MDW NY | Tim Malbon_How to actually make stuff

MAKING DIGITAL WORK NYC 2010
Friday, 3 December 2010

How to actually make stuff

#bdwny BDWNY - MAKING DIGITAL WORK 2010


...that peo ple actually want



We make new stuff
out of the internet



selling stuff

making useful stuff


“Ideas that do”
Stop communicating
products & start making
communication products
Gareth Kay, Goodby Silverstein & Partners



“People that do”



#mxmplanningness


[images: twitter, youtube, flickr,
napster, facebook, google, myspace,
ebay, amazon, paypal, skype, slide,
spotify, apple, drop box]


We all need to become masters of
product design & development



Act like a start-up
MxM



How?



The old ways of
product development



Concept/
Seed

Product
Development

Alpha/Beta
Test

Launch/Ship



Client
Brief

Research

Strategic
Development

Agency Brief
small adjustment
Creative
Development

Testing

Production



Strategy

Functional
Spec

Wireframes

small adjustment
Design

Code

Test

Deploy



known problem known solution

B

A



PROBLEM SPACE

KNOWN UNKNOWN

KNOWN
SOLUTION
SPACE
UNKNOWN



PROBLEM SPACE

KNOWN UNKNOWN

DOES

KNOWN
NOT
EXIST
SOLUTION
SPACE
UNKNOWN



PROBLEM SPACE

KNOWN UNKNOWN

DOES

KNOWN
NOT
EXIST
SOLUTION
SPACE
UNKNOWN

AGILE



PROBLEM SPACE

KNOWN UNKNOWN

DOES

KNOWN
NOT
EXIST
SOLUTION
SPACE
UNKNOWN

AGILE LEAN



The Lean Start-up Movement



Lean Principles
• Rapid prototyping to test hypotheses
• Minimum Viable Product (MVP)
• Nail it then scale it
• Customer obssession (development)
• Iterative, metrics-driven & Agile
• Learn fast, don’t fail fast
#bdwny props to Eric Ries, Steve Blank, Andrew Chen


Lean Principles
NO, IT ISN’T
• Rapid prototyping to test hypotheses
• Minimum Viable Product (MVP)
• Nail it then scale it
• Customer obssession (development)
• Iterative, metrics-driven & Agile
• Learn fast, don’t fail fast
#bdwny props to Eric Ries, Steve Blank, Andrew Chen


Meet Eric Ries

http://www.startuplessonslearned.com/
#bdwny


#bdwny


SPEED



It’s not iterative if you
only do it once



Agilista



Incremental



Iterative



The Local Maxima


Iterative optimisation
may only reach the peak
of a smaller idea

The Local Maxima


A better idea/design
may exist but requires
an intuitive leap

Iterative optimisation
may only reach the peak
of a smaller idea

The Local Maxima


Iterative
Intuition
optimisation



Gustav Von Sydow
http://www.burtcorp.com/

gustav
man-love



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

#bdwny Eric Ries, Start-up Lessons Learned


VISION PROTOTYPE PRODUCTION



#mxmplanningness


IfIfyou freeze an idea
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

Make in small batches



User stories



Adaptive Planning
ctab ility
of P redi
Ho rizon

Predictab Ambiguity
le Uncertain Unpredic
table

NOW THE FUTURE



Adaptive Planning

2 week co
ding sprin
t

NOW THE FUTURE



Adaptive Planning

small, we
ll defined

2 week co
ding sprin
t

NOW THE FUTURE



Adaptive Planning

small, we
ll defined

increasing
ly large, a
2 week co mbiguous
ding sprin
t

NOW THE FUTURE



Adaptive Planning

NOW THE FUTURE



Adaptive Planning

Interaction Design

NOW THE FUTURE



Adaptive Planning

Interaction Design

Service Design

NOW THE FUTURE



Adaptive Planning

Interaction Design

Service Design

Strategy

NOW THE FUTURE



Adaptive Planning

Design loops refine
features to user
feedback and
business priority

Interaction Design

Service Design

Strategy

NOW THE FUTURE



Deciding what to build



Minimum Viable Product



Design Lenses



Minimum esirable Product
D Viable
Smallest execution of an idea
that people will love



Possible places to put a MDP

• Blogs
• Facebook Pages/Groups
• Twitter
• YouTube Videos
• Lightweight Apps



Get out of the building


Closed Testing



Recruitment
• Twitter
• Facebook
• LinkedIn
• YouTube
• Niche community sites



Skype interviews



Open Testing
Rapid, at scale and in context



Dry Testing

50%

Signup
50% Database



This Is Your Life - Dry Test


This Is Your Life - Dry Test

+152%


Learning
• The whole team learns
• What we learn is communicated
to clients
• What we learn is documented
• Metrics are important



Vanity metrics
• Visits
• Visitors
• Page Impressions
• Downloads
• Fans, Followers


Pirate metrics... AARRR
RETENTION

ACQUISITION ACTIVATION REFERRAL REVENUE

#bdwny Dave McClure


Workshop bit




Workshop bit

...that peo ple actually want



1 Linear bad.
Iterative good.



2 Make. Test. Learn.



3 Speed wins.



4 Balance intuition
with optimisation.



5 Low fidelity to start.



6 Break it down.



7 Minimum
DESIRABLE
product.



8 Get out of your building.



9 The Web is your lab.



10 AARRR!



Let’s make stuff...



1 Sketch a 2
Split test 2 ‘live’
proposition:
websites
make 2 variants
propositions
using software
& buying
search traffic

3
Discover which
proposition is
strongest
overall, & which
variant of each is
most desirable



Split Testing

50%

50%

Signup
Database



Your brief:
Make a product or service for
the over 55s
We want millions of them
using it every day



1. Divide into teams/tables
2. Mass sketching exercise - all sketch for c. 25 mins
3. Choose 1 proposition and think about how it might be developed in 2
variants
4. Write 3 epic user stories for each variant
5. Using the template, design the landing/sign up page for each variant
5.1. Write a short punchy description
5.2. Break it down into 3 user benefits, each with a sub-head, image &
unpacking sentence
6. Think of six keyword to drive traffic to your split test
7. Present back
8. We’ll make the templates, set up the split tests & buy some search traffic
9. We’ll discover a winning proposition & winning variant for each team



VARIANT #1 TEAM NAME CAPTAIN NAME

WRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT
YOUR LOGO MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT
WE’LL MAKE THIS)
THIS PAGE

WRITE SUB-HEAD NUMBER ONE WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE

THINK OF AN IMAGE THINK OF AN IMAGE

WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB
HEAD/BENEFIT NUMBER 1 HEAD/BENEFIT NUMBER2 HEAD/BENEFIT NUMBER 3

GIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH SUBMIT

THINK OF SIX SEARCH 1. 2. 3.
KEYWORDS & WRITE THEM IN
THE BOXES: 4. 5. 6.


VARIANT #2 TEAM NAME CAPTAIN NAME

WRITE A SHORT, PUNCHY DESCRIPTION OF YOUR SERVICE THAT
YOUR LOGO MIGHT BE THE ONLY THING SOMEONE READS WHEN THEY VISIT
WE’LL MAKE THIS)
THIS PAGE

WRITE SUB-HEAD NUMBER ONE WRITE SUB-HEAD NUMBER TWO WRITE SUB-HEAD NUMBER THREE


WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB WRITE A SHORT SENTENCE THAT UNPACKS SUB
HEAD/BENEFIT NUMBER 1 HEAD/BENEFIT NUMBER2 HEAD/BENEFIT NUMBER 3

GIVE US YOUR EMAIL & WE’LL TELL YOU WHEN WE LAUNCH SUBMIT

THINK OF SIX SEARCH 1. 2. 3.
KEYWORDS & WRITE THEM IN
THE BOXES: 4. 5. 6.


But first, what do we know
about our customers?



Lust for life



They’re
actually
going to
live for ever



They are your parents


They are legion


They’re the least
likely to be affected
by the recession


Legacy
#mxmplanningness


Practical over
entertainment

SEARCH RATHER BARGAIN HUNTING 45% WOMEN
THAN MULTIMEDIA VISITED SOCIAL
RESEARCHING NETWORKING
PRICE WAYS TO SPEND SITES IN PAST 3
COMPARISON YOUR MONTHS
INHERITANCE (MEN=36%)
FAMILY HISTORY
HOW TO SITES


Go for it...



MDW NY | Tim Malbon_How to actually make stuff

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