SlideShare a Scribd company logo
#firestarters
 @stueccles
Holler Gram
We make new stuff
out of the internet
Selling Stuff



                Making Stuff Useful
The Internet ate my business
Fragmented media:
more difficult/expensive
simply to buy attention
On-demand
   Real time
     Opt-in
A-la-carte world
Everything’s changed...
       (Everything keeps on changing)
(It doesn’t show any signs of slowing down)
Digital possibilities seen through the
       lens of traditional advertising...




   All too often miss the real opportunities
thanks @garethk
Opportunities like...
Fiat eco:Drive
Garmin Connect
“Ideas that do”
 Stop communicating
 products & start making
 communication products
Gareth Kay, Goodby Silverstein & Partners
Are we able to innovate
    for our clients?
The Agency Innovation
                   Scorecard

                   D -   Invention
                          Creation of a new idea or process




Noah Brier        C -    Innovation
                          Arranging the economics requirements
                              for implementing an invention




                  A +    DiffusionAdoption and imitation
[images: twitter, youtube, flickr,
    These guys are
napster, facebook, google, myspace,
    really good at it
 ebay, amazon, paypal, skype, slide,
      spotify, apple, drop box]
In the latest turn of its wheel,
strategy becomes about how
to make existing institutions
  as innovative as start-ups




  Walter Kiechel III, The Lords of Strategy
Act like a start-up
                  MxM
•   Rapid prototyping to test hypotheses
•   Minimum Viable Product (MVP)
•   Nail it then scale it
•   Customer obsession (development)
•   Iterative, metrics-driven & Agile
•   Learn fast, don’t fail fast
Steve Blank




Startups are not a smaller
version of a large company
Large
Startup                    Company


The startup exists to search for a
    scalable business model
Large
Startup                   Company


  The large company exists to
execute a business model at scale
Thats great but we
  have *clients*
There is no one-to-one
      mapping
    (But there is lots to learn)
‘The Lean Agency’
Lean Agencies exist to search for new solutions to their
                  clients problems
The
characteristics
  of a Lean
   Agency
Iterative
Integrated
Evidence/
 Metrics
 Driven
Minimal
 Waste
so about iteration..
Lets mass produce this SOB!!
Client Brief
       Research
Strategic Development
    Creative Brief
Creative Development
      Production
        Media!
Traditional forms of
  planning and creative are
like betting on a hole-in-one
The holes in one are awesome
Kingsmill Bread Confessions




But most are not
Requirements
Functional Specification
      Wireframes
     Visual Design
         Code
         Test
        Launch
Agile worked for us in
development but could
  it work in creative,
 design and strategy?
Skype Education Project
A new service to help more teachers use
Skype in the classroom
| Skype Education Project




Skype came to us
with a comms brief
Theyʼd noticed that teachers all over the world were
using Skype in extraordinary ways.
They wanted us to collect these stories and use them
to promote the service & inspire other teachers.
| Skype Education Project




We responded with some
ideas
And we proposed using an iterative, customer-
development focused approach.
This was an Agile software development project
driven by a continuous feedback loop of qualitative
and quantitative data.
Our initial
assumptions were
that it was all
about a lesson
planning tool
with examples,
ideas and tips on
integrating Skype
into learning
Use case #1: Invite an expert into the classroom

       Stage                    1                            2                             3                             4




     Touchpoint




                   How would you like to find an
                                                    How would you like to    How would you like to involve   How would you like to share
                      expert to take part in a
     User Needs                                  contact them and what would   an expert in planning or        the experience with the
                    ‘Skype visit’? Some type of
                                                     you need to discuss?      structuring the lesson?               community?
                          marketplace?




       Notes
“Getting out of the building”
                                                                 George Mayo

   Daniela Callegari                                                                      Middle school language arts teacher in
                                                                                          Maryland, USA
                                                                                          Pioneer in technology and education
                                                                                          Enthusiastic about helping the project




                                                   Lisa Reid
   Primary school teacher in Italy
   No experience with Skype in the classroom yet
   Desperate to connect and find other classes                 6th, 7th & 8th grade science teacher in Ohio, USA
                                                               No experience with Skype in the classroom yet
                                                               Keen to start using Skype (has used EduSkypers)


Dan Sutch

                                                   Tracy Peterson
                                                                 Technology teacher in Iowa, USA
FutureLab :: innovation in education                             Has introduced her classes to initial Skype sessions
In-depth knowledge of education & technology                     Keen to collaborate and extend usage of Skype
Open to ongoing involvement in project
We discovered immediately that their biggest obstacle
was actually finding other teachers who also used Skype
They also told us that teachers don’t have time to read lots
 of lesson plans - video clips would be much more helpful
| Skype Education Project




We identified 3 key components
for an Alpha release candidate
Ongoing market research provided further evidence
that ʻFinding and sharingʼ was core. We pieced
together the simplest thing (MVP) that would allow us
to carry out lighter testing of our hypotheses at a
greater scale on the Internet.
We developed the first release in 2 iterations (4
weeks).
Insights gleaned from teachers’ websites
Skype educator
ecology
                                                                                Sign
Mapping service                                                Looking
                                                                                 up

                                                                                                                                              Invite pioneers
propositions                                         Willing
                                                   to mentor
                                                                 for
                                                                                       Tags /
                                                                                       topics
                                                                          Locatio
                                                                             n               Age
                                                  Expert       Status                       group
                                                 wanting to                     Profile                                 Questions &
                                                   help                                  Name                           answers


                                                                                                                              Case                                  D. Video/Comment
                                                                                                           Conversatio       studies
                                                                                                               n
                                                                                                                                      Suggestion
                                                                                                                          Video           s
                                                    Filter
                                                                              Belong                      Help
                                                         Skype
                                               Search
                                                        educator
                                                        directory

                                                                                                                                                   Parents

                                                                                                                                             IT
                                                                                                                                                      Finding
                                                                                                                                                      experts
                      Schedulin
                         g                                                                                                             ‘How to’
                                                                                                     Ask a                              guides        School
                                  API driven             Link with           Connect                question                                          policy
                      Time          Tools                  other                                                                                      issues
   B. Micro-Profile   zones
                                                         teachers                                                                           Sharing
                           Profile
                         search from
                          anywhere



                                                                                                           Planning
                                                                                                                         Curriculu
                                                                                                                            m
                                                                                                          ‘How to’ guides
                                                              The Skype        Teach
                                                                lesson                                         Tools      Resources
                                                                                                                 Experiences of existing
                                                    Feedbac                                                           community
                                                       k
                                                                                                                                                                A. Question & Answer



                       C. Search/Filter
We sketched up 4 pages of a directory service
 which we tested with 7 teachers over Skype
Online surveys
    - 55 teachers
    - 7 countries
    - 20+ subjects
                     Level of Skype teaching proficiency




                         Expert
                          30%
                                    Intermediate
                                        40%


                           Novice
                            29%
“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%
“Teachers who think concept
          would be ‘very valuable’”
60% -



55% -



50% -



45% -



          Search/Filter   Video   Q&A
| Skype Education Project




We were working within a
time and cost-boxed plan
We used various Agile techniques as a way of
managing delivery whilst retaining the flexibility to
respond to continuous feedback from testing.
We created a charter that defined key metrics for
success and a shared vision with Skypeʼs project
stakeholders.
Creating an MVP - high level beta stories
       Overview                         People                         Resources                      Admin

                                                                                                        I would like an admin
      I want a directory overview                                       I want to add a resource
                                         I want to login to the site                                    section for the Skype
                                                                                manually                    educator site.
                                    3                            3                       8                       5



                                                                                                      As an admin, I want to be
                                         I want to create a profile      I want to like a resource      able to ban people who
                                                                                                              misbehave
                                                                 3                       2                       1
       Tools

                                                                                                      As an admin, I want to be
        I want to add a Skype             I want to view another        I want to view a resource      able to invite a teacher
      Educator badge to my blog              educators profile               on it’s own page.             with a unique url

                                    2                            3                       5                       5



      As a member of the site, I                                           I want to view the           I want to be able to
                                           I want to see all the                                      moderate content, so that
         want to invite other                                            resources that another
                                         educators in a directory                                     bad stuff can be removed
           teachers to join.                                           educator has added / liked.

                                    2                            3                       2                       5



                                        I want to filter the educator   I want to share a resource I
                                                  directory                    found easily

                                                                 8                       1
A user journey through the service

                                                                                                  My profile
    A N Other profile



                                                                                                  New ideas

    People like me

                                  I want to like a resource
                                                                  The more people who mark an              People like me
                                                                  idea as good the higher the
                                                              2   ranking of the idea
    Ideas I like



                                                                                                           Ideas I might like




                                                                             Good idea
      I want to view the
    resources that another                                                                      Ideas I think are good are saved
  educator has added / liked.                                                                   into my profile so I can find them
                                                                                                again easily and other teachers
                                    2                                                           like me can find them


                                                                   Mr Mayo


                                I can mark an idea as good on
                                the Skype teacher directory
Moving into production: refined wireframes
| Skype Education Project




With the first release, we start
getting analytics
The evidence we now start getting from both Skypeʼs
analytics package Omniture and Google analytics
provide a new stream of feedback and evidence.
The data points to 3 important site enhancements
currently being implemented, having also been
qualitatively validated with teachers in f2f interviews.
Analytics summary:
qualitative and quantitative working together
                         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 teachers
 ‣ 2/3 of visits are new visitors to the site                 but find it difficult to find suitable matches with the current
 ‣ 17% return 2-3 times                                       system
 ‣ 18% frequent return visits
                                                             ‣ Teachers want more search tools and a wider range of topics
 ‣ High level of contact activity - 1,000 contact requests    to describe themselves by

 ‣ 200 resources shared                                      ‣ Teachers want greater granularity on location - 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.
| Skype Education Project




What the analytics told us
 • More than 1 in 2 users are connecting with another
 • We saw only c200 resources shared. We researched this
  further with teachers
 • Teachers have started to ʻhack itʼ to create projects
 • 60% of the traffic is from the US
 • Return visits seemed low, but we realised that we were losing
  the tracking when they connected via the Skype app
New objectives and revised
success metrics for phase 2
                                       Phase 2 objectives

         ➡ Make connecting with another teacher easier and richer
           ‣ Teachers have more tools to find each other by
           ‣ Teachers can describe themselves in more detail
           ‣ Teachers can use alternative connection methods
           ‣ Teachers can find good contacts again
         ➡ Show teachers the best and most relevant resources
           ‣ Teachers see more relevant resources in their profile
           ‣ Popular resources are more visible
         ➡ Centre the site around projects rather than profiles
           ‣ Allow teachers to create and publish projects
           ‣ Surface relevant projects to teachers
         ➡ Increase teacher sign ups and number of visits

                                     Phase 2 success metrics

           ‣   # new sign ups
           ‣   1/2 teachers return to the site more than once
           ‣   Increase the number of teachers from outside the USA
           ‣   500 connections per month - either email or Skype
           ‣   # of favourited resources increases
           ‣   # of bookmarked teachers
           ‣   # number of teachers who update their profile with additional information
           ‣   # number of teachers who embed the badge on their website
Data and evidence-based design
decisions for the new phase
lessons learned about
      iterating..
Rinse
and....
It’s not iterative if you
    only do it once....
Incremental
Iterative
Speed
If it takes too long
any iterative process
is indistinguishable
    from waterfall
Software is so fast to
change it lends well to
      iteration
 (more some things are even faster)
Externalised + Rough
Sketch Prototypes
If you freeze an idea
 If you freeze an idea
  too quickly, you fall
 too quickly, you fall
 in love with it...
  in love with it       ...refine it too quickly
                        & you become
                        attached to it

                   The crudeness of early
                   models in particular is
                   very deliberate


#bdwny          Jim Glymph, Gehry Technologies
Feedback
Get out of the building!
Learning
• The whole team learns
• What we learn is communicated
  to clients
• What we learn is documented
• Metrics are important
Actionable metrics not vanity metrics
                Pirate metrics... AARRR
                           RETENTION

ACQUISITION   ACTIVATION                    REFERRAL   REVENUE




                             Dave McClure
Please no! not more
 fucking *testing*
A better idea/design may
                                                   exist but requires an
                                                       intuitive leap

  Iterative optimisation
may only reach the peak of
      a smaller idea




Local Maxima
                             props to @bokardo
Intuition   Iteration
We always have a vision
that is clearly articulated,
 big enough to matter, &
shared by the whole team


                      Our goal is always to
                   discover which aspects of
                  this vision are grounded in
                    reality, & to adapt those
                      aspects that are not


                     Eric Ries, Start-up Lessons Learned
This is all one grand
ongoing experiment
(But we can iterate our way to success)
Thank you

                              Stuart Eccles
                              @stueccles
                              stuart@madebymany.com


http://madebymany.com
Copyright Made By Many 2011

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Agile Planning: Learning to Iterate

  • 1.
  • 4. We make new stuff out of the internet
  • 5. Selling Stuff Making Stuff Useful
  • 6. The Internet ate my business
  • 8. On-demand Real time Opt-in A-la-carte world
  • 9. Everything’s changed... (Everything keeps on changing) (It doesn’t show any signs of slowing down)
  • 10.
  • 11. Digital possibilities seen through the lens of traditional advertising... All too often miss the real opportunities thanks @garethk
  • 15. “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & Partners
  • 16. Are we able to innovate for our clients?
  • 17. The Agency Innovation Scorecard D - Invention Creation of a new idea or process Noah Brier C - Innovation Arranging the economics requirements for implementing an invention A + DiffusionAdoption and imitation
  • 18. [images: twitter, youtube, flickr, These guys are napster, facebook, google, myspace, really good at it ebay, amazon, paypal, skype, slide, spotify, apple, drop box]
  • 19. In the latest turn of its wheel, strategy becomes about how to make existing institutions as innovative as start-ups Walter Kiechel III, The Lords of Strategy
  • 20. Act like a start-up MxM
  • 21. Rapid prototyping to test hypotheses • Minimum Viable Product (MVP) • Nail it then scale it • Customer obsession (development) • Iterative, metrics-driven & Agile • Learn fast, don’t fail fast
  • 22. Steve Blank Startups are not a smaller version of a large company
  • 23. Large Startup Company The startup exists to search for a scalable business model
  • 24. Large Startup Company The large company exists to execute a business model at scale
  • 25. Thats great but we have *clients*
  • 26. There is no one-to-one mapping (But there is lots to learn)
  • 27. ‘The Lean Agency’ Lean Agencies exist to search for new solutions to their clients problems
  • 28. The characteristics of a Lean Agency
  • 34. Lets mass produce this SOB!!
  • 35.
  • 36. Client Brief Research Strategic Development Creative Brief Creative Development Production Media!
  • 37. Traditional forms of planning and creative are like betting on a hole-in-one
  • 38. The holes in one are awesome
  • 40. Requirements Functional Specification Wireframes Visual Design Code Test Launch
  • 41.
  • 42. Agile worked for us in development but could it work in creative, design and strategy?
  • 43.
  • 44. Skype Education Project A new service to help more teachers use Skype in the classroom
  • 45. | Skype Education Project Skype came to us with a comms brief Theyʼd noticed that teachers all over the world were using Skype in extraordinary ways. They wanted us to collect these stories and use them to promote the service & inspire other teachers.
  • 46. | Skype Education Project We responded with some ideas And we proposed using an iterative, customer- development focused approach. This was an Agile software development project driven by a continuous feedback loop of qualitative and quantitative data.
  • 47. Our initial assumptions were that it was all about a lesson planning tool with examples, ideas and tips on integrating Skype into learning
  • 48.
  • 49. Use case #1: Invite an expert into the classroom Stage 1 2 3 4 Touchpoint How would you like to find an How would you like to How would you like to involve How would you like to share expert to take part in a User Needs contact them and what would an expert in planning or the experience with the ‘Skype visit’? Some type of you need to discuss? structuring the lesson? community? marketplace? Notes
  • 50. “Getting out of the building” George Mayo Daniela Callegari Middle school language arts teacher in Maryland, USA Pioneer in technology and education Enthusiastic about helping the project Lisa Reid Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes 6th, 7th & 8th grade science teacher in Ohio, USA No experience with Skype in the classroom yet Keen to start using Skype (has used EduSkypers) Dan Sutch Tracy Peterson Technology teacher in Iowa, USA FutureLab :: innovation in education Has introduced her classes to initial Skype sessions In-depth knowledge of education & technology Keen to collaborate and extend usage of Skype Open to ongoing involvement in project
  • 51. We discovered immediately that their biggest obstacle was actually finding other teachers who also used Skype
  • 52. They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpful
  • 53. | Skype Education Project We identified 3 key components for an Alpha release candidate Ongoing market research provided further evidence that ʻFinding and sharingʼ was core. We pieced together the simplest thing (MVP) that would allow us to carry out lighter testing of our hypotheses at a greater scale on the Internet. We developed the first release in 2 iterations (4 weeks).
  • 54. Insights gleaned from teachers’ websites
  • 55. Skype educator ecology Sign Mapping service Looking up Invite pioneers propositions Willing to mentor for Tags / topics Locatio n Age Expert Status group wanting to Profile Questions & help Name answers Case D. Video/Comment Conversatio studies n Suggestion Video s Filter Belong Help Skype Search educator directory Parents IT Finding experts Schedulin g ‘How to’ Ask a guides School API driven Link with Connect question policy Time Tools other issues B. Micro-Profile zones teachers Sharing Profile search from anywhere Planning Curriculu m ‘How to’ guides The Skype Teach lesson Tools Resources Experiences of existing Feedbac community k A. Question & Answer C. Search/Filter
  • 56. We sketched up 4 pages of a directory service which we tested with 7 teachers over Skype
  • 57.
  • 58. Online surveys - 55 teachers - 7 countries - 20+ subjects Level of Skype teaching proficiency Expert 30% Intermediate 40% Novice 29%
  • 59. “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%
  • 60. “Teachers who think concept would be ‘very valuable’” 60% - 55% - 50% - 45% - Search/Filter Video Q&A
  • 61. | Skype Education Project We were working within a time and cost-boxed plan We used various Agile techniques as a way of managing delivery whilst retaining the flexibility to respond to continuous feedback from testing. We created a charter that defined key metrics for success and a shared vision with Skypeʼs project stakeholders.
  • 62. Creating an MVP - high level beta stories Overview People Resources Admin I would like an admin I want a directory overview I want to add a resource I want to login to the site section for the Skype manually educator site. 3 3 8 5 As an admin, I want to be I want to create a profile I want to like a resource able to ban people who misbehave 3 2 1 Tools As an admin, I want to be I want to add a Skype I want to view another I want to view a resource able to invite a teacher Educator badge to my blog educators profile on it’s own page. with a unique url 2 3 5 5 As a member of the site, I I want to view the I want to be able to I want to see all the moderate content, so that want to invite other resources that another educators in a directory bad stuff can be removed teachers to join. educator has added / liked. 2 3 2 5 I want to filter the educator I want to share a resource I directory found easily 8 1
  • 63. A user journey through the service My profile A N Other profile New ideas People like me I want to like a resource The more people who mark an People like me idea as good the higher the 2 ranking of the idea Ideas I like Ideas I might like Good idea I want to view the resources that another Ideas I think are good are saved educator has added / liked. into my profile so I can find them again easily and other teachers 2 like me can find them Mr Mayo I can mark an idea as good on the Skype teacher directory
  • 64.
  • 65. Moving into production: refined wireframes
  • 66.
  • 67. | Skype Education Project With the first release, we start getting analytics The evidence we now start getting from both Skypeʼs analytics package Omniture and Google analytics provide a new stream of feedback and evidence. The data points to 3 important site enhancements currently being implemented, having also been qualitatively validated with teachers in f2f interviews.
  • 68. Analytics summary: qualitative and quantitative working together 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 teachers ‣ 2/3 of visits are new visitors to the site but find it difficult to find suitable matches with the current ‣ 17% return 2-3 times system ‣ 18% frequent return visits ‣ Teachers want more search tools and a wider range of topics ‣ High level of contact activity - 1,000 contact requests to describe themselves by ‣ 200 resources shared ‣ Teachers want greater granularity on location - 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.
  • 69. | Skype Education Project What the analytics told us • More than 1 in 2 users are connecting with another • We saw only c200 resources shared. We researched this further with teachers • Teachers have started to ʻhack itʼ to create projects • 60% of the traffic is from the US • Return visits seemed low, but we realised that we were losing the tracking when they connected via the Skype app
  • 70. New objectives and revised success metrics for phase 2 Phase 2 objectives ➡ Make connecting with another teacher easier and richer ‣ Teachers have more tools to find each other by ‣ Teachers can describe themselves in more detail ‣ Teachers can use alternative connection methods ‣ Teachers can find good contacts again ➡ Show teachers the best and most relevant resources ‣ Teachers see more relevant resources in their profile ‣ Popular resources are more visible ➡ Centre the site around projects rather than profiles ‣ Allow teachers to create and publish projects ‣ Surface relevant projects to teachers ➡ Increase teacher sign ups and number of visits Phase 2 success metrics ‣ # new sign ups ‣ 1/2 teachers return to the site more than once ‣ Increase the number of teachers from outside the USA ‣ 500 connections per month - either email or Skype ‣ # of favourited resources increases ‣ # of bookmarked teachers ‣ # number of teachers who update their profile with additional information ‣ # number of teachers who embed the badge on their website
  • 71. Data and evidence-based design decisions for the new phase
  • 72. lessons learned about iterating..
  • 74. It’s not iterative if you only do it once....
  • 77. Speed
  • 78.
  • 79. If it takes too long any iterative process is indistinguishable from waterfall
  • 80. Software is so fast to change it lends well to iteration (more some things are even faster)
  • 83. If you freeze an idea If you freeze an idea too quickly, you fall too quickly, you fall in love with it... in love with it ...refine it too quickly & you become attached to it The crudeness of early models in particular is very deliberate #bdwny Jim Glymph, Gehry Technologies
  • 85. Get out of the building!
  • 86. Learning • The whole team learns • What we learn is communicated to clients • What we learn is documented • Metrics are important
  • 87. Actionable metrics not vanity metrics Pirate metrics... AARRR RETENTION ACQUISITION ACTIVATION REFERRAL REVENUE Dave McClure
  • 88. Please no! not more fucking *testing*
  • 89. A better idea/design may exist but requires an intuitive leap Iterative optimisation may only reach the peak of a smaller idea Local Maxima props to @bokardo
  • 90. Intuition Iteration
  • 91. We always have a vision that is clearly articulated, big enough to matter, & shared by the whole team Our goal is always to discover which aspects of this vision are grounded in reality, & to adapt those aspects that are not Eric Ries, Start-up Lessons Learned
  • 92. This is all one grand ongoing experiment (But we can iterate our way to success)
  • 93. Thank you Stuart Eccles @stueccles stuart@madebymany.com http://madebymany.com Copyright Made By Many 2011