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LET'S KILL
               LANDFILL MARKETING
  Some rights reserved by United Nations Photo

Tuesday, 4 October 2011
LANDFILL MARKETING
                          MARKETING COMMUNICATIONS
                             THAT NO-ONE WANTS,
                           TRYING TO FLOG US STUFF
                                WE DON'T NEED
Tuesday, 4 October 2011
Some rights reserved by Stephanie Booth

Tuesday, 4 October 2011
Some rights reserved by meophammanilow


Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
(BOOM)


Tuesday, 4 October 2011
WELCOME TO THE
                          #PARTICAPOCALYPSE

                            SETH WEISFELD - WIEDEN + KENNEDY
Tuesday, 4 October 2011
DIGITAL LANDFILL



Tuesday, 4 October 2011
DIGITAL LANDFILL



Tuesday, 4 October 2011
DIGITAL LANDFILL



Tuesday, 4 October 2011
DIGITAL LANDFILL



Tuesday, 4 October 2011
GARETH KAY - PLANNINGNESS 2009
Tuesday, 4 October 2011
GARETH KAY - PLANNINGNESS 2009
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
WEAPONISED SPAM
                  EXTENDING LANDFILL MARKETING
                 INTO A NEW REALM & SURROUNDING
                   US WITH AN INVISIBLE CLOUD OF
                          UNWANTED SHIT
Tuesday, 4 October 2011
NO-ONE WANT THIS STUFF




Tuesday, 4 October 2011
NO-ONE WANT THIS STUFF
              NO-ONE WANTS TO WORK ON IT



Tuesday, 4 October 2011
NO-ONE WANT THIS STUFF
              NO-ONE WANTS TO WORK ON IT
                  IT'S UNSUSTAINABLE


Tuesday, 4 October 2011
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
Tuesday, 4 October 2011
NOT A TRADITIONAL AGENCY
                           NOT AN AGENCY AT ALL?
                             SOMETHING ELSE?
Tuesday, 4 October 2011
Software
                          development




                            WHERE
                            WE PLAY
           Product                      Business
           design                       strategy



Tuesday, 4 October 2011
Tuesday, 4 October 2011
MAKING STUFF


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
FROM
            traditional
            advertising-like objects




                                       TO
                                       objects that are more like products,
                                       services & apps




Tuesday, 4 October 2011
FROM
            traditional
            advertising-like objects




                                       TO
                                       objects that are more like products,
                                       services & apps




Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
EXPLOITING DISRUPTIVE
                               INNOVATION
Tuesday, 4 October 2011
Tuesday, 4 October 2011
“SKYPE WANT TO CREATE AN
      ONLINE SERVICE THAT SHOWCASES
      AND INSPIRES THE USE OF SKYPE
            IN THE CLASSROOM”

Tuesday, 4 October 2011
01

                          WE DON’T DO BRIEFS


Tuesday, 4 October 2011
Tuesday, 4 October 2011
KNOWN PROBLEM       KNOWN SOLUTION
                                          B


         A




Tuesday, 4 October 2011
BRIEFS ASSUME THAT THE
             CLIENT AND THE AGENCY KNOW
                 WHAT THE PROBLEM IS

Tuesday, 4 October 2011
KNOWN PROBLEM,
                                            WRITTEN BY THE CLIENT
                          KNOWN SOLUTION




                  DEFINED SCOPE OF WORK    STATEMENT OF OBJECTIVES


Tuesday, 4 October 2011
UNKNOWNPROBLEM,
                       KNOWN PROBLEM,
                                           WRITTEN BY THE CLIENT
                      UNKNOWNSOLUTION
                       KNOWN SOLUTION




                  DEFINED SCOPE OF WORK   STATEMENT OF OBJECTIVES


Tuesday, 4 October 2011
UNKNOWNPROBLEM,
                       KNOWN PROBLEM,
                                           WRITTEN BY THE AGENCY
                                                          CLIENT
                      UNKNOWNSOLUTION
                       KNOWN SOLUTION




                  DEFINED SCOPE OF WORK   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 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
PROPOSAL




Tuesday, 4 October 2011
COMMUNITY




                                      PROPOSAL




Tuesday, 4 October 2011
COMMUNITY

                   SPEED TO LAUNCH




                                                 PROPOSAL




Tuesday, 4 October 2011
COMMUNITY

                   SPEED TO LAUNCH


        MAINTENANCE

                                                 PROPOSAL




Tuesday, 4 October 2011
COMMUNITY

                   SPEED TO LAUNCH


        MAINTENANCE

                                                 PROPOSAL

     DEVELOPMENT




Tuesday, 4 October 2011
COMMUNITY

                   SPEED TO LAUNCH


        MAINTENANCE

                                                 PROPOSAL

     DEVELOPMENT




                    SUCCESS
                    METRICS
Tuesday, 4 October 2011
COMMUNITY

                   SPEED TO LAUNCH


        MAINTENANCE

                                                 PROPOSAL

     DEVELOPMENT


                                     STORIES
                    SUCCESS
                    METRICS
Tuesday, 4 October 2011
VISION   PRODUCT
                                   DELIVERY


Tuesday, 4 October 2011
02

                          BE AGILE, BE LEAN


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
03
                           ADOPT A QUANTUM
                          STATE OF THINKING
                          AND MAKING AT THE
                              SAME TIME

Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
IT’S NOT ITERATIVE
                          IF YOU ONLY DO IT ONCE


Tuesday, 4 October 2011
INCREMENTAL




Tuesday, 4 October 2011
ITERATIVE




Tuesday, 4 October 2011
THE PROPOSAL


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
04

                          TAILOR PROCESS
                          TO THE PROJECT


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
05
                          CO-CREATE AND
                           COLLABORATE
                           WITH CLIENTS

Tuesday, 4 October 2011
06

                          THE RIGHT TEAM


Tuesday, 4 October 2011
JUSTIN McMURRAY




                          CATH RICHARDSON                     PAUL SIMS



Tuesday, 4 October 2011
JUSTIN McMURRAY
                                              LEAN                            CLIENT
                                            STRATEGY                       INSPIRATION



                                                       TEAM LEADERSHIP




                          CATH RICHARDSON                                                PAUL SIMS



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



                                     Educator
                                    engagement

                          Content
                           & user
                                                 Service
                          mapping
                                                 ecology
                                                 diagram




                                     User
                                    testing




Tuesday, 4 October 2011
06
             MOST OFTEN
             FIXED THERE IS NO PATH
                    COST
              ACTIVITIES

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
COMMUNITY

                   SPEED TO LAUNCH


        MAINTENANCE

                                                 PROPOSAL

     DEVELOPMENT


                                     STORIES
                    SUCCESS
                    METRICS
Tuesday, 4 October 2011
RESOURCES

                                     DIRECTORY

                          PROPOSAL
                                         BLOGGING

                                                    TECHNICAL HELP




Tuesday, 4 October 2011
RESOURCES

                                     DIRECTORY

                          PROPOSAL
                                         BLOGGING

                                                    TECHNICAL HELP




Tuesday, 4 October 2011
AWARENESS

                                                          INTENT

                                                               FEASIBILITY

                                                       PLAN & PREP

                                             RESOURCES

                                     DIRECTORY

                          PROPOSAL
                                         BLOGGING

                                                    TECHNICAL HELP




Tuesday, 4 October 2011
AWARENESS

                                                          INTENT

                                                               FEASIBILITY

                                                       PLAN & PREP

                                             RESOURCES

                                     DIRECTORY

                          PROPOSAL
                                         BLOGGING

                                                    TECHNICAL HELP




Tuesday, 4 October 2011
AWARENESS

                                                          INTENT

                                                               FEASIBILITY

                                                       PLAN & PREP

                                             RESOURCES

                                     DIRECTORY

                          PROPOSAL
                                         BLOGGING

                                                    TECHNICAL HELP

                                                          PIONEER

                                                                       EAGER

                                                                     PROSPECTIVE




Tuesday, 4 October 2011
Tuesday, 4 October 2011
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
07

                           GET OUT OF THE
                          BUILDING AND TEST


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
We discovered immediately that their biggest
          obstacle was actually finding other teachers who
                          also used Skype
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
08

                             STRATEGY
                          THROUGH MAKING


Tuesday, 4 October 2011
Tuesday, 4 October 2011
PLANNING

   MEET PEOPLE

   FIND EXPERTS


   LESSON PLANS
   RESOURCES

   Q&A

   TECHNICAL HELP




Tuesday, 4 October 2011
PLANNING

   MEET PEOPLE

   FIND EXPERTS

                            SKETCH
   LESSON PLANS           BRAINSTORM
   RESOURCES

   Q&A

   TECHNICAL HELP




Tuesday, 4 October 2011
PLANNING

   MEET PEOPLE

   FIND EXPERTS

                            SKETCH
   LESSON PLANS           BRAINSTORM
   RESOURCES

   Q&A

   TECHNICAL HELP




Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
09

                          DON’T STOP LOOKING


Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
SKETCH
                    BRAINSTORM




Tuesday, 4 October 2011
BELONG                 SKETCHES

             CONNECT

             TEACH        SERVICE              PHASING
                          ECOLOGY




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
10

                          MAKE THINGS VISUAL


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
BELONG              SKETCHES

                CONNECT

                TEACH     SERVICE              PHASING
                          ECOLOGY




Tuesday, 4 October 2011
MICRO PROFILE
                BELONG              SKETCHES
                                                         VIDEO/COMMENT

                CONNECT
                                                         SEARCH/FILTER

                TEACH     SERVICE              PHASING
                          ECOLOGY                        QUESTION & ANSWER




Tuesday, 4 October 2011
Tuesday, 4 October 2011
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
Tuesday, 4 October 2011
11

                          IT’S NOT A RELAY RACE


Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
SKETCHES




                          SERVICE              PHASING
                          ECOLOGY




Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
ONLINE SURVEYING:
                55 TEACHERS IN 7 COUNTRIES
                TEACHING OVER 20 SUBJECTS

Tuesday, 4 October 2011
Level of Skype teaching proficiency
                          Expert
                           30%
                                     Intermediate
                                         40%


                            Novice
                             29%




Tuesday, 4 October 2011
12

                          EMBRACE THE PIVOT


Tuesday, 4 October 2011
MICRO PROFILE
        BELONG
                          VIDEO/COMMENT

        CONNECT
                          SEARCH/FILTER

        TEACH
                          QUESTION & ANSWER




Tuesday, 4 October 2011
PUBLIC PROFILE
                          MICRO PROFILE
                                               PRIVATE PROFILE
        BELONG
                          VIDEO/COMMENT        RESOURCE PAGE

        CONNECT                                DIRECTORY
                          SEARCH/FILTER         FILTER

        TEACH
                          QUESTION & ANSWER




Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
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
“TEACHERS WHO THINK CONCEPT
                               WOULD BE ‘VERY VALUABLE’”
                     60% -



                     55% -



                     50% -



                     45% -




                               Search/Filter   Video   Q&A




Tuesday, 4 October 2011
WE PIECED TOGETHER THE
                 SIMPLEST THING,
             AS QUICKLY AS POSSIBLE,
           THAT WOULD ALLOW US TO TEST,
             VALIDATE AND THEN BUILD
Tuesday, 4 October 2011
13

                          RELEASE EARLY,
                          RELEASE OFTEN


Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
WITH THE FIRST RELEASE, WE
                   START GETTING ANALYTICS


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
DATA AND EVIDENCE-BASED DESIGN
                           DECISIONS FOR THE NEW PHASE




Tuesday, 4 October 2011
Tuesday, 4 October 2011
Tuesday, 4 October 2011
WHAT CAN I DO?
                            START YOUR OWN AGENCY




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
12 POINTS


Tuesday, 4 October 2011
01

                          WE DON’T DO BRIEFS


Tuesday, 4 October 2011
02

                          BE AGILE, BE LEAN


Tuesday, 4 October 2011
03
                           ADOPT A QUANTUM
                          STATE OF THINKING
                          AND MAKING AT THE
                              SAME TIME

Tuesday, 4 October 2011
04

                          TAILOR PROCESS
                          TO THE PROJECT


Tuesday, 4 October 2011
05
                          CO-CREATE AND
                           COLLABORATE
                           WITH CLIENTS

Tuesday, 4 October 2011
06

                          THE RIGHT TEAM


Tuesday, 4 October 2011
06
             MOST OFTEN
             FIXED THERE IS NO PATH
                    COST
              ACTIVITIES

Tuesday, 4 October 2011
07

                           GET OUT OF THE
                          BUILDING AND TEST


Tuesday, 4 October 2011
08

                             STRATEGY
                          THROUGH MAKING


Tuesday, 4 October 2011
09

                          DON’T STOP LOOKING


Tuesday, 4 October 2011
10

                          MAKE THINGS VISUAL


Tuesday, 4 October 2011
11

                          IT’S NOT A RELAY RACE


Tuesday, 4 October 2011
12

                          EMBRACE THE PIVOT


Tuesday, 4 October 2011
13

                          RELEASE EARLY,
                          RELEASE OFTEN


Tuesday, 4 October 2011

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Silicon beach d01

  • 1. LET'S KILL LANDFILL MARKETING Some rights reserved by United Nations Photo Tuesday, 4 October 2011
  • 2. LANDFILL MARKETING MARKETING COMMUNICATIONS THAT NO-ONE WANTS, TRYING TO FLOG US STUFF WE DON'T NEED Tuesday, 4 October 2011
  • 3. Some rights reserved by Stephanie Booth Tuesday, 4 October 2011
  • 4. Some rights reserved by meophammanilow Tuesday, 4 October 2011
  • 8. WELCOME TO THE #PARTICAPOCALYPSE SETH WEISFELD - WIEDEN + KENNEDY Tuesday, 4 October 2011
  • 13. GARETH KAY - PLANNINGNESS 2009 Tuesday, 4 October 2011
  • 14. GARETH KAY - PLANNINGNESS 2009 Tuesday, 4 October 2011
  • 17. WEAPONISED SPAM EXTENDING LANDFILL MARKETING INTO A NEW REALM & SURROUNDING US WITH AN INVISIBLE CLOUD OF UNWANTED SHIT Tuesday, 4 October 2011
  • 18. NO-ONE WANT THIS STUFF Tuesday, 4 October 2011
  • 19. NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON IT Tuesday, 4 October 2011
  • 20. NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON IT IT'S UNSUSTAINABLE Tuesday, 4 October 2011
  • 21. 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
  • 22. 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
  • 24. NOT A TRADITIONAL AGENCY NOT AN AGENCY AT ALL? SOMETHING ELSE? Tuesday, 4 October 2011
  • 25. Software development WHERE WE PLAY Product Business design strategy Tuesday, 4 October 2011
  • 27. MAKING STUFF Tuesday, 4 October 2011
  • 28. 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
  • 29. 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
  • 30. FROM traditional advertising-like objects TO objects that are more like products, services & apps Tuesday, 4 October 2011
  • 31. FROM traditional advertising-like objects TO objects that are more like products, services & apps Tuesday, 4 October 2011
  • 34. EXPLOITING DISRUPTIVE INNOVATION Tuesday, 4 October 2011
  • 36. “SKYPE WANT TO CREATE AN ONLINE SERVICE THAT SHOWCASES AND INSPIRES THE USE OF SKYPE IN THE CLASSROOM” Tuesday, 4 October 2011
  • 37. 01 WE DON’T DO BRIEFS Tuesday, 4 October 2011
  • 39. KNOWN PROBLEM KNOWN SOLUTION B A Tuesday, 4 October 2011
  • 40. BRIEFS ASSUME THAT THE CLIENT AND THE AGENCY KNOW WHAT THE PROBLEM IS Tuesday, 4 October 2011
  • 41. KNOWN PROBLEM, WRITTEN BY THE CLIENT KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVES Tuesday, 4 October 2011
  • 42. UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVES Tuesday, 4 October 2011
  • 43. UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVES Tuesday, 4 October 2011
  • 44. UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK EXPECTED FRAMEWORK STATEMENT OF OBJECTIVES Tuesday, 4 October 2011
  • 45. 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
  • 47. COMMUNITY PROPOSAL Tuesday, 4 October 2011
  • 48. COMMUNITY SPEED TO LAUNCH PROPOSAL Tuesday, 4 October 2011
  • 49. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL Tuesday, 4 October 2011
  • 50. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT Tuesday, 4 October 2011
  • 51. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT SUCCESS METRICS Tuesday, 4 October 2011
  • 52. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT STORIES SUCCESS METRICS Tuesday, 4 October 2011
  • 53. VISION PRODUCT DELIVERY Tuesday, 4 October 2011
  • 54. 02 BE AGILE, BE LEAN Tuesday, 4 October 2011
  • 55. 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
  • 56. 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
  • 57. 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
  • 58. 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
  • 59. 03 ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE SAME TIME Tuesday, 4 October 2011
  • 62. IT’S NOT ITERATIVE IF YOU ONLY DO IT ONCE Tuesday, 4 October 2011
  • 65. THE PROPOSAL Tuesday, 4 October 2011
  • 66. COOL WALLS USE CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS Tuesday, 4 October 2011
  • 67. COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES USER JOURNEYS HIGH FIDELITY DESIGNS PROTOTYPES Tuesday, 4 October 2011
  • 68. COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES SERVICE MODELS HIGH FIDELITY DESIGNS PROTOTYPES Tuesday, 4 October 2011
  • 69. COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS PROTOTYPES Tuesday, 4 October 2011
  • 70. 04 TAILOR PROCESS TO THE PROJECT Tuesday, 4 October 2011
  • 71. PROJECT A Cool wall Use cases User journeys Service models Brainstorm Sketches Wireframes Prototypes High-fidelity designs Tuesday, 4 October 2011
  • 72. 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
  • 73. 05 CO-CREATE AND COLLABORATE WITH CLIENTS Tuesday, 4 October 2011
  • 74. 06 THE RIGHT TEAM Tuesday, 4 October 2011
  • 75. JUSTIN McMURRAY CATH RICHARDSON PAUL SIMS Tuesday, 4 October 2011
  • 76. JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP CATH RICHARDSON PAUL SIMS Tuesday, 4 October 2011
  • 77. JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP DIGITAL STRATEGY CUSTOMER PROJECT DEVELOPMENT CATH RICHARDSON MANAGEMENT PAUL SIMS Tuesday, 4 October 2011
  • 78. 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
  • 79. 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
  • 80. PHASE 1 SERVICE PLANNING Educator engagement Content & user Service mapping ecology diagram User testing Tuesday, 4 October 2011
  • 81. 06 MOST OFTEN FIXED THERE IS NO PATH COST ACTIVITIES Tuesday, 4 October 2011
  • 82. PHASE 1 SERVICE PLANNING NEW PLAN Educator engagement Content & user Service mapping ecology diagram User testing Tuesday, 4 October 2011
  • 83. 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
  • 84. 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
  • 85. 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
  • 86. 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
  • 87. 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
  • 88. COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT STORIES SUCCESS METRICS Tuesday, 4 October 2011
  • 89. RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP Tuesday, 4 October 2011
  • 90. RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP Tuesday, 4 October 2011
  • 91. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP Tuesday, 4 October 2011
  • 92. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP Tuesday, 4 October 2011
  • 93. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP PIONEER EAGER PROSPECTIVE Tuesday, 4 October 2011
  • 96. AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP PIONEER EAGER PROSPECTIVE Tuesday, 4 October 2011
  • 97. 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
  • 98. 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
  • 99. 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
  • 100. 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
  • 101. 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
  • 102. 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
  • 103. 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
  • 104. 07 GET OUT OF THE BUILDING AND TEST Tuesday, 4 October 2011
  • 105. 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
  • 106. We discovered immediately that their biggest obstacle was actually finding other teachers who also used Skype Tuesday, 4 October 2011
  • 107. 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
  • 108. 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
  • 109. SHARING EXPERIENCES PLANNING MEET PEOPLE FIND EXPERTS N SCHEDULING PROMOTION LESSON PLANS RESOURCES MARKETPLACE SKYPE LESSON Q&A TECHNICAL HELP Tuesday, 4 October 2011
  • 110. 08 STRATEGY THROUGH MAKING Tuesday, 4 October 2011
  • 112. PLANNING MEET PEOPLE FIND EXPERTS LESSON PLANS RESOURCES Q&A TECHNICAL HELP Tuesday, 4 October 2011
  • 113. PLANNING MEET PEOPLE FIND EXPERTS SKETCH LESSON PLANS BRAINSTORM RESOURCES Q&A TECHNICAL HELP Tuesday, 4 October 2011
  • 114. PLANNING MEET PEOPLE FIND EXPERTS SKETCH LESSON PLANS BRAINSTORM RESOURCES Q&A TECHNICAL HELP Tuesday, 4 October 2011
  • 118. 09 DON’T STOP LOOKING Tuesday, 4 October 2011
  • 121. SKETCH BRAINSTORM Tuesday, 4 October 2011
  • 122. BELONG SKETCHES CONNECT TEACH SERVICE PHASING ECOLOGY Tuesday, 4 October 2011
  • 123. 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
  • 124. 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
  • 125. 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
  • 126. 10 MAKE THINGS VISUAL Tuesday, 4 October 2011
  • 127. 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
  • 128. BELONG SKETCHES CONNECT TEACH SERVICE PHASING ECOLOGY Tuesday, 4 October 2011
  • 129. MICRO PROFILE BELONG SKETCHES VIDEO/COMMENT CONNECT SEARCH/FILTER TEACH SERVICE PHASING ECOLOGY QUESTION & ANSWER Tuesday, 4 October 2011
  • 132. 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
  • 134. 11 IT’S NOT A RELAY RACE Tuesday, 4 October 2011
  • 137. SKETCHES SERVICE PHASING ECOLOGY Tuesday, 4 October 2011
  • 140. ONLINE SURVEYING: 55 TEACHERS IN 7 COUNTRIES TEACHING OVER 20 SUBJECTS Tuesday, 4 October 2011
  • 141. Level of Skype teaching proficiency Expert 30% Intermediate 40% Novice 29% Tuesday, 4 October 2011
  • 142. 12 EMBRACE THE PIVOT Tuesday, 4 October 2011
  • 143. MICRO PROFILE BELONG VIDEO/COMMENT CONNECT SEARCH/FILTER TEACH QUESTION & ANSWER Tuesday, 4 October 2011
  • 144. PUBLIC PROFILE MICRO PROFILE PRIVATE PROFILE BELONG VIDEO/COMMENT RESOURCE PAGE CONNECT DIRECTORY SEARCH/FILTER FILTER TEACH QUESTION & ANSWER Tuesday, 4 October 2011
  • 151. “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
  • 152. “TEACHERS WHO THINK CONCEPT WOULD BE ‘VERY VALUABLE’” 60% - 55% - 50% - 45% - Search/Filter Video Q&A Tuesday, 4 October 2011
  • 153. WE PIECED TOGETHER THE SIMPLEST THING, AS QUICKLY AS POSSIBLE, THAT WOULD ALLOW US TO TEST, VALIDATE AND THEN BUILD Tuesday, 4 October 2011
  • 154. 13 RELEASE EARLY, RELEASE OFTEN Tuesday, 4 October 2011
  • 160. WITH THE FIRST RELEASE, WE START GETTING ANALYTICS Tuesday, 4 October 2011
  • 161. 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
  • 162. 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
  • 163. DATA AND EVIDENCE-BASED DESIGN DECISIONS FOR THE NEW PHASE Tuesday, 4 October 2011
  • 166. WHAT CAN I DO? START YOUR OWN AGENCY Tuesday, 4 October 2011
  • 167. WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UP Tuesday, 4 October 2011
  • 168. WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UP BECOME MORE DIFFICULT & CHALLENGING Tuesday, 4 October 2011
  • 169. 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
  • 170. Launch 50 project in 50 days, then raise £1m for famine relief @5050good Tuesday, 4 October 2011
  • 171. 12 POINTS Tuesday, 4 October 2011
  • 172. 01 WE DON’T DO BRIEFS Tuesday, 4 October 2011
  • 173. 02 BE AGILE, BE LEAN Tuesday, 4 October 2011
  • 174. 03 ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE SAME TIME Tuesday, 4 October 2011
  • 175. 04 TAILOR PROCESS TO THE PROJECT Tuesday, 4 October 2011
  • 176. 05 CO-CREATE AND COLLABORATE WITH CLIENTS Tuesday, 4 October 2011
  • 177. 06 THE RIGHT TEAM Tuesday, 4 October 2011
  • 178. 06 MOST OFTEN FIXED THERE IS NO PATH COST ACTIVITIES Tuesday, 4 October 2011
  • 179. 07 GET OUT OF THE BUILDING AND TEST Tuesday, 4 October 2011
  • 180. 08 STRATEGY THROUGH MAKING Tuesday, 4 October 2011
  • 181. 09 DON’T STOP LOOKING Tuesday, 4 October 2011
  • 182. 10 MAKE THINGS VISUAL Tuesday, 4 October 2011
  • 183. 11 IT’S NOT A RELAY RACE Tuesday, 4 October 2011
  • 184. 12 EMBRACE THE PIVOT Tuesday, 4 October 2011
  • 185. 13 RELEASE EARLY, RELEASE OFTEN Tuesday, 4 October 2011