Tim Malbon How to Actually Make Something | MDW August 2011
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Tim Malbon How to Actually Make Something | MDW August 2011

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Tim Malbon discusses the importance of prototyping and how to actually make something.

Tim Malbon discusses the importance of prototyping and how to actually make something.

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  • tim, this is interesting, particularly in light of the agile dev we're doing for microsoft and their partners in learning network -- both from a process and service perspective. would love to discuss the skype experience if you had a few minutes. contact me any time:

    scott doniger
    executive director, strategy and planning
    wirestone
    scott.doniger@wirestone.com
    www.wirestone.com
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Tim Malbon How to Actually Make Something | MDW August 2011 Tim Malbon How to Actually Make Something | MDW August 2011 Presentation Transcript

  • GreetingsThursday, 4 August 2011
  • Warm up your making musclesThursday, 4 August 2011
  • The story so far...Thursday, 4 August 2011
  • Thursday, 4 August 2011
  • Not an ad agency...Thursday, 4 August 2011
  • Not an ad agency... Not an "agency" at all?Thursday, 4 August 2011
  • Not an ad agency... Not an "agency" at all? Something else...Thursday, 4 August 2011
  • making stuffThursday, 4 August 2011
  • exploiting disruptive innovationThursday, 4 August 2011
  • change is your best friendThursday, 4 August 2011
  • software development were trying to play somewhere in here product business design strategyThursday, 4 August 2011
  • software development wereK ONLY RO NE WEEplay FOtrying to somewhere in here product business design strategyThursday, 4 August 2011
  • We make new stuff out of the internet...Thursday, 4 August 2011
  • We make new stuff out of the internet... We make things that live outside the campaign cycle...Thursday, 4 August 2011
  • We make new stuff out of the internet... We make things that live outside the campaign cycle... We make services, products, platforms, apps...Thursday, 4 August 2011
  • So... what you doing these days?Thursday, 4 August 2011
  • So... what you doing these days? I design servicesThursday, 4 August 2011
  • So... what you doing these days? I design services You mean like toilets?Thursday, 4 August 2011
  • So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t ownThursday, 4 August 2011
  • So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t own Ohhhh. I see, motorway services.Thursday, 4 August 2011
  • So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t own Ohhhh. I see, motorway services. No. Like how you use your online banking or buy train tickets or what your gas provider says on the phone when they’ve fucked up. It’s 3/4 of the economy. They have touchpoints.Thursday, 4 August 2011
  • So... what you doing these days? I design services You mean like toilets? You know, like the things you use but don’t own Ohhhh. I see, motorway services. No. Like how you use your online banking or buy train tickets or what your gas provider says on the phone when they’ve fucked up. It’s 3/4 of the economy. They have touchpoints. I didn’t want your fucking life storyThursday, 4 August 2011
  • Connected products Digital experience is catching up with the physical Software is becoming emotionalThursday, 4 August 2011
  • Connected products Digital experience is catching up with the physical Software is becoming emotionalThursday, 4 August 2011
  • Connected products Digital experience is catching up with the physical Software is becoming emotionalThursday, 4 August 2011
  • Connected products Digital experience is catching up with the physical Software is becoming emotionalThursday, 4 August 2011
  • Connected products Digital experience is catching up with the physical Software is becoming emotionalThursday, 4 August 2011
  • Connected products Digital experience is catching up with the physical Software is becoming emotionalThursday, 4 August 2011
  • Connected products Digital experience is catching up with the FOR Ophysical NE WEE K ONLY Software is becoming emotionalThursday, 4 August 2011
  • Lets make things that have long-term value for peopleThursday, 4 August 2011
  • Lets make things that have long-term value for people usefulThursday, 4 August 2011
  • Lets make things that have long-term value for people useful playfulThursday, 4 August 2011
  • Lets make things that have long-term value for people useful playful sustainableThursday, 4 August 2011
  • FROM paid media model of buying attention “trad advertising-like objects” TO earned media model of making stuff useful, playful & sustainable “objects that are more like products & services”Thursday, 4 August 2011
  • “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & PartnersThursday, 4 August 2011
  • Gareth Kay - Planningness 2009Thursday, 4 August 2011
  • Gareth Kay - Planningness 2009Thursday, 4 August 2011
  • Gareth Kay - Planningness 2009Thursday, 4 August 2011
  • Problem: making the new stuff means blowing up the old ways of workingThursday, 4 August 2011
  • Its a *little* bit like the history of PhysicsThursday, 4 August 2011
  • Isaac Newton An apple The moonThursday, 4 August 2011
  • At this scale, everything works just like clockworkThursday, 4 August 2011
  • But at quantum scale, traditional physics doesnt work any moreThursday, 4 August 2011
  • Louis de Broglie Werner Heisenberg Max Planck Erwin Schrödinger Wolfgang Pauli Marie Curie Albert Einstein Its a bit like Physics Fifth Solvay Congress, Brussels, Belgium, 1927Thursday, 4 August 2011
  • Albert Einstein Werner HeisenbergThursday, 4 August 2011
  • We need to adopt a quantum state of thinking and making at the same timeThursday, 4 August 2011
  • Scale and complexity can change things profoundlyThursday, 4 August 2011
  • Scale and complexity can change things profoundly Certainty ProbabilityThursday, 4 August 2011
  • Scale and complexity can change things profoundly Certainty Probability Sometimes smart people dont get thisThursday, 4 August 2011
  • Thursday, 4 August 2011
  • AGILE AGILE + AGILE AGILE DEV + LEAN SOFTWARE + STRATEGY + DEV LEAN & DESIGN LIVE PROTOTYPINGThursday, 4 August 2011
  • Thursday, 4 August 2011
  • Simple & visual Very, very fast Self-organising teams Trusting individuals No siloesThursday, 4 August 2011
  • Client Brief Research Strategic Development Agency Brief small adjustment Creative Development Testing ProductionThursday, 4 August 2011
  • Strategy Functional Spec Wireframes small adjustment Design Code Test DeployThursday, 4 August 2011
  • Concept/ Seed Product Development Alpha/Beta Test Launch/ShipThursday, 4 August 2011
  • Thursday, 4 August 2011
  • Thursday, 4 August 2011
  • • Rapid prototyping testing many hypotheses • Minimum Viable Product (MVP) • Nail it then scale it • Customer obsession (development) • Iterative, metrics-driven & Agile • Learn fast, don’t fail fastThursday, 4 August 2011
  • ‘The Lean Agency’ Lean Agencies exist to search for new solutions to their clients’ problemsThursday, 4 August 2011
  • The characteristics of a Lean AgencyThursday, 4 August 2011
  • IterativeThursday, 4 August 2011
  • IntegratedThursday, 4 August 2011
  • Evidence/ Metrics DrivenThursday, 4 August 2011
  • Minimal WasteThursday, 4 August 2011
  • Thursday, 4 August 2011
  • Skype Education Project A new service to help more teachers use Skype in the classroomThursday, 4 August 2011
  • | Skype Education Project Skype came to us with a comms brief Theyʼd 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, 4 August 2011
  • | Skype Education Project 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, 4 August 2011
  • Initial assumption: Its a lesson planning tool with examples, ideas and tips on integrating Skype into learningThursday, 4 August 2011
  • Thursday, 4 August 2011
  • Use case #1: Invite an expert into the classroom Stage 1 2 3 4 Touchpoint How would you like to find an How would you like to How would you like to involve How would you like to share expert to take part in a User Needs contact them and what would an expert in planning or the experience with the ‘Skype visit’? Some type of you need to discuss? structuring the lesson? community? marketplace? NotesThursday, 4 August 2011
  • “Getting out of the building” George Mayo Daniela Callegari Middle school language arts teacher in Maryland, USA Pioneer in technology and education Enthusiastic about helping the project Lisa Reid Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes 6th, 7th & 8th grade science teacher in Ohio, USA No experience with Skype in the classroom yet Keen to start using Skype (has used EduSkypers) Dan Sutch Tracy Peterson Technology teacher in Iowa, USA FutureLab :: innovation in education Has introduced her classes to initial Skype sessions In-depth knowledge of education & technology Keen to collaborate and extend usage of Skype Open to ongoing involvement in projectThursday, 4 August 2011
  • We discovered immediately that their biggest obstacle was actually finding other teachers who also used SkypeThursday, 4 August 2011
  • They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpfulThursday, 4 August 2011
  • Insights gleaned from teachers’ websitesThursday, 4 August 2011
  • | Skype Education Project We made something extremely simple and shipped it quickly We developed the first release in 2 iterations (4 weeks) We used Skype interviews, survey tools and eventually data from a closed beta of just over 1,000 teachersThursday, 4 August 2011
  • We sketched up 4 pages of a directory service which we tested with 7 teachers over SkypeThursday, 4 August 2011
  • Thursday, 4 August 2011
  • Online surveys - 55 teachers - 7 countries - 20+ subjects Level of Skype teaching proficiency Expert 30% Intermediate 40% Novice 29%Thursday, 4 August 2011
  • “What teachers want” Find other teachers & share ideas 28% Find a partner class 25% Help other teachers 23% How to use Skype 11.5% Overcome obstacles to Skyping 9% Practice Skype 3%Thursday, 4 August 2011
  • “Teachers who think concept would be ‘very valuable’” 60% - 55% - 50% - 45% - Search/Filter Video Q&AThursday, 4 August 2011
  • | Skype Education Project We made stuff at the same speed as testing and learning We used various Agile techniques as a way of managing delivery whilst retaining the flexibility to respond to continuous feedback from testing. We created a charter that defined key metrics for success and a shared vision with Skypeʼs project stakeholders.Thursday, 4 August 2011
  • A user journey through the service My profile A N Other profile New ideas People like me I want to like a resource The more people who mark an People like me idea as good the higher the 2 ranking of the idea Ideas I like Ideas I might like Good idea I want to view the resources that another Ideas I think are good are saved educator has added / liked. into my profile so I can find them again easily and other teachers 2 like me can find them Mr Mayo I can mark an idea as good on the Skype teacher directoryThursday, 4 August 2011
  • Thursday, 4 August 2011
  • | Skype Education Project As we got more data from analytics, this started driving design decisions Increasing analytics data provided a new stream of feedback and evidence. Data pointed to key enhancements that were qualitatively validated with teachers using sketches & further Skype interviews.Thursday, 4 August 2011
  • Analytics summary: qualitative and quantitative working together Beta hard metrics Beta soft metrics ‣ 1860 teachers signed up to the site ‣ Teachers like Skype in the classroom but it could meet their needs better ‣ 60% of users from the USA ‣ Teachers want to use the site to connect with other teachers ‣ 2/3 of visits are new visitors to the site but find it difficult to find suitable matches with the current ‣ 17% return 2-3 times system ‣ 18% frequent return visits ‣ Teachers want more search tools and a wider range of topics ‣ High level of contact activity - 1,000 contact requests to describe themselves by ‣ 200 resources shared ‣ Teachers want greater granularity on location - probably in part because of the high number of teachers in the USA ‣ 105 favourites ‣ Teachers find the resources section a useful source of ‣ 45 comments inspiration and information. This is often what they look at first.Thursday, 4 August 2011
  • | Skype Education Project What the analytics told us • More than 1 in 2 users are connecting with another • We saw only c200 resources shared. We researched this further with teachers • Teachers have started to ʻhack itʼ to create projects • 60% of the traffic is from the US • Return visits seemed low, but we realised that we were losing the tracking when they connected via the Skype appThursday, 4 August 2011
  • New objectives and revised success metrics for phase 2 Phase 2 objectives ➡ Make connecting with another teacher easier and richer ‣ Teachers have more tools to find each other by ‣ Teachers can describe themselves in more detail ‣ Teachers can use alternative connection methods ‣ Teachers can find good contacts again ➡ Show teachers the best and most relevant resources ‣ Teachers see more relevant resources in their profile ‣ Popular resources are more visible ➡ Centre the site around projects rather than profiles ‣ Allow teachers to create and publish projects ‣ Surface relevant projects to teachers ➡ Increase teacher sign ups and number of visits Phase 2 success metrics ‣ # new sign ups ‣ 1/2 teachers return to the site more than once ‣ Increase the number of teachers from outside the USA ‣ 500 connections per month - either email or Skype ‣ # of favourited resources increases ‣ # of bookmarked teachers ‣ # number of teachers who update their profile with additional information ‣ # number of teachers who embed the badge on their websiteThursday, 4 August 2011
  • Data and evidence-based design decisions for the new phaseThursday, 4 August 2011
  • Data and evidence-based design decisions for the new phaseThursday, 4 August 2011
  • We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phaseThursday, 4 August 2011
  • We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phase We surpassed all marketing objectives to create sustainable, long-term value & engagementThursday, 4 August 2011
  • We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phase We surpassed all marketing objectives to create sustainable, long-term value & engagement We created a template that can be applied to other key verticalsThursday, 4 August 2011
  • We lit 15,000 fires Data and evidence-based design decisions for the newone firework instead of phase We surpassed all marketing objectives to create sustainable, long-term value & engagement We created a template that can be applied to other key verticals We won a mention at the Core77 design awardsThursday, 4 August 2011
  • Lessons learned about iterating...Thursday, 4 August 2011
  • It’s not iterative if you only do it once...Thursday, 4 August 2011
  • IncrementalThursday, 4 August 2011
  • IterativeThursday, 4 August 2011
  • SpeedThursday, 4 August 2011
  • Thursday, 4 August 2011
  • If it takes too long any iterative process is indistinguishable from waterfallThursday, 4 August 2011
  • Externalised + roughThursday, 4 August 2011
  • Sketchy prototypesThursday, 4 August 2011
  • If you freeze an idea If 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 TechnologiesThursday, 4 August 2011
  • Get out of the buildingThursday, 4 August 2011
  • Closed testingThursday, 4 August 2011
  • Recruitment • Twitter • Facebook • LinkedIn • YouTube • Niche community sitesThursday, 4 August 2011
  • SkypeThursday, 4 August 2011
  • Other toolsThursday, 4 August 2011
  • Open testing Rapid, at scale & in contextThursday, 4 August 2011
  • Dry testing 50% Signup 50% DatabaseThursday, 4 August 2011
  • Thursday, 4 August 2011
  • +152%Thursday, 4 August 2011
  • Learning • The whole team learns • What we learn is communicated to clients • What we learn is documented • Metrics are importantThursday, 4 August 2011
  • Actionable metrics not vanity metrics Pirate metrics... AARRR RETENTION ACQUISITION ACTIVATION REFERRAL REVENUE Dave McClureThursday, 4 August 2011
  • Incremental execution not incremental thinkingThursday, 4 August 2011
  • 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 Eric Ries, Start-up Lessons LearnedThursday, 4 August 2011
  • Intuition Iteration TextThursday, 4 August 2011
  • props to @bokardoThursday, 4 August 2011
  • Iterative optimisation may only reach the peak of a smaller idea props to @bokardoThursday, 4 August 2011
  • A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea props to @bokardoThursday, 4 August 2011
  • A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea Local maxima props to @bokardoThursday, 4 August 2011
  • This is an ongoing experiment (But we can iterate our way to success)Thursday, 4 August 2011
  • Thank you Tim Malbon @malbonster tim@madebymany.com http://madebymany.com Copyright Made by Many 2011Thursday, 4 August 2011