UTILTY VS DISTRACTION
Tim Malbon, Partner and Co-founder
@madebymany @malbonster
Making stuff people want is the the new persuasion
Thursday, 11 October 2012
A PRODUCT INNOVATION & SERVICE DESIGN COMPANY
NOT A DIGITAL MARKETING AGENCY
Thursday, 11 October 2012
BUSINESS STRATEGY
PRODUCT &SERVICE DESIGN
SOFTWAREDEVELOPMENT
WHERE WE PLAY
Thursday, 11 October 2012
"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
Thursday, 11 October 2012
"I'M USING POST-DIGITAL IN THE WAY THAT PEOPLE MIGHT HAVE USED
POST-WAR IN 1913 OR 1938"Russell Davies, Really Interesting Group
Thursday, 11 October 2012
POST-WARPOST-APOCALYPSEPOST-OPERATIVEPOST-MORTEMPOST-HUMAN
ALWAYS SOMETHING BAD...
Thursday, 11 October 2012
"SPECULATING, HOPING... WE HAVEN'T HAD THE WAR YET"
Russell Davies, Really Interesting Group
Thursday, 11 October 2012
78%
22%PRODUCTS &
SERVICES
COMMUNICATIONS
& BRANDING
78%
22%
PRODUCTS &
SERVICES
COMMUNICATIONS
& BRANDING
A BIG SHIFTYESTERDAY
TOMORROW
Sami Niemelä – what happens when the computers disappear?
Thursday, 11 October 2012
MAKING STUFF PEOPLE WANT
MAKING PEOPLE WANT STUFF
FROM TO
@willsh http://smithery.co
Thursday, 11 October 2012
DUMB PRODUCTS & INTERRUPTIVE
BRAND EXPERIENCES
FROM TO
CONNECTED SERVICE
EXPERIENCES THAT PULL &
RETAIN
Thursday, 11 October 2012
BUSINESS STRATEGY
PRODUCT &SERVICE DESIGN
SOFTWAREDEVELOPMENT
WHERE WE PLAY
Thursday, 11 October 2012
LEAN START-UP THINKING
AGILE SOFTWAREDEVELOPMENT
SERVICE DESIGN
WE DO A HYBRID OF THIS
Thursday, 11 October 2012
RE-FRAMING HYPOTHESES AS REQUIREMENTSRAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
HOW WE WORK
Thursday, 11 October 2012
RE-FRAMING HYPOTHESES AS REQUIREMENTS
ITERATIVE NOT INCREMENTALRAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
HOW WE WORK
Thursday, 11 October 2012
RE-FRAMING HYPOTHESES AS REQUIREMENTS
ITERATIVE NOT INCREMENTALCUSTOMER & DATA-DRIVEN DECISION MAKING
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
HOW WE WORK
Thursday, 11 October 2012
RE-FRAMING HYPOTHESES AS REQUIREMENTS
ITERATIVE NOT INCREMENTALCUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPING
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
HOW WE WORK
Thursday, 11 October 2012
RE-FRAMING HYPOTHESES AS REQUIREMENTS
ITERATIVE NOT INCREMENTALCUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPINGA MINIMAL VIABLE PRODUCT
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
HOW WE WORK
Thursday, 11 October 2012
RE-FRAMING HYPOTHESES AS REQUIREMENTS
ITERATIVE NOT INCREMENTALCUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPINGA MINIMAL VIABLE PRODUCT
TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
HOW WE WORK
Thursday, 11 October 2012
RE-FRAMING HYPOTHESES AS REQUIREMENTS
ITERATIVE NOT INCREMENTALCUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPINGA MINIMAL VIABLE PRODUCT
TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
HOW WE WORK
NOT PRECIOUS ABOUT PROCESS
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
userresearch
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
userresearch
ADJUST
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
designand build
userresearch
ADJUST
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
designand build
userresearch
ADJUSTMEASURE
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
big newstrategy
designand build
userresearch
ADJUSTMEASURE
Thursday, 11 October 2012
Big ideas, big bang launch, big budgets
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
bigstrategy
big newstrategy
designand build
userresearch
ADJUSTMEASURE
Thursday, 11 October 2012
Nicked and adapted for Web from David Armano
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
littlestrategy
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
littlestrategy
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
littlestrategy
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insightslittle
strategy
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insights
littlestrategy
littlestrategy
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insights
adjust
littlestrategy
littlestrategy
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insights
adjust
littlestrategy
littlestrategy
learning curve
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insights
adjust
littlestrategy
littlestrategy
plandesignlaunch
measure
learning curve
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insights
adjust
littlestrategy
littlestrategy
plandesignlaunch
measure
learning curve
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insights
adjust
littlestrategy
littlestrategy
plandesignlaunch
measure
learning curve
insights
adjust
littlestrategy
learning curve
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
insights
Nicked and adapted for Web from David Armano
plandesignlaunch
measure
insights
adjust
littlestrategy
littlestrategy
plandesignlaunch
measure
learning curve
insights
adjust
littlestrategy
learning curve
A. continue
B. try som
ething else
Micro-strategies, big insights, rapid iterations
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Thursday, 11 October 2012
ITV NEWSAND SPORT
UNIQUE VISITORS A MONTH
AFTER LAUNCH
320k/day
BEFORE
2-400 k/month
Thursday, 11 October 2012
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
Thursday, 11 October 2012
PICLE &HOLLERGRAM
"PICLE WENT TO SXSWWITH 15 USERS.
IT CAME BACK WITH 35,000"
Thursday, 11 October 2012
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
Thursday, 11 October 2012
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.
Thursday, 11 October 2012
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
Thursday, 11 October 2012
We discovered immediately that their biggest obstacle was actually finding other teachers who also used Skype
Thursday, 11 October 2012
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
Thursday, 11 October 2012
ONLINE SURVEYS55 teachers7 countries
20+ subjects
Level of Skype teaching
proficiency
INTERMEDIATE40%
EXPERT30%
NOVICE29%
Thursday, 11 October 2012
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
Thursday, 11 October 2012
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
Thursday, 11 October 2012
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