This is a preview from The Mobile Academy Autumn 2015 programme run by Julia Shalet. Julia is Course Director at The Mobile Academy, Founder at Product Doctor (her campaign for people-centred innovation) , a team member of the @leanplc team at Pearson and Co-Organiser at Mobile Monday London. The Mobile Academy is a 10 week evening course for innovators where industry experts deliver sessions in business, design and how to work with mobile technology, bringing the sort of real life case studies that you can't find in the text books.(It does not teach programming!). Participants are encouraged to get involved in curating the programme and bring with them a diverse range of skills from varied backgrounds. It is a new style of programme called "community based learning" and has been designed to offer up practical tools and tips in a fast moving industry.

1. Welcome to a Preview from our 6th programme!
Community Based Learning
for Innovators
34 Sessions with Industry Experts in
Business, Design & how to work with Mobile Technology
1/10 – 3/12
Hosted by
Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad

2. Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad

3. 3
Let’s talk about Assumptions
 What assumptions you have made?
 Which are the riskiest?
 Can you think of a way to
make those assumptions
less risky?
Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad
Often the riskiest assumptions are those
about people’s feelings and behaviours …

4. 4
Experiments are a way to test out if what we
believe to be true is actually true. We do it
today to prove that we are spending time and
money on the right things tomorrow.
It’s Time for an Experiment…
Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad
It’s never too early or
too late

5. 5Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad
Do you know your customer?

6. 6
Defining the Experiment
1 Goal: What is it that we’re trying to learn / prove?
Have we assumed a customer problem or behaviour?
2 People: Who is our customer / user? What are our
recruitment criteria? Where will we find them?
3 Logistics: How are we going to conduct our
experiment? When? Who will carry out the
experiment? Where?
4 Measurement: What will make our test a success?
5 Outcome: What did we learn?
Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad

7. 7
 Go face to face if you can
 Check Profile Fit
 Tell them what you need them to do
 Permission to record & time it
 Neutrality (lie!)
 Open, single-barrelled and not leading questions
 Leave out irrelevant info – be strict & focussed
 Active Listening, probe & pick up on clues
 You talk <20%
 No friends or family
Having Effective User Conversations
Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad

8. The Full Programme
Julia Shalet, Product Doctor @jewl
The Mobile Academy @Moblacad
BUSINESS
 Mapping out a new Product using the Business Model Canvas
 Stress testing your Business Model
 Defining the Value Proposition
 Writing Business Cases & Accessing Funding
 Preparing for a Global Stage
DESIGN
 Defining Design Principles
 Creating the Core Customer Journey
 Prototyping & Building New Products
 Developing a Brand
 Marketing & PR
TECHNOLOGY
 What you need to know about working with iOs
 What you need to know about working with Android
 When to use Cross Functional development tools
 Other need-to-know Mobile Technologies
 HTML5 & Mobile Web
 APIs & Open Source Explained
£100 off
Code:
EARLY
Starts 1/10
Tues & Thurs Nights
at IdeaLondon