DIGITAL PRODUCTS AND SERVICESV21, MELBOURNE AUSTRALIA

24 NOVEMBER, 2O12

@stueccles @madebymany

IT’S TIME WE REALIZED WHAT THE INTERNET IS GOOD FOR

20 YEARS IN

MORE THANDIGITAL

LANDFILL...

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

spotify, apple, drop box]

A NEW WORLDOF DIGITALPRODUCTS

MAKING STUFF PEOPLE WANTBEATS

MAKING PEOPLE WANT STUFFBEATS

Credit: John V Willshire http://slidesha.re/TuesgC 

6 YEARS OLD!

TRADITIONAL FORMS OF PLANNING AND CREATIVE ARE

LIKE BETTING ON A HOLE IN ONE

FOUNDED IN 2007 BY 4 PARTNERS

OUR SHIP NOW HAS 34 SOULS ABOARD...

…AND 1 DOG

BUSINESS STRATEGY

PRODUCT &SERVICE DESIGN

SOFTWAREDEVELOPMENT

WHERE WE PLAY

message everyday magic

A new kind of approach that can act like a start-up

and work with (big) organisations

EVOLUTION

BRANDED UTILITY

ESSENTIAL UTILITY

EPICUTILITY

TRANSFORMATIVE PRODUCTS & SERVICES

BEYOND THE CAMPAIGN

BIG ENOUGH TO MATTER

BUILT TO LAST

PART OF PEOPLES' EVERYDAY LIVES

A NEW WAY OF THINKING & MAKING

CUSTOMER

THE LEAN STARTUP MOVEMENT

STRATEGYPROPOSITION

DESIGN &PROTOTYPING

GROWTHHACKING

SOFTWAREDEVELOPMENT

MAKE>TEST>LEARN HAPPENS CONTINUALLY AT EVERY STAGE

Big ideas, big bang launch, big budgets

CONVENTIONAL, LINEAR DEVELOPMENT PROCESS

bigstrategy

big newstrategy

designand build

userresearch

ADJUSTMEASURE

insights

Nicked and adapted for Web from David Armano

plandesignlaunch

measure

insights

adjust

littlestrategy

littlestrategy

plandesignlaunch

measure

learning curve

insights

adjust

littlestrategy

learning curve

A. continue

B. try som

ething else

Micro-strategies, big insights, rapid iterations

ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS

LEARN QUICKLYWORK ITERATIVELY

WITH HYPOTHESES NOT REQUIREMENTS

DEVISE EXPERIMENTS TO VALIDATE

MINIMAL VIABLE PRODUCT

VALUE THROUGH EYES OF CUSTOMERS

GET OUT OF THE BUILDING

SERVICE MODELS

COOL WALLS USER JOURNEYS

SKETCHES

WIREFRAMES HIGH FIDELITY DESIGNS

USE CASES

BRAINSTORM SKETCHING

PROTOTYPES

USER TESTING

THIS TESTS THE IDEA OF A BOX THIS TESTS WHETHER YOU LIKE GNOMES

AS LITTLE DESIGN AS POSSIBLE

MVPMINIMUM VIABLE

PRODUCT

BUILT TO LASTBUILT TO CHANGE

CONTINUOUS IMPROVEMENT

PEOPLE ANDCULTURE

TETRISSHAPED PEOPLE

CROSS-DISCIPLINARY TEAMS EMPOWERED TO MAKE DECISIONS

DECISIONS DRIVEN BY CUSTOMER INSIGHTS & DATA

SKYPE IN THE CLASSROOMCASE STUDY

I’m a teacher looking for an expert in...

I’m an expert willing to share my knowledge in...

If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms?

“

Tony BatesPresident, SkypeSeptember 2011

AUNG SAN SUU KYI SPEAKS TO 3,000 STUDENTS VIA SKYPE

EXPLORER MARK WOOD

Skype in the classroomA destination for telling PR stories about some of the amazing teachers using Skype around the world

We were given a comms brief

Skype in the classroomA destination for telling PR stories about some of the amazing teachers using Skype around the world

A platform building long-term value for the brand by making Skype even more useful for teachers

We responded with an idea about making Skype more useful instead

We got very excited about a lesson planner

But we were wrong. Teachers know how to run lessons and they don't need help with that!

“Confidence is what you have before you know what problems are”

Find other teachers & share ideas

Find a partner class

Help other teachers

How to use Skype

Overcome obstacles to Skyping

Practice Skype

28%

25%

23%

11.5%

9%

3%

“WHAT TEACHERS WANT”

A rich directory that connects teachers and makes it easy to find Skype-related resources.

The service teachers want

Teacher community

Findquickly

Shareeasily

We launched a beta in 4 weeks

2,750TEACHERS SIGNED UP

1,413CONTACT REQUESTS

230RESOURCES ADDED

IteratedD E C E M B E R 2 0 1 0 S E P T E M B E R

2 0 1 2

Launch and learn from an MVP Validate new features Tuning and acquisition

Data drives process

Data

Qualitative Insight

Design Hypothesis

Test with Data

Validation

HYPOTHESES PRODUCT

Insight Measure ScaleProposition Refine

1. Ride the product half-pipe

EVIDENCE

THANK YOU MELBOURNE

@madebymany @stueccles