DC KTN / Momolo

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This is the presentation that I used for the DC KTN / Momolo Webinar which is on www.brighttalk.com - that version has me talking through the slides.

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DC KTN / Momolo

  1. 1. Julia Shalet Product Doctor Founder of the Digital Youth Project Twitter:@jewl Tel: 07956 376472 W.digitalyouthproject.com
  2. 2. Background <ul><li>17 years experience launching & maximising </li></ul><ul><li>digital products & community offerings </li></ul><ul><li>in the corporate, start up & public sector </li></ul><ul><li>12 years at T-Mobile – joining before the launch of One2One in 1993, final role: Head of Mobile Messaging, £350m portfolio </li></ul><ul><li>Founded the Digital Youth Project, 2005 to current, working </li></ul><ul><li>with industry conferences & many clients in the digital sector </li></ul><ul><li>3 years as Director of Product & User Insights at Weeworld, funded by Accel & Balderton, 2005 - 2008 </li></ul><ul><li>Project Director at Space Makers in 2010, Brixton Village Market </li></ul>Background
  3. 3. Premise <ul><li>So many products, including those aimed at young people fail </li></ul><ul><li>because they are conceived of and thought through by adults </li></ul><ul><li>without proper consultation with the end user. </li></ul><ul><li>We all would say that it is madness developing a product </li></ul><ul><li>without asking the end user if they want it, how they </li></ul><ul><li>want to use it, how they would improve it, how they would </li></ul><ul><li>market it and whether (where relevant) they would be </li></ul><ul><li>Prepared to pay for it? But we still do it. </li></ul><ul><li>We have an added opportunity, and I would argue a duty, to </li></ul><ul><li>recognise and create these as a learning experiences for the </li></ul><ul><li>young people we engage in these insights exercises. </li></ul>
  4. 4. Content <ul><li>  Key digital product insights from the youth market </li></ul><ul><li>Adult mis-perceptions of young people </li></ul><ul><li>The commercial benefits of engaging users </li></ul><ul><li>early and often </li></ul><ul><li>How to create learning experiences for </li></ul><ul><li>young people </li></ul>
  5. 5. Key Digital Product Youth Insights <ul><li>1. Young people are practical - </li></ul><ul><li>they want useful products that </li></ul><ul><li>say what they do on the tin! </li></ul>
  6. 6. Practical Here, I have a mobile – come steal it! I would rather play a game designed by a professional It is better playing games on large screens How un-cool would we look?
  7. 7. <ul><li>“… everyone I know will use this…” </li></ul>Useful
  8. 8. Says what it does on the tin “…’ Live Talkback’ sounds more like an answer-phone service rather than live voting…”
  9. 9. <ul><li>2. Hygiene factors – </li></ul><ul><li>what is now expected by </li></ul><ul><li>young people as standard. </li></ul>Key Digital Product Youth Insights
  10. 10. Choice “… really amazing app, but it only focuses on urban genres like hip-hop… can you put in a guitar?...” “… stretch to more sports than just football… I saw in the video you had a skateboarder… use in the gym ...”
  11. 11. “… Will you be doing a mobile version?... Would you be able to buy the videos so you can watch them on your iPod?...” Multi-platform Access
  12. 12. Don’t reinvent the wheel “… I like the idea how it’s quite the same layout as iTunes, so people will be familiar with it…”
  13. 13. Make it easy to use “… I don’t want to fiddle about with pins and card numbers…”
  14. 14. Let me play with it first “… I will dive straight in, if I need help, I may eventually go to the instructions (which need to be concise) and I may look on You Tube for them…”
  15. 15. Expect Social functions <ul><li>“… I like Flook as I can have further </li></ul><ul><li>discussion about the photos taken, </li></ul><ul><li>otherwise I may as well go to Facebook ” </li></ul>
  16. 16. Cameras “… A basic phone is one that has voice, text and a camera…”
  17. 17. <ul><li>3. Young people will help you </li></ul><ul><li>with feature definition, </li></ul><ul><li>other uses for functionality, competitor analysis and marketing. </li></ul>Key Digital Product Youth Insights
  18. 18. Feature Suggestions “… Can I search by mood?...”
  19. 19. Define usage scenarios <ul><li>“… I really like the idea of music videos in a playlist and being able to play them at a party…” </li></ul>
  20. 20. <ul><li>“… useful for finding ‘lost’ friends at music festivals…” </li></ul>Find other uses for functionality
  21. 21. <ul><li>“… We already have the ability to move music around with USBs, and Spotify already lets you put your music on your iPhone or iPod. How are you going to </li></ul><ul><li>take on iTunes?!...” </li></ul>Competitor-Aware “… You’ve got harsh competition - like Nike & Adidas…”
  22. 22. <ul><li>4. Age Appropriate – </li></ul><ul><li>Young people want to be addressed with appropriate language for their age group, but the age of your users can be quite a complex issue. </li></ul>Key Digital Product Youth Insights
  23. 23. Language <ul><li>“… this is something for my kid brother, not for me …please talk to me in a different way...” </li></ul>
  24. 24. Trying to be older Target 16-year-olds and you will get early teens; target 13-year-olds and you will get tweens; target tweens and you will get kids!
  25. 25. Sharing Experiences Older siblings share with younger; friends with each other and cross generational family-based relationships
  26. 26. <ul><li>5. Young people are savvy – </li></ul><ul><li>SO: </li></ul><ul><li>Be honest, satisfy their </li></ul><ul><li>curiosity and gain their trust. </li></ul><ul><li>While they are financially aware, </li></ul><ul><li>this does not mean that they won’t spend money on digital experiences. </li></ul>Key Digital Product Youth Insights
  27. 27. Where’s the catch? “… How does the music get in there? Local radio popular tunes or do they pay?…”
  28. 28. Financially aware “… How do you make your money?…”
  29. 29. Is there a free option? “… I can already play games for free online, especially in Facebook so why would I pay?... I only browse the free stuff in the App Store…”
  30. 30. I do pay for stuff! “… I would pay for more tracks to sing to and I expect them to be cheaper than an i-tunes download...” “… How do you think Tynchy Stryder got to the top of the download charts? Have any of you even heard his stuff?...”
  31. 31. I would do it if it saved me money I started using Blackberry BBM because the Instant Messaging was free.
  32. 32. <ul><li>6. Young people are social media natives – </li></ul><ul><li>They can help you create content </li></ul><ul><li>& awareness for your product, </li></ul><ul><li>business and business events. </li></ul>Key Digital Product Youth Insights
  33. 33. Photography Student Projects © Julia Shalet, Digital Youth Project
  34. 34. Creating content & viral marketing for your event. As well as distributing printed material, this young theatre group also used social networks such as Facebook and online listings to promote their event, resulting in footfall benefits to the overall project. Pop Up Content at events
  35. 35. Journalist Student Projects PR project to provide coverage for your conference / business / business-social event with film, photography, written coverage & interviews. Note: Across all of these examples, you can check the online coverage at www.socialmention.com
  36. 36. Adult Misperception #1 <ul><li>Young people are encouraging about innovation and more willing to take risks. </li></ul><ul><li>You will find them energising to work </li></ul><ul><li>with rather than scary! </li></ul>
  37. 37. Adult Misperception #2 <ul><li>Explain, listen, coach and ask open questions – </li></ul><ul><li>you will get very constructive feedback. </li></ul>
  38. 38. Adult Misperception #3 <ul><li>Great feedback does </li></ul><ul><li>not just come from </li></ul><ul><li>“ clever kids”*. </li></ul><ul><li>Often, the most </li></ul><ul><li>disruptive and </li></ul><ul><li>under-achieving have </li></ul><ul><li>the most creative and honest input. </li></ul>Often, the most disruptive * As labelled by our creatively stifling school system
  39. 39. Adult Misperception #4 <ul><li>Avoid generalising about the youth market </li></ul><ul><li>Some just call and text. </li></ul><ul><li>They don’t all want an iPhone. </li></ul><ul><li>They don’t all use BBM. </li></ul>
  40. 40. Commercial Benefits to youth engagement <ul><li>Checking in with your end users early & often will </li></ul><ul><li>make you more efficient – time, effort & money </li></ul><ul><li>Tell you when to stop & re-think </li></ul><ul><li>Speed up development time </li></ul><ul><ul><li>Reducing assumption-based debate on user features </li></ul></ul><ul><ul><li>Developers increase their user understanding </li></ul></ul><ul><li>Maximise marketing spend </li></ul><ul><li>Provide the user angle for your product roadmap </li></ul><ul><li>Help you innovate - fresh ideas & challenges </li></ul><ul><li>Keep you up to date with the competition </li></ul><ul><li>Can also strengthen a business pitch </li></ul>© Julia Shalet, Digital Youth Project
  41. 41. “… I wouldn’t have got an A in my Business Studies A Level if I had not had the experience at the conference understanding how the syllabus relates to real life…” Learning Experiences for young people
  42. 42. <ul><li>Adora Svitak, Child Prodigy </li></ul><ul><li>“ be willing to listen and learn from kids </li></ul><ul><li>as much as teach them…they will be </li></ul><ul><li>running the world as you get older” </li></ul>Inspirations (see www.TED.com) Sir Ken Robinson, Education Reform “ we need to cultivate creativity in young people to prepare them for the world of work” © Julia Shalet, Digital Youth Project
  43. 43. Learning Experiences… <ul><li>Work Related Learning - Team working, leadership, communication, presentation skills, public speaking, problem solving </li></ul><ul><li>Enterprise – Idea generation, evaluation, action </li></ul><ul><li>Course related – Marketing, Design, ICT, Business… </li></ul><ul><li>Careers - The digital industry, entrepreneurialism </li></ul><ul><li>Softer Skills – Confidence, mental agility, giving constructive feedback </li></ul><ul><li>… with the added excitement that these are real life challenges </li></ul>
  44. 44. Re-cap <ul><li>Examples showing the value of engaging young people </li></ul><ul><li>Danger of making assumptions about the youth market </li></ul><ul><li>How your project or business can benefit </li></ul><ul><li>How these can be educational experiences </li></ul>
  45. 45. Thank You & Any Questions? Julia Shalet Product Doctor Founder of the Digital Youth Project Twitter: @jewl Tel: 07956 376472 W.digitalyouthproject.com

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