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T H E W E E K O N I PA D :WRONG QUESTIONS &   RIGHT ANSWERS
NOV                      FEB            2011!                    2012!UK EDITION DOWNLOADS:!      US EDITION DOWNLOADS:!10...
Before we get to the success...
Before we get to the success...Some psychology.
“You” = System 2
“You” = System 2It’s smart. It can handle complexreasoning.But it’s lazy.
“You” = System 2It’s smart. It can handle complexreasoning.But it’s lazy.System 2 requireseffort and focus.
System 1 is instinctive,    intuitive, impulsive
System 1 is instinctive,    intuitive, impulsive
System 1 is instinctive,                           And it’s always running    intuitive, impulsive
A BALL AND BAT COST £1.10THE BAT COSTS £1 MORE THAN THE BALL.HOW MUCH DOES THE BALL COST?
5P(£1.05 + 5P = £1.10)
We’re very rarely stumped
We’re very rarely stumped•17 x 24 = ?
We’re very rarely stumped•17 x 24 = ?•What’s your opinion of HTML5?
We’re very rarely stumped•17 x 24 = ?•What’s your opinion of HTML5?•What should be done about the (near) collapse of the fi...
We’re very rarely stumped•17 x 24 = ?•What’s your opinion of HTML5?•What should be done about the (near) collapse of the fi...
Are you answering the question?
Are you answering the question?•What should be done about the (near) collapse of the financial system?
Are you answering the question?•What should be done about the (near) collapse of the financial system?•How angry am I at th...
Are you answering the question?•What should be done about the (near) collapse of the financial system?•How angry am I at th...
Are you answering the question?•What should be done about the (near) collapse of the financial system?•How angry am I at th...
WHAT SHOULD I DO?
WHAT DID SOMEONE    ELSE DO?
WHAT SHOULD I BUILD?
WHAT CAN WE BUILD     EASILY?
The Week. Take 1.
Kindle!                                            Blackberry!  Android!              iPhone!                iPad!        ...
Conservatism vs radicalism
Conservatism vs radicalism• The best intentions: we wanted to build something good - couldn’t just be a  page turner.
Conservatism vs radicalism• The best intentions: we wanted to build something good - couldn’t just be a  page turner.• We ...
Conservatism vs radicalism• The best intentions: we wanted to build something good - couldn’t just be a  page turner.• We ...
If the answers are wrong...Maybe the questions are as well
Find out for yourself   Users, not system 1
What job does our product do for users?
What job does our product do?
What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article,  just as you...
What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article,  just as you...
What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article,  just as you...
What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article,  just as you...
So we knew the questions to ask...• We needed great UX, particularly for existing subscribers• We were going big on iPad, ...
What abouttechnology?• Needs to serve your goals and  product priorities - “design isn’t  just how it looks”• We’re provid...
THANKS.I WAS ALEX WATSON.@SIFTERALEX_WATSON@DENNIS.CO.UKWWW .DENNISMEDIAFACTORY.CO.UK
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
The Week:  Wrong questions, Right answers
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The Week: Wrong questions, Right answers

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A talk from a slide given ProductTank London about the product management side of translating The Week magazine to the iPad

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The Week: Wrong questions, Right answers

  1. 1. T H E W E E K O N I PA D :WRONG QUESTIONS & RIGHT ANSWERS
  2. 2. NOV FEB 2011! 2012!UK EDITION DOWNLOADS:! US EDITION DOWNLOADS:!106,000 ! 185,000 !COMMERCIAL iPAD REVENUES! TOP 5 iTUNES!£500,000+ ! NEWS APP IN:! 38 COUNTRIES!5-STAR!ITUNES RATINGS:! 65%!
  3. 3. Before we get to the success...
  4. 4. Before we get to the success...Some psychology.
  5. 5. “You” = System 2
  6. 6. “You” = System 2It’s smart. It can handle complexreasoning.But it’s lazy.
  7. 7. “You” = System 2It’s smart. It can handle complexreasoning.But it’s lazy.System 2 requireseffort and focus.
  8. 8. System 1 is instinctive, intuitive, impulsive
  9. 9. System 1 is instinctive, intuitive, impulsive
  10. 10. System 1 is instinctive, And it’s always running intuitive, impulsive
  11. 11. A BALL AND BAT COST £1.10THE BAT COSTS £1 MORE THAN THE BALL.HOW MUCH DOES THE BALL COST?
  12. 12. 5P(£1.05 + 5P = £1.10)
  13. 13. We’re very rarely stumped
  14. 14. We’re very rarely stumped•17 x 24 = ?
  15. 15. We’re very rarely stumped•17 x 24 = ?•What’s your opinion of HTML5?
  16. 16. We’re very rarely stumped•17 x 24 = ?•What’s your opinion of HTML5?•What should be done about the (near) collapse of the financial system?
  17. 17. We’re very rarely stumped•17 x 24 = ?•What’s your opinion of HTML5?•What should be done about the (near) collapse of the financial system?•How happy are you with your life these days?
  18. 18. Are you answering the question?
  19. 19. Are you answering the question?•What should be done about the (near) collapse of the financial system?
  20. 20. Are you answering the question?•What should be done about the (near) collapse of the financial system?•How angry am I at the bankers?
  21. 21. Are you answering the question?•What should be done about the (near) collapse of the financial system?•How angry am I at the bankers?•How happy are you with your life these days?
  22. 22. Are you answering the question?•What should be done about the (near) collapse of the financial system?•How angry am I at the bankers?•How happy are you with your life these days?•How am I feeling right now?
  23. 23. WHAT SHOULD I DO?
  24. 24. WHAT DID SOMEONE ELSE DO?
  25. 25. WHAT SHOULD I BUILD?
  26. 26. WHAT CAN WE BUILD EASILY?
  27. 27. The Week. Take 1.
  28. 28. Kindle! Blackberry! Android! iPhone! iPad! Online!VAT! Pricing! Advertising! Reading time! Print Subscribers! Editorial! We talked tactics We planned revolution
  29. 29. Conservatism vs radicalism
  30. 30. Conservatism vs radicalism• The best intentions: we wanted to build something good - couldn’t just be a page turner.
  31. 31. Conservatism vs radicalism• The best intentions: we wanted to build something good - couldn’t just be a page turner.• We built something interactive, clever and modern in look and feel, but readers were uncomfortable.
  32. 32. Conservatism vs radicalism• The best intentions: we wanted to build something good - couldn’t just be a page turner.• We built something interactive, clever and modern in look and feel, but readers were uncomfortable.• Existing software involved a lot of work and wasn’t multi-platform.
  33. 33. If the answers are wrong...Maybe the questions are as well
  34. 34. Find out for yourself Users, not system 1
  35. 35. What job does our product do for users?
  36. 36. What job does our product do?
  37. 37. What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap.
  38. 38. What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap.• Services work best when they’re readily available, reliable, straightforward.
  39. 39. What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap.• Services work best when they’re readily available, reliable, straightforward.• Subscriptions are massively important, and work well digitally for readers and for us. Let’s get those right.
  40. 40. What job does our product do?• The Week: a service, not an artefact. No-one has a favourite issue or article, just as you don’t have a favourite bit of water that comes out of the tap.• Services work best when they’re readily available, reliable, straightforward.• Subscriptions are massively important, and work well digitally for readers and for us. Let’s get those right.
  41. 41. So we knew the questions to ask...• We needed great UX, particularly for existing subscribers• We were going big on iPad, so worked hard to get Apple on side• Good technology - but not a platform, and not 100% proprietary• iOS users are demanding and have high expectations, so invest in some polish and sparkle
  42. 42. What abouttechnology?• Needs to serve your goals and product priorities - “design isn’t just how it looks”• We’re providing a service: need to be able to do so reliably and efficiently. Workflow!• It’s not HTML5 OR Native. HTML5 and Native can be blended, like a cocktail. When done right, the user never knows what’s what
  43. 43. THANKS.I WAS ALEX WATSON.@SIFTERALEX_WATSON@DENNIS.CO.UKWWW .DENNISMEDIAFACTORY.CO.UK

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