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Digital Product Design is
And we’re all going to die…
@OptimiseOrDie
@OptimiseOrDie• Growth Optimisation, Lean, Agile• Teams, Culture, Methodology• Split Testing, Analytics, UX• 200M+ visitors tested• 230+ sites, 26 languages
• Is it working right?• No? • Sullivac @ gmail.com
@OptimiseOrDie
colinski.tumblr.com
Designing for Humanity!
@OptimiseOrDie
Designing for Humanity!
@OptimiseOrDie
You had One F***ing Job to Do!
@OptimiseOrDie
bit.ly/OneJobToDo
From 1994 -> To the Future!
@OptimiseOrDie
The Depressing Reality of 2016:
@OptimiseOrDie
Stuff I expected to be HERE:
• Artificial Intelligence instead of Forms• Instant Customer Service• Seamless Web and Call Tracking• Microwave dinners that open properly• Flying Cars• Jetpacks• Free Energy• Space Tourism• Learning from past Design Mistakes!• More Usable Products!
@OptimiseOrDie
Why?
Because We are F***ing Stupid!Let me give you a couple of examples…
@OptimiseOrDie
@OptimiseOrDie
Annual Sales in DE/FR/UK/IT/ES = £4.5Bn (2015)
After Millions of Years of Evolution…
@OptimiseOrDie
@OptimiseOrDie
3 minutes later…
Quick Calculation:
• £4.5Bn Sales @ £3.5 average price• Assume 60% are failures• Costs 90 seconds of wasted time• 72514285714 seconds wasted• 1208571428 minutes• 20142857 hours
• 839,285 days of life - wasted on friction!• What about injuries?
@OptimiseOrDie
@OptimiseOrDie
A Completely Solvable Problem!
A Packaging Manifesto:
1. Packaging should never require a sharp implement to open.
2. Packaging should not require finger control or strength which discriminates against population groups
3. Any packaging must be capable of being returned to its original state to preserve any unused contents
@OptimiseOrDie
Why?
“If it comes off in one, it's gonna be banging! If you’re picking plastic out of your dinner for ten minutes, it's
probably gonna taste like shit.”
@OptimiseOrDie
Why?
“Because an experience is only as good as its shittiest
part”@OptimiseOrD
ie
@OptimiseOrDie
Edwardian Hygiene“It was only in the early 1900s that British doctors realised that the housefly could carry disease on its bristly legs. Flies were a major transmitter of both typhoid and summer-sickness, causing thousands of deaths each year.
After the hot summer of 1911, there was rising public panic about the high levels of infant mortality from diarrhoea. Medical officers decided that they needed to change the way the British public felt about flies.”
@OptimiseOrDie
bit.ly/OODfly
@OptimiseOrDie
“The creation of disgust around flies was a major achievement of the early 20th Century…
The Death rate from diarrhoea fell steadily from 1913…”
bit.ly/OODfly@OptimiseOrD
ie
@OptimiseOrDie
“A 2010 Study found that when swabbed,
28% of London Commuters had
faecal bacteria on their hands!”
bit.ly/OODfly@OptimiseOrD
ie
Quick Calculation:
• Less than 20% of people in the world wash hands• Mainly because they don’t have soap and running
water• London is well served for these!
• A huge part of UK ‘Food Poisoning’ is actually faecal bacteria
• This part costs the economy up to £1.5Bn a year• British travellers get ill on holiday more often than
Americans, Australians or Europeans!@OptimiseOrD
ie
@OptimiseOrDie
“The London Handshake”
Why?
Because We are F***ing Stupid!
@OptimiseOrDie
What can Manufacturing & Retail teach us?
@OptimiseOrDie
Car Manufacturing Timeline
1893 The Daimler Motor Syndicate formed in Britain1908 The first Model T rolls off the production line1930s New innovations in body types – bumpers, closed bodies, boots!1945 Car Manufacturing takes off in Europe1959 The Mini comes onto the market!1961 The first Robot used by General Motors1960s Japan becomes a major force in manufacturing1973 Oil Crisis Hits, US market stagnates, Toyota, Nissan, BMW thrive!1980 Japan becomes 1st in worldwide car production1980s Use of robots prevalent at virtually all manufacturers
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Car Manufacturing Timeline
1983 Chrysler opens new ‘just in sequence’ assembly line1990 Japanese carmakers nab 28% of the US market1991 GM and Ford post record losses whilst Japan booms1997 Toyota launches the Prius Hybrid car2005 Four of the 10 largest companies are oil, four are car companies!2006 Chrysler and GM post huge losses and are rescued2008 Tesla debuts the Roadster2010 Toyota, GM, VW and Hyundai the biggest companies2010 GM sells more cars in China than the USA2015 First mass market hydrogen car
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Car Manufacturing Timeline
Toyota Production System (1960s ->)Lean Manufacturing (1960s ->)Kanban (1960s ->)Continuous Improvement (1970s ->)Six Sigma (1986 ->)Agile Manufacturing (1990s ->)
@OptimiseOrDie
1. Change Growth TrajectoryWhat are these for?
• Maintain or Improve Quality• Remove Defects & Waste• Increase Production Capacity• Agility, Flexibility, Rapid
Delivery• Continuous and Rapid Change• Roboticisation & Automation• Market, Demand, Resource
Planning• Get it very right or death
results!
@OptimiseOrDie
What Can Retail Teach Us?
Let’s take some random stuff from online:
• The toilets must be clean• All the lights must work• Rails must not be stuffed with clothes• Disturbed clothing must be tidied• All tills must be adequately staffed• Window displays must be changed daily• All doors and lifts must work• Floor surfaces must be spotlessly clean• The air has to smell right!
Thousands of little, tiny and very important details!
@OptimiseOrDie
What Can Retail Teach Us?
Let’s try some online stuff:
• Checkout fails on Chrome browsers• Contact Us page doesn’t render on iPads• Mobile payment page fails on PayPal• Navigation was built by a Sadist• Search is so poor nobody uses it• Performance unusable on 3G data• Errors on checkout are never noticed• Your basket disappears after 15 minutes• The password reset takes 45 minutes to arrive• Nobody changes the homepage for a bloody year!
@OptimiseOrDie
1. Change Growth TrajectoryWindow Displays & Basic Merchandising
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Arrogance and Basic Standards• Hiring call with developers• Candidate told me “People are f***ing
stupid if they use browsers like Internet Explorer”
• I explained using a buggy!
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The Big Problem
@OptimiseOrDie
The Big Problem
@OptimiseOrDie
• Clothing 1M per month, 2 bugs• Travel 2M per month, 13 bugs• Telecoms 1.4M per month, 3 bugs• Travel 0.6M per month, 5 bugs• Event Site 2.5M per month, 11 bugs
– These were only the first bugs we found– < 5 days time to fix – an ROI of 91,150%– Larger than the annual IT budget for some!
How Much do Bugs Cost?
Browser Checkswww.crossbrowsertesting.com
www.browserstack.comwww.spoon.netwww.saucelabs.com
Mobile & Tabletwww.appthwack.com
www.deviceanywhere.comwww.opendevicelab.com
Article & Info bit.ly/devicetesting
6: Here is our £84 Million testing rig!
@OptimiseOrDie
Fix Those Bugs!
6: Here is our £84 Million testing rig!
@OptimiseOrDie
We Are All Going to Die!• Made by PetNet• “The World’s first Intelligent Pet Feeder”• Links to your smartphone app• Schedule feeding times remotely• Ooops! Server outage!
“We are experiencing difficulties with one of our third party servers. You may experience a loss of scheduled feeds and failed remote feedings”WTF! The Pet experiences the loss!
6: Here is our £84 Million testing rig!
@OptimiseOrDie
Holiday Diet Feature!
Before After
6: Here is our £84 Million testing rig!
@OptimiseOrDie
It’s only just starting!
• Cheap devices coming!• Some very good• Some designed by idiots• Most designed by idiots
• Never built a digital product
• Never designed one• Now we make one
• What’s wrong with that?• Access to your Wi-Fi
network!
6: Here is our £84 Million testing rig!
@OptimiseOrDie
Already Hacked!• Cars• Watches• Lightbulbs• Home Security• Phones• Alarms• Music Systems• Baby Monitors• Video surveillance• Power & Utility• Printers• Kettles
codecurmudgeon.com/wp/iot-hall-shame/
6: Here is our £84 Million testing rig!
@OptimiseOrDie
Already Hacked!• No ‘Best Practice’ security for design• No infrastructure for updating or patching product• Needs unfettered access to Wi-Fi network• Allows untrusted computers to connect• No ‘two factor’ authentication
“Samsung Toaster Hack Paralyzes Bay Area”“Hungarian Mercedes Hack shuts Uber in Budapest”“Thermostat Worm costs $4Bn and counting”“Search engine available for Hacked Baby Monitors”
6: Here is our £84 Million testing rig!
@OptimiseOrDie
Read More!
bit.ly/iotdeath
16. Ignorance Example
“As your Circle of Knowledge grows, as
the diameter increases, so does the circumference that’s in
contact with all that darkness outside the
circle of light.”
The Solution to Stupidity?
“You Need to Get a Better Quality of
Ignorance!”@OptimiseOrD
ie
Rehab for Companies
@OptimiseOrDie
1. What are the signs?2. Burn Down the Silos3. Startup Growth Team
Models4. Lean Corporate &
Optimisation5. Product Themes /
Decoupling6. Culture of Failure &
Velocity
1. “We have analytics – we just don’t use it (properly)”
2. “We have testing – we just don’t learn anything useful”
3. “We have Customer Insight – we just don’t listen or act upon what they tell us”
4. “We do ‘Agile’, but we’re not really agile at all”5. “We have a Growth Hacker, but they work in a silo”6. “We apply optimisation but don’t change the
organisational structure or management at all”7. “We have all these tools – but nothing happens”@OptimiseOrD
ie
1. Signs you need Rehab
@OptimiseOrDie
• Enough Project Managers and Business Analysts to host your own IT conference.
• Silos work on product separately• No ‘One Team’ per product/theme • Non agile, non iterative design• Product is ‘passed around’• Large teams, unwieldy coordination• Endless meddling and signoff• AB testing usually crippled too!
2. Burn Down the Silos!
@OptimiseOrDie
3. Integrated Product Teams - Functional
Pinterest TwitterLinkedin Dropbox BitTorrentAirbnbFTINGSpotify
bit.ly/GHmodelbit.ly/ingvideo
4. Lean Optimisation and Lean Corporate
@OptimiseOrDie
@OptimiseOrDie
4. FT.COM – Example• Small teams (6-15) with direct access to
publish• Ability to set and get metrics data directly• Tools, Autonomy, Lack of interference• No Project Managers or Business Analysts
• Business defines ‘outcomes’ – teams deliver• No long signoff chain• No pesky meddling fools during execution!
@OptimiseOrDie
4. FT.COM – Labs, Beta, Split Testing• 100s of releases a day!• MVP approach• Launch as alpha, beta,
pilot, phased rollout• This approach includes
split testing to tune, optimize or decide!
• Like getting in a shower
• Read more at labs.ft.com
@OptimiseOrDie
1. Change Growth Trajectory4. Increased Productivity• Most product changes we make are a waste of time!• The Financial Times – 50-70% of product
developer time wasted in a siloed organisational structure
• Minimum project time was “At least 18 months” for anything
• Projects were always late, underperformed, didn’t shift metrics as expected
• Post changes, every IT project was under time & budget
• Products were iterated to hack their way to success
• xxM per annum additional profit after three years
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4. FT.COM – Pesky Meddling & Signoff
@OptimiseOrDie
1. Change Growth Trajectory4. A Holistic Approach
“Product changes and AB tests are just the same thing to us. Where we’re moving to is measuring and testing everything we do.This approach tells us what works, what doesn’t, what to keep, what to remove and what we need to iterate.”Financial Times – NextFT project
#1 Analytics / Quantitative
#2 Split Testing
#3 UX / Qualitative
#4 Agile & Lean
#5 Culture & Organisation
The Optimisation Barstool
@OptimiseOrDie
1. Invest more in AnalyticsBuild your own data layer with tools, people, training, self sufficiency and continual improvement . Invest MORE!
2. Remove wastage and defectsBy building products more efficiently, cheaply, successfully. Remove experience defects at all stages of the lifecycle.
3. Reform the organisationSet teams free to find the right outcomes and self optimise
SUMMARY
@OptimiseOrDie
4. AB and MVT Testing Don’t just test stuff. Winners have a process and methodology around discovering, prioritising and running their tests
5. Stop Reading Best Practice Bullshit Their customers, website, data, market are not yours. Stop reading what other people do and start listening to and measuring your customers!
6. Qual AND QuantIf you are not measuring customer behaviour (and reaction to experiments) with both, then you’re hosed. Use data and insight to replace Ego, Opinion, Assumption, Cherished Notion or Bullshit
SUMMARY
62
• Leicester & Orchestra side
Orchestration!
You can still be beaten by people without your budget,
tech or tools!
@OptimiseOrDie
Hacking efficiency/time/
delight/productivity/fun
Tell your friends good
Lovable Empathetic Delightful Self actualisation Life changing
Rewiring
FUNCTIONALACCESSIBLE
USABLEUSEFUL
PERSUASIVE
COMPELLING
TRANSFORMATIONAL
Device Browser Mobile AudiencePerformance Accessibility Platforms
Comprehension Affordance Simplicity Relevance Clarity Context
Utility Tasks Goals Steps Completion Progression
Resonant Authentic Compelling Consistent Benefits Value Trust
Social Integration and Proof Habits Nudges Addictions
Lifecycle Promotions Personalisation Brand
Belonging Trusted Emotive
68
TIME
ROI
Your Dendritic Future
“If we are to survive, we have to stop wasting
money on things that don’t work, cause more harm
than good or aren’t actually needed.”
71
@OptimiseOrDie
