Alex Watson, Dennis Publishing

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Alex Watson, Dennis Publishing

  1. 1. PUBLISHING AND APPS: WRONG QUESTIONS & RIGHT ANSWERSTuesday, 25 September 12
  2. 2. The Week: Our biggest challenge * Launched in 1995, it now has over 190,000 readers * Just celebrated its 28th consecutive increase in circulationTuesday, 25 September 12
  3. 3. Tuesday, 25 September 12
  4. 4. Tuesday, 25 September 12
  5. 5. Launched the app in Nov 2011 Not a PDF replica, and not InDesign driven; UX + HTML5 300,000 downloads, digital subs growing at 10% per month By the end of 2012, available on iPad, iPhone, Kindle Fire...Tuesday, 25 September 12
  6. 6. Launched the app in Nov 2011 Not a PDF replica, and not InDesign driven; UX + HTML5 300,000 downloads, digital subs growing at 10% per month By the end of 2012, available on iPad, iPhone, Kindle Fire...Tuesday, 25 September 12
  7. 7. Launched the app in Nov 2011 Not a PDF replica, and not InDesign driven; UX + HTML5 300,000 downloads, digital subs growing at 10% per month By the end of 2012, available on iPad, iPhone, Kindle Fire...Tuesday, 25 September 12
  8. 8. Launched the app in Nov 2011 Not a PDF replica, and not InDesign driven; UX + HTML5 300,000 downloads, digital subs growing at 10% per month By the end of 2012, available on iPad, iPhone, Kindle Fire...Tuesday, 25 September 12
  9. 9. Launched the app in Nov 2011 Not a PDF replica, and not InDesign driven; UX + HTML5 300,000 downloads, digital subs growing at 10% per month By the end of 2012, available on iPad, iPhone, Kindle Fire...Tuesday, 25 September 12
  10. 10. THIS IS A TALK ABOUT MAKING THIS INTO THATTuesday, 25 September 12
  11. 11. Before we get to making stuff...Tuesday, 25 September 12
  12. 12. Before we get to making stuff... Some psychology.Tuesday, 25 September 12
  13. 13. Tuesday, 25 September 12
  14. 14. “You” = System 2Tuesday, 25 September 12
  15. 15. “You” = System 2 It’s smart. It can handle complexity.Tuesday, 25 September 12
  16. 16. “You” = System 2 It’s smart. It can handle complexity. But it’s lazy.Tuesday, 25 September 12
  17. 17. System 1 is instinctive, intuitive, impulsiveTuesday, 25 September 12
  18. 18. System 1 is instinctive, intuitive, impulsiveTuesday, 25 September 12
  19. 19. System 1 is instinctive, And it’s always running intuitive, impulsiveTuesday, 25 September 12
  20. 20. A BALL AND BAT COST £1.10 THE BAT COSTS £1 MORE THAN THE BALL. HOW MUCH DOES THE BALL COST?Tuesday, 25 September 12
  21. 21. 5P (£1.05 + 5P = £1.10)Tuesday, 25 September 12
  22. 22. We’re very rarely stumpedTuesday, 25 September 12
  23. 23. We’re very rarely stumped • 17 x 24 = ?Tuesday, 25 September 12
  24. 24. We’re very rarely stumped • 17 x 24 = ? • What’s your opinion of HTML5?Tuesday, 25 September 12
  25. 25. We’re very rarely stumped • 17 x 24 = ? • What’s your opinion of HTML5? • What should be done about the (near) collapse of the financial system?Tuesday, 25 September 12
  26. 26. We’re very rarely stumped • 17 x 24 = ? • What’s your opinion of HTML5? • What should be done about the (near) collapse of the financial system? • How happy are you with your life these days?Tuesday, 25 September 12
  27. 27. Are you really answering the question?Tuesday, 25 September 12
  28. 28. Are you really answering the question? • What should be done about the (near) collapse of the financial system?Tuesday, 25 September 12
  29. 29. Are you really answering the question? • What should be done about the (near) collapse of the financial system? • How angry am I at the bankers?Tuesday, 25 September 12
  30. 30. Are you really answering the question? • What should be done about the (near) collapse of the financial system? • How angry am I at the bankers? • How happy are you with your life these days?Tuesday, 25 September 12
  31. 31. Are you really answering the question? • What should be done about the (near) collapse of the financial system? • How angry am I at the bankers? • How happy are you with your life these days? • How am I feeling right now?Tuesday, 25 September 12
  32. 32. WHAT SHOULD I DO?Tuesday, 25 September 12
  33. 33. WHAT DID SOMEONE ELSE DO?Tuesday, 25 September 12
  34. 34. WHAT SHOULD I BUILD?Tuesday, 25 September 12
  35. 35. WHAT CAN WE BUILD EASILY?Tuesday, 25 September 12
  36. 36. The Week. Take 1.Tuesday, 25 September 12
  37. 37. Kindle! Blackberry! Android! iPhone! iPad! Online! VAT! Pricing! Advertising! Reading time! Print Subscribers! Editorial! We talked tactics We planned revolutionTuesday, 25 September 12
  38. 38. Conservatism vs radicalismTuesday, 25 September 12
  39. 39. Conservatism vs radicalism • The best intentions: we wanted to build something good - couldn’t just be a page turner.Tuesday, 25 September 12
  40. 40. Conservatism vs radicalism • The best intentions: we wanted to build something good - couldn’t just be a page turner. • We built something interactive, clever and modern in look and feel, but readers were uncomfortable.Tuesday, 25 September 12
  41. 41. Conservatism vs radicalism • The best intentions: we wanted to build something good - couldn’t just be a page turner. • We built something interactive, clever and modern in look and feel, but readers were uncomfortable. • It wouldn’t have worked anyway. Existing software involved too much editorial work and wasn’t multi-platform.Tuesday, 25 September 12
  42. 42. If the answers are wrong... Maybe the questions are as wellTuesday, 25 September 12
  43. 43. Magazine + iPad = “digital magazine”Tuesday, 25 September 12
  44. 44. Magazine + iPad ≠ “digital magazine”Tuesday, 25 September 12
  45. 45. What job does our product do for users?Tuesday, 25 September 12
  46. 46. What job does our product do?Tuesday, 25 September 12
  47. 47. What job does our product do? • The Week: a service, not an artifact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap.Tuesday, 25 September 12
  48. 48. What job does our product do? • The Week: a service, not an artifact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap. • Services work best when they’re readily available, reliable, straightforward.Tuesday, 25 September 12
  49. 49. What job does our product do? • The Week: a service, not an artifact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap. • Services work best when they’re readily available, reliable, straightforward. • Subscriptions are massively important, and work well digitally for readers and for us. Let’s get those right.Tuesday, 25 September 12
  50. 50. What job does our product do? • The Week: a service, not an artifact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap. • Services work best when they’re readily available, reliable, straightforward. • Subscriptions are massively important, and work well digitally for readers and for us. Let’s get those right.Tuesday, 25 September 12
  51. 51. So we knew the questions to ask...Tuesday, 25 September 12
  52. 52. So we knew the questions to ask... • Can we make the subscription process really great? • Can we prioritise a clear and simple reading experience? • Can we make it with technology that’s sustainable and scalable? • Can we do a good job for new users - particularly on iOS - who have high expectations, when it comes to polish and sparkle?Tuesday, 25 September 12
  53. 53. Tuesday, 25 September 12
  54. 54. Tuesday, 25 September 12
  55. 55. Tuesday, 25 September 12
  56. 56. Tuesday, 25 September 12
  57. 57. What about technology?Tuesday, 25 September 12
  58. 58. What about technology? • Needs to serve your goals and product priorities - “design isn’t just how it looks”Tuesday, 25 September 12
  59. 59. What about technology? • Needs to serve your goals and product priorities - “design isn’t just how it looks” • We’re providing a service: need to be able to do so reliably and efficiently. Workflow!Tuesday, 25 September 12
  60. 60. What about technology? • Needs to serve your goals and product priorities - “design isn’t just how it looks” • We’re providing a service: need to be able to do so reliably and efficiently. Workflow! • It’s not HTML5 OR Native. HTML5 and Native can be blended, like a cocktail. When done right, the user never knows what’s whatTuesday, 25 September 12
  61. 61. What about design?Tuesday, 25 September 12
  62. 62. What about design? • In publishing companies, the existing definition of design is a problemTuesday, 25 September 12
  63. 63. What about design? • In publishing companies, the existing definition of design is a problem • It’s not user-focussed enoughTuesday, 25 September 12
  64. 64. What about design? • In publishing companies, the existing definition of design is a problem • It’s not user-focussed enough • It doesn’t think about interactions or transitionsTuesday, 25 September 12
  65. 65. What about design? • In publishing companies, the existing definition of design is a problem • It’s not user-focussed enough • It doesn’t think about interactions or transitions • We find thinking about clicks hard enough, let alone taps, swipes, pinches...Tuesday, 25 September 12
  66. 66. harkavagrant.com Find out for yourself Users, not system 1Tuesday, 25 September 12
  67. 67. THANKS. I WAS ALEX WATSON. @SIFTER ALEX_WATSON@DENNIS.CO.UK WWW .DENNISMEDIAFACTORY.CO.UKTuesday, 25 September 12

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