This was the presentation @stueccles gave at the #firestarters event at Google UK. The event was about Agile Planning and Stuart talked about the origin of post-war production line processes, innovation for agencies, the lean agency and how to iterate successfully.
The Agency Innovation Scorecard D - Invention Creation of a new idea or processNoah Brier C - Innovation Arranging the economics requirements for implementing an invention A + DiffusionAdoption and imitation
[images: twitter, youtube, flickr, These guys arenapster, facebook, google, myspace, really good at it ebay, amazon, paypal, skype, slide, spotify, apple, drop box]
In the latest turn of its wheel,strategy becomes about howto make existing institutions as innovative as start-ups Walter Kiechel III, The Lords of Strategy
RequirementsFunctional Specification Wireframes Visual Design Code Test Launch
Agile worked for us indevelopment but could it work in creative, design and strategy?
Skype Education ProjectA new service to help more teachers useSkype in the classroom
| Skype Education ProjectSkype came to uswith a comms briefTheyʼd noticed that teachers all over the world wereusing Skype in extraordinary ways.They wanted us to collect these stories and use themto promote the service & inspire other teachers.
| Skype Education ProjectWe responded with someideasAnd we proposed using an iterative, customer-development focused approach.This was an Agile software development projectdriven by a continuous feedback loop of qualitativeand quantitative data.
Our initialassumptions werethat it was allabout a lessonplanning toolwith examples,ideas and tips onintegrating Skypeinto learning
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? Notes
“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, USAFutureLab :: innovation in education Has introduced her classes to initial Skype sessionsIn-depth knowledge of education & technology Keen to collaborate and extend usage of SkypeOpen to ongoing involvement in project
We discovered immediately that their biggest obstaclewas actually finding other teachers who also used Skype
They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpful
| Skype Education ProjectWe identified 3 key componentsfor an Alpha release candidateOngoing market research provided further evidencethat ʻFinding and sharingʼ was core. We piecedtogether the simplest thing (MVP) that would allow usto carry out lighter testing of our hypotheses at agreater scale on the Internet.We developed the ﬁrst release in 2 iterations (4weeks).
Skype educatorecology SignMapping service Looking up Invite pioneerspropositions 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/Filter
We sketched up 4 pages of a directory service which we tested with 7 teachers over Skype
“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%
“Teachers who think concept would be ‘very valuable’”60% -55% -50% -45% - Search/Filter Video Q&A
| Skype Education ProjectWe were working within atime and cost-boxed planWe used various Agile techniques as a way ofmanaging delivery whilst retaining the ﬂexibility torespond to continuous feedback from testing.We created a charter that deﬁned key metrics forsuccess and a shared vision with Skypeʼs projectstakeholders.
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 1
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 directory
| Skype Education ProjectWith the first release, we startgetting analyticsThe evidence we now start getting from both Skypeʼsanalytics package Omniture and Google analyticsprovide a new stream of feedback and evidence.The data points to 3 important site enhancementscurrently being implemented, having also beenqualitatively validated with teachers in f2f interviews.
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.
| Skype Education ProjectWhat 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 app
New objectives and revisedsuccess 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 website
Data and evidence-based designdecisions for the new phase
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 Technologies
We always have a visionthat 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 Learned
This is all one grandongoing experiment(But we can iterate our way to success)
Thank you Stuart Eccles @stueccles email@example.com://madebymany.comCopyright Made By Many 2011