Lucie McLean — Come Together: Building Product Culture in Non-Digital Organisations (Turing Festival 2016)

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Presentation by Lucie McLean, head of product for children's at the BBC. Delivered at the Turing Festival in Edinburgh on Thursday 18 August 2016.

COME TOGETHER
Building product culture in non-digital organisations
Lucie McLean
Head of Product – Children’s
BBC Design and Engineering

Traditional Digital
Strategy Efficiency Innovation
Culture Hierarchy Collaboration
Talent Low cost High skill
Technology Legacy Cloud, mobile, apps
User experience “Who cares” Mission critical
IT Philosophy Default to NO Default to YES
Project management Waterfall Iterative (agile)
Business model Service & support Relationship & partner
The Digital CIO Mindset
By Michael Krigman cxotalk.com
https://techcrunch.com/2016/01/31/digital-transformation-requires-total-
organizational-commitment/

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Tutorial World 1 World 2 World 3 World 4
How are players progressing through the game?

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Tutorial World 1
Where are we losing players?

This little guy killed over
25,000 kids in the first 2
weeks
We record the x-y co-ordinate when a player dies

Build, measure, learn
Hypothesis:
Introducing a skip level
feature will result in
players engaging with
more level content

Outcome
Ç
70%
More players engaging with the later levels

Weeks
Updates are retaining more players
Danger Mouse Typical Game
Update New levels added

Talk about product
management outside your
organisation

“It's f***ing shit , hard to read - seriously the guy
who approved to put this on shoould (sic) be be
shot….twice to make sure he doesn't make the
same miastake (sic) again…
The colors (sic) are f***ing horrible. It is
entirely f***ing horrendous.”

A digital product is for life, not for
Christmas

Jonathan Palombo Photography at http://flickr.com/photos/57778372@N04/1277755

Twitter: @luciemclean
lucie.mclean@bbc.co.uk

The term digital transformation has been bandied about too much, covering everything from business transformation, the creation of efficiencies and new websites to playing with new digital platforms. In reality, it’s business transformation – but with a focus on customers and stakeholders with digital technologies as the catalyst for change. Success is determined by an organisation’s ability to unite and empower their people, processes and products. Only this will generate customer-centric experiences that perform effectively. Danny’s talk explores Cyber-Duck’s top tips for successful digital transformations, drawing on his experience guiding clients through risks and opportunities.

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Data is all around us, which is both a good and bad thing. Good, because we need it. Bad, because there’s simply too much to know where and how to start using it. This is one of several reasons that marketing teams are currently dysfunctional – I’ll reveal the rest in my talk – but it doesn’t have to be this way. Data-Driven Design (3D) is an actionable evidence-based framework that gives marketing teams (marketers, designers, & copywriters) accelerated access to the data they really need, coupled with a process for understanding how to use that data to make informed changes to the digital marketing experiences you’re creating today. In Oli’s talk, you’ll learn how to use The 3D Playbook to narrow four hundred sources of overwhelming data into the five you actually need.

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Google is falling into a familiar pattern. First, they offer web publishers in a sector (flights, recipes, local, video, e-commerce) increased visibility and SERP display options. Next, they incent participation in specific formats and data structures. And, finally, they take that data for themselves, changing the SERPs to favor advertising, their own properties, and/or instant answers that can reduce publisher traffic. For web marketers, it’s a prisoner’s dilemma — do we give Google what they want now so a competitor doesn’t cave first, or do we hold back and miss out on traffic potential for fear of losing out long term? In this presentation, Rand will show data on how Google is being used today, and how it’s changing, then dive into strategic initiatives and specific examples of how savvy players can build a moat to protect against long-term risk. Included will be tactical wins every site can take advantage of to drive more traffic and improve their content and web marketing strategies. A collaborative process for marketing teams, designed to create high-performance digital experiences that solve real, observed customer pains.

Lisa Myers - How to Make Your Wishlist Piece of Coverage Come True

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There is so much content on the web, to get your content noticed you really need to make it stand out. It doesn’t need to be expensive, or even original, but it does need to be innovative. But there’s little point in creating content campaigns if you don’t make people aware of them. Lisa will be taking you through how her agency approaches content marketing and outreach, that has got their clients links and coverage from some of the biggest authority sites in the world including BBC, The Guardian and the Wall Street Journal. Don’t miss this hands on session on how to get your content noticed and covered.

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1. COME TOGETHER Building product culture in non-digital organisations Lucie McLean Head of Product – Children’s BBC Design and Engineering

8. Traditional Digital Strategy Efficiency Innovation Culture Hierarchy Collaboration Talent Low cost High skill Technology Legacy Cloud, mobile, apps User experience “Who cares” Mission critical IT Philosophy Default to NO Default to YES Project management Waterfall Iterative (agile) Business model Service & support Relationship & partner The Digital CIO Mindset By Michael Krigman cxotalk.com https://techcrunch.com/2016/01/31/digital-transformation-requires-total- organizational-commitment/

9. 6 THINGS WE DO

10. 1. EVANGELISE PRODUCT MANAGEMENT

11.

12. Show, don’t tell

13.

14. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 1 2 3 4 Boss 1 2 3 4 5 Boss 1 2 3 4 5 6 Boss 1 2 3 4 5 6 7 Boss Tutorial World 1 World 2 World 3 World 4 How are players progressing through the game?

15. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 2 3 1 2 3 4 BOSS Tutorial World 1 Where are we losing players?

16. This little guy killed over 25,000 kids in the first 2 weeks We record the x-y co-ordinate when a player dies

17. Ç 9%

18. Build, measure, learn Hypothesis: Introducing a skip level feature will result in players engaging with more level content

19. Outcome Ç 70% More players engaging with the later levels

20. Weeks Updates are retaining more players Danger Mouse Typical Game Update New levels added

21. Talk about product management outside your organisation

22. 2. HAVE EMPATHY

23. Understand what went before

24.

25. “It's f***ing shit , hard to read - seriously the guy who approved to put this on shoould (sic) be be shot….twice to make sure he doesn't make the same miastake (sic) again… The colors (sic) are f***ing horrible. It is entirely f***ing horrendous.”

26. Understand the impact of your work

27. Teach as you go

28.

29. A digital product is for life, not for Christmas

30. Make decision-making easy

31. Slow down

32.

33.

34. 3. MIND YOUR LANGUAGE

35. ‘IN DEVELOPMENT’

36.

37. ‘In development’