how we make apps/services (mvp+a/b)       @culturengine/@mikee
we make            apps        Web Services     startup Incubation    Product developmentOnline x Offline installations
we approach agency/brand projects in thesame way we approach making apps and web          services for startups.1. work ou...
MVpMinimum viable product
a minimum viable product (mvp) filter helps  you to launch apps and services for less   budget and in a shorter timeframe ...
1brainstorm and brain-dump a  wish list of features that  your app/idea/experience     should/could have
2   describe in detail thecontext and benefit of each   feature so everyone is      on the same page
3    conduct a blind voteon what features are critical        to viability
EXAMPLEsteps 1-3 give you a mvp feature list that you can base prototyping and production upon
The mvp should focus on the key featuressuch that if you took any one of them away, the app wouldnt work or wouldnt be fit...
you should discuss any outlier votes to learn  more about why only they are perceived  as critical by a minority. this wil...
making an mvp also takes the ego out of what gets built because no ideas are killedoff, they are simply deemed currently c...
we used the mvp technique when making chatterbucks
chatterbucks is a proof of concept appfor a new Augmented Reality engine that uses  2d images (photos, logos, packaging, p...
we were going to make a game as our proof of concept, but using the mvp process we launched the minimum viable app that we...
even though chatterbucks was simple,it was picked up by apple and featured globally  on every itunes app store homepage fo...
if we had taken the traditional approach we    might still be building a larger initial                 feature set...inst...
you can read more about mvp here:       http://en.wikipedia.org/wiki/         Minimum_viable_product  http://www.startuple...
A/B TESTING  (ALWAYS BE TESTING!)
a/b testing can help to evolve a good idea  into a successful product or experienceyour team should be testing their ideas...
A FAMOUS RECENT EXAMPLE OF ONLINE A/B TESTINGTHE OBAMA CAMPAIGN TRIED OUT 24 DIFFERENT CONTENT ANDCALL-TO-ACTION COMBINATI...
RESULTS YOU CAN BELIEVE IN!                                     SOURCE: HTTP://BIT.LY/HQ6NDW                              ...
A/bthe testing game
take a look at the creative on the next slideand choose which copy you think will lead to greater conversion for our socia...
A                           bWhich copy will be more effective?
Ab    Version ‘a’ is approx. twice as effective so far         (at the time of publishing this test is still going)
A                           bWhich design will be more effective?
A         b                          @$!*      @$!*                          @$!*      @$!*                          @$!* ...
we thinktesting helps turn a static idea into a process               of improvementtesting should be part of the creative...
how long should a test be?read: Easy statistics for AdWords A/B testing              http://bit.ly/gE1csz       What apps ...
@harmonyparkinfo@harmonypark.net
How We Make Apps And Services
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How We Make Apps And Services

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How We Make Apps And Services at Harmonypark.

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  • We gave a presentation at The Hospital Club in London on How We Make Apps And Services as part of their 'And Then The World Presents ' event, a monthly talk exploring the latest innovations in the creative industry.

    The audience was a mix of creative/technical types, planners from the advertising industry and brand managers. We hope they now have an interest (if they didn’t already) in how an agile/lean approach can also benefit those outside of the startup community.

    This slideshare deck tries to capture some of the ad-libbed stuff into a readable online format.

    If you’re not familiar with the concept of the Minimum Viable Product made famous by Eric Ries, or the simplicity and benefits of introducing A/B Testing, this will hopefully serve as a simple to understand introduction.

    As a company we have definitely benefitted from bringing these principles to bare on what we do, be it making apps, web services, product ideation or creating online-meets-offline type installations and experiences.

    The main takeout is that testing can actually be a lot of fun when instead of just coming up with ideas you are also tasked with playing around with different variations and putting them out there and comparing efficacy, which happens a lot with startups, but not enough with agencies that market more established businesses.
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How We Make Apps And Services

  1. 1. how we make apps/services (mvp+a/b) @culturengine/@mikee
  2. 2. we make apps Web Services startup Incubation Product developmentOnline x Offline installations
  3. 3. we approach agency/brand projects in thesame way we approach making apps and web services for startups.1. work out the minimum viable product/idea2. validate idea/prototype in the real world 3. keep testing and improving
  4. 4. MVpMinimum viable product
  5. 5. a minimum viable product (mvp) filter helps you to launch apps and services for less budget and in a shorter timeframe by focusing teams on what is critical to validating a product, idea or market.
  6. 6. 1brainstorm and brain-dump a wish list of features that your app/idea/experience should/could have
  7. 7. 2 describe in detail thecontext and benefit of each feature so everyone is on the same page
  8. 8. 3 conduct a blind voteon what features are critical to viability
  9. 9. EXAMPLEsteps 1-3 give you a mvp feature list that you can base prototyping and production upon
  10. 10. The mvp should focus on the key featuressuch that if you took any one of them away, the app wouldnt work or wouldnt be fit for purpose.
  11. 11. you should discuss any outlier votes to learn more about why only they are perceived as critical by a minority. this will either convince all of criticality, or the opposite
  12. 12. making an mvp also takes the ego out of what gets built because no ideas are killedoff, they are simply deemed currently criticalto viability, or added to a feature backlog of things that might get implemented later
  13. 13. we used the mvp technique when making chatterbucks
  14. 14. chatterbucks is a proof of concept appfor a new Augmented Reality engine that uses 2d images (photos, logos, packaging, print, billboards etc) to trigger ar experiences on devices like ipad/iphone/android you can find out more about: the app: http://chatterbucksapp.com the engine: http://bit.ly/re-wired
  15. 15. we were going to make a game as our proof of concept, but using the mvp process we launched the minimum viable app that we thought would both engage a user and showcase the technologythis meant we had an app live in the itunes store in 4 weeks, not 6-12 months!
  16. 16. even though chatterbucks was simple,it was picked up by apple and featured globally on every itunes app store homepage for twomonths leading up to xmas as a ‘noteworthy’ or ‘staff favourite’ app
  17. 17. if we had taken the traditional approach we might still be building a larger initial feature set...instead, we are enjoying the rewards of a live app that has received insane downloads, entertained people around the world and generated a ton of leads for our augmented reality engine
  18. 18. you can read more about mvp here: http://en.wikipedia.org/wiki/ Minimum_viable_product http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html
  19. 19. A/B TESTING (ALWAYS BE TESTING!)
  20. 20. a/b testing can help to evolve a good idea into a successful product or experienceyour team should be testing their ideas andexecutions as they go from concept through to execution, and most importantly, post-launch
  21. 21. A FAMOUS RECENT EXAMPLE OF ONLINE A/B TESTINGTHE OBAMA CAMPAIGN TRIED OUT 24 DIFFERENT CONTENT ANDCALL-TO-ACTION COMBINATIONS TO IMPROVE ONLINE DONATIONS
  22. 22. RESULTS YOU CAN BELIEVE IN! SOURCE: HTTP://BIT.LY/HQ6NDW HTTP://SLIDESHA.RE/ECBUMETHEIR A/B TESTING LEAD TO A 40.6% CONVERSION IMPROVEMENTWHICH HELPED TO RAISE $60 MILLION AND FUND THEIR CAMPAIGN
  23. 23. A/bthe testing game
  24. 24. take a look at the creative on the next slideand choose which copy you think will lead to greater conversion for our social expense tracking service expensure.com
  25. 25. A bWhich copy will be more effective?
  26. 26. Ab Version ‘a’ is approx. twice as effective so far (at the time of publishing this test is still going)
  27. 27. A bWhich design will be more effective?
  28. 28. A b @$!* @$!* @$!* @$!* @$!* @$!*design ‘b’ has 55% better conversion than ‘a’
  29. 29. we thinktesting helps turn a static idea into a process of improvementtesting should be part of the creative process you should start testing your ideas before writing a single line of code
  30. 30. how long should a test be?read: Easy statistics for AdWords A/B testing http://bit.ly/gE1csz What apps can you test with?try google ad words and optimizely. both are simple to start using
  31. 31. @harmonyparkinfo@harmonypark.net

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