mdw ny | tim malbon_how to actually make stuff

MAKING DIGITAL WORK NYC 2010

Friday, 3 December 2010

How to actually make stuff

BDWNY - MAKING DIGITAL WORK 2010#bdwny

BDWNY - MAKING DIGITAL WORK 2010

...that people actually want

#bdwny

We make new stuff out of the internet

making useful stuff

selling stuff

“Ideas that do”Stop communicating products & start making communication productsGareth Kay, Goodby Silverstein & Partners

“People that do”

#mxmplanningness BDWNY - MAKING DIGITAL WORK 2010#bdwny

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

spotify, apple, drop box]

We all need to become masters of product design & development

Act like a start-up

The old ways of product development

Concept/Seed

Product Development

Alpha/Beta Test

Launch/Ship

ClientBrief

Research

Agency Brief

Creative Development

Testing

StrategicDevelopment

Production

small adjustment

Strategy

Functional Spec

Wireframes

Design

small adjustment

Deploy

known problem known solution

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

WN DOES

NOT EXIST

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

WN DOES

NOT EXIST

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

WN DOES

NOT EXIST

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

WN DOES

NOT EXIST

AGILE LEAN

The Lean Start-up Movement

• Rapid prototyping to test hypotheses

• Minimum Viable Product (MVP)

• Nail it then scale it

• Customer obssession (development)

• Iterative, metrics-driven & Agile

• Learn fast, don’t fail fast

props to Eric Ries, Steve Blank, Andrew Chen

Lean Principles

#bdwny

• Rapid prototyping to test hypotheses

• Minimum Viable Product (MVP)

• Nail it then scale it

• Customer obssession (development)

• Iterative, metrics-driven & Agile

• Learn fast, don’t fail fast

props to Eric Ries, Steve Blank, Andrew Chen

Lean Principles

#bdwny

NO, IT ISN’T

#bdwny

http://www.startuplessonslearned.com/

Meet Eric Ries

#bdwny

S P E E D

It’s not iterative if you only do it once

Agilista

Incremental

Iterative

The Local Maxima

Iterative optimisationmay only reach the peak

of a smaller idea

The Local Maxima

A better idea/design may exist but requires

an intuitive leap

Iterative optimisationmay only reach the peak

of a smaller idea

Iterativeoptimisation

Intuition

gustavman-love

Gustav Von Sydowhttp://www.burtcorp.com/

Our goal is always to discover which aspects of this vision are grounded in reality, & to adapt

those aspects that are not

We always have a vision that is clearly articulated, big enough to matter, &

shared by the whole team

Eric Ries, Start-up Lessons Learned#bdwny

PROTOTYPEVIS ION PRODUCT ION

#mxmplanningness

Jim Glymph, Gehry Technologies

If you freeze an idea too quickly, you fall in love with it

If you freeze an idea too quickly, you fall in love with it... ...refine it too quickly

& you become attached to it

The crudeness of early models in particular is very deliberate

#bdwny

Make in small batches

User stories

Adaptive Planning

NOW THE FUTURE

AmbiguityPredictable Uncertain Unpredictable

Horizon of Predictability

Adaptive Planning

NOW THE FUTURE

2 week coding sprint

Adaptive Planning

NOW THE FUTURE

Adaptive Planning

NOW THE FUTURE

Adaptive Planning

NOW THE FUTURE

Adaptive Planning

NOW THE FUTURE

Adaptive Planning

NOW THE FUTURE

small, well defined

Adaptive Planning

NOW THE FUTURE

small, well defined

increasingly large, ambiguous

Adaptive Planning

NOW THE FUTURE

Adaptive Planning

NOW THE FUTURE

Interaction Design

Adaptive Planning

NOW THE FUTURE

Interaction Design

Service Design

Adaptive Planning

NOW THE FUTURE

Interaction Design

Strategy

Service Design

Adaptive Planning

NOW THE FUTURE

Interaction Design

Strategy

Service Design

Design loops refine features to user feedback and

business priority

Adaptive Planning

NOW THE FUTURE

Adaptive Planning

NOW THE FUTURE

Deciding what to build

Minimum Viable Product

Design Lenses

Minimum Viable Product

Minimum Viable ProductDesirable

Smallest execution of an idea that people will love

Possible places to put a MDP

• Blogs

• Facebook Pages/Groups

• Twitter

• YouTube Videos

• Lightweight Apps

Get out of the building

Closed Testing

Recruitment

• Twitter

• Facebook

• LinkedIn

• YouTube

• Niche community sites

Skype interviews

Open TestingRapid, at scale and in context

Dry Testing

Signup Database

This Is Your Life - Dry Test

Learning

• The whole team learns

• What we learn is communicated to clients

• What we learn is documented

• Metrics are important

Vanity metrics

• Visits

• Visitors

• Page Impressions

• Downloads

• Fans, Followers

ACQUISITION ACTIVATION

RETENTION

REFERRAL REVENUE

Pirate metrics... AARRR

Dave McClure#bdwny

Workshop bit

BDWNY - MAKING DIGITAL WORK 2010

...that people actually want

#bdwny

Workshop bit

Linear bad. Iterative good.

Make. Test. Learn.2

Speed wins.3

Balance intuitionwith optimisation.

Low fidelity to start.5

Break it down.6

Minimum DESIRABLE product.

Get out of your building.8

The Web is your lab.9

AARRR!10

Let’s make stuff...

Sketch a proposition: make 2 variants

Split test 2 ‘live’ websites propositions using software & buying search traffic

Discover which proposition is strongest overall, & which variant of each is most desirable

Split Testing

Signup Database

Your brief:

Make a product or service for the over 55sWe want millions of them using it every day

1. Divide into teams/tables

2. Mass sketching exercise - all sketch for c. 25 mins

3. Choose 1 proposition and think about how it might be developed in 2 variants

4. Write 3 epic user stories for each variant

5. Using the template, design the landing/sign up page for each variant

5.1. Write a short punchy description

5.2. Break it down into 3 user benefits, each with a sub-head, image & unpacking sentence

6. Think of six keyword to drive traffic to your split test

7. Present back

8. We’ll make the templates, set up the split tests & buy some search traffic

9. We’ll discover a winning proposition & winning variant for each team

YOUR LOGOWRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT THIS PAGE

WRITE SUB-HEAD NUMBER ONE

WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER 1

WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE

WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER2

THINK OF AN IMAGE

SUBMITGIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH

THINK OF AN IMAGETHINK OF AN IMAGE THINK OF AN IMAGE

THINK OF SIX SEARCH

KEYWORDS & WRITE THEM IN

THE BOXES:

WE’LL MAKE THIS)

1. 2. 3.

4. 5. 6.

TEAM NAMEVARIANT #1 CAPTAIN NAME

YOUR LOGOWRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT THIS PAGE

WRITE SUB-HEAD NUMBER ONE

WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE

WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER2

THINK OF AN IMAGE

SUBMITGIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH

THINK OF AN IMAGETHINK OF AN IMAGE THINK OF AN IMAGE

THINK OF SIX SEARCH

KEYWORDS & WRITE THEM IN

THE BOXES:

WE’LL MAKE THIS)

1. 2. 3.

4. 5. 6.

TEAM NAMEVARIANT #2 CAPTAIN NAME

But first, what do we know about our customers?

Lust for life

They’re actually going to live for ever

They are your parentsBDWNY - MAKING DIGITAL WORK 2010#bdwny

They are legion

They’re the least likely to be affected by the recession

#mxmplanningness

LegacyBDWNY - MAKING DIGITAL WORK 2010#bdwny

Practical over entertainment

SEARCH RATHER THAN MULTIMEDIA

PRICE COMPARISON

FAMILY HISTORY

BARGAIN HUNTING

RESEARCHING WAYS TO SPEND YOUR INHERITANCE

HOW TO SITES

45% WOMEN VISITED SOCIAL NETWORKING SITES IN PAST 3 MONTHS (MEN=36%)

Go for it...

mdw ny | tim malbon_how to actually make stuff

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