Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon
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Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon

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Презентация Tim Malbon, Founder & Director, Made by Many, на Digital Marketing Conference 2012.

Презентация Tim Malbon, Founder & Director, Made by Many, на Digital Marketing Conference 2012.

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Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon Presentation Transcript

  • UTILTY VS DISTRACTION Making stuff people want is the the new persuasion Tim Malbon, Partner and Co-founder @madebymany @malbonsterThursday, 11 October 2012
  • FOUNDED IN 2007 BY 4 PARTNERSThursday, 11 October 2012
  • Thursday, 11 October 2012
  • Thursday, 11 October 2012
  • NOW 34 PEOPLE…Thursday, 11 October 2012
  • …AND 1 DOGThursday, 11 October 2012
  • Thursday, 11 October 2012
  • NOT A DIGITAL MARKETING AGENCY A PRODUCT INNOVATION & SERVICE DESIGN COMPANYThursday, 11 October 2012
  • MAKING STUFFThursday, 11 October 2012
  • BUSINESS STRATEGY WHERE WE PLAY PRODUCT & SOFTWARE SERVICE DESIGN DEVELOPMENTThursday, 11 October 2012
  • QUICK QUESTION: WHAT THE HELL DOES "POST-DIGITAL" MEAN?Thursday, 11 October 2012
  • IS IT OVER?Thursday, 11 October 2012
  • NOThursday, 11 October 2012
  • "LIKE AIR & DRINKING WATER, BEING DIGITAL WILL BE NOTICED ONLY BY ITS ABSENCE, NOT ITS PRESENCE" Nicholas Negroponte (Founder of MIT Media Lab) WIRED magazine December 1998 http://www.wired.com/wired/archive/6.12/negroponte.htmlThursday, 11 October 2012
  • "IM USING POST-DIGITAL IN THE WAY THAT PEOPLE MIGHT HAVE USED POST-WAR IN 1913 OR 1938" Russell Davies, Really Interesting GroupThursday, 11 October 2012
  • ALWAYS SOMETHING BAD... POST-WAR POST-APOCALYPSE POST-OPERATIVE POST-MORTEM POST-HUMANThursday, 11 October 2012
  • Thursday, 11 October 2012
  • POST-ITThursday, 11 October 2012
  • "SPECULATING, HOPING... WE HAVENT HAD THE WAR YET" Russell Davies, Really Interesting GroupThursday, 11 October 2012
  • YESTERDAY A BIG SHIFT PRODUCTS & 22% SERVICES TOMORROW COMMUNICATIONS & BRANDING 78% COMMUNICATIONS 22% & BRANDING PRODUCTS & 78% SERVICES Sami Niemelä – what happens when the computers disappear?Thursday, 11 October 2012
  • FROM TO MAKING PEOPLE MAKING STUFF WANT STUFF PEOPLE WANT @willsh http://smithery.coThursday, 11 October 2012
  • FROM TO DUMB PRODUCTS CONNECTED & INTERRUPTIVE SERVICE BRAND EXPERIENCES EXPERIENCES THAT PULL & RETAINThursday, 11 October 2012
  • BUSINESS STRATEGY WHERE WE PLAY PRODUCT & SOFTWARE SERVICE DESIGN DEVELOPMENTThursday, 11 October 2012
  • LEAN START-UP THINKING WE DO A HYBRID OF THIS AGILE SOFTWARE DEVELOPMENT SERVICE DESIGNThursday, 11 October 2012
  • HOW WE WORKThursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTSThursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)Thursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTALThursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKINGThursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPINGThursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPING A MINIMAL VIABLE PRODUCTThursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPING A MINIMAL VIABLE PRODUCT TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORSThursday, 11 October 2012
  • HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPING A MINIMAL VIABLE PRODUCT TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS NOT PRECIOUS ABOUT PROCESSThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgetsThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets big strategyThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets big user strategy researchThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets ADJUST big user strategy researchThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets ADJUST big user design strategy research and buildThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design strategy research and buildThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategyThursday, 11 October 2012
  • CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategyThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan design launch measure insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan design launch measure insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure little insights strategy Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust little insights strategy Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust little insights strategy learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust plan design insights little launch strategy measure learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust plan design insights little launch strategy measure learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations learning curve little strategy plan insights design little launch strategy measure adjust plan adjust design insights little launch strategy measure insights learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations learning curve little strategy plan insights A. continue design little launch strategy measure adjust B. try something else plan adjust design insights little launch strategy measure insights learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  • Thursday, 11 October 2012
  • ITV NEWS AND SPORTThursday, 11 October 2012
  • UNIQUE VISITORS A MONTH BEFORE ITV NEWS AFTER LAUNCH AND SPORT 2-400 k/month 320k/dayThursday, 11 October 2012
  • Thursday, 11 October 2012
  • BURBERRY ART OF THE TRENCHThursday, 11 October 2012
  • VISITORS 330,000 BURBERRY COUNTRIES AV. TIME ON SITE PRESS COVERAGE REACH 191 5.5 MINUTES 6.8M ART OF THE TRENCH OF DIGITAL PAID MEDIA BUDGET INCREASE IN TRENCH COAT SALES LEADERS £0 85% INNOVATION IN LUXURY FASHIONThursday, 11 October 2012
  • Thursday, 11 October 2012
  • Thursday, 11 October 2012
  • PICLE & HOLLERGRAMThursday, 11 October 2012
  • "PICLE WENT TO SXSW PICLE & WITH 15 USERS. HOLLERGRAM IT CAME BACK WITH 35,000"Thursday, 11 October 2012
  • Thursday, 11 October 2012
  • SKYPE IN THE CLASSROOM SKYPE IN THE WORKSPACEThursday, 11 October 2012
  • SKYPE IN THEOFF THE NEW SERVICE LAYERS WHICH ARE CLASSROOMPRODUCTS PRODUCT ROADMAP MARKETING TEAM ABLE TO BUILD SKYPESKYPE IN THE TO IN THE CLASSROOM TO SCALE 1 MILLION CONNECTIONS WORKSPACEThursday, 11 October 2012
  • Thursday, 11 October 2012
  • SKYPE IN THE CLASSROOMThursday, 11 October 2012
  • SKYPE CAME TO US WITH A COMMS BRIEF They’d 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, 11 October 2012
  • 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 beThursday, 11 October 2012
  • Thursday, 11 October 2012
  • We discovered immediately that their biggest obstacle was actually finding other teachers who also used SkypeThursday, 11 October 2012
  • GETTING OUT OF THE BUILDING Daniela Callegari George Mayo Middle school language arts teacher in Maryland, USA Pioneer in technology and education Enthusiastic about helping the project Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes Lisa Reid 6th, 7th & 8th grade science teacher in Ohio, USA No experience with Skype in the classroom yet Dan Sutch Keen to start using Skype (has used EduSkypers) FutureLab :: innovation in education In-depth knowledge of education & technology Open to ongoing involvement in project Tracy Peterson Technology teacher in Iowa, USA Has introduced her classes to initial Skype sessions Keen to collaborate and extend usage of SkypeThursday, 11 October 2012
  • Thursday, 11 October 2012
  • ONLINE SURVEYS 55 teachers Level of Skype 7 countries teaching 20+ subjects proficiency EXPERT 30% INTERMEDIATE 40% NOVICE 29%Thursday, 11 October 2012
  • Iterated SEPTEMBER DECEMBER 2010 2012 Launch and learn from an MVP Validate new features Tuning and acquisitionThursday, 11 October 2012
  • The new frontier + GrowThursday, 11 October 2012
  • HYPOTHESES PRODUCT 1. Ride the product half-pipe Insight Proposition Measure Refine Scale EVIDENCEThursday, 11 October 2012
  • “ If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms? Tony Bates President, Skype September 2011Thursday, 11 October 2012
  • THANK YOU Tim Malbon, Partner and Co-founder @madebymany @malbonsterThursday, 11 October 2012