MDW NY | Tim Malbon_How to actually make stuff

MAKING DIGITAL WORK NYC 2010Friday, 3 December 2010

How to actually make stuff #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

How to actually make stuff ...that peo ple actually want #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

We make new stuff out of the internet #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

selling stuff making useful stuffFriday, 3 December 2010

“Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & Partners #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

“People that do” #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

#mxmplanningness #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

[images: twitter, youtube, flickr, napster, facebook, google, myspace, ebay, amazon, paypal, skype, slide, spotify, apple, drop box]Friday, 3 December 2010

We all need to become masters of product design & development #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Act like a start-up MxM #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

How? #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

The old ways of product development #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Concept/ Seed Product Development Alpha/Beta Test Launch/Ship #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Client Brief Research Strategic Development Agency Brief small adjustment Creative Development Testing Production #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Strategy Functional Spec Wireframes small adjustment Design Code Test Deploy #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

#bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

known problem known solution B A #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

PROBLEM SPACE KNOWN UNKNOWN KNOWN SOLUTION SPACE UNKNOWN #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

PROBLEM SPACE KNOWN UNKNOWN DOES KNOWN NOT EXIST SOLUTION SPACE UNKNOWN #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

PROBLEM SPACE KNOWN UNKNOWN DOES KNOWN NOT EXIST SOLUTION SPACE UNKNOWN AGILE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

PROBLEM SPACE KNOWN UNKNOWN DOES KNOWN NOT EXIST SOLUTION SPACE UNKNOWN AGILE LEAN #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

The Lean Start-up Movement #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Lean Principles • Rapid prototyping to test hypotheses • Minimum Viable Product (MVP) • Nail it then scale it • Customer obssession (development) • Iterative, metrics-driven & Agile • Learn fast, don’t fail fast #bdwny props to Eric Ries, Steve Blank, Andrew ChenFriday, 3 December 2010

Lean Principles NO, IT ISN’T • Rapid prototyping to test hypotheses • Minimum Viable Product (MVP) • Nail it then scale it • Customer obssession (development) • Iterative, metrics-driven & Agile • Learn fast, don’t fail fast #bdwny props to Eric Ries, Steve Blank, Andrew ChenFriday, 3 December 2010

Meet Eric Ries http://www.startuplessonslearned.com/ #bdwnyFriday, 3 December 2010

#bdwnyFriday, 3 December 2010

SPEED #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

It’s not iterative if you only do it once #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Agilista #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Incremental #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Iterative #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Friday, 3 December 2010

The Local Maxima #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Iterative optimisation may only reach the peak of a smaller idea The Local Maxima #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea The Local Maxima #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Iterative Intuition optimisation #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Gustav Von Sydow http://www.burtcorp.com/ gustav man-love #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

We always have a vision that is clearly articulated, big enough to matter, & shared by the whole team Our goal is always to discover which aspects of this vision are grounded in reality, & to adapt those aspects that are not #bdwny Eric Ries, Start-up Lessons LearnedFriday, 3 December 2010

VISION PROTOTYPE PRODUCTION #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

#mxmplanningnessFriday, 3 December 2010

IfIfyou freeze an idea you freeze an idea too quickly, you fall too quickly, you fall in love with it in love with it... ...refine it too quickly & you become attached to it The crudeness of early models in particular is very deliberate #bdwny Jim Glymph, Gehry TechnologiesFriday, 3 December 2010

Make in small batches #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

User stories #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning ctab ility of P redi Ho rizon Predictab Ambiguity le Uncertain Unpredic table NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning 2 week co ding sprin t NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning small, we ll defined 2 week co ding sprin t NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning small, we ll defined increasing ly large, a 2 week co mbiguous ding sprin t NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning Interaction Design NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning Interaction Design Service Design NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning Interaction Design Service Design Strategy NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning Design loops refine features to user feedback and business priority Interaction Design Service Design Strategy NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Adaptive Planning NOW THE FUTURE #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Deciding what to build #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Minimum Viable Product #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Design Lenses #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Minimum Viable Product #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Minimum esirable Product D Viable Smallest execution of an idea that people will love #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Possible places to put a MDP • Blogs • Facebook Pages/Groups • Twitter • YouTube Videos • Lightweight Apps #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Get out of the building #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Closed Testing #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Recruitment • Twitter • Facebook • LinkedIn • YouTube • Niche community sites #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Skype interviews #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Open Testing Rapid, at scale and in context #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Dry Testing 50% Signup 50% Database #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

This Is Your Life - Dry TestFriday, 3 December 2010

This Is Your Life - Dry Test +152%Friday, 3 December 2010

Learning • The whole team learns • What we learn is communicated to clients • What we learn is documented • Metrics are important #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Vanity metrics • Visits • Visitors • Page Impressions • Downloads • Fans, Followers #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Pirate metrics... AARRR RETENTION ACQUISITION ACTIVATION REFERRAL REVENUE #bdwny Dave McClureFriday, 3 December 2010

Workshop bit How to actually make stuff #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Workshop bit How to actually make stuff ...that peo ple actually want #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

1 Linear bad. Iterative good. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

2 Make. Test. Learn. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

3 Speed wins. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

4 Balance intuition with optimisation. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

5 Low fidelity to start. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

6 Break it down. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

7 Minimum DESIRABLE product. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

8 Get out of your building. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

9 The Web is your lab. #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

10 AARRR! #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Let’s make stuff... #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

1 Sketch a 2 Split test 2 ‘live’ proposition: websites make 2 variants propositions using software & buying search traffic 3 Discover which proposition is strongest overall, & which variant of each is most desirable #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Split Testing 50% 50% Signup Database #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Your brief: Make a product or service for the over 55s We want millions of them using it every day #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

1. Divide into teams/tables 2. Mass sketching exercise - all sketch for c. 25 mins 3. Choose 1 proposition and think about how it might be developed in 2 variants 4. Write 3 epic user stories for each variant 5. Using the template, design the landing/sign up page for each variant 5.1. Write a short punchy description 5.2. Break it down into 3 user benefits, each with a sub-head, image & unpacking sentence 6. Think of six keyword to drive traffic to your split test 7. Present back 8. We’ll make the templates, set up the split tests & buy some search traffic 9. We’ll discover a winning proposition & winning variant for each team #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

VARIANT #1 TEAM NAME CAPTAIN NAME WRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT YOUR LOGO MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT WE’LL MAKE THIS) THIS PAGE WRITE SUB-HEAD NUMBER ONE WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE THINK OF AN IMAGE THINK OF AN IMAGE THINK OF AN IMAGE THINK OF AN IMAGE WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER 1 HEAD/BENEFIT NUMBER2 HEAD/BENEFIT NUMBER 3 GIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH SUBMIT THINK OF SIX SEARCH 1. 2. 3. KEYWORDS & WRITE THEM IN THE BOXES: 4. 5. 6.Friday, 3 December 2010

VARIANT #2 TEAM NAME CAPTAIN NAME WRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT YOUR LOGO MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT WE’LL MAKE THIS) THIS PAGE WRITE SUB-HEAD NUMBER ONE WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE THINK OF AN IMAGE THINK OF AN IMAGE THINK OF AN IMAGE THINK OF AN IMAGE WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB HEAD/BENEFIT NUMBER 1 HEAD/BENEFIT NUMBER2 HEAD/BENEFIT NUMBER 3 GIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH SUBMIT THINK OF SIX SEARCH 1. 2. 3. KEYWORDS & WRITE THEM IN THE BOXES: 4. 5. 6.Friday, 3 December 2010

But first, what do we know about our customers? #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Lust for life #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

They’re actually going to live for ever #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

They are your parents #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

They are legion #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

They’re the least likely to be affected by the recession #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Legacy #mxmplanningness #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Practical over entertainment SEARCH RATHER BARGAIN HUNTING 45% WOMEN THAN MULTIMEDIA VISITED SOCIAL RESEARCHING NETWORKING PRICE WAYS TO SPEND SITES IN PAST 3 COMPARISON YOUR MONTHS INHERITANCE (MEN=36%) FAMILY HISTORY HOW TO SITES #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

Go for it... #bdwny BDWNY - MAKING DIGITAL WORK 2010Friday, 3 December 2010

http://www.conseilsmarketing.fr	96
http://daniseuba.wordpress.com	41
http://www.conseilsmarketing.com	27
http://michaelbatistich.com	18
http://paper.li	5
http://twitter.com	4
https://twitter.com	1
http://posterous.com	1
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MDW NY | Tim Malbon_How to actually make stuff

by Boulder Digital Works at CU on Dec 07, 2010

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