Post on 13-Jan-2015
description
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how we make apps and services@culturengine/@mikee
what we do
appsWeb Services
startup IncubationProduct development
Online x Offline installations
we approach brand projects in the same way we approach making apps and web services
for startups.
1. work out the minimum viable product/idea2. validate/test the idea in the real world
3. keep testing and improving
Minimum viable product
MVp
a minimum viable product (mvp) filter helps you to launch apps and services for less
budget and in a shorter timeframe by focusing teams on what is critical to validating a product, idea or market
1brainstorm and brain-dump a
wish list of features that your app/idea/experience
should/could have
2describe in detail the
context and benefit of each feature so everyone is
on the same page
3conduct a blind vote
on what features are critical to viability
steps 1-3 give you a mvp feature list that you can base prototyping and production upon
EXAMPLE
The mvp should focus on the key features such that if you took any one of them away, the app/idea wouldn't work or wouldn't be
fit for purpose
you should discuss any outlier votes to learn why they are only perceived as critical by
a minority. this will either convince all voters that they are critical, or the
outlier voters that they are not
making an mvp takes the ego out of what gets built because no ideas are killed off,
they are simply deemed currently critical to viability, or added to a feature backlog of things that might get implemented later
we used the mvp technique when making chatterbucks
chatterbucks showcases a new computer vision engine from sam hare that recognises
2d images (photos, logos, packaging, print, billboards etc) and triggers augmented reality experiences on devices like ipad/
iphone/android
you can find out more about:the app: http://chatterbucksapp.com
the engine: http://bit.ly/re-wiredsam^hare: http://twitter.com/therealsamhare
we were going to make a game as our proof of concept, but using the mvp process we launched the minimum viable app that we
thought would both engage a user and showcase the technology
this meant we had an app live in the itunes store in 4 weeks, not 6-12 months!
chatterbucks was simple, but it was featured by apple on every itunes app store homepage for
two months leading up to xmas as a ‘noteworthy’ or ‘staff favourite’ app
if we had taken the traditional approach we might still be building a larger initial
feature set...
instead, we are enjoying the rewards of a live app that has been heavily downloaded, entertained people around the world and
generated a ton of leads for our augmented reality engine
you can read more about mvp here:
http://en.wikipedia.org/wiki/Minimum_viable_product
http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html
http://www.slideshare.net/startuplessonslearned/2011-03-11-eric-ries-the-lean-startup-sxsw
A/B TESTING(ALWAYS BE TESTING!)
a/b testing can help to evolve a good idea into a successful product or experience
your team should be testing their ideas and executions as they go from concept through
to execution, and most importantly, post-launch
THE OBAMA CAMPAIGN TRIED OUT 24 DIFFERENT CONTENT AND CALL-TO-ACTION COMBINATIONS TO IMPROVE ONLINE DONATIONS
A FAMOUS RECENT EXAMPLE OF ONLINE A/B TESTING
THEIR A/B TESTING LEAD TO A 40.6% CONVERSION IMPROVEMENT WHICH HELPED TO RAISE $60 MILLION AND FUND THEIR CAMPAIGN
SOURCE: HTTP://BIT.LY/HQ6NDWHTTP://SLIDESHA.RE/ECBUME
RESULTS YOU CAN BELIEVE IN!
the testing game
A/b
take a look at the creative on the next slide and choose which copy you think will lead to greater conversion for our social expense
tracking service expensure.com
Which copy will be more effective?
A b
A
b
Version ‘a’ is approx. twice as effective so far(at the time of publishing this test is still going)
Which design will be more effective?
A b
@$!* @$!*
@$!* @$!*@$!* @$!*
A b
design ‘b’ has 55% better conversion than ‘a’
we think
testing helps turn a static idea into a process of improvement, and it’s not just for startups
testing can be a fun part of the creative process, not something dull to outsource
creative minds are curious minds and it’s crazy to end the creative process when
an idea goes live. this is where the fun/learning truly begins
how long should a test be? read: Easy statistics for AdWords A/B testing
http://bit.ly/gE1csz
What tools can you test with? try google ad words and optimizely.com
thanks for reading!you can try out some of our latest creations here:
http://thriveapp.com
http://elementalise.com