Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon

UTILTY VS DISTRACTION

Tim Malbon, Partner and Co-founder

@madebymany @malbonster

Making stuff people want is the the new persuasion

Thursday, 11 October 2012

FOUNDED IN 2007 BY 4 PARTNERS




NOW 34 PEOPLE…


…AND 1 DOG



A PRODUCT INNOVATION & SERVICE DESIGN COMPANY

NOT A DIGITAL MARKETING AGENCY


MAKING STUFF


BUSINESS STRATEGY

PRODUCT &SERVICE DESIGN

SOFTWAREDEVELOPMENT

WHERE WE PLAY


QUICK QUESTION:

WHAT THE HELL DOES "POST-DIGITAL"

MEAN?


IS IT OVER?


NO


"LIKE AIR & DRINKING WATER, BEING DIGITAL WILL BE NOTICED ONLY BY ITS ABSENCE, NOT ITS PRESENCE"

Nicholas Negroponte (Founder of MIT Media Lab)WIRED magazine December 1998http://www.wired.com/wired/archive/6.12/negroponte.html


http://www.wired.com/wired/archive/6.12/negroponte.html






"I'M USING POST-DIGITAL IN THE WAY THAT PEOPLE MIGHT HAVE USED

POST-WAR IN 1913 OR 1938"Russell Davies, Really Interesting Group


POST-WARPOST-APOCALYPSEPOST-OPERATIVEPOST-MORTEMPOST-HUMAN

ALWAYS SOMETHING BAD...



POST-IT


"SPECULATING, HOPING... WE HAVEN'T HAD THE WAR YET"

Russell Davies, Really Interesting Group


78%

22%PRODUCTS &

SERVICES

COMMUNICATIONS

& BRANDING

78%

22%

PRODUCTS &

SERVICES

COMMUNICATIONS

& BRANDING

A BIG SHIFTYESTERDAY

TOMORROW

Sami Niemelä – what happens when the computers disappear?


http://nextberlin.eu/2012/10/sami-niemela-what-happens-when-the-computers-disappear/






MAKING STUFF PEOPLE WANT

MAKING PEOPLE WANT STUFF

FROM TO

@willsh http://smithery.co


DUMB PRODUCTS & INTERRUPTIVE

BRAND EXPERIENCES

FROM TO

CONNECTED SERVICE

EXPERIENCES THAT PULL &

RETAIN


BUSINESS STRATEGY

PRODUCT &SERVICE DESIGN

SOFTWAREDEVELOPMENT

WHERE WE PLAY


LEAN START-UP THINKING

AGILE SOFTWAREDEVELOPMENT

SERVICE DESIGN

WE DO A HYBRID OF THIS


HOW WE WORK


RE-FRAMING HYPOTHESES AS REQUIREMENTSHOW WE WORK


RE-FRAMING HYPOTHESES AS REQUIREMENTSRAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)

HOW WE WORK


RE-FRAMING HYPOTHESES AS REQUIREMENTS

ITERATIVE NOT INCREMENTALRAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)

HOW WE WORK



ITERATIVE NOT INCREMENTALCUSTOMER & DATA-DRIVEN DECISION MAKING

RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)

HOW WE WORK




PROTOTYPING


HOW WE WORK




PROTOTYPINGA MINIMAL VIABLE PRODUCT


HOW WE WORK





TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS


HOW WE WORK





TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS


HOW WE WORK

NOT PRECIOUS ABOUT PROCESS


Big ideas, big bang launch, big budgets

CONVENTIONAL, LINEAR DEVELOPMENT PROCESS




bigstrategy




bigstrategy

userresearch




bigstrategy

userresearch

ADJUST




bigstrategy

designand build

userresearch

ADJUST




bigstrategy

designand build

userresearch

ADJUSTMEASURE




bigstrategy

big newstrategy

designand build

userresearch

ADJUSTMEASURE




bigstrategy

big newstrategy

designand build

userresearch

ADJUSTMEASURE


Nicked and adapted for Web from David Armano

Micro-strategies, big insights, rapid iterations

ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS


insights





insights


littlestrategy




insights


plandesignlaunch

measure

littlestrategy




insights


plandesignlaunch

measure

littlestrategy




insights


plandesignlaunch

measure

insightslittle

strategy




insights


plandesignlaunch

measure

insights

littlestrategy

littlestrategy




insights


plandesignlaunch

measure

insights

adjust

littlestrategy

littlestrategy




insights


plandesignlaunch

measure

insights

adjust

littlestrategy

littlestrategy

learning curve




insights


plandesignlaunch

measure

insights

adjust

littlestrategy

littlestrategy

plandesignlaunch

measure

learning curve




insights


plandesignlaunch

measure

insights

adjust

littlestrategy

littlestrategy

plandesignlaunch

measure

learning curve




insights


plandesignlaunch

measure

insights

adjust

littlestrategy

littlestrategy

plandesignlaunch

measure

learning curve

insights

adjust

littlestrategy

learning curve




insights


plandesignlaunch

measure

insights

adjust

littlestrategy

littlestrategy

plandesignlaunch

measure

learning curve

insights

adjust

littlestrategy

learning curve

A. continue

B. try som

ething else





ITV NEWSAND SPORT


ITV NEWSAND SPORT

UNIQUE VISITORS A MONTH

AFTER LAUNCH

320k/day

BEFORE

2-400 k/month



BURBERRYART OF THE TRENCH


BURBERRYART OF THE TRENCH

VISITORSCOUNTRIES

AV. TIME ON SITEPRESS COVERAGE REACH

PAID MEDIA BUDGETINCREASE IN TRENCH COAT SALES

330,000 1915.5 MINUTES 6.8M£085%

LEADERS OF DIGITAL INNOVATION IN LUXURY

FASHION




PICLE &HOLLERGRAM


PICLE &HOLLERGRAM

"PICLE WENT TO SXSWWITH 15 USERS.

IT CAME BACK WITH 35,000"



SKYPE IN THECLASSROOM

SKYPE IN THE WORKSPACE


SKYPE IN THECLASSROOM

SKYPE IN THE WORKSPACE

NEW SERVICE LAYERS WHICH ARE OFF THE PRODUCT ROADMAP

MARKETING TEAM ABLE TO BUILD PRODUCTS

SKYPE IN THE CLASSROOM TO SCALE TO1 MILLION CONNECTIONS



SKYPE IN THE CLASSROOM


SKYPE CAME TO US WITH A COMMS BRIEF

They’d 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.


WE RESPONDED WITH SOME NON-MARKETING IDEAS

Layer a new service on top of the basic free communication service

Use a customer-centric and test-driven way of working out what that service would be



We discovered immediately that their biggest obstacle was actually finding other teachers who also used Skype


Daniela Callegari

Primary school teacher in ItalyNo experience with Skype in the classroom yetDesperate to connect and find other classes

George MayoMiddle school language arts teacher in Maryland, USAPioneer in technology and educationEnthusiastic about helping the project

Dan Sutch

FutureLab :: innovation in educationIn-depth knowledge of education & technologyOpen to ongoing involvement in project

Lisa Reid6th, 7th & 8th grade science teacher in Ohio, USANo experience with Skype in the classroom yetKeen to start using Skype (has used EduSkypers)

Tracy PetersonTechnology teacher in Iowa, USAHas introduced her classes to initial Skype sessionsKeen to collaborate and extend usage of Skype

GETTING OUT OF THE BUILDING



ONLINE SURVEYS55 teachers7 countries

20+ subjects

Level of Skype teaching

proficiency

INTERMEDIATE40%

EXPERT30%

NOVICE29%


IteratedD E C E M B E R 2 0 1 0 S E P T E M B E R

2 0 1 2

Launch and learn from an MVP Validate new features Tuning and acquisition


+ Grow

The new frontier


HYPOTHESES PRODUCT

Insight Measure ScaleProposition Refine

1. Ride the product half-pipe

EVIDENCEThursday, 11 October 2012

If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms?

“

Tony BatesPresident, SkypeSeptember 2011


Tim Malbon, Partner and Co-founder

@madebymany @malbonster

THANK YOU


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Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon