@vivants@vivants
@vivants@chrsptn
Chris Paton
Gamified crowdfunding platform
If you won $1BILLION how much would you
give to charity?
Which causewould get your
money?
health & disability
animals
children
disaster relief
environmentcancer
human rights
poverty &development
It all began in August 2008
• Brand new agency
• 8-Attack game concept developed on paper
• Patent lodged 08/08/08
• No money
• No time
• iPhone just launched in Australia
• Social gaming just starting
Getting started
Greed vs. Good
• 2009
• Asian market obvious choice
• 8-Attack becomes Jaro
• Modeling and prototyping the game mechanic
• Agency getting traction
• Not much else happening for Jaro
• Different logo, different vibe
The gambling product
• 2010
• Get back into Jaro
• Gaming product testing with users
• Users are interested
• Billion dollars is a stretch
• Gambling product ethical and legal issues
• Chris joins Vivant
The billion dollar game for good
How do we get the whole world involved?
Give Get
We’re gonna need a montage
Show a lot of things happening at once, Remind everyone of what's going on
So how did we do it?
• Clients have existing customers
• A business model
• Their brand
• Distribution
• Budget
• Schedule
Delivering for clients
• We have no customers
• Untested business model
• No brand
• No distribution
• Uncertain budget
• Unrealistic schedule
Delivering for ourselves
• Users, charities, regulators, investors and the team
• Users first
• Charities
• Investors
• Regulators
• The team
• Back to users again
When are your users?
• Before you launch who is your homepage audience?
• Lean vs stealth homepage
• Started too charity focused
Caution! Homepage
• Before you launch who is your homepage audience?
• Lean vs stealth homepage
• Started too charity focused
• Users: “What’s this game you keep mentioning?”
• Remembering users aren’t part of your microculture
• At least 10 homepage redesigns
• Don’t get stuck here
Caution! Homepage
• Designing the game interface
• How do you start where you don’t know where to start?
• Put something, anything in front of users
• Sometimes a bad design gets more valuable the feedback
Fail fast (on purpose)
Round 4Round 4
You
1 -
- - -
1 4 6
8 2 5
9 7 3
1
?
1
? ?
? ? ?
1You
PrincipleSkinner
2 4 ?6 1
PrincipleSkinner You guessed
4
• Moving so fast that we have a bunch of features
• Enter Simon
• Revisit personas
• Develop experience principles
Slowing down to go faster
• Moving so fast that we have a bunch of features
• Enter Simon
• Revisit personas
• Develop experience principles
• User experience mapping
Slowing down to go faster
• Moving so fast that we have a bunch of features
• Enter Simon
• Revisit personas
• Develop experience principles
• User experience mapping
• Complete IA redesign
Slowing down to go faster
• Dedicated team
• Cross-functional
• Colocation
• Shared understanding
• Regular testing with users
Achieving flow - Being lean
• Get a good Scrum Master
• Take ownership of user stories
• Work inside sprints
• Theme sprints
Achieving flow - Being agile
Launch (beta)
Let’s test another hypothesis
http://www.flickr.com/photos/rebeccahildreth/8655793173/
http://www.flickr.com/photos/15038/8739475346/
• Some mentions in the media
• Friends and family
• BBC Click provides the first source of real users
After launch
• Working on feedback
• Mobile
• Payments
• A/B Testing
• TV Format
What’s next
Last words of wisdom
• 50% of our visitors are mobile. Where’s mobile?
• Leaving analytics too late kills trust in the team
Other learnings
@vivants@chrsptn
Thanks!
@vivants@vivants
vivant.com.au
All images copyright Vivant Limited unless otherwise stated
