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NO-ONE WANT THIS STUFF NO-ONE
WANTS TO WORK ON IT IT'S UNSUSTAINABLE IT'S NOT EVEN VERY EFFECTIVE Tuesday, 4 October 2011
WHAT IF I TOLD YOU
THERE'S A SIMPLE, PROVEN WAY TO MAKE THINGS PEOPLE REALLY WANT & NEED, INSTEAD OF TELLING THEM TO BUY STUFF THEY DON'T NEED? Tuesday, 4 October 2011
FROM paid media model of
buying attention and interrupting TO earned & owned media model of making stuff that pulls and retains Tuesday, 4 October 2011
FROM paid media model of
buying attention and interrupting TO earned & owned media model of making stuff that pulls and retains Tuesday, 4 October 2011
UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY
THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK EXPECTED FRAMEWORK STATEMENT OF OBJECTIVES Tuesday, 4 October 2011
UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY
THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK EXPECTED FRAMEWORK STATEMENT OF OF OBJECTIVES STATEMENT THE OPPORTUNITY Tuesday, 4 October 2011
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big
ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategy Tuesday, 4 October 2011
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations learning curve plan design e nu launch nti co measure a) INSIGHTS ADJUST little b) T strategy ADJUST little som ry INSIGHTS strategy els ethi e ng little strategy plan design launch measure learning curve Nicked and adapted for Web from David Armano Tuesday, 4 October 2011
LEAN PRINCIPLES • Nail it
then scale it • Rapid hypothesis testing • Minimum Viable Product • Metrics iteration agile development • Learn fast, don’t fail fast props to Eric Ries, Steve Bank, Andrew Chen Tuesday, 4 October 2011
LEAN PRINCIPLES • Nail it
then scale it • Rapid hypothesis testing • Minimum Viable Product • Metrics iteration agile development • Learn fast, don’t fail fast props to Eric Ries, Steve Bank, Andrew Chen Tuesday, 4 October 2011
COOL WALLS USE CASES USER
JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS Tuesday, 4 October 2011
COOL WALLS USER CASES USER
JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES USER JOURNEYS HIGH FIDELITY DESIGNS PROTOTYPES Tuesday, 4 October 2011
COOL WALLS USER CASES USER
JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES SERVICE MODELS HIGH FIDELITY DESIGNS PROTOTYPES Tuesday, 4 October 2011
COOL WALLS USER CASES USER
JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS PROTOTYPES Tuesday, 4 October 2011
PROJECT A Cool wall Use
cases User journeys Service models Brainstorm Sketches Wireframes Prototypes High-fidelity designs Tuesday, 4 October 2011
PROJECT A PROJECT B Cool
wall Use cases User journeys Cool wall Use cases User journeys Service models Brainstorm Sketches Service models Brainstorm Sketches Wireframes Prototypes High-fidelity designs Wireframes Prototypes High-fidelity designs Tuesday, 4 October 2011
JUSTIN McMURRAY LEAN CLIENT STRATEGY
INSPIRATION TEAM LEADERSHIP DIGITAL STRATEGY CUSTOMER PROJECT DEVELOPMENT CATH RICHARDSON MANAGEMENT PAUL SIMS Tuesday, 4 October 2011
JUSTIN McMURRAY LEAN CLIENT STRATEGY
INSPIRATION TEAM LEADERSHIP DIGITAL STRATEGY PROCESS ANALYSIS CUSTOMER PROJECT INSIGHT PROBLEM DEVELOPMENT CATH RICHARDSON MANAGEMENT GATHERING PAUL SIMS SOLVING Tuesday, 4 October 2011
JUSTIN McMURRAY LEAN CLIENT STRATEGY
INSPIRATION PIZZA BOY TEAM LEADERSHIP TESTING BITCH DIGITAL STRATEGY PROCESS ANALYSIS KEYNOTE MONKEY CUSTOMER PROJECT INSIGHT PROBLEM DEVELOPMENT CATH RICHARDSON MANAGEMENT GATHERING PAUL SIMS SOLVING Tuesday, 4 October 2011
PHASE 1 SERVICE PLANNING NEW
PLAN Educator engagement Content & user Service mapping ecology diagram User testing Tuesday, 4 October 2011
PHASE 1 SERVICE PLANNING NEW
PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping ecology diagram User testing Tuesday, 4 October 2011
PHASE 1 SERVICE PLANNING NEW
PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram User testing Tuesday, 4 October 2011
PHASE 1 SERVICE PLANNING NEW
PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User testing Tuesday, 4 October 2011
PHASE 1 SERVICE PLANNING NEW
PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User Use case testing testing Tuesday, 4 October 2011
PHASE 1 SERVICE PLANNING NEW
PLAN Educator Educator engagement engagement Review and prioritise Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User Use case testing testing Tuesday, 4 October 2011
AWARENESS INTENT FEASIBILITY PLAN &
PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP PIONEER EAGER PROSPECTIVE Tuesday, 4 October 2011
SHARING SEARCHING EXPERIENCES MAPPING AND
LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY Tuesday, 4 October 2011
SHARING SEARCHING EXPERIENCES MAPPING AND
LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY Tuesday, 4 October 2011
SHARING SEARCHING EXPERIENCES MAPPING AND
LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY “I would like to invite an expert to take part in a lesson via Skype” Tuesday, 4 October 2011
Use case #1: Invite an
expert into the classroom Stage 1 2 3 4 Touchpoint How would you like to How would you like to How would you like to find an expert to take How would you like to contact them and what involve an expert in User Needs part in a ‘Skype visit’? would you need to planning or structuring share the experience Some type of with the community? discuss? the lesson? marketplace? Notes Tuesday, 4 October 2011
SHARING SEARCHING EXPERIENCES MAPPING AND
LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY “I would like to overcome school policy and technological barriers” Tuesday, 4 October 2011
SHARING SEARCHING PLANNING EXPERIENCES MAPPING
AND MEET PEOPLE LOCATION PLANNING AND FIND EXPERTS PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANS STAKE HOLDER RESOURCES ENGAGEMENT Q&A MARKETPLACE SKYPE LESSON SKYPE EDUCATOR HELP TECHNICAL COMMUNITY Tuesday, 4 October 2011
SHARING SEARCHING EXPERIENCES PLANNING PPING
AND MEET PEOPLE LOCATION FIND EXPERTS COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANS ER RESOURCES NT MARKETPLACE SKYPE LESSON Q&A SKYPE EDUCATOR TECHNICAL HELP COMMUNITY Tuesday, 4 October 2011
Daniela Callegari Primary school teacher
in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes Dan Sutch George Mayo FutureLab :: innovation in Middle school language education arts teacher in Maryland In-depth knowledge of Pioneer in technology and education & technology education Open to ongoing Enthusiastic about helping involvement in project the project Tracy Peterson Lisa Reid Technology teacher in FutureLab :: innovation in Iowa, USA education Has introduced her classes In-depth knowledge of to initial Skype sessions education & technology Keen to collaborate and Open to ongoing extend usage of Skype involvement in project Tuesday, 4 October 2011
They also told us that
teachers don’t have time to read lots of lesson plans - video clips would be much more helpful Tuesday, 4 October 2011
SHARING SEARCHING EXPERIENCES PLANNING PPING
AND MEET PEOPLE LOCATION FIND EXPERTS COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANS ER RESOURCES NT MARKETPLACE SKYPE LESSON Q&A SKYPE EDUCATOR TECHNICAL HELP COMMUNITY Tuesday, 4 October 2011
SHARING EXPERIENCES PLANNING MEET PEOPLE
FIND EXPERTS N SCHEDULING PROMOTION LESSON PLANS RESOURCES MARKETPLACE SKYPE LESSON Q&A TECHNICAL HELP Tuesday, 4 October 2011
The service teachers want Teacher
community Find Share quickly easily A rich directory that connects teachers and makes it easy to find Skype-related resources. Tuesday, 4 October 2011
Define myself - so I
can be found Biography Language Every teacher can have a profile describing who and where they are. Location Status Subject They can also describe what they are looking for. Age Range Type of collaboration Tuesday, 4 October 2011
Finding other people and ideas
filtering by.. to find.. Free text want to.. I.. Getting Started Wisdom Location Learn Language Age Match Range Lesson Examples Subject Type of One-off/ Ongoing collab Tags Tuesday, 4 October 2011
Skype Sign up Invite pioneers
educator Looking for Willing to partners Tags / ecology mentor Location topics Age Mapping Expert wanting to help Status Profile group Questions & service Name answers propositions Conversati Case studies on Suggestio Video ns Help Filter Belong Skype Search educator directory Parents IT Finding experts Scheduli ng ‘How to’ School API driven Link with Connect Ask a guides policy Time Tools other question issues zones teachers Sharing Profile search from anywhere Planning Curricul Teach um ‘How to’ guides The Skype lesson Tools Resources Experiences of Feedba existing community ck Tuesday, 4 October 2011
Skype Sign up Invite pioneers
educator Looking for Willing to partners Tags / ecology mentor Location topics Age Mapping Expert wanting to help Status Profile group Questions & service Name answers propositions Conversati Case studies on Suggestio Video ns Help Filter Belong Skype D. Video/Comment Search educator directory Parents B. Micro-Profile IT Finding experts Scheduli ng ‘How to’ School API driven Link with Connect Ask a guides policy Time Tools other question issues zones teachers Sharing Profile search from anywhere Planning Curricul Teach um ‘How to’ guides The Skype lesson Tools Resources Experiences of Feedba existing community ck A. Question & Answer C. Search/Filter Tuesday, 4 October 2011
“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% Tuesday, 4 October 2011
QUALITATIVE & QUANTITATIVE ANALYTICS 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 ‣ 2/3 of visits are new visitors to the site teachers but find it difficult to find suitable matches ‣ 17% return 2-3 times with the current system ‣ 18% frequent return visits ‣ Teachers want more search tools and a wider range of ‣ High level of contact activity - 1,000 topics to describe themselves by contact requests ‣ Teachers want greater granularity on location - ‣ 200 resources shared 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. Tuesday, 4 October 2011
NEW OBJECTIVES & REVISED SUCCESS
METRICS FOR EACH RELEASE & PHASE Phase 2 objectives Phase 2 success metrics • Make connecting with another teacher easier and • # new sign ups richer • 1/2 teachers return to the site more than - Teachers have more tools to find each other by once - Teachers can describe themselves in more detail • Increase the number of teachers from - Teachers can use alternative connection methods outside the USA - Teachers can find good contacts again • 500 connections per month - either email • Show teachers the best and most relevant or Skype resources • # of favourited resources increases - Teachers see more relevant resources in their • # of bookmarked teachers profile • # number of teachers who update their - Popular resources are more visible profile with additional information • Centre the site around projects rather than profiles • # number of teachers who embed the - Allow teachers to create and publish projects badge on their website - Surface relevant projects to teachers • Increase teacher sign ups and number of visit Tuesday, 4 October 2011
WHAT CAN I DO? START
YOUR OWN AGENCY GO & DO AN INTERNET START-UP Tuesday, 4 October 2011
WHAT CAN I DO? START
YOUR OWN AGENCY GO & DO AN INTERNET START-UP BECOME MORE DIFFICULT & CHALLENGING Tuesday, 4 October 2011
WHAT CAN I DO? START
YOUR OWN AGENCY GO & DO AN INTERNET START-UP BECOME MORE DIFFICULT & CHALLENGING GET INVOLVED IN A PROJECT OUTSIDE OF WORK Tuesday, 4 October 2011
Launch 50 project in 50
days, then raise £1m for famine relief @5050good Tuesday, 4 October 2011