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T H E W E E K O N I PA D :WRONG QUESTIONS & RIGHT ANSWERS

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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%!

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Before we get to the success...

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Before we get to the success...Some psychology.

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“You” = System 2

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“You” = System 2It’s smart. It can handle complexreasoning.But it’s lazy.

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“You” = System 2It’s smart. It can handle complexreasoning.But it’s lazy.System 2 requireseffort and focus.

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System 1 is instinctive, intuitive, impulsive

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System 1 is instinctive, intuitive, impulsive

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System 1 is instinctive, And it’s always running intuitive, impulsive

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A BALL AND BAT COST £1.10THE BAT COSTS £1 MORE THAN THE BALL.HOW MUCH DOES THE BALL COST?

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5P(£1.05 + 5P = £1.10)

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We’re very rarely stumped

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We’re very rarely stumped•17 x 24 = ?

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We’re very rarely stumped•17 x 24 = ?•What’s your opinion of HTML5?

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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?

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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?

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Are you answering the question?

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Are you answering the question?•What should be done about the (near) collapse of the financial system?

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Are you answering the question?•What should be done about the (near) collapse of the financial system?•How angry am I at the bankers?

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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?

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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?

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WHAT SHOULD I DO?

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WHAT DID SOMEONE ELSE DO?

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WHAT SHOULD I BUILD?

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WHAT CAN WE BUILD EASILY?

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The Week. Take 1.

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Kindle! Blackberry! Android! iPhone! iPad! Online!VAT! Pricing! Advertising! Reading time! Print Subscribers! Editorial! We talked tactics We planned revolution

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Conservatism vs radicalism

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Conservatism vs radicalism• The best intentions: we wanted to build something good - couldn’t just be a page turner.

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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.

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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.

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If the answers are wrong...Maybe the questions are as well

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Find out for yourself Users, not system 1

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What job does our product do for users?

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What job does our product do?

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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.

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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.

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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.

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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.

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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

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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

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THANKS.I WAS ALEX WATSON.@SIFTERALEX_WATSON@DENNIS.CO.UKWWW .DENNISMEDIAFACTORY.CO.UK