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Stuart Eccles talks using Lean for Product and Service development at AIMA's V21 conference in Melbourne.

Stuart Eccles talks using Lean for Product and Service development at AIMA's V21 conference in Melbourne.

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  • 1. DIGITAL PRODUCTS AND SERVICES V21, MELBOURNE AUSTRALIA 24 NOVEMBER, 2O12 @stueccles @madebymany
  • 2. 20 YEARS INIT’S TIME WE REALIZED WHAT THE INTERNET IS GOOD FOR
  • 3. MORE THAN DIGITALLANDFILL...
  • 4. [img s tw r y u b , flic r n pte, fa e o k a e : itte, o tu e k, a s r c b o ,g o le ms a e e a , a a o , p y a s y e s e o g , y p c , b y mz n a p l, k p , lid , s o , a p , d pb x p tify p le ro o]
  • 5. A NEW WORLD OF DIGITAL PRODUCTS
  • 6. MAKING STUFF PEOPLE WANT BEATSS BEAT MAKING PEOPLE WANT STUFFCredit: John V Willshire http://slidesha.re/TuesgC 
  • 7. 6 YEARS OLD!
  • 8. TRADITIONAL FORMS OF PLANNING AND CREATIVE ARELIKE BETTING ON A HOLE IN ONE
  • 9. FOUNDED IN 2007 BY 4 PARTNERS
  • 10. OUR SHIP NOW HAS 34 SOULS ABOARD...
  • 11. …AND 1 DOG
  • 12. BUSINESS STRATEGY WHERE WE PLAY PRODUCT & SOFTWARESERVICE DESIGN DEVELOPMENT
  • 13. EVOLUTIONBRANDED ESSENTIAL EPIC UTILITY UTILITY UTILITYmessage everyday magic A new kind of approach that can act like a start-up and work with (big) organisations
  • 14. BEYOND THE CAMPAIGNTRANSFORMATIVE PRODUCTS & SERVICES BIG ENOUGH TO MATTER BUILT TO LAST PART OF PEOPLES EVERYDAY LIVES A NEW WAY OF THINKING & MAKING
  • 15. CUSTOMER
  • 16. THE LEAN STARTUP MOVEMENT
  • 17. MAKE>TEST>LEARN HAPPENS CONTINUALLY AT EVERY STAGE PROPOSITION DESIGN & SOFTWARE GROWTHSTRATEGY DEVELOPMENT HACKING PROTOTYPING
  • 18. CONVENTIONAL, LINEAR DEVELOPMENT PROCESSBig ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategy
  • 19. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESSMicro-strategies, big insights, rapid iterations learning curve little strategy plan insights A. continue design little launch strategy measure adjust B. try something else plan adjust designinsights little launch strategy measure insights learning curveNicked and adapted for Web from David Armano
  • 20. WORK ITERATIVELY LEARN QUICKLYWITH HYPOTHESES NOT REQUIREMENTS DEVISE EXPERIMENTS TO VALIDATE MINIMAL VIABLE PRODUCTVALUE THROUGH EYES OF CUSTOMERS
  • 21. GET OUT OF THE BUILDING
  • 22. COOL WALLS USE CASES USER JOURNEYSSERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS
  • 23. USER TESTING
  • 24. AS LITTLE DESIGN AS POSSIBLETHIS TESTS THE IDEA OF A BOX THIS TESTS WHETHER YOU LIKE GNOMES
  • 25. MVPMINIMUM VIABLEPRODUCT
  • 26. BUILT TO LASTBUILT TO CHANGE
  • 27. CONTINUOUS IMPROVEMENT
  • 28. PEOPLE AND CULTURE
  • 29. TETRISSHAPED PEOPLE
  • 30. CROSS-DISCIPLINARY TEAMSEMPOWERED TO MAKE DECISIONS DECISIONS DRIVEN BY CUSTOMER INSIGHTS & DATA
  • 31. SKYPE IN THE CLASSROOM CASE STUDY
  • 32. I’m a teacher looking for an expert in...
  • 33. I’m an expert willing to share my knowledge in...
  • 34. “ If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms? Tony Bates President, Skype September 2011
  • 35. AUNG SAN SUU KYI SPEAKS TO 3,000 STUDENTS VIA SKYPE
  • 36. EXPLORER MARK WOOD
  • 37. We were given a comms briefSkype in the classroomA destination for telling PR storiesabout some of the amazing teachersusing Skype around the world
  • 38. We responded with an idea aboutmaking Skype more useful insteadSkype in the classroomA destination for telling PR storiesabout some of the amazing teachersusing Skype around the worldA platform building long-term valuefor the brand by making Skype evenmore useful for teachers
  • 39. We got very excited about a lesson plannerBut we were wrong. Teachers know how to runlessons and they dont need help with that!
  • 40. “Confidence is what youhave before you knowwhat problems are”
  • 41. “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%
  • 42. The service teachers want Teacher community Find Share quickly easily A rich directory that connects teachers andmakes it easy to find Skype-related resources.
  • 43. We launched a beta in 4 weeks 2,750 TEACHERS SIGNED UP 1,413 CONTACT REQUESTS 230 RESOURCES ADDED
  • 44. Iterated SEPTEMBERDECEMBER 2010 2012Launch and learn from an MVP Validate new features Tuning and acquisition
  • 45. Data Qualitative InsightData drives process Design Hypothesis Test with Data Validation
  • 46. HYPOTHESES PRODUCT 1. Ride the product half-pipe Insight Proposition Measure Refine Scale EVIDENCE
  • 47. THANK YOU MELBOURNE@madebymany @stueccles