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