Widgety Process: Users are the destination now


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How to make widgets to meet the needs of users as they become their own destination.

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Widgety Process: Users are the destination now

  1. 1. Widgety process David Cushman June 2008 FasterFuture.Blogspot.com How to treat the user as the destination with widgets, web apps, gadgets and desktop applications
  2. 2. Does your demographic do widgets? Stop here, or be prepared for low install numbers! What do you want to achieve? NO YES FasterFuture.Blogspot.com
  3. 3. Social Private desktop Gadgets What kind of widgets are they using? Personal expression Utility Blogs Other Social Networks Audience of individuals Communities of peers FasterFuture.Blogspot.com
  4. 4. If your demographic is using widgets… Which networks are popular with your demographic? Are rivals already there? Buy them (sponsor them) Beat them Launch elsewhere FasterFuture.Blogspot.com
  5. 5. Want to beat them or launch your own? For social widgets you need to balance : <ul><li>Value for publisher* </li></ul><ul><li>Self expression </li></ul><ul><li>Additional content </li></ul><ul><li>Potential to make £ </li></ul><ul><li>Playful/fun </li></ul><ul><li>Community </li></ul><ul><li>Increasing PI </li></ul><ul><li>Value for browser </li></ul><ul><li>Self-expression </li></ul><ul><li>(through engagement) </li></ul><ul><li>2. Playful/fun </li></ul><ul><li>3. Call to action </li></ul><ul><li>4. Ego </li></ul><ul><li>5. Customization </li></ul><ul><li>Ease of </li></ul><ul><li>replication </li></ul><ul><li>1-click install </li></ul><ul><li>On-page delivery </li></ul><ul><li>Customization </li></ul><ul><li>Transaction timing </li></ul><ul><li>Simple interface </li></ul>*Where publisher is them, not us! FasterFuture.Blogspot.com
  6. 6. Rapid iterations, rapid evolution to seek fit with purpose FasterFuture.Blogspot.com Do rapid a/b testing Adjust to promote success of objective Measure against Original objective Central knowledge management shares with all parties Feedback to central knowledge management
  7. 7. Tactical Do’s <ul><li>DO </li></ul><ul><li>Experiment. Expect to fail. </li></ul><ul><li>Analyse the category before you develop your widget. What is already out there and popular? </li></ul><ul><li>Match your demographics AND the demographics of where your app is being launched </li></ul><ul><li>Take advantage of the social graph </li></ul><ul><li>Pick the right name – particularly if you have rivals </li></ul>FasterFuture.Blogspot.com
  8. 8. Tactical Don’ts <ul><li>DON’T </li></ul><ul><li>Spend a lot before you know what works. Learn your way into this at Sprout Builder or Clearspring, for example, first. </li></ul><ul><li>Think it’s all about your brand. Utility matters more. People share what others have found useful – because of the content, not whose content it is </li></ul><ul><li>Bet the farm on a single social network. Consider going where your competition isn’t </li></ul><ul><li>Blindly build from scratch. Consider sponsoring or buying what is already working, particularly if it’s a deep app. </li></ul><ul><li>Be self-serving or ad heavy. Facebook demographics hate that. </li></ul><ul><li>Let your widget go stale. It’ll get removed fast. </li></ul><ul><li>Forget to make your widget searchable. </li></ul>FasterFuture.Blogspot.com
  9. 9. Sources <ul><li>This advice on the process of building great widgets is a synthesis of the work of many great speakers at WidgetWebExpo 08 NYC http://fasterfuture.blogspot.com/2008/06/fred-wilson-stowe-boyd-and-josh-bernoff.html </li></ul><ul><li>And Widgety Goodness in Brighton UK, 2007 </li></ul><ul><li>http://fasterfuture.blogspot.com/2007/12/video-and-thoughts-from-widgety.html </li></ul><ul><li>WidgetWebExpo comes to London in October 08.( http://widgetwebexpo.com ) </li></ul>FasterFuture.Blogspot.com
  10. 10. Resources <ul><li>MuseStorm.com </li></ul><ul><li>AdaptivePath.com </li></ul><ul><li>ClearSpring.com </li></ul><ul><li>Snipperoo.com </li></ul><ul><li>AmnestyWidgets.com </li></ul><ul><li>Appsavvy.com </li></ul><ul><li>Techlightenment.com </li></ul><ul><li>Newsgator.com </li></ul>FasterFuture.Blogspot.com