ucd14 talk - ben wynn - your mobile product design lies in the balance
TRANSCRIPT
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Product success lies in the balance
Ben Wynn Chief Product Officer, Somo @spotgibson #UCD2014
Product incubator focused on creating solutions for the connected world
Playing dad, constantly answer impossible “why” questions
Adventure racing /fell running (wannabe)
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Ben Wynn
3Image: flickr - Morten Siebuhr
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Commercial
Technical Design
Product Guy
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Examples
11Image: flickr - Malcolm
• Light
• Cooling
• Direct access to the heavens
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In digital
Examples
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Truffle Pig
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Truffle Pig
Money
Tech Design
Differentiate with discovery
Echo Nest ($100M)
Licence fees
“Iceberg” design
20M+ song library with 20k+ tracks added daily = huge big data opportunity
Algorithms to surface the best songs from the history of
recorded sound
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Google Maps
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Money
Tech Design
Advertising services revenue
Completely aligned to their core business model
Interface elegance
One-handed zoom on mobile
‘Huge’ data challenge
Location data + Smart phone ubiquity + access to recent address searches
Google Maps
The defacto mapping service
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Audi A3 App
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Money
Tech Design
Persistent action bar - delivered 2x increase in core KPI
Experience being inside a car
Natural and immersive gyroscope control
HDRI Photography + 3D assets + Augmented Reality
Audi A3
Increase test drives
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Handshake
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Cash
Code Creativity
Solves the problem of networking
Bridges physical and digital
Rich data insights
Passive checkins shared with approved contacts
Largest rollout of iBeacons at a live event.
Handshake
More effective networking
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Implications
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Over indulgence
Money
“After 8 weeks of user interviews I believe we need to introduce a unified-linear-loop navigation inspired by Kandinski”.
Tech Design
“You’ve sold what?”
“I’ve multi-factor optimised the core stability engine to significantly improve the IO”
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An efficient start up team
Hustler (Commercial)
Hacker (Technology)
Hipster (Design)
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Same applies in the enterprise
Dealer
Geek Artist
Traditional enterprise software
Marketing engagement apps
“Shiny things”
CIO CMO
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Is your product well balanced?
Commercial
Technical Design
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Ben Wynn @spotgibson
Thank you
Image: flickr - Andres Miguez
There’s Moreor is there?
30Image: Reuters