Chris Paton UX Australia 2013 - Our billion-dollar baby: From greed to good

transcript

@vivants@vivants

@vivants@chrsptn

Chris Paton

Gamified crowdfunding platform

If you won $1BILLION how much would you

give to charity?

Which causewould get your

money?

health & disability

animals

children

disaster relief

environmentcancer

human rights

poverty &development

It all began in August 2008

• Brand new agency

• 8-Attack game concept developed on paper

• Patent lodged 08/08/08

• No money

• No time

• iPhone just launched in Australia

• Social gaming just starting

Getting started

Greed vs. Good

• 2009

• Asian market obvious choice

• 8-Attack becomes Jaro

• Modeling and prototyping the game mechanic

• Agency getting traction

• Not much else happening for Jaro

• Different logo, different vibe

The gambling product

• 2010

• Get back into Jaro

• Gaming product testing with users

• Users are interested

• Billion dollars is a stretch

• Gambling product ethical and legal issues

• Chris joins Vivant

The billion dollar game for good

How do we get the whole world involved?

Give Get

We’re gonna need a montage

Show a lot of things happening at once, Remind everyone of what's going on

So how did we do it?

• Clients have existing customers

• A business model

• Their brand

• Distribution

• Budget

• Schedule

Delivering for clients

• We have no customers

• Untested business model

• No brand

• No distribution

• Uncertain budget

• Unrealistic schedule

Delivering for ourselves

• Users, charities, regulators, investors and the team

• Users first

• Charities

• Investors

• Regulators

• The team

• Back to users again

When are your users?

• Before you launch who is your homepage audience?

• Lean vs stealth homepage

• Started too charity focused

Caution! Homepage

• Before you launch who is your homepage audience?

• Lean vs stealth homepage

• Started too charity focused

• Users: “What’s this game you keep mentioning?”

• Remembering users aren’t part of your microculture

• At least 10 homepage redesigns

• Don’t get stuck here

Caution! Homepage

• Designing the game interface

• How do you start where you don’t know where to start?

• Put something, anything in front of users

• Sometimes a bad design gets more valuable the feedback

Fail fast (on purpose)

Round 4Round 4

PrincipleSkinner

2 4 ?6 1

PrincipleSkinner You guessed

• Moving so fast that we have a bunch of features

• Enter Simon

• Revisit personas

• Develop experience principles

Slowing down to go faster

• Enter Simon

• User experience mapping

• Enter Simon

• User experience mapping

• Complete IA redesign

• Dedicated team

• Cross-functional

• Colocation

• Shared understanding

• Regular testing with users

Achieving flow - Being lean

• Get a good Scrum Master

• Take ownership of user stories

• Work inside sprints

• Theme sprints

Achieving flow - Being agile

Launch (beta)

Let’s test another hypothesis

http://www.flickr.com/photos/rebeccahildreth/8655793173/

http://www.flickr.com/photos/15038/8739475346/

• Some mentions in the media

• Friends and family

• BBC Click provides the first source of real users

After launch

• Working on feedback

• Mobile

• Payments

• A/B Testing

• TV Format

What’s next

Last words of wisdom

• 50% of our visitors are mobile. Where’s mobile?

• Leaving analytics too late kills trust in the team

Other learnings

@vivants@chrsptn

Thanks!

@vivants@vivants

vivant.com.au

All images copyright Vivant Limited unless otherwise stated

Chris Paton UX Australia 2013 - Our billion-dollar baby: From greed to good

Technology