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
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
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
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
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
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
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
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