LETS KILL               LANDFILL MARKETING  Some rights reserved by United Nations PhotoTuesday, 4 October 2011
LANDFILL MARKETING                          MARKETING COMMUNICATIONS                             THAT NO-ONE WANTS,       ...
Some rights reserved by Stephanie BoothTuesday, 4 October 2011
Some rights reserved by meophammanilowTuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
(BOOM)Tuesday, 4 October 2011
WELCOME TO THE                          #PARTICAPOCALYPSE                            SETH WEISFELD - WIEDEN + KENNEDYTuesd...
DIGITAL LANDFILLTuesday, 4 October 2011
DIGITAL LANDFILLTuesday, 4 October 2011
DIGITAL LANDFILLTuesday, 4 October 2011
DIGITAL LANDFILLTuesday, 4 October 2011
GARETH KAY - PLANNINGNESS 2009Tuesday, 4 October 2011
GARETH KAY - PLANNINGNESS 2009Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
WEAPONISED SPAM                  EXTENDING LANDFILL MARKETING                 INTO A NEW REALM & SURROUNDING              ...
NO-ONE WANT THIS STUFFTuesday, 4 October 2011
NO-ONE WANT THIS STUFF              NO-ONE WANTS TO WORK ON ITTuesday, 4 October 2011
NO-ONE WANT THIS STUFF              NO-ONE WANTS TO WORK ON IT                  ITS UNSUSTAINABLETuesday, 4 October 2011
NO-ONE WANT THIS STUFF              NO-ONE WANTS TO WORK ON IT                   ITS UNSUSTAINABLE              ITS NOT EV...
WHAT IF I TOLD YOU                THERES A SIMPLE, PROVEN WAY TO               MAKE THINGS PEOPLE REALLY WANT &           ...
Tuesday, 4 October 2011
NOT A TRADITIONAL AGENCY                           NOT AN AGENCY AT ALL?                             SOMETHING ELSE?Tuesda...
Software                          development                            WHERE                            WE PLAY         ...
Tuesday, 4 October 2011
MAKING STUFFTuesday, 4 October 2011
FROM            paid media model of buying            attention and interrupting                                         T...
FROM            paid media model of buying            attention and interrupting                                         T...
FROM            traditional            advertising-like objects                                       TO                  ...
FROM            traditional            advertising-like objects                                       TO                  ...
Tuesday, 4 October 2011
Tuesday, 4 October 2011
EXPLOITING DISRUPTIVE                               INNOVATIONTuesday, 4 October 2011
Tuesday, 4 October 2011
“SKYPE WANT TO CREATE AN      ONLINE SERVICE THAT SHOWCASES      AND INSPIRES THE USE OF SKYPE            IN THE CLASSROOM...
01                          WE DON’T DO BRIEFSTuesday, 4 October 2011
Tuesday, 4 October 2011
KNOWN PROBLEM       KNOWN SOLUTION                                          B         ATuesday, 4 October 2011
BRIEFS ASSUME THAT THE             CLIENT AND THE AGENCY KNOW                 WHAT THE PROBLEM ISTuesday, 4 October 2011
KNOWN PROBLEM,                                            WRITTEN BY THE CLIENT                          KNOWN SOLUTION   ...
UNKNOWNPROBLEM,                       KNOWN PROBLEM,                                           WRITTEN BY THE CLIENT      ...
UNKNOWNPROBLEM,                       KNOWN PROBLEM,                                           WRITTEN BY THE AGENCY      ...
UNKNOWNPROBLEM,                       KNOWN PROBLEM,                                           WRITTEN BY THE AGENCY      ...
UNKNOWNPROBLEM,                       KNOWN PROBLEM,                                             WRITTEN BY THE AGENCY    ...
PROPOSALTuesday, 4 October 2011
COMMUNITY                                      PROPOSALTuesday, 4 October 2011
COMMUNITY                   SPEED TO LAUNCH                                                 PROPOSALTuesday, 4 October 2011
COMMUNITY                   SPEED TO LAUNCH        MAINTENANCE                                                 PROPOSALTue...
COMMUNITY                   SPEED TO LAUNCH        MAINTENANCE                                                 PROPOSAL   ...
COMMUNITY                   SPEED TO LAUNCH        MAINTENANCE                                                 PROPOSAL   ...
COMMUNITY                   SPEED TO LAUNCH        MAINTENANCE                                                 PROPOSAL   ...
VISION   PRODUCT                                   DELIVERYTuesday, 4 October 2011
02                          BE AGILE, BE LEANTuesday, 4 October 2011
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets                                       ...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                        ...
LEAN PRINCIPLES    • Nail it then scale it    • Rapid hypothesis testing    • Minimum Viable Product    • Metrics iteratio...
LEAN PRINCIPLES    • Nail it then scale it    • Rapid hypothesis testing    • Minimum Viable Product    • Metrics iteratio...
03                           ADOPT A QUANTUM                          STATE OF THINKING                          AND MAKIN...
Tuesday, 4 October 2011
Tuesday, 4 October 2011
IT’S NOT ITERATIVE                          IF YOU ONLY DO IT ONCETuesday, 4 October 2011
INCREMENTALTuesday, 4 October 2011
ITERATIVETuesday, 4 October 2011
THE PROPOSALTuesday, 4 October 2011
COOL WALLS         USE CASES            USER JOURNEYS                SERVICE MODELS   BRAINSTORM SKETCHING         SKETCHE...
COOL WALLS          USER CASES            USER JOURNEYS                SERVICE MODELS     BRAINSTORM SKETCHING         SKE...
COOL WALLS           USER CASES            USER JOURNEYS                SERVICE MODELS      BRAINSTORM SKETCHING         S...
COOL WALLS         USER CASES            USER JOURNEYS                SERVICE MODELS    BRAINSTORM SKETCHING         SKETC...
04                          TAILOR PROCESS                          TO THE PROJECTTuesday, 4 October 2011
PROJECT A            Cool wall      Use cases       User journeys         Service models    Brainstorm        Sketches    ...
PROJECT A                                              PROJECT B            Cool wall      Use cases       User journeys  ...
05                          CO-CREATE AND                           COLLABORATE                           WITH CLIENTSTues...
06                          THE RIGHT TEAMTuesday, 4 October 2011
JUSTIN McMURRAY                          CATH RICHARDSON                     PAUL SIMSTuesday, 4 October 2011
JUSTIN McMURRAY                                              LEAN                            CLIENT                       ...
JUSTIN McMURRAY                                                LEAN                            CLIENT                     ...
JUSTIN McMURRAY                                                LEAN                              CLIENT                   ...
JUSTIN McMURRAY                                                    LEAN                              CLIENT               ...
PHASE 1                             SERVICE PLANNING                                     Educator                         ...
06             MOST OFTEN             FIXED THERE IS NO PATH                    COST              ACTIVITIESTuesday, 4 Oct...
PHASE 1                             SERVICE PLANNING              NEW PLAN                                     Educator   ...
PHASE 1                             SERVICE PLANNING              NEW PLAN                                     Educator   ...
PHASE 1                             SERVICE PLANNING              NEW PLAN                                     Educator   ...
PHASE 1                             SERVICE PLANNING              NEW PLAN                                     Educator   ...
PHASE 1                             SERVICE PLANNING              NEW PLAN                                     Educator   ...
PHASE 1                             SERVICE PLANNING              NEW PLAN                                     Educator   ...
COMMUNITY                   SPEED TO LAUNCH        MAINTENANCE                                                 PROPOSAL   ...
RESOURCES                                     DIRECTORY                          PROPOSAL                                 ...
RESOURCES                                     DIRECTORY                          PROPOSAL                                 ...
AWARENESS                                                          INTENT                                                 ...
AWARENESS                                                          INTENT                                                 ...
AWARENESS                                                          INTENT                                                 ...
Tuesday, 4 October 2011
Tuesday, 4 October 2011
AWARENESS                                                          INTENT                                                 ...
SHARING                                                     SEARCHING          EXPERIENCES                                ...
SHARING                                                     SEARCHING          EXPERIENCES                                ...
SHARING                                                     SEARCHING          EXPERIENCES                                ...
Use case #1: Invite an expert into the classroom              Stage                 1                      2              ...
SHARING                                                     SEARCHING          EXPERIENCES                                ...
SHARING                                                     SEARCHING                                                     ...
SHARING                           SEARCHING          EXPERIENCES                      PLANNING PPING AND                  ...
07                           GET OUT OF THE                          BUILDING AND TESTTuesday, 4 October 2011
Daniela Callegari                                                                 Primary school teacher in Italy         ...
We discovered immediately that their biggest          obstacle was actually finding other teachers who                     ...
They also told us that teachers don’t have time to     read lots of lesson plans - video clips would be much              ...
SHARING                           SEARCHING          EXPERIENCES                      PLANNING PPING AND                  ...
SHARINGEXPERIENCES                              PLANNING                                         MEET PEOPLE              ...
08                             STRATEGY                          THROUGH MAKINGTuesday, 4 October 2011
Tuesday, 4 October 2011
PLANNING   MEET PEOPLE   FIND EXPERTS   LESSON PLANS   RESOURCES   Q&A   TECHNICAL HELPTuesday, 4 October 2011
PLANNING   MEET PEOPLE   FIND EXPERTS                            SKETCH   LESSON PLANS           BRAINSTORM   RESOURCES   ...
PLANNING   MEET PEOPLE   FIND EXPERTS                            SKETCH   LESSON PLANS           BRAINSTORM   RESOURCES   ...
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
09                          DON’T STOP LOOKINGTuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
SKETCH                    BRAINSTORMTuesday, 4 October 2011
BELONG                 SKETCHES             CONNECT             TEACH        SERVICE              PHASING                 ...
The service teachers want                                Teacher community                                  Find     Share...
Define myself - so I can be found                                                                   Biography              ...
Finding other people and ideas                                      filtering by..                                         ...
10                          MAKE THINGS VISUALTuesday, 4 October 2011
Skype                                                                  Sign                                               ...
BELONG              SKETCHES                CONNECT                TEACH     SERVICE              PHASING                 ...
MICRO PROFILE                BELONG              SKETCHES                                                         VIDEO/CO...
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Skype                                                                  Sign                                               ...
Tuesday, 4 October 2011
11                          IT’S NOT A RELAY RACETuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
SKETCHES                          SERVICE              PHASING                          ECOLOGYTuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
ONLINE SURVEYING:                55 TEACHERS IN 7 COUNTRIES                TEACHING OVER 20 SUBJECTSTuesday, 4 October 2011
Level of Skype teaching proficiency                          Expert                           30%                          ...
12                          EMBRACE THE PIVOTTuesday, 4 October 2011
MICRO PROFILE        BELONG                          VIDEO/COMMENT        CONNECT                          SEARCH/FILTER  ...
PUBLIC PROFILE                          MICRO PROFILE                                               PRIVATE PROFILE       ...
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
“WHAT TEACHERS WANT”            Find other teachers & share ideas                                  28%                    ...
“TEACHERS WHO THINK CONCEPT                               WOULD BE ‘VERY VALUABLE’”                     60% -             ...
WE PIECED TOGETHER THE                 SIMPLEST THING,             AS QUICKLY AS POSSIBLE,           THAT WOULD ALLOW US T...
13                          RELEASE EARLY,                          RELEASE OFTENTuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
WITH THE FIRST RELEASE, WE                   START GETTING ANALYTICSTuesday, 4 October 2011
QUALITATIVE & QUANTITATIVE ANALYTICS                          Beta hard metrics                            Beta soft metri...
NEW OBJECTIVES & REVISED SUCCESS METRICS                    FOR EACH RELEASE & PHASE                          Phase 2 obje...
DATA AND EVIDENCE-BASED DESIGN                           DECISIONS FOR THE NEW PHASETuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
WHAT CAN I DO?                            START YOUR OWN AGENCYTuesday, 4 October 2011
WHAT CAN I DO?                              START YOUR OWN AGENCY                           GO & DO AN INTERNET START-UPTu...
WHAT CAN I DO?                                 START YOUR OWN AGENCY                              GO & DO AN INTERNET STAR...
WHAT CAN I DO?                                    START YOUR OWN AGENCY                                 GO & DO AN INTERNE...
Launch 50 project in 50 days,                          then raise £1m for famine relief                                   ...
12 POINTSTuesday, 4 October 2011
01                          WE DON’T DO BRIEFSTuesday, 4 October 2011
02                          BE AGILE, BE LEANTuesday, 4 October 2011
03                           ADOPT A QUANTUM                          STATE OF THINKING                          AND MAKIN...
04                          TAILOR PROCESS                          TO THE PROJECTTuesday, 4 October 2011
05                          CO-CREATE AND                           COLLABORATE                           WITH CLIENTSTues...
06                          THE RIGHT TEAMTuesday, 4 October 2011
06             MOST OFTEN             FIXED THERE IS NO PATH                    COST              ACTIVITIESTuesday, 4 Oct...
07                           GET OUT OF THE                          BUILDING AND TESTTuesday, 4 October 2011
08                             STRATEGY                          THROUGH MAKINGTuesday, 4 October 2011
09                          DON’T STOP LOOKINGTuesday, 4 October 2011
10                          MAKE THINGS VISUALTuesday, 4 October 2011
11                          IT’S NOT A RELAY RACETuesday, 4 October 2011
12                          EMBRACE THE PIVOTTuesday, 4 October 2011
13                          RELEASE EARLY,                          RELEASE OFTENTuesday, 4 October 2011
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Silicon beach d01

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  • it started off interesting - soon as it goes into what they are doing I am completely lost. Can they actually be marketing well if they can't even clearly communicate what the hell they are actually doing??
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  • Fed up with crap social media marketing? Watch this.
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  • brilliant underlying premise and truth saying on the front end. And yet right after you talk about the shit being sold (which I loved!!!)...you jump right into selling us on your...well, you know....much rosier smelling...sunflowers, lollipops, process of visionary humanistic business design innovation prototyping entrepreneurial agile modeling -- which no doubt is legit, brilliant, and far more effective than the traditional shit. Truly. :-) Perhaps, I’m being a bit unfair in my challenge, and taking your beautiful and thoughtful deck out of context...I certainly see great wisdom in your 12 points. Just don’t see how they necessarily resolve the real issue of landfill marketing. Is the root cause of the shit out there really just the need for better PROCESS? Can I make a genuine suggestion? Consider choosing another hero for the story...beyond what appears to be yourself (i.e. invite the audience be the hero and you’ll have a better way to honor the soul/premise of your message...and ensure your motivations aren't questioned). Plus, you’ll have a story that’s even more worthy of telling and sharing.
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  • Great deck! Strong views...well told
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  • Great Presentation... but the slide about shit could have been avoided. Too visual, I fear.
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Silicon beach d01

  1. 1. LETS KILL LANDFILL MARKETING Some rights reserved by United Nations PhotoTuesday, 4 October 2011
  2. 2. LANDFILL MARKETING MARKETING COMMUNICATIONS THAT NO-ONE WANTS, TRYING TO FLOG US STUFF WE DONT NEEDTuesday, 4 October 2011
  3. 3. Some rights reserved by Stephanie BoothTuesday, 4 October 2011
  4. 4. Some rights reserved by meophammanilowTuesday, 4 October 2011
  5. 5. Tuesday, 4 October 2011
  6. 6. Tuesday, 4 October 2011
  7. 7. (BOOM)Tuesday, 4 October 2011
  8. 8. WELCOME TO THE #PARTICAPOCALYPSE SETH WEISFELD - WIEDEN + KENNEDYTuesday, 4 October 2011
  9. 9. DIGITAL LANDFILLTuesday, 4 October 2011
  10. 10. DIGITAL LANDFILLTuesday, 4 October 2011
  11. 11. DIGITAL LANDFILLTuesday, 4 October 2011
  12. 12. DIGITAL LANDFILLTuesday, 4 October 2011
  13. 13. GARETH KAY - PLANNINGNESS 2009Tuesday, 4 October 2011
  14. 14. GARETH KAY - PLANNINGNESS 2009Tuesday, 4 October 2011
  15. 15. Tuesday, 4 October 2011
  16. 16. Tuesday, 4 October 2011
  17. 17. WEAPONISED SPAM EXTENDING LANDFILL MARKETING INTO A NEW REALM & SURROUNDING US WITH AN INVISIBLE CLOUD OF UNWANTED SHITTuesday, 4 October 2011
  18. 18. NO-ONE WANT THIS STUFFTuesday, 4 October 2011
  19. 19. NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON ITTuesday, 4 October 2011
  20. 20. NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON IT ITS UNSUSTAINABLETuesday, 4 October 2011
  21. 21. NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON IT ITS UNSUSTAINABLE ITS NOT EVEN VERY EFFECTIVETuesday, 4 October 2011
  22. 22. WHAT IF I TOLD YOU THERES A SIMPLE, PROVEN WAY TO MAKE THINGS PEOPLE REALLY WANT & NEED, INSTEAD OF TELLING THEM TO BUY STUFF THEY DONT NEED?Tuesday, 4 October 2011
  23. 23. Tuesday, 4 October 2011
  24. 24. NOT A TRADITIONAL AGENCY NOT AN AGENCY AT ALL? SOMETHING ELSE?Tuesday, 4 October 2011
  25. 25. Software development WHERE WE PLAY Product Business design strategyTuesday, 4 October 2011
  26. 26. Tuesday, 4 October 2011
  27. 27. MAKING STUFFTuesday, 4 October 2011
  28. 28. FROM paid media model of buying attention and interrupting TO earned & owned media model of making stuff that pulls and retainsTuesday, 4 October 2011
  29. 29. FROM paid media model of buying attention and interrupting TO earned & owned media model of making stuff that pulls and retainsTuesday, 4 October 2011
  30. 30. FROM traditional advertising-like objects TO objects that are more like products, services & appsTuesday, 4 October 2011
  31. 31. FROM traditional advertising-like objects TO objects that are more like products, services & appsTuesday, 4 October 2011
  32. 32. Tuesday, 4 October 2011
  33. 33. Tuesday, 4 October 2011
  34. 34. EXPLOITING DISRUPTIVE INNOVATIONTuesday, 4 October 2011
  35. 35. Tuesday, 4 October 2011
  36. 36. “SKYPE WANT TO CREATE AN ONLINE SERVICE THAT SHOWCASES AND INSPIRES THE USE OF SKYPE IN THE CLASSROOM”Tuesday, 4 October 2011
  37. 37. 01 WE DON’T DO BRIEFSTuesday, 4 October 2011
  38. 38. Tuesday, 4 October 2011
  39. 39. KNOWN PROBLEM KNOWN SOLUTION B ATuesday, 4 October 2011
  40. 40. BRIEFS ASSUME THAT THE CLIENT AND THE AGENCY KNOW WHAT THE PROBLEM ISTuesday, 4 October 2011
  41. 41. KNOWN PROBLEM, WRITTEN BY THE CLIENT KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011
  42. 42. UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011
  43. 43. UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011
  44. 44. UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK EXPECTED FRAMEWORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011
  45. 45. UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK EXPECTED FRAMEWORK STATEMENT OF OF OBJECTIVES STATEMENT THE OPPORTUNITYTuesday, 4 October 2011
  46. 46. PROPOSALTuesday, 4 October 2011
  47. 47. COMMUNITY PROPOSALTuesday, 4 October 2011
  48. 48. COMMUNITY SPEED TO LAUNCH PROPOSALTuesday, 4 October 2011
  49. 49. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSALTuesday, 4 October 2011
  50. 50. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENTTuesday, 4 October 2011
  51. 51. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT SUCCESS METRICSTuesday, 4 October 2011
  52. 52. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT STORIES SUCCESS METRICSTuesday, 4 October 2011
  53. 53. VISION PRODUCT DELIVERYTuesday, 4 October 2011
  54. 54. 02 BE AGILE, BE LEANTuesday, 4 October 2011
  55. 55. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategyTuesday, 4 October 2011
  56. 56. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations learning curve plan design e nu launch nti co measure a) INSIGHTS ADJUST little b) T strategy ADJUST little som ry INSIGHTS strategy els ethi e ng little strategy plan design launch measure learning curve Nicked and adapted for Web from David ArmanoTuesday, 4 October 2011
  57. 57. LEAN PRINCIPLES • Nail it then scale it • Rapid hypothesis testing • Minimum Viable Product • Metrics iteration agile development • Learn fast, don’t fail fast props to Eric Ries, Steve Bank, Andrew ChenTuesday, 4 October 2011
  58. 58. LEAN PRINCIPLES • Nail it then scale it • Rapid hypothesis testing • Minimum Viable Product • Metrics iteration agile development • Learn fast, don’t fail fast props to Eric Ries, Steve Bank, Andrew ChenTuesday, 4 October 2011
  59. 59. 03 ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE SAME TIMETuesday, 4 October 2011
  60. 60. Tuesday, 4 October 2011
  61. 61. Tuesday, 4 October 2011
  62. 62. IT’S NOT ITERATIVE IF YOU ONLY DO IT ONCETuesday, 4 October 2011
  63. 63. INCREMENTALTuesday, 4 October 2011
  64. 64. ITERATIVETuesday, 4 October 2011
  65. 65. THE PROPOSALTuesday, 4 October 2011
  66. 66. COOL WALLS USE CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNSTuesday, 4 October 2011
  67. 67. COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES USER JOURNEYS HIGH FIDELITY DESIGNS PROTOTYPESTuesday, 4 October 2011
  68. 68. COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES SERVICE MODELS HIGH FIDELITY DESIGNS PROTOTYPESTuesday, 4 October 2011
  69. 69. COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS PROTOTYPESTuesday, 4 October 2011
  70. 70. 04 TAILOR PROCESS TO THE PROJECTTuesday, 4 October 2011
  71. 71. PROJECT A Cool wall Use cases User journeys Service models Brainstorm Sketches Wireframes Prototypes High-fidelity designsTuesday, 4 October 2011
  72. 72. PROJECT A PROJECT B Cool wall Use cases User journeys Cool wall Use cases User journeys Service models Brainstorm Sketches Service models Brainstorm Sketches Wireframes Prototypes High-fidelity designs Wireframes Prototypes High-fidelity designsTuesday, 4 October 2011
  73. 73. 05 CO-CREATE AND COLLABORATE WITH CLIENTSTuesday, 4 October 2011
  74. 74. 06 THE RIGHT TEAMTuesday, 4 October 2011
  75. 75. JUSTIN McMURRAY CATH RICHARDSON PAUL SIMSTuesday, 4 October 2011
  76. 76. JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP CATH RICHARDSON PAUL SIMSTuesday, 4 October 2011
  77. 77. JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP DIGITAL STRATEGY CUSTOMER PROJECT DEVELOPMENT CATH RICHARDSON MANAGEMENT PAUL SIMSTuesday, 4 October 2011
  78. 78. JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP DIGITAL STRATEGY PROCESS ANALYSIS CUSTOMER PROJECT INSIGHT PROBLEM DEVELOPMENT CATH RICHARDSON MANAGEMENT GATHERING PAUL SIMS SOLVINGTuesday, 4 October 2011
  79. 79. JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION PIZZA BOY TEAM LEADERSHIP TESTING BITCH DIGITAL STRATEGY PROCESS ANALYSIS KEYNOTE MONKEY CUSTOMER PROJECT INSIGHT PROBLEM DEVELOPMENT CATH RICHARDSON MANAGEMENT GATHERING PAUL SIMS SOLVINGTuesday, 4 October 2011
  80. 80. PHASE 1 SERVICE PLANNING Educator engagement Content & user Service mapping ecology diagram User testingTuesday, 4 October 2011
  81. 81. 06 MOST OFTEN FIXED THERE IS NO PATH COST ACTIVITIESTuesday, 4 October 2011
  82. 82. PHASE 1 SERVICE PLANNING NEW PLAN Educator engagement Content & user Service mapping ecology diagram User testingTuesday, 4 October 2011
  83. 83. PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping ecology diagram User testingTuesday, 4 October 2011
  84. 84. PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram User testingTuesday, 4 October 2011
  85. 85. PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User testingTuesday, 4 October 2011
  86. 86. PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User Use case testing testingTuesday, 4 October 2011
  87. 87. PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Review and prioritise Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User Use case testing testingTuesday, 4 October 2011
  88. 88. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT STORIES SUCCESS METRICSTuesday, 4 October 2011
  89. 89. RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELPTuesday, 4 October 2011
  90. 90. RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELPTuesday, 4 October 2011
  91. 91. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELPTuesday, 4 October 2011
  92. 92. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELPTuesday, 4 October 2011
  93. 93. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP PIONEER EAGER PROSPECTIVETuesday, 4 October 2011
  94. 94. Tuesday, 4 October 2011
  95. 95. Tuesday, 4 October 2011
  96. 96. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP PIONEER EAGER PROSPECTIVETuesday, 4 October 2011
  97. 97. SHARING SEARCHING EXPERIENCES MAPPING AND LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITYTuesday, 4 October 2011
  98. 98. SHARING SEARCHING EXPERIENCES MAPPING AND LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITYTuesday, 4 October 2011
  99. 99. SHARING SEARCHING EXPERIENCES MAPPING AND LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY “I would like to invite an expert to take part in a lesson via Skype”Tuesday, 4 October 2011
  100. 100. Use case #1: Invite an expert into the classroom Stage 1 2 3 4 Touchpoint How would you like to How would you like to How would you like to find an expert to take How would you like to contact them and what involve an expert in User Needs part in a ‘Skype visit’? would you need to planning or structuring share the experience Some type of with the community? discuss? the lesson? marketplace? NotesTuesday, 4 October 2011
  101. 101. SHARING SEARCHING EXPERIENCES MAPPING AND LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY “I would like to overcome school policy and technological barriers”Tuesday, 4 October 2011
  102. 102. SHARING SEARCHING PLANNING EXPERIENCES MAPPING AND MEET PEOPLE LOCATION PLANNING AND FIND EXPERTS PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANS STAKE HOLDER RESOURCES ENGAGEMENT Q&A MARKETPLACE SKYPE LESSON SKYPE EDUCATOR HELP TECHNICAL COMMUNITYTuesday, 4 October 2011
  103. 103. SHARING SEARCHING EXPERIENCES PLANNING PPING AND MEET PEOPLELOCATION FIND EXPERTS COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANSER RESOURCESNT MARKETPLACE SKYPE LESSON Q&A SKYPE EDUCATOR TECHNICAL HELP COMMUNITY Tuesday, 4 October 2011
  104. 104. 07 GET OUT OF THE BUILDING AND TESTTuesday, 4 October 2011
  105. 105. Daniela Callegari Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes Dan Sutch George Mayo FutureLab :: innovation in Middle school language education arts teacher in Maryland In-depth knowledge of Pioneer in technology and education & technology education Open to ongoing Enthusiastic about helping involvement in project the project Tracy Peterson Lisa Reid Technology teacher in FutureLab :: innovation in Iowa, USA education Has introduced her classes In-depth knowledge of to initial Skype sessions education & technology Keen to collaborate and Open to ongoing extend usage of Skype involvement in projectTuesday, 4 October 2011
  106. 106. We discovered immediately that their biggest obstacle was actually finding other teachers who also used SkypeTuesday, 4 October 2011
  107. 107. They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpfulTuesday, 4 October 2011
  108. 108. SHARING SEARCHING EXPERIENCES PLANNING PPING AND MEET PEOPLELOCATION FIND EXPERTS COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANSER RESOURCESNT MARKETPLACE SKYPE LESSON Q&A SKYPE EDUCATOR TECHNICAL HELP COMMUNITY Tuesday, 4 October 2011
  109. 109. SHARINGEXPERIENCES PLANNING MEET PEOPLE FIND EXPERTSN SCHEDULING PROMOTION LESSON PLANS RESOURCESMARKETPLACE SKYPE LESSON Q&A TECHNICAL HELPTuesday, 4 October 2011
  110. 110. 08 STRATEGY THROUGH MAKINGTuesday, 4 October 2011
  111. 111. Tuesday, 4 October 2011
  112. 112. PLANNING MEET PEOPLE FIND EXPERTS LESSON PLANS RESOURCES Q&A TECHNICAL HELPTuesday, 4 October 2011
  113. 113. PLANNING MEET PEOPLE FIND EXPERTS SKETCH LESSON PLANS BRAINSTORM RESOURCES Q&A TECHNICAL HELPTuesday, 4 October 2011
  114. 114. PLANNING MEET PEOPLE FIND EXPERTS SKETCH LESSON PLANS BRAINSTORM RESOURCES Q&A TECHNICAL HELPTuesday, 4 October 2011
  115. 115. Tuesday, 4 October 2011
  116. 116. Tuesday, 4 October 2011
  117. 117. Tuesday, 4 October 2011
  118. 118. 09 DON’T STOP LOOKINGTuesday, 4 October 2011
  119. 119. Tuesday, 4 October 2011
  120. 120. Tuesday, 4 October 2011
  121. 121. SKETCH BRAINSTORMTuesday, 4 October 2011
  122. 122. BELONG SKETCHES CONNECT TEACH SERVICE PHASING ECOLOGYTuesday, 4 October 2011
  123. 123. The service teachers want Teacher community Find Share quickly easily A rich directory that connects teachers and makes it easy to find Skype-related resources.Tuesday, 4 October 2011
  124. 124. Define myself - so I can be found Biography Language Every teacher can have a profile describing who and where they are. Location Status Subject They can also describe what they are looking for. Age Range Type of collaborationTuesday, 4 October 2011
  125. 125. Finding other people and ideas filtering by.. to find.. Free text want to.. I.. Getting Started Wisdom Location Learn Language Age Match Range Lesson Examples Subject Type of One-off/ Ongoing collab TagsTuesday, 4 October 2011
  126. 126. 10 MAKE THINGS VISUALTuesday, 4 October 2011
  127. 127. Skype Sign up Invite pioneers educator Looking for Willing to partners Tags / ecology mentor Location topics Age Mapping Expert wanting to help Status Profile group Questions & service Name answers propositions Conversati Case studies on Suggestio Video ns Help Filter Belong Skype Search educator directory Parents IT Finding experts Scheduli ng ‘How to’ School API driven Link with Connect Ask a guides policy Time Tools other question issues zones teachers Sharing Profile search from anywhere Planning Curricul Teach um ‘How to’ guides The Skype lesson Tools Resources Experiences of Feedba existing community ckTuesday, 4 October 2011
  128. 128. BELONG SKETCHES CONNECT TEACH SERVICE PHASING ECOLOGYTuesday, 4 October 2011
  129. 129. MICRO PROFILE BELONG SKETCHES VIDEO/COMMENT CONNECT SEARCH/FILTER TEACH SERVICE PHASING ECOLOGY QUESTION & ANSWERTuesday, 4 October 2011
  130. 130. Tuesday, 4 October 2011
  131. 131. Tuesday, 4 October 2011
  132. 132. Skype Sign up Invite pioneers educator Looking for Willing to partners Tags / ecology mentor Location topics Age Mapping Expert wanting to help Status Profile group Questions & service Name answers propositions Conversati Case studies on Suggestio Video ns Help Filter Belong Skype D. Video/Comment Search educator directory Parents B. Micro-Profile IT Finding experts Scheduli ng ‘How to’ School API driven Link with Connect Ask a guides policy Time Tools other question issues zones teachers Sharing Profile search from anywhere Planning Curricul Teach um ‘How to’ guides The Skype lesson Tools Resources Experiences of Feedba existing community ck A. Question & Answer C. Search/FilterTuesday, 4 October 2011
  133. 133. Tuesday, 4 October 2011
  134. 134. 11 IT’S NOT A RELAY RACETuesday, 4 October 2011
  135. 135. Tuesday, 4 October 2011
  136. 136. Tuesday, 4 October 2011
  137. 137. SKETCHES SERVICE PHASING ECOLOGYTuesday, 4 October 2011
  138. 138. Tuesday, 4 October 2011
  139. 139. Tuesday, 4 October 2011
  140. 140. ONLINE SURVEYING: 55 TEACHERS IN 7 COUNTRIES TEACHING OVER 20 SUBJECTSTuesday, 4 October 2011
  141. 141. Level of Skype teaching proficiency Expert 30% Intermediate 40% Novice 29%Tuesday, 4 October 2011
  142. 142. 12 EMBRACE THE PIVOTTuesday, 4 October 2011
  143. 143. MICRO PROFILE BELONG VIDEO/COMMENT CONNECT SEARCH/FILTER TEACH QUESTION & ANSWERTuesday, 4 October 2011
  144. 144. PUBLIC PROFILE MICRO PROFILE PRIVATE PROFILE BELONG VIDEO/COMMENT RESOURCE PAGE CONNECT DIRECTORY SEARCH/FILTER FILTER TEACH QUESTION & ANSWERTuesday, 4 October 2011
  145. 145. Tuesday, 4 October 2011
  146. 146. Tuesday, 4 October 2011
  147. 147. Tuesday, 4 October 2011
  148. 148. Tuesday, 4 October 2011
  149. 149. Tuesday, 4 October 2011
  150. 150. Tuesday, 4 October 2011
  151. 151. “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%Tuesday, 4 October 2011
  152. 152. “TEACHERS WHO THINK CONCEPT WOULD BE ‘VERY VALUABLE’” 60% - 55% - 50% - 45% - Search/Filter Video Q&ATuesday, 4 October 2011
  153. 153. WE PIECED TOGETHER THE SIMPLEST THING, AS QUICKLY AS POSSIBLE, THAT WOULD ALLOW US TO TEST, VALIDATE AND THEN BUILDTuesday, 4 October 2011
  154. 154. 13 RELEASE EARLY, RELEASE OFTENTuesday, 4 October 2011
  155. 155. Tuesday, 4 October 2011
  156. 156. Tuesday, 4 October 2011
  157. 157. Tuesday, 4 October 2011
  158. 158. Tuesday, 4 October 2011
  159. 159. Tuesday, 4 October 2011
  160. 160. WITH THE FIRST RELEASE, WE START GETTING ANALYTICSTuesday, 4 October 2011
  161. 161. QUALITATIVE & QUANTITATIVE ANALYTICS 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 ‣ 2/3 of visits are new visitors to the site teachers but find it difficult to find suitable matches ‣ 17% return 2-3 times with the current system ‣ 18% frequent return visits ‣ Teachers want more search tools and a wider range of ‣ High level of contact activity - 1,000 topics to describe themselves by contact requests ‣ Teachers want greater granularity on location - ‣ 200 resources shared 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.Tuesday, 4 October 2011
  162. 162. NEW OBJECTIVES & REVISED SUCCESS METRICS FOR EACH RELEASE & PHASE Phase 2 objectives Phase 2 success metrics • Make connecting with another teacher easier and • # new sign ups richer • 1/2 teachers return to the site more than - Teachers have more tools to find each other by once - Teachers can describe themselves in more detail • Increase the number of teachers from - Teachers can use alternative connection methods outside the USA - Teachers can find good contacts again • 500 connections per month - either email • Show teachers the best and most relevant or Skype resources • # of favourited resources increases - Teachers see more relevant resources in their • # of bookmarked teachers profile • # number of teachers who update their - Popular resources are more visible profile with additional information • Centre the site around projects rather than profiles • # number of teachers who embed the - Allow teachers to create and publish projects badge on their website - Surface relevant projects to teachers • Increase teacher sign ups and number of visitTuesday, 4 October 2011
  163. 163. DATA AND EVIDENCE-BASED DESIGN DECISIONS FOR THE NEW PHASETuesday, 4 October 2011
  164. 164. Tuesday, 4 October 2011
  165. 165. Tuesday, 4 October 2011
  166. 166. WHAT CAN I DO? START YOUR OWN AGENCYTuesday, 4 October 2011
  167. 167. WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UPTuesday, 4 October 2011
  168. 168. WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UP BECOME MORE DIFFICULT & CHALLENGINGTuesday, 4 October 2011
  169. 169. WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UP BECOME MORE DIFFICULT & CHALLENGING GET INVOLVED IN A PROJECT OUTSIDE OF WORKTuesday, 4 October 2011
  170. 170. Launch 50 project in 50 days, then raise £1m for famine relief @5050goodTuesday, 4 October 2011
  171. 171. 12 POINTSTuesday, 4 October 2011
  172. 172. 01 WE DON’T DO BRIEFSTuesday, 4 October 2011
  173. 173. 02 BE AGILE, BE LEANTuesday, 4 October 2011
  174. 174. 03 ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE SAME TIMETuesday, 4 October 2011
  175. 175. 04 TAILOR PROCESS TO THE PROJECTTuesday, 4 October 2011
  176. 176. 05 CO-CREATE AND COLLABORATE WITH CLIENTSTuesday, 4 October 2011
  177. 177. 06 THE RIGHT TEAMTuesday, 4 October 2011
  178. 178. 06 MOST OFTEN FIXED THERE IS NO PATH COST ACTIVITIESTuesday, 4 October 2011
  179. 179. 07 GET OUT OF THE BUILDING AND TESTTuesday, 4 October 2011
  180. 180. 08 STRATEGY THROUGH MAKINGTuesday, 4 October 2011
  181. 181. 09 DON’T STOP LOOKINGTuesday, 4 October 2011
  182. 182. 10 MAKE THINGS VISUALTuesday, 4 October 2011
  183. 183. 11 IT’S NOT A RELAY RACETuesday, 4 October 2011
  184. 184. 12 EMBRACE THE PIVOTTuesday, 4 October 2011
  185. 185. 13 RELEASE EARLY, RELEASE OFTENTuesday, 4 October 2011
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