stuff...




Sketch a proposition: make 2 variants

Split test 2 ‘live’ websites propositions using software & buying search traffic

Discover which proposition is strongest overall, & which variant of each is most desirable

1 2

3


Split Testing

Signup Database

50%

50%



Your brief:

Make a product or service for the over 55sWe want millions of them using it every day



1. Divide into teams/tables

2. Mass sketching exercise - all sketch for c. 25 mins

3. Choose 1 proposition and think about how it might be developed in 2 variants

4. Write 3 epic user stories for each variant

5. Using the template, design the landing/sign up page for each variant

5.1. Write a short punchy description

5.2. Break it down into 3 user benefits, each with a sub-head, image & unpacking sentence

6. Think of six keyword to drive traffic to your split test

7. Present back

8. We’ll make the templates, set up the split tests & buy some search traffic

9. We’ll discover a winning proposition & winning variant for each team



YOUR LOGOWRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT THIS PAGE

WRITE SUB-HEAD NUMBER ONE

WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER 1

WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE

WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER2


THINK OF AN IMAGE

SUBMITGIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH

THINK OF AN IMAGETHINK OF AN IMAGE THINK OF AN IMAGE

THINK OF SIX SEARCH

KEYWORDS & WRITE THEM IN

THE BOXES:

WE’LL MAKE THIS)

1. 2. 3.

4. 5. 6.

TEAM NAMEVARIANT #1 CAPTAIN NAME


YOUR LOGOWRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT THIS PAGE

WRITE SUB-HEAD NUMBER ONE


WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE

WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER2


THINK OF AN IMAGE

SUBMITGIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH

THINK OF AN IMAGETHINK OF AN IMAGE THINK OF AN IMAGE

THINK OF SIX SEARCH

KEYWORDS & WRITE THEM IN

THE BOXES:

WE’LL MAKE THIS)

1. 2. 3.

4. 5. 6.

TEAM NAMEVARIANT #2 CAPTAIN NAME


But first, what do we know about our customers?



Lust for life



They’re actually going to live for ever



They are your parentsBDWNY - MAKING DIGITAL WORK 2010#bdwny


They are legion



They’re the least likely to be affected by the recession



#mxmplanningness

LegacyBDWNY - MAKING DIGITAL WORK 2010#bdwny


Practical over entertainment

SEARCH RATHER THAN MULTIMEDIA

PRICE COMPARISON

FAMILY HISTORY

BARGAIN HUNTING

RESEARCHING WAYS TO SPEND YOUR INHERITANCE

HOW TO SITES

45% WOMEN VISITED SOCIAL NETWORKING SITES IN PAST 3 MONTHS (MEN=36%)




Go for it...


MDW NY | Tim Malbon_How to actually make stuff

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