Saving
the Titanic
(tips on how to make a speedboat)

1 | Saving the Titanic

@JamesHaycock
James Haycock
AdaptiveLab.com

2 | Saving the Titanic

@JamesHaycock
3 | Saving the Titanic

@JamesHaycock
Reasons the titanic
wasn’t good
Slow to start... and stop
difficult to maneuver
time consuming to build
expensive to opera...
5 | Saving the Titanic

@JamesHaycock
6 | Saving the Titanic

@JamesHaycock
Reasons speedboats
are good
Can go faster... turn more easily
and stop quicker
allow more exploration
cheaper and quicker ...
Tips for making
a speedboat
1

2

3

4

Raise your
flag

Simplicity
& utility
wins

Test or
be toast

Know your
passengers...
1
Raise
your flag
9 | Saving the Titanic
1

Raise your flag

today

10 | Saving the Titanic

£1000

twitter

@JamesHaycock
1

Raise your flag

11 | Saving the Titanic

@JamesHaycock
1

Raise your flag

“but we offer quality
journalism”

12 | Saving the Titanic
1

Raise your flag

Lisa Tozzi / Miriam Elder

13 | Saving the Titanic

@JamesHaycock
1

Raise your flag

“we have access/get scoops”

14 | Saving the Titanic
1

Raise your flag

15 | Saving the Titanic
1

Raise your flag

“we offer integrity”

16 | Saving the Titanic
1

Raise your flag

Pierre Omidyar
&
Glenn Greenwald

17 | Saving the Titanic
1

Raise your flag

Success
Dead Zone

Length
Speed to publish
18 | Saving the Titanic

* stolen from Kevin J
Delaney via ...
1

Raise your flag

Culture

19 | Saving the Titanic
1

Raise your flag

20 | Saving the Titanic
1

Raise your flag

“With our brand, we
can’t release
something in beta”

21 | Saving the Titanic
1

Raise your flag

Let’s
Monday
“Let’s have an idea on Monday.
Instead of having a lot of meetings about
that idea, let’s...
1

Raise your flag

In an crowded market you need a
point of view and point of
difference ... which you live

23 | Saving ...
Tips for making
a speedboat
1

2

3

4

Raise your
flag

Simplicity
& utility
wins

Test or
be toast

Know your
passengers...
2
Simplicity &
utility wins
25 | Saving the Titanic
2

Simplicity & utility wins

Almost 1.2 billion songs were copied without
permission in Norway in 2008, but that figure
h...
2

Simplicity & utility wins

27 | Saving the Titanic
2

Simplicity & utility wins

28 | Saving the Titanic

@JamesHaycock
2

Simplicity & utility wins

29 | Saving the Titanic
2

Simplicity & utility wins

30 | Saving the Titanic
2

Simplicity & utility wins

The Magazine is:

“An electronic periodical for
curious people with a technical
bent. We pub...
2

Simplicity & utility wins

Mike McCue

32 | Saving the Titanic
2

Simplicity & utility wins

Flipboard readers are

Highly educated

86% 35%
College or more

Post graduate

Affluent

52...
2

Simplicity & utility wins

People have a short attention span
and lots of options so be useful and
offer a great experi...
Tips for making
a speedboat
1

2

3

4

Raise your
flag

Simplicity
& utility
wins

Test or
be toast

Know your
passengers...
3
Test or be toast
36 | Saving the Titanic
3

Test or be toast

Experiment

37 | Saving the Titanic
3

Test or be toast

38 | Title | Subheading
3

Test or be toast

39 | Saving the Titanic

@JamesHaycock
3

Test or be toast

‣
‣
‣
‣
‣
‣

40 | Saving the Titanic

Headline testing
Email open rates

more enthusiasm

Registratio...
41 | Saving the Titanic
3

Test or be toast

Prototype

42 | Saving the Titanic
3

Test or be toast

43 | Saving the Titanic
3

Test or be toast

44 | Saving the Titanic

@JamesHaycock
3

Test or be toast

45 | Saving the Titanic
3

Test or be toast

46 | Saving the Titanic

@JamesHaycock
3

47

Test or be toast
3

Test or be toast

48 | Saving the Titanic

@JamesHaycock
3

Test or be toast

Title

Image

Maldives with Jenny
Goal

£1,500

by

Maldives with Jenny
We’ve changed
your weekly
sav...
3

Test or be toast

Computing
Brand Reach in the last 14 days

Choose Brands

Microsoft

Apple

Dell

45%

72%

Hewlitt P...
3

Test or be toast

There are two primary advantages of having an
open API. The first is it actually makes your own
devel...
3

Test or be toast

Measure

52 | Saving the Titanic
3

Test or be toast

Pirate Metrics
Acquisition

Activation

Retention

Referral

Revenue

How many people
see the poll

H...
3

Test or be toast

54 | Saving the Titanic

@JamesHaycock
3

Test or be toast

Experiment... on everything. Make it
quick and easy to run them.
And then do lots of them!

55 | Savi...
Tips for making
a speedboat
1

2

3

4

Raise your
flag

Simplicity
& utility
wins

Test or
be toast

Know your
passengers...
4
Know your
passengers
57 | Saving the Titanic
4

Know your passengers

‣5 is enough
‣Whatusersdo.com
‣5secondtest.com

58 | Saving the Titanic

@JamesHaycock
4

Know your passengers

Who enjoys the news?

58% 45% 29%
Silents & boomers

59 | Saving the Titanic

Gen Xers

Millennia...
4

Know your passengers

See headlines on social networks

20% 33% 35%
Gen Xers

60 | Saving the Titanic

Millennials

Fol...
4

Know your passengers

Audience for social news readers

83% <35 Washington Post
57% <24 Guardian
61 | Saving the Titani...
4

Know your passengers

Speak to and observe users
regularly. Tailor your experience to
fit in their lives

62 | Saving t...
Tips for building a speedboat
1

Raise your
flag

Have a point of view and difference.
Live your values.

2

Simplicity &
...
My speedboat is called The Intrepid
Whats yours called?

http://bit.ly/dig-pub-links
64 | Saving the Titanic

@JamesHaycoc...
OFFICE

CONTACT

JAMES HAYCOCK

Second floor
91-93 Great Eastern Street
London EC2A 3HZ

020 3011 0640
hey@adaptivelab.com...
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Saving the titanic

  1. 1. Saving the Titanic (tips on how to make a speedboat) 1 | Saving the Titanic @JamesHaycock
  2. 2. James Haycock AdaptiveLab.com 2 | Saving the Titanic @JamesHaycock
  3. 3. 3 | Saving the Titanic @JamesHaycock
  4. 4. Reasons the titanic wasn’t good Slow to start... and stop difficult to maneuver time consuming to build expensive to operate 4 | Saving the Titanic @JamesHaycock
  5. 5. 5 | Saving the Titanic @JamesHaycock
  6. 6. 6 | Saving the Titanic @JamesHaycock
  7. 7. Reasons speedboats are good Can go faster... turn more easily and stop quicker allow more exploration cheaper and quicker to build more disposable 7 | Saving the Titanic @JamesHaycock
  8. 8. Tips for making a speedboat 1 2 3 4 Raise your flag Simplicity & utility wins Test or be toast Know your passengers 8 | Saving the Titanic @JamesHaycock
  9. 9. 1 Raise your flag 9 | Saving the Titanic
  10. 10. 1 Raise your flag today 10 | Saving the Titanic £1000 twitter @JamesHaycock
  11. 11. 1 Raise your flag 11 | Saving the Titanic @JamesHaycock
  12. 12. 1 Raise your flag “but we offer quality journalism” 12 | Saving the Titanic
  13. 13. 1 Raise your flag Lisa Tozzi / Miriam Elder 13 | Saving the Titanic @JamesHaycock
  14. 14. 1 Raise your flag “we have access/get scoops” 14 | Saving the Titanic
  15. 15. 1 Raise your flag 15 | Saving the Titanic
  16. 16. 1 Raise your flag “we offer integrity” 16 | Saving the Titanic
  17. 17. 1 Raise your flag Pierre Omidyar & Glenn Greenwald 17 | Saving the Titanic
  18. 18. 1 Raise your flag Success Dead Zone Length Speed to publish 18 | Saving the Titanic * stolen from Kevin J Delaney via @TomWhitwell @JamesHaycock
  19. 19. 1 Raise your flag Culture 19 | Saving the Titanic
  20. 20. 1 Raise your flag 20 | Saving the Titanic
  21. 21. 1 Raise your flag “With our brand, we can’t release something in beta” 21 | Saving the Titanic
  22. 22. 1 Raise your flag Let’s Monday “Let’s have an idea on Monday. Instead of having a lot of meetings about that idea, let’s just fucking do that idea. By Wednesday, we will have realized the flaw in the idea and we’ll have iterated it, so by Friday, it’s totally different, and it’s either executed or almost done.” done Paul Berry | Former CTO of Huffington Post 22 | Saving the Titanic
  23. 23. 1 Raise your flag In an crowded market you need a point of view and point of difference ... which you live 23 | Saving the Titanic
  24. 24. Tips for making a speedboat 1 2 3 4 Raise your flag Simplicity & utility wins Test or be toast Know your passengers 24 | Saving the Titanic @JamesHaycock
  25. 25. 2 Simplicity & utility wins 25 | Saving the Titanic
  26. 26. 2 Simplicity & utility wins Almost 1.2 billion songs were copied without permission in Norway in 2008, but that figure had plummeted to 210 million – just 17.5 percent of its level four years earlier. Piracy of movies and TV shows has also reduced by around half. Source: http://www.telegraph.co.uk/technology/news/10187400/ Spotify-and-Netflix-curb-music-and-film-piracy.html 26 | Saving the Titanic
  27. 27. 2 Simplicity & utility wins 27 | Saving the Titanic
  28. 28. 2 Simplicity & utility wins 28 | Saving the Titanic @JamesHaycock
  29. 29. 2 Simplicity & utility wins 29 | Saving the Titanic
  30. 30. 2 Simplicity & utility wins 30 | Saving the Titanic
  31. 31. 2 Simplicity & utility wins The Magazine is: “An electronic periodical for curious people with a technical bent. We publish an issue every 2 weeks with five (and sometimes more) medium-length articles.” 31 | Saving the Titanic
  32. 32. 2 Simplicity & utility wins Mike McCue 32 | Saving the Titanic
  33. 33. 2 Simplicity & utility wins Flipboard readers are Highly educated 86% 35% College or more Post graduate Affluent 52% Earn over $100K per Year 33 | Saving the Titanic |
  34. 34. 2 Simplicity & utility wins People have a short attention span and lots of options so be useful and offer a great experience 34 | Saving the Titanic
  35. 35. Tips for making a speedboat 1 2 3 4 Raise your flag Simplicity & utility wins Test or be toast Know your passengers 35 | Saving the Titanic @JamesHaycock
  36. 36. 3 Test or be toast 36 | Saving the Titanic
  37. 37. 3 Test or be toast Experiment 37 | Saving the Titanic
  38. 38. 3 Test or be toast 38 | Title | Subheading
  39. 39. 3 Test or be toast 39 | Saving the Titanic @JamesHaycock
  40. 40. 3 Test or be toast ‣ ‣ ‣ ‣ ‣ ‣ 40 | Saving the Titanic Headline testing Email open rates more enthusiasm Registration signup Article recommendations Article length in RSS feeds Content distributed to social media what can you experiment.. what cant you
  41. 41. 41 | Saving the Titanic
  42. 42. 3 Test or be toast Prototype 42 | Saving the Titanic
  43. 43. 3 Test or be toast 43 | Saving the Titanic
  44. 44. 3 Test or be toast 44 | Saving the Titanic @JamesHaycock
  45. 45. 3 Test or be toast 45 | Saving the Titanic
  46. 46. 3 Test or be toast 46 | Saving the Titanic @JamesHaycock
  47. 47. 3 47 Test or be toast
  48. 48. 3 Test or be toast 48 | Saving the Titanic @JamesHaycock
  49. 49. 3 Test or be toast Title Image Maldives with Jenny Goal £1,500 by Maldives with Jenny We’ve changed your weekly saving If you save, per week, £55 in 6 Sam, you will reach your goal £85 weeks! 4 78% £1,170will reach your goal in 4 weeks! You Get me there faster 49 | Saving the Titanic Upload image Yes! Dec 2013 My goal Dec 2013 £1,500 Cancel Done
  50. 50. 3 Test or be toast Computing Brand Reach in the last 14 days Choose Brands Microsoft Apple Dell 45% 72% Hewlitt Packard 15% 11% Samsung 33% 2000 1,500 1000 500 0 22nd Jan 26nd Jan 30th Feb 3rd Feb 7th Feb 11th Feb 15th Feb 19th Feb Brand Demographics in the last 14 days Microsoft Gender 50 | Saving the Titanic Male 65% Apple Gender Female 72% Dell Hewlitt Packard Samsung Gender Gender Gender Female 57% Male 52% Female 72%
  51. 51. 3 Test or be toast There are two primary advantages of having an open API. The first is it actually makes your own development easier. So if you have an open API, your own developers can use it, play with it, and you can build things on it. The second advantage is you have your content out in the broader world and allow other people to do things with it you might not have time or have thought of. Kevin J Delaney 51 | Saving the Titanic
  52. 52. 3 Test or be toast Measure 52 | Saving the Titanic
  53. 53. 3 Test or be toast Pirate Metrics Acquisition Activation Retention Referral Revenue How many people see the poll How many people use the poll How many come back How many users talk about it How many people become a panelist 53 | Saving the Titanic
  54. 54. 3 Test or be toast 54 | Saving the Titanic @JamesHaycock
  55. 55. 3 Test or be toast Experiment... on everything. Make it quick and easy to run them. And then do lots of them! 55 | Saving the Titanic
  56. 56. Tips for making a speedboat 1 2 3 4 Raise your flag Simplicity & utility wins Test or be toast Know your passengers 56 | Saving the Titanic @JamesHaycock
  57. 57. 4 Know your passengers 57 | Saving the Titanic
  58. 58. 4 Know your passengers ‣5 is enough ‣Whatusersdo.com ‣5secondtest.com 58 | Saving the Titanic @JamesHaycock
  59. 59. 4 Know your passengers Who enjoys the news? 58% 45% 29% Silents & boomers 59 | Saving the Titanic Gen Xers Millennials @JamesHaycock
  60. 60. 4 Know your passengers See headlines on social networks 20% 33% 35% Gen Xers 60 | Saving the Titanic Millennials Follow the link @JamesHaycock
  61. 61. 4 Know your passengers Audience for social news readers 83% <35 Washington Post 57% <24 Guardian 61 | Saving the Titanic @JamesHaycock
  62. 62. 4 Know your passengers Speak to and observe users regularly. Tailor your experience to fit in their lives 62 | Saving the Titanic
  63. 63. Tips for building a speedboat 1 Raise your flag Have a point of view and difference. Live your values. 2 Simplicity & utility wins Be useful and offer a great experience. 3 Test or be toast Experiment, minimise experiment cycles to maximise learning. 4 Keep consumers close Speak to and observe your customers often. Tailor your experience to fit them. 63 | Saving the Titanic @JamesHaycock
  64. 64. My speedboat is called The Intrepid Whats yours called? http://bit.ly/dig-pub-links 64 | Saving the Titanic @JamesHaycock AdaptiveLab.com
  65. 65. OFFICE CONTACT JAMES HAYCOCK Second floor 91-93 Great Eastern Street London EC2A 3HZ 020 3011 0640 hey@adaptivelab.com 07732 897 229 james@adaptivelab.com 65 @adaptivelab

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