Designing Online Servicesfor2010sAndy Harjantohttp://andyharjanto.com

What just happened?20082009200720052006

Global Economic Meltdown

..is reshapingpermanent behaviorTo Do Much MoreWithMuch Less

More and more new form of media channels directed to us

Too Much Information, Too Little Time

Of course, some good newsto report as well

Software Development Cycle is Faster, CheaperOpen Source, Better Tools, Libraries, Outsourcing

Building Scalable Data Center?You can use Cloud Computing today!Pay as You Go

Ads: OfflinetoOnline Trend AcceleratesCheaper, more scalable distribution channels

Globalizationincreasingly important“Business is global, not the geography. That’s the only way to run the business”Jack WelchProductCapitalHumanTechnology

Ads: You can use Social Media to market your product, virtually at no costbut a lot of time invested to build contentsand conversations

And some interestingstatistics…

225,000,000 web sites in 200972,000,000 active web sites Source: Netcraft

If Facebook were a country,its population is greater than Brazil>200M

In 2009China web user populationsurpasses US population …and it’s only with 22% penetration Ask Google VP -http://bit.ly/17FGfr

6,900,000,000 text messages sent and received everydaythat’s more than the world population

Apple AppStore: One billion application downloads in just 9 month

So, what do these mean to you?

You can deliver and market products/services faster and cheaperto more places in the world

However, you’re competing with a much larger crowd demanding customers’ attentions

So,How do we design the product for 2010s?

Your product MUST provide Instant Gratification

Registration: No long registration processAsk minimal data during theprocessNo software installation if possibleUsing your product for the very first time:Don’t try to expose all the featuresGuide user thru one narrow path In a minute, user is expected to say: “Wow!”

No long registration process

Ask minimal data during theprocess

No software installation if possible

Don’t try to expose all the features

Guide user thru one narrow path

In a minute, user is expected to say:

Instant Gratification in Action Open the packageSearch for a bookSelect a bookOne click purchase*Start reading All under one minuteAmazon Kindle* It uses the credit card used to purchase the device, no typing required

Open the package

Search for a book

Select a book

One click purchase*

Start reading

Keep your users interested“Just Cool” Is The New Un-Cool

Provide at least one end to end experience that 10xbetter than theexisting solutionsOK, it may not be 10x, but itMUST be significantly better

10xUser Experience in ActioniPhoneNew Mobile User ExperienceWide Range of ApplicationsBlackberryEmail Push ExperienceYour customer is a click away from competitor

New Mobile User Experience

Wide Range of Applications

Email Push Experience

Provide engaging platform Apply social computing and Web 2.0 technologies

Social and Web 2.0 in ActionCapturing business activitiesParticipate in poolingAllow to comment and vote

Won’t Kill UsCuriosity…provide good analytics to keep users coming back

Analytics in Action

Would your friends recommend yourproduct to their friends? Friend’s recommendation is 5xmore effective than Ads

Recommendation in ActionTwitter: ReTweetMany friends play this video, eventhey waste 1 minute of their time

Do not…...unless you really know what you are doing

Do not build a new community ..is a lot harder than you thinkThey have won the battlewhy don’t you ride their waves, instead.

Do not create a new marketunless your product is beyond belief and very innovativeLess competitors could also mean the market is small

Do not obsess withyour competitorsThey may be even more clueless than you are

Do not make advertising as your primarily revenue unless you’re sure that you’ll be the top 5 sitesin your categoryOr you’re serving an exclusive market

Do not use viral as your primary strategyMore and more people are immune to the viral strategies

Do not get intimidated by the big guysLikely, you’re faster and more agile

Do not offer many featuresin your first releaseJust focus on doing one thing very, very well. Acquire other features after extensive observationsTwitter executes this approach very well

Do not optimize your design forVCsSo, how big is the market (TAM)?What is projected revenue in 5 years?What is your exit strategy?

Got Ideas? Just do it!…millions of ideas out there here are just few things to get started…

Ride the Wavesmillions of users are already there

Services on the top ofcloud computingOffer an easy to use service for businessesValue Prop:Cost-Reduction Reliability

Global Service Rendezvous Millions of businesses around the worldstill do not know how to take advantage of Globalization.Not because lack of knowledge, but because lack of quality connectionsProductCapitalHumanTechnology

Mobile Services4billionscell phonesWith SMS or Internet capabilitiesYet, no players, because it’s highly fragmented, tightly controlled by telecom providers. Can you crack the code?Waiting for .. your killer mobile services, here.

Cloud Enabled HardwareIn 2010s, as more and more data are stored in the cloud, We expect personal, work cloud data accessible from devices via services

IdeasEvolveDon’t search for perfect ideas, it’s very likely your ideas evolve as you work with early adopters, customers

More Importantly.. Find real problems thatsomeone or business are havingGreat solutions sell, not ideas

Two Key Takeaways when designing onlineservice for 2010s

1When you start your project, 1Just focus on great experiencethat is10xbetter than any existing solutions

2In 2010s, the opportunities are tremendous GlobalizationMobile 7 BillionsOnline: 362% worldwide growthSocial ComputingCloud ComputingSo is the amount of noise See key-takeaway #1 to make your service stands up

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