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DIGITAL PRODUCTS AND SERVICESV21, MELBOURNE AUSTRALIA
24 NOVEMBER, 2O12
@stueccles @madebymany
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IT’S TIME WE REALIZED WHAT THE INTERNET IS GOOD FOR
20 YEARS IN
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MORE THANDIGITAL
LANDFILL...
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[images: twitter, youtube, flickr, napster, facebook, google, myspace, ebay, amazon, paypal, skype, slide,
spotify, apple, drop box]
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A NEW WORLDOF DIGITALPRODUCTS
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MAKING STUFF PEOPLE WANTBEATS
MAKING PEOPLE WANT STUFFBEATS
Credit: John V Willshire http://slidesha.re/TuesgC
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6 YEARS OLD!
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TRADITIONAL FORMS OF PLANNING AND CREATIVE ARE
LIKE BETTING ON A HOLE IN ONE
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FOUNDED IN 2007 BY 4 PARTNERS
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OUR SHIP NOW HAS 34 SOULS ABOARD...
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…AND 1 DOG
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BUSINESS STRATEGY
PRODUCT &SERVICE DESIGN
SOFTWAREDEVELOPMENT
WHERE WE PLAY
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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
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TRANSFORMATIVE PRODUCTS & SERVICES
BEYOND THE CAMPAIGN
BIG ENOUGH TO MATTER
BUILT TO LAST
PART OF PEOPLES' EVERYDAY LIVES
A NEW WAY OF THINKING & MAKING
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CUSTOMER
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THE LEAN STARTUP MOVEMENT
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STRATEGYPROPOSITION
DESIGN &PROTOTYPING
GROWTHHACKING
SOFTWAREDEVELOPMENT
MAKE>TEST>LEARN HAPPENS CONTINUALLY AT EVERY STAGE
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Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
big newstrategy
designand build
userresearch
ADJUSTMEASURE
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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
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LEARN QUICKLYWORK ITERATIVELY
WITH HYPOTHESES NOT REQUIREMENTS
DEVISE EXPERIMENTS TO VALIDATE
MINIMAL VIABLE PRODUCT
VALUE THROUGH EYES OF CUSTOMERS
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GET OUT OF THE BUILDING
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SERVICE MODELS
COOL WALLS USER JOURNEYS
SKETCHES
WIREFRAMES HIGH FIDELITY DESIGNS
USE CASES
BRAINSTORM SKETCHING
PROTOTYPES
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USER TESTING
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THIS TESTS THE IDEA OF A BOX THIS TESTS WHETHER YOU LIKE GNOMES
AS LITTLE DESIGN AS POSSIBLE
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MVPMINIMUM VIABLE
PRODUCT
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BUILT TO LASTBUILT TO CHANGE
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CONTINUOUS IMPROVEMENT
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PEOPLE ANDCULTURE
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TETRISSHAPED PEOPLE
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CROSS-DISCIPLINARY TEAMS EMPOWERED TO MAKE DECISIONS
DECISIONS DRIVEN BY CUSTOMER INSIGHTS & DATA
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SKYPE IN THE CLASSROOMCASE STUDY
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I’m a teacher looking for an expert in...
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I’m an expert willing to share my knowledge in...
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If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms?
“
Tony BatesPresident, SkypeSeptember 2011
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AUNG SAN SUU KYI SPEAKS TO 3,000 STUDENTS VIA SKYPE
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EXPLORER MARK WOOD
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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
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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
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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!
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“Confidence is what you have before you know what problems are”
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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”
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A rich directory that connects teachers and makes it easy to find Skype-related resources.
The service teachers want
Teacher community
Findquickly
Shareeasily
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We launched a beta in 4 weeks
2,750TEACHERS SIGNED UP
1,413CONTACT REQUESTS
230RESOURCES ADDED
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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
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Data drives process
Data
Qualitative Insight
Design Hypothesis
Test with Data
Validation
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HYPOTHESES PRODUCT
Insight Measure ScaleProposition Refine
1. Ride the product half-pipe
EVIDENCE
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THANK YOU MELBOURNE
@madebymany @stueccles