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Greetings



Thursday, 4 August 2011
Warm up your
                          making muscles



Thursday, 4 August 2011
The story so far...



Thursday, 4 August 2011
Thursday, 4 August 2011
Not an ad agency...




Thursday, 4 August 2011
Not an ad agency...
                          Not an "agency" at all?




Thursday, 4 August 2011
Not an ad agency...
                          Not an "agency" at all?
                             Something else...


Thursday, 4 August 2011
making
                           stuff

Thursday, 4 August 2011
exploiting
                          disruptive
                          innovation


Thursday, 4 August 2011
change is
                          your best
                            friend


Thursday, 4 August 2011
software
                              development




                                  we're
                             trying to play
                              somewhere
                                 in here
                   product                    business
                   design                     strategy
Thursday, 4 August 2011
software
                                development




                                    we'reK ONLY
                               RO NE WEEplay
                             FOtrying to
                                somewhere
                                   in here
                   product                        business
                   design                         strategy
Thursday, 4 August 2011
We make new stuff out
                             of the internet...




Thursday, 4 August 2011
We make new stuff out
                                of the internet...
                            We make things that live
                          outside the campaign cycle...




Thursday, 4 August 2011
We make new stuff out
                                of the internet...
                            We make things that live
                          outside the campaign cycle...
                          We make services, products,
                              platforms, apps...

Thursday, 4 August 2011
So... what you doing these days?




Thursday, 4 August 2011
So... what you doing these days?
                               I design services




Thursday, 4 August 2011
So... what you doing these days?
                               I design services
                             You mean like toilets?




Thursday, 4 August 2011
So... what you doing these days?
                                         I design services
                                       You mean like toilets?
                          You know, like the things you use but don’t own




Thursday, 4 August 2011
So... what you doing these days?
                                         I design services
                                       You mean like toilets?
                          You know, like the things you use but don’t own
                               Ohhhh. I see, motorway services.




Thursday, 4 August 2011
So... what you doing these days?
                                                            I design services
                                                         You mean like toilets?
                                            You know, like the things you use but don’t own
                                                  Ohhhh. I see, motorway services.
                            No. Like how you use your online banking or buy train tickets or what your gas
                          provider says on the phone when they’ve fucked up. It’s 3/4 of the economy.
                                                    They have touchpoints.


Thursday, 4 August 2011
So... what you doing these days?
                                                            I design services
                                                         You mean like toilets?
                                            You know, like the things you use but don’t own
                                                  Ohhhh. I see, motorway services.
                            No. Like how you use your online banking or buy train tickets or what your gas
                          provider says on the phone when they’ve fucked up. It’s 3/4 of the economy.
                                                    They have touchpoints.

                                                   I didn’t want your fucking life story
Thursday, 4 August 2011
Connected products
                          Digital experience is catching up with the
                                           physical
                              Software is becoming emotional
Thursday, 4 August 2011
Connected products
                          Digital experience is catching up with the
                                           physical
                              Software is becoming emotional
Thursday, 4 August 2011
Connected products
                          Digital experience is catching up with the
                                           physical
                              Software is becoming emotional
Thursday, 4 August 2011
Connected products
                          Digital experience is catching up with the
                                           physical
                              Software is becoming emotional
Thursday, 4 August 2011
Connected products
                          Digital experience is catching up with the
                                           physical
                              Software is becoming emotional
Thursday, 4 August 2011
Connected products
                          Digital experience is catching up with the
                                           physical
                              Software is becoming emotional
Thursday, 4 August 2011
Connected products
                          Digital experience is catching up with the
                                      FOR Ophysical
                                            NE WEE K ONLY



                              Software is becoming emotional
Thursday, 4 August 2011
Let's make things that have
                long-term value for people




Thursday, 4 August 2011
Let's make things that have
                long-term value for people
                          useful



Thursday, 4 August 2011
Let's make things that have
                long-term value for people
                          useful
                          playful

Thursday, 4 August 2011
Let's make things that have
                long-term value for people
                            useful
                            playful
                          sustainable
Thursday, 4 August 2011
FROM
               paid media model
               of buying attention
               “trad advertising-like objects”


                                                 TO
                                                 earned media model of
                                                 making stuff useful,
                                                 playful & sustainable
                                                 “objects that are more like
                                                 products & services”



Thursday, 4 August 2011
“Ideas that do”
                           Stop communicating
                           products & start making
                           communication products
                          Gareth Kay, Goodby Silverstein & Partners




Thursday, 4 August 2011
Gareth Kay - Planningness 2009

Thursday, 4 August 2011
Gareth Kay - Planningness 2009
Thursday, 4 August 2011
Gareth Kay - Planningness 2009
Thursday, 4 August 2011
Problem: making the new
                stuff means blowing up
                the old ways of working

Thursday, 4 August 2011
It's a *little* bit like
                  the history of Physics


Thursday, 4 August 2011
Isaac Newton   An apple   The moon



Thursday, 4 August 2011
At this scale, everything works just like clockwork

Thursday, 4 August 2011
But at quantum scale,
                        traditional physics
                      doesn't work any more

Thursday, 4 August 2011
Louis de Broglie     Werner Heisenberg

            Max Planck             Erwin Schrödinger
                                                                          Wolfgang Pauli
                          Marie Curie

                                    Albert Einstein




                      It's a bit like Physics

        Fifth Solvay Congress, Brussels, Belgium, 1927

Thursday, 4 August 2011
Albert Einstein   Werner Heisenberg




Thursday, 4 August 2011
We need to adopt a
                            quantum state of
                          thinking and making
                            at the same time

Thursday, 4 August 2011
Scale and complexity can
                    change things profoundly




Thursday, 4 August 2011
Scale and complexity can
                    change things profoundly
                          Certainty   Probability



Thursday, 4 August 2011
Scale and complexity can
                    change things profoundly
                          Certainty   Probability
                           Sometimes smart
                          people don't get this
Thursday, 4 August 2011
Thursday, 4 August 2011
AGILE
                            AGILE                  +
           AGILE                     AGILE
                            DEV +               LEAN
         SOFTWARE                      +
                          STRATEGY                 +
            DEV                      LEAN
                          & DESIGN               LIVE
                                             PROTOTYPING




Thursday, 4 August 2011
Thursday, 4 August 2011
Simple & visual
                             Very, very fast
                          Self-organising teams
                          Trusting individuals
                                No siloes
Thursday, 4 August 2011
Client
         Brief


                          Research


                                       Strategic
                                     Development


                                                   Agency Brief
                                                                            small adjustment
                                                                Creative
                                                              Development


                                                                            Testing


                                                                                        Production



Thursday, 4 August 2011
Strategy


                          Functional
                            Spec


                                       Wireframes

                                                                           small adjustment
                                                    Design


                                                             Code


                                                                    Test


                                                                                 Deploy



Thursday, 4 August 2011
Concept/
                            Seed


                                       Product
                                     Development

                                                   Alpha/Beta
                                                      Test


                                                                Launch/Ship




Thursday, 4 August 2011
Thursday, 4 August 2011
Thursday, 4 August 2011
•             Rapid prototyping testing many hypotheses
            •             Minimum Viable Product (MVP)
            •             Nail it then scale it
            •             Customer obsession (development)
            •             Iterative, metrics-driven & Agile
            •             Learn fast, don’t fail fast

Thursday, 4 August 2011
‘The Lean Agency’
                           Lean Agencies exist to
                          search for new solutions
                          to their clients’ problems


Thursday, 4 August 2011
The
                          characteristics
                            of a Lean
                             Agency
Thursday, 4 August 2011
Iterative
Thursday, 4 August 2011
Integrated
Thursday, 4 August 2011
Evidence/
                           Metrics
                           Driven
Thursday, 4 August 2011
Minimal
                           Waste
Thursday, 4 August 2011
Thursday, 4 August 2011
Skype Education Project
                 A new service to help more teachers use
                 Skype in the classroom




Thursday, 4 August 2011
| Skype Education Project




                          Skype came to us
                          with a comms brief
                          Theyʼd noticed that teachers all over the world were
                          using Skype in extraordinary ways.
                          They wanted us to collect these stories and use them
                          to promote the service & inspire other teachers.



Thursday, 4 August 2011
| Skype Education Project




                          We responded with some
                          non-marketing ideas
                          Layer a new service on top of the basic free
                          communication service
                          Use a customer-centric and test-driven way of
                          working out what that service would be



Thursday, 4 August 2011
Initial
                          assumption:

                          It's a lesson
                          planning tool
                          with examples,
                          ideas and tips on
                          integrating Skype
                          into learning

Thursday, 4 August 2011
Thursday, 4 August 2011
Use case #1: Invite an expert into the classroom

                      Stage                 1                            2                            3                             4




                  Touchpoint




                               How would you like to find an
                                                               How would you like to    How would you like to involve   How would you like to share
                                  expert to take part in a
                  User Needs                                contact them and what would   an expert in planning or        the experience with the
                                ‘Skype visit’? Some type of
                                                                you need to discuss?      structuring the lesson?               community?
                                      marketplace?




                      Notes




Thursday, 4 August 2011
“Getting out of the building”
                                                                            George Mayo

               Daniela Callegari                                                                     Middle school language arts teacher in
                                                                                                     Maryland, USA
                                                                                                     Pioneer in technology and education
                                                                                                     Enthusiastic about helping the project




                                                              Lisa Reid
              Primary school teacher in Italy
              No experience with Skype in the classroom yet
              Desperate to connect and find other classes                  6th, 7th & 8th grade science teacher in Ohio, USA
                                                                          No experience with Skype in the classroom yet
                                                                          Keen to start using Skype (has used EduSkypers)


         Dan Sutch

                                                              Tracy Peterson
                                                                            Technology teacher in Iowa, USA
         FutureLab :: innovation in education                               Has introduced her classes to initial Skype sessions
         In-depth knowledge of education & technology                       Keen to collaborate and extend usage of Skype
         Open to ongoing involvement in project



Thursday, 4 August 2011
We discovered immediately that their biggest obstacle
         was actually finding other teachers who also used Skype




Thursday, 4 August 2011
They also told us that teachers don’t have time to read lots
        of lesson plans - video clips would be much more helpful




Thursday, 4 August 2011
Insights gleaned from teachers’ websites




Thursday, 4 August 2011
| Skype Education Project




                          We made something extremely
                          simple and shipped it quickly
                          We developed the first release in 2 iterations (4
                          weeks)
                          We used Skype interviews, survey tools and
                          eventually data from a closed beta of just over 1,000
                          teachers


Thursday, 4 August 2011
We sketched up 4 pages of a directory service
                           which we tested with 7 teachers over Skype




Thursday, 4 August 2011
Thursday, 4 August 2011
Online surveys
                          - 55 teachers
                          - 7 countries
                          - 20+ subjects
                                           Level of Skype teaching proficiency




                                               Expert
                                                30%
                                                          Intermediate
                                                              40%


                                                 Novice
                                                  29%




Thursday, 4 August 2011
“What teachers want”

                Find other teachers & share ideas                               28%

                               Find a partner class                       25%

                               Help other teachers                  23%

                                How to use Skype            11.5%

                    Overcome obstacles to Skyping          9%

                                   Practice Skype     3%




Thursday, 4 August 2011
“Teachers who think concept
                                    would be ‘very valuable’”
                          60% -



                          55% -



                          50% -



                          45% -



                                    Search/Filter   Video   Q&A



Thursday, 4 August 2011
| Skype Education Project




                          We made stuff at the same
                          speed as testing and learning
                          We used various Agile techniques as a way of
                          managing delivery whilst retaining the flexibility to
                          respond to continuous feedback from testing.
                          We created a charter that defined key metrics for
                          success and a shared vision with Skypeʼs project
                          stakeholders.

Thursday, 4 August 2011
A user journey through the service

                                                                                                                          My profile
                            A N Other profile



                                                                                                                          New ideas

                            People like me

                                                          I want to like a resource
                                                                                          The more people who mark an              People like me
                                                                                          idea as good the higher the
                                                                                      2   ranking of the idea
                            Ideas I like



                                                                                                                                   Ideas I might like




                                                                                                     Good idea
                              I want to view the
                            resources that another                                                                      Ideas I think are good are saved
                          educator has added / liked.                                                                   into my profile so I can find them
                                                                                                                        again easily and other teachers
                                                            2                                                           like me can find them


                                                                                           Mr Mayo


                                                        I can mark an idea as good on
                                                        the Skype teacher directory




Thursday, 4 August 2011
Thursday, 4 August 2011
| Skype Education Project




                          As we got more data from
                          analytics, this started driving
                          design decisions
                          Increasing analytics data provided a new stream of
                          feedback and evidence.
                          Data pointed to key enhancements that were
                          qualitatively validated with teachers using sketches &
                          further Skype interviews.

Thursday, 4 August 2011
Analytics summary:
        qualitative and quantitative working together
                                     Beta hard metrics                                          Beta soft metrics

             ‣ 1860 teachers signed up to the site                       ‣ Teachers like Skype in the classroom but it could meet their
                                                                          needs better
             ‣ 60% of users from the USA
                                                                         ‣ Teachers want to use the site to connect with other teachers
             ‣ 2/3 of visits are new visitors to the site                 but find it difficult to find suitable matches with the current
             ‣ 17% return 2-3 times                                       system
             ‣ 18% frequent return visits
                                                                         ‣ Teachers want more search tools and a wider range of topics
             ‣ High level of contact activity - 1,000 contact requests    to describe themselves by

             ‣ 200 resources shared                                      ‣ Teachers want greater granularity on location - probably in
                                                                          part because of the high number of teachers in the USA
             ‣ 105 favourites
                                                                         ‣ Teachers find the resources section a useful source of
             ‣ 45 comments                                                inspiration and information. This is often what they look at
                                                                          first.




Thursday, 4 August 2011
| Skype Education Project




                          What the analytics told us
                           • More than 1 in 2 users are connecting with another
                           • We saw only c200 resources shared. We researched this
                            further with teachers
                           • Teachers have started to ʻhack itʼ to create projects
                           • 60% of the traffic is from the US
                           • Return visits seemed low, but we realised that we were losing
                            the tracking when they connected via the Skype app


Thursday, 4 August 2011
New objectives and revised
            success metrics for phase 2
                                                         Phase 2 objectives

                          ➡ Make connecting with another teacher easier and richer
                            ‣ Teachers have more tools to find each other by
                            ‣ Teachers can describe themselves in more detail
                            ‣ Teachers can use alternative connection methods
                            ‣ Teachers can find good contacts again
                          ➡ Show teachers the best and most relevant resources
                            ‣ Teachers see more relevant resources in their profile
                            ‣ Popular resources are more visible
                          ➡ Centre the site around projects rather than profiles
                            ‣ Allow teachers to create and publish projects
                            ‣ Surface relevant projects to teachers
                          ➡ Increase teacher sign ups and number of visits

                                                      Phase 2 success metrics

                            ‣   # new sign ups
                            ‣   1/2 teachers return to the site more than once
                            ‣   Increase the number of teachers from outside the USA
                            ‣   500 connections per month - either email or Skype
                            ‣   # of favourited resources increases
                            ‣   # of bookmarked teachers
                            ‣   # number of teachers who update their profile with additional information
                            ‣   # number of teachers who embed the badge on their website




Thursday, 4 August 2011
Data and evidence-based design
              decisions for the new phase




Thursday, 4 August 2011
Data and evidence-based design
              decisions for the new phase




Thursday, 4 August 2011
We lit 15,000 fires
              Data and evidence-based design
              decisions for the newone firework
                     instead of phase




Thursday, 4 August 2011
We lit 15,000 fires
              Data and evidence-based design
              decisions for the newone firework
                     instead of phase
                       We surpassed all 'marketing'
                     objectives to create sustainable,
                      long-term value & engagement




Thursday, 4 August 2011
We lit 15,000 fires
              Data and evidence-based design
              decisions for the newone firework
                     instead of phase
                  We surpassed all 'marketing'
                objectives to create sustainable,
                 long-term value & engagement
                We created a template that can be
                  applied to other key verticals


Thursday, 4 August 2011
We lit 15,000 fires
              Data and evidence-based design
              decisions for the newone firework
                     instead of phase
                  We surpassed all 'marketing'
                objectives to create sustainable,
                 long-term value & engagement
                We created a template that can be
                  applied to other key verticals
                          We won a mention at the
                           Core77 design awards
Thursday, 4 August 2011
Lessons learned
                          about iterating...



Thursday, 4 August 2011
It’s not iterative if you
                              only do it once...



Thursday, 4 August 2011
Incremental




Thursday, 4 August 2011
Iterative




Thursday, 4 August 2011
Speed




Thursday, 4 August 2011
Thursday, 4 August 2011
If it takes too long
                          any iterative process
                          is indistinguishable
                              from waterfall

Thursday, 4 August 2011
Externalised + rough




Thursday, 4 August 2011
Sketchy prototypes




Thursday, 4 August 2011
If you freeze an idea
           If you freeze an idea
            too quickly, you fall
           too quickly, you fall
           in love with it...
            in love with it       ...refine it too quickly
                                  & you become
                                  attached to it

                             The crudeness of early
                             models in particular is
                             very deliberate


       #bdwny             Jim Glymph, Gehry Technologies
Thursday, 4 August 2011
Get out of the building

Thursday, 4 August 2011
Closed testing



Thursday, 4 August 2011
Recruitment

                          •   Twitter
                          •   Facebook
                          •   LinkedIn
                          •   YouTube
                          •   Niche community sites


Thursday, 4 August 2011
Skype




Thursday, 4 August 2011
Other tools




Thursday, 4 August 2011
Open testing
                          Rapid, at scale & in context




Thursday, 4 August 2011
Dry testing

                          50%



                                 Signup
                          50%   Database




Thursday, 4 August 2011
Thursday, 4 August 2011
+152%



Thursday, 4 August 2011
Learning
                          • The whole team learns
                          • What we learn is communicated
                            to clients
                          • What we learn is documented
                          • Metrics are important


Thursday, 4 August 2011
Actionable metrics not vanity metrics
                            Pirate metrics... AARRR
                                       RETENTION

        ACQUISITION       ACTIVATION                    REFERRAL   REVENUE




                                         Dave McClure


Thursday, 4 August 2011
Incremental execution not
                 incremental thinking



Thursday, 4 August 2011
We always have a vision
                that is clearly articulated,
                 big enough to matter, &
                shared by the whole team


                                      Our goal is always to
                                   discover which aspects of
                                  this vision are grounded in
                                    reality, & to adapt those
                                      aspects that are not


                                     Eric Ries, Start-up Lessons Learned


Thursday, 4 August 2011
Intuition          Iteration
                                      Text




Thursday, 4 August 2011
props to @bokardo
Thursday, 4 August 2011
Iterative optimisation
                 may only reach the peak of
                       a smaller idea




                                              props to @bokardo
Thursday, 4 August 2011
A better idea/design may
                                                                    exist but requires an
                                                                        intuitive leap

                   Iterative optimisation
                 may only reach the peak of
                       a smaller idea




                                              props to @bokardo
Thursday, 4 August 2011
A better idea/design may
                                                                    exist but requires an
                                                                        intuitive leap

                   Iterative optimisation
                 may only reach the peak of
                       a smaller idea




            Local maxima
                                              props to @bokardo
Thursday, 4 August 2011
This is an ongoing
                             experiment
                          (But we can iterate our way to success)




Thursday, 4 August 2011
Thank you


                                                 Tim Malbon
                                                 @malbonster
                                                 tim@madebymany.com

                 http://madebymany.com
                   Copyright Made by Many 2011


Thursday, 4 August 2011

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Tim Malbon How to Actually Make Something | MDW August 2011

  • 2. Warm up your making muscles Thursday, 4 August 2011
  • 3. The story so far... Thursday, 4 August 2011
  • 5. Not an ad agency... Thursday, 4 August 2011
  • 6. Not an ad agency... Not an "agency" at all? Thursday, 4 August 2011
  • 7. Not an ad agency... Not an "agency" at all? Something else... Thursday, 4 August 2011
  • 8. making stuff Thursday, 4 August 2011
  • 9. exploiting disruptive innovation Thursday, 4 August 2011
  • 10. change is your best friend Thursday, 4 August 2011
  • 11. software development we're trying to play somewhere in here product business design strategy Thursday, 4 August 2011
  • 12. software development we'reK ONLY RO NE WEEplay FOtrying to somewhere in here product business design strategy Thursday, 4 August 2011
  • 13. We make new stuff out of the internet... Thursday, 4 August 2011
  • 14. We make new stuff out of the internet... We make things that live outside the campaign cycle... Thursday, 4 August 2011
  • 15. We make new stuff out of the internet... We make things that live outside the campaign cycle... We make services, products, platforms, apps... Thursday, 4 August 2011
  • 16. So... what you doing these days? Thursday, 4 August 2011
  • 17. So... what you doing these days? I design services Thursday, 4 August 2011
  • 18. So... what you doing these days? I design services You mean like toilets? Thursday, 4 August 2011
  • 19. So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t own Thursday, 4 August 2011
  • 20. So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t own Ohhhh. I see, motorway services. Thursday, 4 August 2011
  • 21. So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t own Ohhhh. I see, motorway services. No. Like how you use your online banking or buy train tickets or what your gas provider says on the phone when they’ve fucked up. It’s 3/4 of the economy. They have touchpoints. Thursday, 4 August 2011
  • 22. So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t own Ohhhh. I see, motorway services. No. Like how you use your online banking or buy train tickets or what your gas provider says on the phone when they’ve fucked up. It’s 3/4 of the economy. They have touchpoints. I didn’t want your fucking life story Thursday, 4 August 2011
  • 23. Connected products Digital experience is catching up with the physical Software is becoming emotional Thursday, 4 August 2011
  • 24. Connected products Digital experience is catching up with the physical Software is becoming emotional Thursday, 4 August 2011
  • 25. Connected products Digital experience is catching up with the physical Software is becoming emotional Thursday, 4 August 2011
  • 26. Connected products Digital experience is catching up with the physical Software is becoming emotional Thursday, 4 August 2011
  • 27. Connected products Digital experience is catching up with the physical Software is becoming emotional Thursday, 4 August 2011
  • 28. Connected products Digital experience is catching up with the physical Software is becoming emotional Thursday, 4 August 2011
  • 29. Connected products Digital experience is catching up with the FOR Ophysical NE WEE K ONLY Software is becoming emotional Thursday, 4 August 2011
  • 30. Let's make things that have long-term value for people Thursday, 4 August 2011
  • 31. Let's make things that have long-term value for people useful Thursday, 4 August 2011
  • 32. Let's make things that have long-term value for people useful playful Thursday, 4 August 2011
  • 33. Let's make things that have long-term value for people useful playful sustainable Thursday, 4 August 2011
  • 34. FROM paid media model of buying attention “trad advertising-like objects” TO earned media model of making stuff useful, playful & sustainable “objects that are more like products & services” Thursday, 4 August 2011
  • 35. “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & Partners Thursday, 4 August 2011
  • 36. Gareth Kay - Planningness 2009 Thursday, 4 August 2011
  • 37. Gareth Kay - Planningness 2009 Thursday, 4 August 2011
  • 38. Gareth Kay - Planningness 2009 Thursday, 4 August 2011
  • 39. Problem: making the new stuff means blowing up the old ways of working Thursday, 4 August 2011
  • 40. It's a *little* bit like the history of Physics Thursday, 4 August 2011
  • 41. Isaac Newton An apple The moon Thursday, 4 August 2011
  • 42. At this scale, everything works just like clockwork Thursday, 4 August 2011
  • 43. But at quantum scale, traditional physics doesn't work any more Thursday, 4 August 2011
  • 44. Louis de Broglie Werner Heisenberg Max Planck Erwin Schrödinger Wolfgang Pauli Marie Curie Albert Einstein It's a bit like Physics Fifth Solvay Congress, Brussels, Belgium, 1927 Thursday, 4 August 2011
  • 45. Albert Einstein Werner Heisenberg Thursday, 4 August 2011
  • 46. We need to adopt a quantum state of thinking and making at the same time Thursday, 4 August 2011
  • 47. Scale and complexity can change things profoundly Thursday, 4 August 2011
  • 48. Scale and complexity can change things profoundly Certainty Probability Thursday, 4 August 2011
  • 49. Scale and complexity can change things profoundly Certainty Probability Sometimes smart people don't get this Thursday, 4 August 2011
  • 51. AGILE AGILE + AGILE AGILE DEV + LEAN SOFTWARE + STRATEGY + DEV LEAN & DESIGN LIVE PROTOTYPING Thursday, 4 August 2011
  • 53. Simple & visual Very, very fast Self-organising teams Trusting individuals No siloes Thursday, 4 August 2011
  • 54. Client Brief Research Strategic Development Agency Brief small adjustment Creative Development Testing Production Thursday, 4 August 2011
  • 55. Strategy Functional Spec Wireframes small adjustment Design Code Test Deploy Thursday, 4 August 2011
  • 56. Concept/ Seed Product Development Alpha/Beta Test Launch/Ship Thursday, 4 August 2011
  • 59. Rapid prototyping testing many hypotheses • Minimum Viable Product (MVP) • Nail it then scale it • Customer obsession (development) • Iterative, metrics-driven & Agile • Learn fast, don’t fail fast Thursday, 4 August 2011
  • 60. ‘The Lean Agency’ Lean Agencies exist to search for new solutions to their clients’ problems Thursday, 4 August 2011
  • 61. The characteristics of a Lean Agency Thursday, 4 August 2011
  • 64. Evidence/ Metrics Driven Thursday, 4 August 2011
  • 65. Minimal Waste Thursday, 4 August 2011
  • 67. Skype Education Project A new service to help more teachers use Skype in the classroom Thursday, 4 August 2011
  • 68. | Skype Education Project Skype came to us with a comms brief Theyʼd noticed that teachers all over the world were using Skype in extraordinary ways. They wanted us to collect these stories and use them to promote the service & inspire other teachers. Thursday, 4 August 2011
  • 69. | Skype Education Project We responded with some non-marketing ideas Layer a new service on top of the basic free communication service Use a customer-centric and test-driven way of working out what that service would be Thursday, 4 August 2011
  • 70. Initial assumption: It's a lesson planning tool with examples, ideas and tips on integrating Skype into learning Thursday, 4 August 2011
  • 72. Use case #1: Invite an expert into the classroom Stage 1 2 3 4 Touchpoint How would you like to find an How would you like to How would you like to involve How would you like to share expert to take part in a User Needs contact them and what would an expert in planning or the experience with the ‘Skype visit’? Some type of you need to discuss? structuring the lesson? community? marketplace? Notes Thursday, 4 August 2011
  • 73. “Getting out of the building” George Mayo Daniela Callegari Middle school language arts teacher in Maryland, USA Pioneer in technology and education Enthusiastic about helping the project Lisa Reid Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes 6th, 7th & 8th grade science teacher in Ohio, USA No experience with Skype in the classroom yet Keen to start using Skype (has used EduSkypers) Dan Sutch Tracy Peterson Technology teacher in Iowa, USA FutureLab :: innovation in education Has introduced her classes to initial Skype sessions In-depth knowledge of education & technology Keen to collaborate and extend usage of Skype Open to ongoing involvement in project Thursday, 4 August 2011
  • 74. We discovered immediately that their biggest obstacle was actually finding other teachers who also used Skype Thursday, 4 August 2011
  • 75. They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpful Thursday, 4 August 2011
  • 76. Insights gleaned from teachers’ websites Thursday, 4 August 2011
  • 77. | Skype Education Project We made something extremely simple and shipped it quickly We developed the first release in 2 iterations (4 weeks) We used Skype interviews, survey tools and eventually data from a closed beta of just over 1,000 teachers Thursday, 4 August 2011
  • 78. We sketched up 4 pages of a directory service which we tested with 7 teachers over Skype Thursday, 4 August 2011
  • 80. Online surveys - 55 teachers - 7 countries - 20+ subjects Level of Skype teaching proficiency Expert 30% Intermediate 40% Novice 29% Thursday, 4 August 2011
  • 81. “What teachers want” Find other teachers & share ideas 28% Find a partner class 25% Help other teachers 23% How to use Skype 11.5% Overcome obstacles to Skyping 9% Practice Skype 3% Thursday, 4 August 2011
  • 82. “Teachers who think concept would be ‘very valuable’” 60% - 55% - 50% - 45% - Search/Filter Video Q&A Thursday, 4 August 2011
  • 83. | Skype Education Project We made stuff at the same speed as testing and learning We used various Agile techniques as a way of managing delivery whilst retaining the flexibility to respond to continuous feedback from testing. We created a charter that defined key metrics for success and a shared vision with Skypeʼs project stakeholders. Thursday, 4 August 2011
  • 84. A user journey through the service My profile A N Other profile New ideas People like me I want to like a resource The more people who mark an People like me idea as good the higher the 2 ranking of the idea Ideas I like Ideas I might like Good idea I want to view the resources that another Ideas I think are good are saved educator has added / liked. into my profile so I can find them again easily and other teachers 2 like me can find them Mr Mayo I can mark an idea as good on the Skype teacher directory Thursday, 4 August 2011
  • 86. | Skype Education Project As we got more data from analytics, this started driving design decisions Increasing analytics data provided a new stream of feedback and evidence. Data pointed to key enhancements that were qualitatively validated with teachers using sketches & further Skype interviews. Thursday, 4 August 2011
  • 87. Analytics summary: qualitative and quantitative working together Beta hard metrics Beta soft metrics ‣ 1860 teachers signed up to the site ‣ Teachers like Skype in the classroom but it could meet their needs better ‣ 60% of users from the USA ‣ Teachers want to use the site to connect with other teachers ‣ 2/3 of visits are new visitors to the site but find it difficult to find suitable matches with the current ‣ 17% return 2-3 times system ‣ 18% frequent return visits ‣ Teachers want more search tools and a wider range of topics ‣ High level of contact activity - 1,000 contact requests to describe themselves by ‣ 200 resources shared ‣ Teachers want greater granularity on location - probably in part because of the high number of teachers in the USA ‣ 105 favourites ‣ Teachers find the resources section a useful source of ‣ 45 comments inspiration and information. This is often what they look at first. Thursday, 4 August 2011
  • 88. | Skype Education Project What the analytics told us • More than 1 in 2 users are connecting with another • We saw only c200 resources shared. We researched this further with teachers • Teachers have started to ʻhack itʼ to create projects • 60% of the traffic is from the US • Return visits seemed low, but we realised that we were losing the tracking when they connected via the Skype app Thursday, 4 August 2011
  • 89. New objectives and revised success metrics for phase 2 Phase 2 objectives ➡ Make connecting with another teacher easier and richer ‣ Teachers have more tools to find each other by ‣ Teachers can describe themselves in more detail ‣ Teachers can use alternative connection methods ‣ Teachers can find good contacts again ➡ Show teachers the best and most relevant resources ‣ Teachers see more relevant resources in their profile ‣ Popular resources are more visible ➡ Centre the site around projects rather than profiles ‣ Allow teachers to create and publish projects ‣ Surface relevant projects to teachers ➡ Increase teacher sign ups and number of visits Phase 2 success metrics ‣ # new sign ups ‣ 1/2 teachers return to the site more than once ‣ Increase the number of teachers from outside the USA ‣ 500 connections per month - either email or Skype ‣ # of favourited resources increases ‣ # of bookmarked teachers ‣ # number of teachers who update their profile with additional information ‣ # number of teachers who embed the badge on their website Thursday, 4 August 2011
  • 90. Data and evidence-based design decisions for the new phase Thursday, 4 August 2011
  • 91. Data and evidence-based design decisions for the new phase Thursday, 4 August 2011
  • 92. We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phase Thursday, 4 August 2011
  • 93. We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phase We surpassed all 'marketing' objectives to create sustainable, long-term value & engagement Thursday, 4 August 2011
  • 94. We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phase We surpassed all 'marketing' objectives to create sustainable, long-term value & engagement We created a template that can be applied to other key verticals Thursday, 4 August 2011
  • 95. We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phase We surpassed all 'marketing' objectives to create sustainable, long-term value & engagement We created a template that can be applied to other key verticals We won a mention at the Core77 design awards Thursday, 4 August 2011
  • 96. Lessons learned about iterating... Thursday, 4 August 2011
  • 97. It’s not iterative if you only do it once... Thursday, 4 August 2011
  • 102. If it takes too long any iterative process is indistinguishable from waterfall Thursday, 4 August 2011
  • 105. If you freeze an idea If you freeze an idea too quickly, you fall too quickly, you fall in love with it... in love with it ...refine it too quickly & you become attached to it The crudeness of early models in particular is very deliberate #bdwny Jim Glymph, Gehry Technologies Thursday, 4 August 2011
  • 106. Get out of the building Thursday, 4 August 2011
  • 108. Recruitment • Twitter • Facebook • LinkedIn • YouTube • Niche community sites Thursday, 4 August 2011
  • 110. Other tools Thursday, 4 August 2011
  • 111. Open testing Rapid, at scale & in context Thursday, 4 August 2011
  • 112. Dry testing 50% Signup 50% Database Thursday, 4 August 2011
  • 115. Learning • The whole team learns • What we learn is communicated to clients • What we learn is documented • Metrics are important Thursday, 4 August 2011
  • 116. Actionable metrics not vanity metrics Pirate metrics... AARRR RETENTION ACQUISITION ACTIVATION REFERRAL REVENUE Dave McClure Thursday, 4 August 2011
  • 117. Incremental execution not incremental thinking Thursday, 4 August 2011
  • 118. We always have a vision that is clearly articulated, big enough to matter, & shared by the whole team Our goal is always to discover which aspects of this vision are grounded in reality, & to adapt those aspects that are not Eric Ries, Start-up Lessons Learned Thursday, 4 August 2011
  • 119. Intuition Iteration Text Thursday, 4 August 2011
  • 120. props to @bokardo Thursday, 4 August 2011
  • 121. Iterative optimisation may only reach the peak of a smaller idea props to @bokardo Thursday, 4 August 2011
  • 122. A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea props to @bokardo Thursday, 4 August 2011
  • 123. A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea Local maxima props to @bokardo Thursday, 4 August 2011
  • 124. This is an ongoing experiment (But we can iterate our way to success) Thursday, 4 August 2011
  • 125. Thank you Tim Malbon @malbonster tim@madebymany.com http://madebymany.com Copyright Made by Many 2011 Thursday, 4 August 2011