MDW Boulder April '11 | Tim Malbon_How to actually make something

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MDW Boulder April '11 | Tim Malbon_How to actually make something

  1. 1. Wednesday, 27 April 2011
  2. 2. HelloWednesday, 27 April 2011
  3. 3. Gareth Kay - Planningness 2009Wednesday, 27 April 2011
  4. 4. Gareth Kay - Planningness 2009Wednesday, 27 April 2011
  5. 5. Gareth Kay - Planningness 2009Wednesday, 27 April 2011
  6. 6. Gareth Kay - Planningness 2009Wednesday, 27 April 2011
  7. 7. Wednesday, 27 April 2011
  8. 8. Let’ s smash stu ff upWednesday, 27 April 2011
  9. 9. Ac t like a start-upWednesday, 27 April 2011
  10. 10. We make new stuff out of the internetWednesday, 27 April 2011
  11. 11. We help clients make innovative products & services out of the InternetWednesday, 27 April 2011
  12. 12. We make things that have long-term value for people because they are useful, playful & sustainableWednesday, 27 April 2011
  13. 13. FROM paid media model of buying attention “trad advertising-like objects” TO earned media model of making stuff useful, playful & sustainable “objects that are more like products & services”Wednesday, 27 April 2011
  14. 14. “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & PartnersWednesday, 27 April 2011
  15. 15. The Agency Innovation Scorecard D - Invention Creation of a new idea or process C - Innovation Arranging the economics requirements for implementing an invention Noah Brier A + Diffusion Adoption and imitationWednesday, 27 April 2011
  16. 16. [images: twitter, youtube, flickr, napster, facebook, google, myspace, ebay, amazon, paypal, skype, slide, spotify, apple, drop box]Wednesday, 27 April 2011
  17. 17. In the latest turn of its wheel, strategy becomes about how to make existing institutions as innovative as start-ups Walter Kiechel III, The Lords of StrategyWednesday, 27 April 2011
  18. 18. Ac t like a start-upWednesday, 27 April 2011
  19. 19. Wednesday, 27 April 2011
  20. 20. Wednesday, 27 April 2011
  21. 21. Simple & visual Very, very fast Self-organising teams Trusting individuals No siloesWednesday, 27 April 2011
  22. 22. Concept/ Seed Product Development Alpha/Beta Test Launch/ShipWednesday, 27 April 2011
  23. 23. Strategy Functional Spec Wireframes small adjustment Design Code Test DeployWednesday, 27 April 2011
  24. 24. Client Brief Research Strategic Development Agency Brief small adjustment Creative Development Testing ProductionWednesday, 27 April 2011
  25. 25. Wednesday, 27 April 2011
  26. 26. known problem known solution B AWednesday, 27 April 2011
  27. 27. PROBLEM SPACE KNOWN UNKNOWN KNOWN SOLUTION SPACE UNKNOWNWednesday, 27 April 2011
  28. 28. PROBLEM SPACE KNOWN UNKNOWN DOES KNOWN NOT EXIST SOLUTION SPACE UNKNOWNWednesday, 27 April 2011
  29. 29. PROBLEM SPACE KNOWN UNKNOWN DOES KNOWN NOT EXIST SOLUTION SPACE UNKNOWNWednesday, 27 April 2011
  30. 30. PROBLEM SPACE KNOWN UNKNOWN DOES KNOWN NOT EXIST SOLUTION SPACE UNKNOWN AGILEWednesday, 27 April 2011
  31. 31. PROBLEM SPACE KNOWN UNKNOWN DOES KNOWN NOT EXIST SOLUTION SPACE UNKNOWN AGILE LEANWednesday, 27 April 2011
  32. 32. Wednesday, 27 April 2011
  33. 33. • Rapid prototyping to test hypotheses • Minimum Viable Product (MVP) • Nail it then scale it • Customer obsession (development) • Iterative, metrics-driven & Agile • Learn fast, don’t fail fastWednesday, 27 April 2011
  34. 34. Steve Blank Startups are not a smaller versions of larger companiesWednesday, 27 April 2011
  35. 35. Large Startup Company The startup exists to search for a scalable business modelWednesday, 27 April 2011
  36. 36. Large Startup Company The large company exists to execute a business model at scaleWednesday, 27 April 2011
  37. 37. Err yes, but we have *clients*Wednesday, 27 April 2011
  38. 38. There is no one-to-one mapping (But lots to learn)Wednesday, 27 April 2011
  39. 39. ‘The Lean Agency’ Lean Agencies exist to search for new solutions to their clients’ problemsWednesday, 27 April 2011
  40. 40. The characteristics of a Lean AgencyWednesday, 27 April 2011
  41. 41. IterativeWednesday, 27 April 2011
  42. 42. IntegratedWednesday, 27 April 2011
  43. 43. Evidence/ Metrics DrivenWednesday, 27 April 2011
  44. 44. Minimal WasteWednesday, 27 April 2011
  45. 45. Wednesday, 27 April 2011
  46. 46. Skype Education Project A new service to help more teachers use Skype in the classroomWednesday, 27 April 2011
  47. 47. | Skype Education Project Skype came to us with a comms brief Theyʼd noticed that teachers all over the world were using Skype in extraordinary ways. They wanted us to collect these stories and use them to promote the service & inspire other teachers.Wednesday, 27 April 2011
  48. 48. | Skype Education Project We responded with some ideas And we proposed using an iterative, customer- development focused approach. This was an Agile software development project driven by a continuous feedback loop of qualitative and quantitative data.Wednesday, 27 April 2011
  49. 49. Our initial assumptions were that it was all about a lesson planning tool with examples, ideas and tips on integrating Skype into learningWednesday, 27 April 2011
  50. 50. Wednesday, 27 April 2011
  51. 51. Use case #1: Invite an expert into the classroom Stage 1 2 3 4 Touchpoint How would you like to find an How would you like to How would you like to involve How would you like to share expert to take part in a User Needs contact them and what would an expert in planning or the experience with the ‘Skype visit’? Some type of you need to discuss? structuring the lesson? community? marketplace? NotesWednesday, 27 April 2011
  52. 52. “Getting out of the building” George Mayo Daniela Callegari Middle school language arts teacher in Maryland, USA Pioneer in technology and education Enthusiastic about helping the project Lisa Reid Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes 6th, 7th & 8th grade science teacher in Ohio, USA No experience with Skype in the classroom yet Keen to start using Skype (has used EduSkypers) Dan Sutch Tracy Peterson Technology teacher in Iowa, USA FutureLab :: innovation in education Has introduced her classes to initial Skype sessions In-depth knowledge of education & technology Keen to collaborate and extend usage of Skype Open to ongoing involvement in projectWednesday, 27 April 2011
  53. 53. We discovered immediately that their biggest obstacle was actually finding other teachers who also used SkypeWednesday, 27 April 2011
  54. 54. They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpfulWednesday, 27 April 2011
  55. 55. | Skype Education Project We identified 3 key components for an Alpha release candidate Ongoing market research provided further evidence that ʻFinding and sharingʼ was core. We pieced together the simplest thing (MVP) that would allow us to carry out lighter testing of our hypotheses at a greater scale on the Internet. We developed the first release in 2 iterations (4 weeks).Wednesday, 27 April 2011
  56. 56. Insights gleaned from teachers’ websitesWednesday, 27 April 2011
  57. 57. Skype educator ecology Sign Mapping service Looking up Invite pioneers propositions Willing to mentor for Tags / topics Locatio n Age Expert Status group wanting to Profile Questions & help Name answers Case D. Video/Comment Conversatio studies n Suggestion Video s Filter Belong Help Skype Search educator directory Parents IT Finding experts Schedulin g ‘How to’ Ask a guides School API driven Link with Connect question policy Time Tools other issues B. Micro-Profile zones teachers Sharing Profile search from anywhere Planning Curriculu m ‘How to’ guides The Skype Teach lesson Tools Resources Experiences of existing Feedbac community k A. Question & Answer C. Search/FilterWednesday, 27 April 2011
  58. 58. We sketched up 4 pages of a directory service which we tested with 7 teachers over SkypeWednesday, 27 April 2011
  59. 59. Wednesday, 27 April 2011
  60. 60. Online surveys - 55 teachers - 7 countries - 20+ subjects Level of Skype teaching proficiency Expert 30% Intermediate 40% Novice 29%Wednesday, 27 April 2011
  61. 61. “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%Wednesday, 27 April 2011
  62. 62. “Teachers who think concept would be ‘very valuable’” 60% - 55% - 50% - 45% - Search/Filter Video Q&AWednesday, 27 April 2011
  63. 63. | Skype Education Project We were working within a time and cost-boxed plan We used various Agile techniques as a way of managing delivery whilst retaining the flexibility to respond to continuous feedback from testing. We created a charter that defined key metrics for success and a shared vision with Skypeʼs project stakeholders.Wednesday, 27 April 2011
  64. 64. Creating an MVP - high level beta stories Overview People Resources Admin I would like an admin I want a directory overview I want to add a resource I want to login to the site section for the Skype manually educator site. 3 3 8 5 As an admin, I want to be I want to create a profile I want to like a resource able to ban people who misbehave 3 2 1 Tools As an admin, I want to be I want to add a Skype I want to view another I want to view a resource able to invite a teacher Educator badge to my blog educators profile on it’s own page. with a unique url 2 3 5 5 As a member of the site, I I want to view the I want to be able to I want to see all the moderate content, so that want to invite other resources that another educators in a directory bad stuff can be removed teachers to join. educator has added / liked. 2 3 2 5 I want to filter the educator I want to share a resource I directory found easily 8 1Wednesday, 27 April 2011
  65. 65. A user journey through the service My profile A N Other profile New ideas People like me I want to like a resource The more people who mark an People like me idea as good the higher the 2 ranking of the idea Ideas I like Ideas I might like Good idea I want to view the resources that another Ideas I think are good are saved educator has added / liked. into my profile so I can find them again easily and other teachers 2 like me can find them Mr Mayo I can mark an idea as good on the Skype teacher directoryWednesday, 27 April 2011
  66. 66. Wednesday, 27 April 2011
  67. 67. Moving into production: refined wireframesWednesday, 27 April 2011
  68. 68. Wednesday, 27 April 2011
  69. 69. | Skype Education Project With the first release, we start getting analytics The evidence we now start getting from both Skypeʼs analytics package Omniture and Google analytics provide a new stream of feedback and evidence. The data points to 3 important site enhancements currently being implemented, having also been qualitatively validated with teachers in f2f interviews.Wednesday, 27 April 2011
  70. 70. Analytics summary: qualitative and quantitative working together 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 teachers ‣ 2/3 of visits are new visitors to the site but find it difficult to find suitable matches with the current ‣ 17% return 2-3 times system ‣ 18% frequent return visits ‣ Teachers want more search tools and a wider range of topics ‣ High level of contact activity - 1,000 contact requests to describe themselves by ‣ 200 resources shared ‣ Teachers want greater granularity on location - 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.Wednesday, 27 April 2011
  71. 71. | Skype Education Project What the analytics told us • More than 1 in 2 users are connecting with another • We saw only c200 resources shared. We researched this further with teachers • Teachers have started to ʻhack itʼ to create projects • 60% of the traffic is from the US • Return visits seemed low, but we realised that we were losing the tracking when they connected via the Skype appWednesday, 27 April 2011
  72. 72. New objectives and revised success metrics for phase 2 Phase 2 objectives ➡ Make connecting with another teacher easier and richer ‣ Teachers have more tools to find each other by ‣ Teachers can describe themselves in more detail ‣ Teachers can use alternative connection methods ‣ Teachers can find good contacts again ➡ Show teachers the best and most relevant resources ‣ Teachers see more relevant resources in their profile ‣ Popular resources are more visible ➡ Centre the site around projects rather than profiles ‣ Allow teachers to create and publish projects ‣ Surface relevant projects to teachers ➡ Increase teacher sign ups and number of visits Phase 2 success metrics ‣ # new sign ups ‣ 1/2 teachers return to the site more than once ‣ Increase the number of teachers from outside the USA ‣ 500 connections per month - either email or Skype ‣ # of favourited resources increases ‣ # of bookmarked teachers ‣ # number of teachers who update their profile with additional information ‣ # number of teachers who embed the badge on their websiteWednesday, 27 April 2011
  73. 73. Data and evidence-based design decisions for the new phaseWednesday, 27 April 2011
  74. 74. Wednesday, 27 April 2011
  75. 75. Lessons learned about iterating..Wednesday, 27 April 2011
  76. 76. It’s not iterative if you only do it once...Wednesday, 27 April 2011
  77. 77. IncrementalWednesday, 27 April 2011
  78. 78. IterativeWednesday, 27 April 2011
  79. 79. SpeedWednesday, 27 April 2011
  80. 80. Wednesday, 27 April 2011
  81. 81. If it takes too long any iterative process is indistinguishable from waterfallWednesday, 27 April 2011
  82. 82. Externalised + RoughWednesday, 27 April 2011
  83. 83. Sketch PrototypesWednesday, 27 April 2011
  84. 84. If you freeze an idea If you freeze an idea too quickly, you fall too quickly, you fall in love with it... in love with it ...refine it too quickly & you become attached to it The crudeness of early models in particular is very deliberate #bdwny Jim Glymph, Gehry TechnologiesWednesday, 27 April 2011
  85. 85. FeedbackWednesday, 27 April 2011
  86. 86. Wednesday, 27 April 2011
  87. 87. Get out of the building!Wednesday, 27 April 2011
  88. 88. Learning • The whole team learns • What we learn is communicated to clients • What we learn is documented • Metrics are importantWednesday, 27 April 2011
  89. 89. Actionable metrics not vanity metrics Pirate metrics... AARRR RETENTION ACQUISITION ACTIVATION REFERRAL REVENUE Dave McClureWednesday, 27 April 2011
  90. 90. Incremental execution not incremental thinkingWednesday, 27 April 2011
  91. 91. We always have a vision that is clearly articulated, big enough to matter, & shared by the whole team Our goal is always to discover which aspects of this vision are grounded in reality, & to adapt those aspects that are not Eric Ries, Start-up Lessons LearnedWednesday, 27 April 2011
  92. 92. Intuition IterationWednesday, 27 April 2011
  93. 93. props to @bokardoWednesday, 27 April 2011
  94. 94. Iterative optimisation may only reach the peak of a smaller idea props to @bokardoWednesday, 27 April 2011
  95. 95. A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea props to @bokardoWednesday, 27 April 2011
  96. 96. A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea Local Maxima props to @bokardoWednesday, 27 April 2011
  97. 97. This is an ongoing experiment (But we can iterate our way to success)Wednesday, 27 April 2011
  98. 98. Thank you Tim Malbon @malbonster tim@madebymany.com http://madebymany.com Copyright Made by Many 2011Wednesday, 27 April 2011

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