Upstarter is a business incubator. I was asked by them to talk about the business side of apps and creating a culture around that. This presentation covered 10 key areas of business success. 1 People. 2 Environment. 3 Encouragement. 4 Approach. 5 Team. 6 Details. 7 The Launch. 8 Feedback. 9 Updates. 10 The Return. 11 The Ending.

1. 10 lessons
from a digital
landscape.

2. The
People.
1.

3. MILLS + SINX

4. The place
2.

5. 5

6. The
Encouragement
3.

7. The
Approach
4.

8. FROM:
TRADITIONAL
SOFTWARE
DEVELOPMENT
(FEATURE-DRIVEN)
Fixed
Scope
Fixed
Time
Cap
CostTO:
LEAN SOFTWARE
DEVELOPMENT
(OUTCOME-DRIVEN)
Iterate to
Ideal Scope
Fixed
Time
Fixed
Cost
Understand business outcomes to
minimise scope while maximising value.
FIXED
Fix the scope, then estimate
(and try to fix) time and cost.
“We will deliver x number of
screens and features because
we agreed to at the start”
VARIABLE
Fix time, cap cost, Iterate to maximise
value - enough to deliver a quality
product that hits the desired outcomes.
“We will deliver only the features
required to achieve the desired
outcomes”

9. TRADITIONAL:
INCREMENTING
Incrementing assumes the DESIRED OUTCOME is a fully
formed solution. And, doing it on time requires dead accurate
estimation.
This is what your brief looks like now. Your feature list
essentially fully forms the solution (within the time constraints),
so you can then build the product incrementally. The risk with
this approach is you tend to be using validation to prove that
your original choices were right.
1 2
3 4

10. LEAN:
ITERATING
Iterating assumes the DESIRED OUTCOME is a target state,
builds a rough version of it, validates it, then builds up quality
until we have a fully validated solution.
This allows you to move from desired outcome to realisation
making course corrections as you go. In this approach you are
constantly validating whether you are on the right path to hitting
the outcomes.
21
3 4

11. SO ALWAYS
BUILD
ITERATIVELY
Necessity: Build a simple system
span of necessary features first – the
walking skeleton. We verify the most
important assumptions.
Value: Add flexibility and capability to
the product.
Refinement: Refine the product with
the last touches.
Reserve time in the remaining third
for unforeseen additions
and adaptations.
Time
BusinessValue
Early stories emphasise
iteration and learning. We
need to be sure we’re building
the right product
Necessity
Once we’re confident we have
the “shape” of the product
right, we begin to pile in value.
Over time the value of stories
begin to diminish signalling
it’s time for release
Value Refinement

12. The
Team
5.

13. 13
MouthOff

14. 14

15. Monument
Valley

16. The
Details
6.

17. 17
The industry bible for digital design
214 pages of deep knowledge of pixels
120 000 downloads
Pixel Perfect
Precision

18. 18
Industry leader for motion in mobile
Behavior built in code for perfect execution
Provides personality to interfaces
Increases orientation for the user
Motion In
Mobile

19. 19
Industry leader for motion in mobile
Behaviour built in code for perfect execution
Provides personality to interfaces
Increases orientation for the user
Motion In
Mobile
Working In
Code

20. The
Launch
6.

21. 21

22. The
Feedback
7.

23. Barclays mobile apps
are consistently the
Top 3 most popular
financial apps in the
App Store
“
ustwo is the lead design
partner for Barclay’s mobile
banking apps including
Pingit and Barclays Mobile
Banking which together have
been downloaded by more
than 3.5 million users.

24. Feedback In App
+
End of task
flow
Problem area
Help screen
Prompted
feedback
Complaint
Compliment
To app store
ratings or
similar
Call centre
Email
In app
message
Capturing Feedback

25. The
Updates
8.

26. 9.
The
Return

27. ONE TEAM
Integrated client and studio product team,
across design and development from day 1
1
ITERATION
Regular and continuous improvements
DOWNLOADS PER MONTH
APP STORE RATINGS
AVE REVENUE PER MONTH
USER CENTERED DESIGN
Weekly user testing prioritised features and
helped trap any issues that could have
resulted in negative feedback
POST SEPTEMBER 2013 2014 RELAUNCH
1,100 46,200
£1,000 £1,000,000

29. 10.
The
Ending

30. The ending is a
user experience
too
1.
Be prepared
2.
Tell your users
its the end
3.
Provide a source
for help
4.
Provide a route
to retrieve user
content
5.
Tell them where
the data goes
6.
Use plain
English
7.
End it on a good
note
8.
Don’t be smug
9.
Clear up after
yourself
10.
Thank your
community
11.
Be part of
history
12.
What are you
doing next
13.

31. End