Scaling Personalities (Adaption, White Labels And the Digital Ecosystem)


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Presented at How to Build Great Products: Insights on October 1st 2010, in NYC

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Scaling Personalities (Adaption, White Labels And the Digital Ecosystem)

  1. Scaling Personalities ADAPTION, WHITE LABELS AND tHE DIGITAL ECOSYSTEM How to Build Great Products: Insights @michaelsurtees OCTOBER 1ST, 2010 @michaelsurtees
  2. INTro Hello Currently at Behavior Previously Design Director at Daylife* from December 2007 to March 2010 Publisher of the blog * it should be noted that the work with Daylife was built with a team of 20+ people @michaelsurtees
  3. intro Breakdown @michaelsurtees
  4. Definitions white Labels User has a seamless experience User doesn’t even realize that parts of the site might have been designed from a third party Applying new systems to their own product that they otherwise couldn’t have created themselves Automation of systems to save resources to work on more editorially driven areas @michaelsurtees
  5. Definitions Digital Ecosystem Screen agnostic—could be laptop, mobile device, tablet, TV or anything else that can be viewed and edited today Data works and acts differently depending on the device it is being viewed on Time and location can influence info too @michaelsurtees
  6. Definitions Adaption Transferring and shifting behavior Information moving from traditional streams and screens to other curated models of settings Awareness both of the device and the person using the technology Creating hooks to be aware of changes and expectations @michaelsurtees
  7. Daylife The elements There’s a lot of integrated modules working together @michaelsurtees
  8. Daylife The Site @michaelsurtees
  9. Daylife Topic Page @michaelsurtees
  10. Daylife using the editing tool Making it easy to create custom verticals based on chosen sources, topics and custom css. @michaelsurtees
  11. Daylife Travel Life @michaelsurtees
  12. Daylife #walkingtoworktoday @michaelsurtees
  13. Daylife Smart Gallery flow Starts as a slide show—either as main anchor or related images on a side rail Images are hosted Detail images have related galleries attached to them that are created automatically Almost infinite number of new pages can be viewed @michaelsurtees
  14. Daylife Smart Galleries @michaelsurtees
  15. process Agile & Iteration Design and build just enough, test it any way possible Observe what works and what doesn’t, keep building after that Work in advance, loop back for other things Keep it open and allow for a lot of feedback @michaelsurtees
  16. Process Start with 1 atomic unit, build around it Look at the elements of the story, decide what’s the best one and build around it @michaelsurtees
  17. Process Road map There’s no direct way from A to B @michaelsurtees
  18. Observations Brands Any brand that pushes information like tweets, photos, news and videos need a place to display all of it @michaelsurtees
  19. Observations Structures & Systems Experiment with how the same info can be released in different contexts. Create content buckets for curating & story telling that are compelling. Define info like sources, how people will find it, and how will it be shared Make it easy for others to build off of @michaelsurtees
  20. Observations Treating Info like water Info being pushed online is going to be seen through a lot of different contexts Headline and photo—each could be emphasized differently depending on how someone expects to see it As long as every element can flow to another related element the likelihood of the info being seen and applied increases @michaelsurtees
  21. Observations Lessons 1. Use the product yourself 2. Road maps should have a strategy to cannibalize your own product 3. Imagine a world without you being able to use your product, what would you use to do the same task and ask yourself if the experience would be better or worse 4. Release something every three weeks 5. Awareness is important because if you don’t know when to adjust things you will cease to exist @michaelsurtees