The document discusses the importance of innovation in established industries without needing to invent something entirely new. It emphasizes understanding existing practices, conducting task analyses, and identifying gaps in user experiences to evolve products. The author encourages continuous testing and improvement based on user feedback and competitor analysis.

1. They already do that
How to be new with something old
Matthew Wate
@MattyWate

2. You
didn’t
invent
your
industry

3. The good news is, you don’t have
to invent something

4. Come on
folks, try
this thing I
made!

5. First of all,
make the
right thing
Find the real world equivalent
of what you do, learn its
principles.

6. Learn Match Redefine

7. What to match, what to evolve

8. Not how does it work, what are they doing?

9. That’s
great, but
what do
you really
mean?

10. Let’s
make life
better

11. What are
people
doing now?

12. Task analysis
★ Phone
★ Internet access
★ Phone still
connected
★ Double blue tick,
they know i’m here
★ “typing”
★ Looking for
excuses
★ Sent
★ Wait for double
tick
★ Back to reality/
watching videos
about cats/
practice mexican
accent
★ Feelings of dread
and fear
★ Want to say no
★ Don’t want to be
rude
★ Time Pressure
★ Want to say no
★ Self doubt
★ what if i die alone
★ May give in and
say yes
★ Relief of saying no
★ Joy
★ Must remember
the lie I used
Receive an
invitation
Consider
offer
Compose
reply
Send reply Freedom

13. What does the mental
model look like?

14. Traditional
mental
models

15. Isn’t it more like this?
FreedomSaying
No
Not
Social
Want to
see BFF
Pick ups
from
A**holes
Fave TV
Show
PVR
Feeling
Social
Fear of
dying
alone
Money Family
Don’t
want to
Be rude

16. What next? All you’ve given me is words!

17. It will
soon
become
clear…

18. This is what
we have
• Task analysis with
gaps identified
• Mental model with
understanding of
influences

19. What
should we
build then?

21. Now, onto
evolution

22. You’ve matched,
now make better

23. How to decide what to evolve

24. Get some
answers

25. Stats
What are the popular features?
What are users searching for?
Where are your drop off/pain points?

26. User testing
Never stop watching your users use your product

27. Competitor
analysis

29. Ultimately,
love your product

30. What’s the
endgame
for Dr No

31. Never stop
looking for
improvements
Test, learn, fail, try again

32. Thank you