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The
MALTESE PRODUCT

 HANNAH DONOVAN & MATTHEW OGLE, 28 SEPTEMBER 2012
1. CAPTURING THE EXPERIENCE




We’re living in a realtime world. It’s pretty great.
1. CAPTURING THE EXPERIENCE




We’re living in a realtime world. It’s pretty great.
1. CAPTURING THE EXPERIENCE




Increasingly, they don’t fit in with our realtime
world and some, we’re nostalgic for.
1. CAPTURING THE EXPERIENCE




Have you ever wanted to (or been asked to)
recreate an experience like this online?
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE




           How can you take in new music at this pace?

       If you don’t have time to listen to a song right now,
           then how do you find it later when you do?

             How do you know what the good stuff is?

             What about all the extra personal context?
1. CAPTURING THE EXPERIENCE




A couple of years ago, web browsers advanced to
a point where simultaneous synchronous listening
experiences were finally within reach.
1. CAPTURING THE EXPERIENCE




A couple of years ago, web browsers advanced to
a point where simultaneous synchronous listening
experiences were finally within reach.
1. CAPTURING THE EXPERIENCE




A couple of years ago, web browsers advanced to
a point where simultaneous synchronous listening
experiences were finally within reach.
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
1. CAPTURING THE EXPERIENCE
2. HAVING FUN ALONG THE WAY




One explanation is these products reproduced the
offline experience too faithfully, and didn’t take
advantage of existing online behaviour.
2. HAVING FUN ALONG THE WAY




One explanation is these products reproduced the
offline experience too faithfully, and didn’t take
advantage of existing online behaviour.




We need better models for creating online
experiences that evoke the offline ones we miss.
2. HAVING FUN ALONG THE WAY




In 1930, Dashiell Hammett wrote a novel called:
2. HAVING FUN ALONG THE WAY




In 1930, Dashiell Hammett wrote a novel called:
2. HAVING FUN ALONG THE WAY




Shortly after, it was made into a talkie called:
2. HAVING FUN ALONG THE WAY




Shortly after, it was made into a talkie called:
2. HAVING FUN ALONG THE WAY




In 1936 it was again adapted for film, titled:
2. HAVING FUN ALONG THE WAY




In 1936 it was again adapted for film, titled:




(That one didn’t do so well).
2. HAVING FUN ALONG THE WAY




In 1941 it became a major motion picture called…
2. HAVING FUN ALONG THE WAY




In 1941 it became a major motion picture called…
2. HAVING FUN ALONG THE WAY
2. HAVING FUN ALONG THE WAY
2. HAVING FUN ALONG THE WAY




Hammett’s was a new type of detective story.
2. HAVING FUN ALONG THE WAY




   “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
2. HAVING FUN ALONG THE WAY




         MacGuffin¦mə gʌf n¦(also McGuffin)
         noun
         An object in a story which serves merely as a
         trigger for the plot.
   “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
2. HAVING FUN ALONG THE WAY




         MacGuffin¦mə gʌf n¦(also McGuffin)
         noun
         An object in a story which serves merely as a
         trigger for the plot.
   “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
2. HAVING FUN ALONG THE WAY




         MacGuffin¦mə gʌf n¦(also McGuffin)
         noun
         An object in a story which serves merely as a
         trigger for the plot.
   “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
2. HAVING FUN ALONG THE WAY




MacGuffins have effects that ought to interest us
as product makers.
2. HAVING FUN ALONG THE WAY




    MacGuffins have effects that ought to interest us
    as product makers.

✦ They attract an audience
✦ They trigger action

✦ And everyone has fun along the way
2. HAVING FUN ALONG THE WAY




        Product MacGuffin¦ pr dʌkt mə gʌf n¦
        noun
        A trope in an online product which serves merely
        as a trigger for the user experience.

        Often evokes a real-world experience we’re
        familiar with.
3. THIS IS MY JAM




About a year ago, we started thinking about what
our version of a ‘records & friends’ product would
feel like.
3. THIS IS MY JAM




About a year ago, we started thinking about what
our version of a ‘records & friends’ product would
feel like.
3. THIS IS MY JAM
3. THIS IS MY JAM
3. THIS IS MY JAM
3. THIS IS MY JAM




    Constraints:

✦ Happens in the same room
✦ Happens in real-time

✦ You need friends

✦ Works best with 1-10 people

✦ You need a record player

✦ You need records

✦ You need to choose at the pace of a song (3 min)

✦ You have to pick from someone’s collection

✦ You can only share one thing at a time
3. THIS IS MY JAM




    Constraints:

✦ Happens in the same room
✦ Happens in real-time

✦ You need friends

✦ Works best with 1-10 people

✦ You need a record player

✦ You need records

✦ You need to choose at the pace of a song (3 min)

✦ You have to pick from someone’s collection

✦ You can only share one thing at a time
3. THIS IS MY JAM




    Share one song at a time.




1
3. THIS IS MY JAM




    Share one song at a time.   2




1
3. THIS IS MY JAM



The song stays on your profile for up to seven days.
3. THIS IS MY JAM




The outcome is incredibly high quality of music.
3. THIS IS MY JAM




But maybe we should have given it a better name.
3. THIS IS MY JAM




People have fun along the way, and feel like they’re
sharing records with friends.
3. THIS IS MY JAM




People have fun along the way, and feel like they’re
sharing records with friends.




                    Chris Thorpe @jaggeree                                          27 Jan 12
                    @ThisIsMyJam is closest thing I've felt for a while to the John Peel
                    show I remember from youth. You may not like all but discovery is
                                                                                         key.
4. CONCLUSION




The next time you, or someone you work with,
gets the urge to build something like “That
________ we used to do before the internet”
4. CONCLUSION




Don’t sweat it. Go from “this is the product itself”
to “this is our product’s MacGuffin”
4. CONCLUSION




Don’t sweat it. Go from “this is the product itself”
to “this is our product’s MacGuffin”
4. CONCLUSION




Interrogate the real-life experience. List the
outcomes, behaviours and constraints.
4. CONCLUSION




Pick the smallest number of constraints you
feel are necessary to evoke the experience.
4. CONCLUSION




Pick the smallest number of constraints you
feel are necessary to evoke the experience.
4. CONCLUSION




Experiment! Build a prototype and see if you
chose the right constraints to elicit the behaviours
and outcomes of the real life experience.
4. CONCLUSION




And you might just create an experience that –
like Hammett’s groundbreaking new type of
detective story – might be new.
4. CONCLUSION




A product delightfully informed by the past but
not weighed down by it.
4. CONCLUSION




A product delightfully informed by the past but
not weighed down by it.
4. CONCLUSION




Thanks for listening. Have questions? Get in
touch online: @han & @flaneur




PHOTO CREDITS (IN ORDER OF APPEARANCE)
Postcards – Silvia Sala on Flickr
Watching TV together, c. 1950s – The Telegraph
Students relax with a newspaper and a portable record player, c. 1950s – Vassar College Archives
Young couple listening to music, 1962 – Daily Herald Archive, National Media Museum
Kids listening to records, 1958 – Adventures in Indoor Color Slides (Kodak), via Antiquarian Holographica
Alfred Hitchcock, 1942 – LIFE Magazine, via Retronaut
Students listening to records in their dorm, 1930s – Bentley Historical Library, University of Michigan

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The Maltese Product

  • 1. The MALTESE PRODUCT HANNAH DONOVAN & MATTHEW OGLE, 28 SEPTEMBER 2012
  • 2. 1. CAPTURING THE EXPERIENCE We’re living in a realtime world. It’s pretty great.
  • 3. 1. CAPTURING THE EXPERIENCE We’re living in a realtime world. It’s pretty great.
  • 4. 1. CAPTURING THE EXPERIENCE Increasingly, they don’t fit in with our realtime world and some, we’re nostalgic for.
  • 5. 1. CAPTURING THE EXPERIENCE Have you ever wanted to (or been asked to) recreate an experience like this online?
  • 6. 1. CAPTURING THE EXPERIENCE
  • 7. 1. CAPTURING THE EXPERIENCE
  • 8. 1. CAPTURING THE EXPERIENCE
  • 9. 1. CAPTURING THE EXPERIENCE
  • 10. 1. CAPTURING THE EXPERIENCE How can you take in new music at this pace? If you don’t have time to listen to a song right now, then how do you find it later when you do? How do you know what the good stuff is? What about all the extra personal context?
  • 11. 1. CAPTURING THE EXPERIENCE A couple of years ago, web browsers advanced to a point where simultaneous synchronous listening experiences were finally within reach.
  • 12. 1. CAPTURING THE EXPERIENCE A couple of years ago, web browsers advanced to a point where simultaneous synchronous listening experiences were finally within reach.
  • 13. 1. CAPTURING THE EXPERIENCE A couple of years ago, web browsers advanced to a point where simultaneous synchronous listening experiences were finally within reach.
  • 14. 1. CAPTURING THE EXPERIENCE
  • 15. 1. CAPTURING THE EXPERIENCE
  • 16. 1. CAPTURING THE EXPERIENCE
  • 17. 1. CAPTURING THE EXPERIENCE
  • 18. 1. CAPTURING THE EXPERIENCE
  • 19. 1. CAPTURING THE EXPERIENCE
  • 20. 1. CAPTURING THE EXPERIENCE
  • 21. 1. CAPTURING THE EXPERIENCE
  • 22. 1. CAPTURING THE EXPERIENCE
  • 23. 2. HAVING FUN ALONG THE WAY One explanation is these products reproduced the offline experience too faithfully, and didn’t take advantage of existing online behaviour.
  • 24. 2. HAVING FUN ALONG THE WAY One explanation is these products reproduced the offline experience too faithfully, and didn’t take advantage of existing online behaviour. We need better models for creating online experiences that evoke the offline ones we miss.
  • 25. 2. HAVING FUN ALONG THE WAY In 1930, Dashiell Hammett wrote a novel called:
  • 26. 2. HAVING FUN ALONG THE WAY In 1930, Dashiell Hammett wrote a novel called:
  • 27. 2. HAVING FUN ALONG THE WAY Shortly after, it was made into a talkie called:
  • 28. 2. HAVING FUN ALONG THE WAY Shortly after, it was made into a talkie called:
  • 29. 2. HAVING FUN ALONG THE WAY In 1936 it was again adapted for film, titled:
  • 30. 2. HAVING FUN ALONG THE WAY In 1936 it was again adapted for film, titled: (That one didn’t do so well).
  • 31. 2. HAVING FUN ALONG THE WAY In 1941 it became a major motion picture called…
  • 32. 2. HAVING FUN ALONG THE WAY In 1941 it became a major motion picture called…
  • 33. 2. HAVING FUN ALONG THE WAY
  • 34. 2. HAVING FUN ALONG THE WAY
  • 35. 2. HAVING FUN ALONG THE WAY Hammett’s was a new type of detective story.
  • 36. 2. HAVING FUN ALONG THE WAY “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
  • 37. 2. HAVING FUN ALONG THE WAY MacGuffin¦mə gʌf n¦(also McGuffin) noun An object in a story which serves merely as a trigger for the plot. “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
  • 38. 2. HAVING FUN ALONG THE WAY MacGuffin¦mə gʌf n¦(also McGuffin) noun An object in a story which serves merely as a trigger for the plot. “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
  • 39. 2. HAVING FUN ALONG THE WAY MacGuffin¦mə gʌf n¦(also McGuffin) noun An object in a story which serves merely as a trigger for the plot. “WE HAVE A NAME IN THE STUDIO…WE CALL IT THE ‘M AC GUFFIN’” – ALFRED HITCHCOCK
  • 40. 2. HAVING FUN ALONG THE WAY MacGuffins have effects that ought to interest us as product makers.
  • 41. 2. HAVING FUN ALONG THE WAY MacGuffins have effects that ought to interest us as product makers. ✦ They attract an audience ✦ They trigger action ✦ And everyone has fun along the way
  • 42. 2. HAVING FUN ALONG THE WAY Product MacGuffin¦ pr dʌkt mə gʌf n¦ noun A trope in an online product which serves merely as a trigger for the user experience. Often evokes a real-world experience we’re familiar with.
  • 43. 3. THIS IS MY JAM About a year ago, we started thinking about what our version of a ‘records & friends’ product would feel like.
  • 44. 3. THIS IS MY JAM About a year ago, we started thinking about what our version of a ‘records & friends’ product would feel like.
  • 45. 3. THIS IS MY JAM
  • 46. 3. THIS IS MY JAM
  • 47. 3. THIS IS MY JAM
  • 48. 3. THIS IS MY JAM Constraints: ✦ Happens in the same room ✦ Happens in real-time ✦ You need friends ✦ Works best with 1-10 people ✦ You need a record player ✦ You need records ✦ You need to choose at the pace of a song (3 min) ✦ You have to pick from someone’s collection ✦ You can only share one thing at a time
  • 49. 3. THIS IS MY JAM Constraints: ✦ Happens in the same room ✦ Happens in real-time ✦ You need friends ✦ Works best with 1-10 people ✦ You need a record player ✦ You need records ✦ You need to choose at the pace of a song (3 min) ✦ You have to pick from someone’s collection ✦ You can only share one thing at a time
  • 50. 3. THIS IS MY JAM Share one song at a time. 1
  • 51. 3. THIS IS MY JAM Share one song at a time. 2 1
  • 52. 3. THIS IS MY JAM The song stays on your profile for up to seven days.
  • 53. 3. THIS IS MY JAM The outcome is incredibly high quality of music.
  • 54. 3. THIS IS MY JAM But maybe we should have given it a better name.
  • 55. 3. THIS IS MY JAM People have fun along the way, and feel like they’re sharing records with friends.
  • 56. 3. THIS IS MY JAM People have fun along the way, and feel like they’re sharing records with friends. Chris Thorpe @jaggeree 27 Jan 12 @ThisIsMyJam is closest thing I've felt for a while to the John Peel show I remember from youth. You may not like all but discovery is key.
  • 57. 4. CONCLUSION The next time you, or someone you work with, gets the urge to build something like “That ________ we used to do before the internet”
  • 58. 4. CONCLUSION Don’t sweat it. Go from “this is the product itself” to “this is our product’s MacGuffin”
  • 59. 4. CONCLUSION Don’t sweat it. Go from “this is the product itself” to “this is our product’s MacGuffin”
  • 60. 4. CONCLUSION Interrogate the real-life experience. List the outcomes, behaviours and constraints.
  • 61. 4. CONCLUSION Pick the smallest number of constraints you feel are necessary to evoke the experience.
  • 62. 4. CONCLUSION Pick the smallest number of constraints you feel are necessary to evoke the experience.
  • 63. 4. CONCLUSION Experiment! Build a prototype and see if you chose the right constraints to elicit the behaviours and outcomes of the real life experience.
  • 64. 4. CONCLUSION And you might just create an experience that – like Hammett’s groundbreaking new type of detective story – might be new.
  • 65. 4. CONCLUSION A product delightfully informed by the past but not weighed down by it.
  • 66. 4. CONCLUSION A product delightfully informed by the past but not weighed down by it.
  • 67. 4. CONCLUSION Thanks for listening. Have questions? Get in touch online: @han & @flaneur PHOTO CREDITS (IN ORDER OF APPEARANCE) Postcards – Silvia Sala on Flickr Watching TV together, c. 1950s – The Telegraph Students relax with a newspaper and a portable record player, c. 1950s – Vassar College Archives Young couple listening to music, 1962 – Daily Herald Archive, National Media Museum Kids listening to records, 1958 – Adventures in Indoor Color Slides (Kodak), via Antiquarian Holographica Alfred Hitchcock, 1942 – LIFE Magazine, via Retronaut Students listening to records in their dorm, 1930s – Bentley Historical Library, University of Michigan