how to really make something

Friday, 1 October 2010

How to really make something

PLANNING-NESS 2010, Brooklyn#mxmplanningness


How to really make something

PLANNING-NESS 2010, Brooklyn#mxmplanningness

...that people actually want


#mxmplanningness

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


“People that do”

#mxmplanningness


#mxmplanningness


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

spotify, apple, drop box]


We need to become masters of product design & development

#mxmplanningness


How?

#mxmplanningness


The old ways of product development

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#mxmplanningness

Concept/Seed

Product Development

Alpha/Beta Test

Launch/Ship


#mxmplanningness

ClientBrief

Research

Agency Brief

Creative Development

Testing

StrategicDevelopment

Production

small adjustment


#mxmplanningness

Strategy

Functional Spec

Wireframes

Design

Code

small adjustment

Test

Deploy


#mxmplanningness


#mxmplanningness

A

B

known problem known solution


#mxmplanningness

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN


#mxmplanningness

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN DOES

NOT EXIST


#mxmplanningness

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN DOES

NOT EXIST

AGILE


#mxmplanningness

PROBLEM SPACE

SOLUTIONSPACE

KNOWN UNKNOWN

UN

KN

OW

NK

NO

WN DOES

NOT EXIST

AGILE LEAN


The Lean Start-up Movement

#mxmplanningness


• Nail it then scale it

• Rapid hypothesis testing

• Minimum Viable Product (MVP)

• Metrics iteration agile development

• Learn fast, don’t fail fast

#mxmplanningness Props to Eric Ries, Steve Blank, Andrew Chen

Lean Principles


S P E E D


It’s not iterative if you only do it once

#mxmplanningness


Agilista


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Incremental


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Iterative


#mxmplanningness

The Local Maxima


#mxmplanningness

The Local Maxima

Iterative optimisationmay only reach the peak

of a smaller idea


#mxmplanningness

The Local Maxima

A better idea/design may exist but requires

an intuitive leap

Iterative optimisationmay only reach the peak

of a smaller idea


#mxmplanningness


Iterativeoptimisation

Intuition

#mxmplanningness


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

#mxmplanningness Eric Ries, Start-up Lessons Learned


PROTOTYPEVIS ION PRODUCT ION


#mxmplanningness


Workshops and sketching sessions

Initialdesigns

User journeys through the new site


#mxmplanningness


Jim Glymph, Gehry Partners

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

#mxmplanningness


#mxmplanningness

Make in small batches


User stories

#mxmplanningness


#mxmplanningness


#mxmplanningness

Adaptive Planning

NOW THE FUTURE

AmbiguityPredictable Uncertain Unpredictable

Horizon of Predictability


#mxmplanningness

Adaptive Planning

NOW THE FUTURE

2 week coding sprint


#mxmplanningness

Adaptive Planning

NOW THE FUTURE


small, well defined


#mxmplanningness

Adaptive Planning

NOW THE FUTURE


small, well defined

increasingly large, ambiguous


#mxmplanningness

Adaptive Planning

NOW THE FUTURE


#mxmplanningness

Adaptive Planning

NOW THE FUTURE

Interaction Design


#mxmplanningness

Adaptive Planning

NOW THE FUTURE

Interaction Design

Service Design


#mxmplanningness

Adaptive Planning

NOW THE FUTURE

Interaction Design

Strategy

Service Design


#mxmplanningness

Adaptive Planning

NOW THE FUTURE

Interaction Design

Strategy

Service Design

Design loops refine features to user feedback and

business priority


#mxmplanningness

Adaptive Planning

NOW THE FUTURE


#mxmplanningness

Deciding what to build


#mxmplanningness

Minimum Viable Product


Design Lenses


#mxmplanningness

Minimum Viable Product


#mxmplanningness

Minimum Viable ProductDesirable

Smallest execution of an idea that people will love


#mxmplanningness

Possible places to put a MDP

• Blogs

• Facebook Pages/Groups

• Twitter

• YouTube Videos

• Lightweight Apps


#mxmplanningness#mxmplanningness


Get out of the building

#mxmplanningness


#mxmplanningness

Closed Testing


#mxmplanningness

Recruitment

• Twitter

• Facebook

• LinkedIn

• YouTube

• Niche community sites


Skype interviews

#mxmplanningness


#mxmplanningness

Open TestingRapid, at scale and in context


#mxmplanningness

Dry Testing

Signup Database

50%

50%


This Is Your Life - Dry Test


+152%

This Is Your Life - Dry Test


#mxmplanningness


#mxmplanningness

Learning

• The whole team learns

• What we learn is communicated to clients

• What we learn is documented

• Metrics are important


#mxmplanningness

Vanity metrics

• Visits

• Visitors

• Page Impressions

• Downloads

• Fans, Followers


ACQUISITION ACTIVATION

RETENTION

REFERRAL REVENUE

Pirate metrics... AARRR

Dave McClure#mxmplanningness


Linear bad. Iterative good.

1


Make. Test. Learn.2


Speed wins.3


Balance intuitionwith optimisation.

4


Low fidelity to start.5


Break it down.6


Minimum DESIRABLE product.

7


Get out of your building.8


The Web is your lab.9


AARRR!10


#mxmplanningness

That’s the boring stuff over with...


#mxmplanningness

Let’s make stuff...


#mxmplanningness

Your brief:

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


1. Divide into teams of 10-12

2. Mass sketching exercise

3. Stop and chose one proposition

4. Write some epic user stories

5. Write two versions of ‘Coming soon’,beta sign-up page copy

6. Think of some search keywords

7. Present back#mxmplanningness


#mxmplanningness


But first, what do we know about our customers?

#mxmplanningness


Lust for life

#mxmplanningness


They’re actually going to live for ever

#mxmplanningness


They are your parentsFriday, 1 October 2010

#mxmplanningness

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


#mxmplanningness

LegacyFriday, 1 October 2010

#mxmplanningness

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%)


#mxmplanningness

Hello?


Stuart Eccles@[email protected]

Tim Malbon@[email protected]

Thank youhttp://madebymany.com

1908 family - http://americanindian.net/picturesmore.html

Chemistry Lab - http://www.flickr.com/photos/pmtorrone/

Exit Sign http://www.flickr.com/photos/syntaxterror/

Iggy Pop - http://www.flickr.com/photos/nrk-p3/4885050340/in/photostream/

Keith Richards http://www.flickr.com/photos/spector1/79387979/

Money - http://www.flickr.com/photos/tracy_olson/61056391/

Photo credits

Model T Ford - http://nocturnalguy38.blogspot.com/2010/05/silly-picture-to-fill-space-model-t.html

#mxmplanningness


http://americanindian.net/picturesmore.html

mailto:[email protected]




http://www.madebymany.co.uk

http://www.madebymany.co.uk

http://nocturnalguy38.blogspot.com/2010/05/silly-picture-to-fill-space-model-t.html

http://nocturnalguy38.blogspot.com/2010/05/silly-picture-to-fill-space-model-t.html

http://www.flickr.com/photos/tracy_olson/61056391/

http://www.flickr.com/photos/tracy_olson/61056391/

http://www.flickr.com/photos/spector1/79387979/

http://www.flickr.com/photos/spector1/79387979/

http://www.flickr.com/photos/nrk-p3/4885050340/in/photostream/

http://www.flickr.com/photos/nrk-p3/4885050340/in/photostream/

http://www.flickr.com/photos/syntaxterror/

http://www.flickr.com/photos/syntaxterror/

http://www.flickr.com/photos/pmtorrone/

http://www.flickr.com/photos/pmtorrone/

http://americanindian.net/picturesmore.html

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